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Why Your Ad Failed


So you spent good money on an ad, put it in a magazine or newspaper, and waited patiently for phone calls that didn't materialize. You're upset: you feel that you've wasted money and time, and now you're convinced that advertising doesn't work.

Advertising does work. Every day. So before you kick away advertising (or websites, or brochures, or any other marketing medium), first consider which of these four basic reasons applies to your effort:

Your ad wasn't created to appeal sympathetically to the correct customer need.

You can't force a sale, as much as you might want to. Your best, most reliable, most profitable customers come to your business because you meet particular needs that your competitors don't. Simple as that. These needs may be material, psychological or emotional, but when they present themselves, their owners come to you.

The goal of advertising is not to pitch a sale, but to establish name and brand recognition for your company by associating your name with your ability to meet special customer needs. This helps promote that "good gut feeling" that your best customers have about you but can't really explain.

If your ad isn't built around the right specific customer needs - not wants, not desires, not self-image, but needs - then it's almost doomed to fail.

Your ad doesn't establish your own credibility for meeting customer needs.

Etch this on your forehead: Credibility begins with evidence of understanding.

It's not enough to hit on the right need. You have to demonstrate in some way that you truly understand and can meet it. This step doesn't have to be fancy, and is often very subtle, sometimes involving no more than certain writing, visual design or layout decisions.

If your customers need a strong, professional company, your ad should reflect that. If they need to know that you come highly recommended, or that you have a certain degree of experience, or that your services are unique to your area, that should somehow be a part of your advertising.

Just don't overdo it, turning your ad into a sales pitch. Provide just enough credibility to satisfy those customers looking for it. Save the rest for your other marketing efforts.

Your ad wasn't placed in an appropriate medium that offered regular exposure to the specific customers you serve.

If your business sells luxury cars, the most carefully designed ad in the world won't accomplish a thing printed in a free newspaper that specializes in thrift classified ads. That's not an appropriate medium for your service, and your best customers aren't looking for you there.

If your ad properly recognized and appreciated your customers' needs, consider the possibility that the ad appeared where it wasn't appropriate. Why were your best customers looking for you there? How does your choice of medium speak to your credibility for meeting your customers' needs?

Consider time as well as position: a swimwear ad would face an uphill climb if it ran in a Michigan newspaper in December. Remember that customer needs often change as the seasons change.

You expected too much from your ad.

If the ad is solid, and the medium is appropriate, then the problem is you.

Advertising alone doesn't revolutionize profits. Like all marketing tools, advertising is a precision instrument, an individual tool designed to perform a specific task. Relying on only advertising - or only networking, or only cold calling, or only a website - to promote your business makes as much sense as an auto mechanic who uses only a hammer to fix your car.

Since human beings are complicated, so are sales problems. Complicated problems require the skilled collaboration of multiple tools, of which traditional print advertising is only one.

The role of advertising in a modern marketing campaign is to establish name and brand recognition for your company, not to pitch a sale. The idea is to make sure that your prospect has already heard of your company - and has a favorable "feel" about you - by the time customer need presents itself or your salespeople come calling. Advertising helps pave the road for your other marketing efforts.

If you expected sales to double last month because you ran an ad but did little else, you probably expected more than reality could provide. It's in fact possible that your ad did work, but that it provided benefits that your business didn't capitalize on because you expected different results. Next time you run an ad, do it as part of a coordinated marketing effort that includes the ability to follow up with the audience that was exposed to it. Take advantage of the good will that your advertising helps generate.

If your ad is written to appeal sympathetically to the correct customer need, establishes your credibility for meeting that need, and is placed in an appropriate medium that offers regular exposure to your most likely customers, your ad will do that job. Every time.

About The Author

Robert Warren (www.rswarren.com) is a Florida-based freelance copywriter specializing in the unique marketing needs of independent professionals.

writer@rswarren.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sun. August / 09 / 2020

Tech in Place to Support Addressable Advertising With NextGen TV, But More Is Needed - TV Technology
Tech in Place to Support Addressable Advertising With NextGen TV, But More Is Needed  TV Technology

13 top advertising headhunters to know right now - Business Insider - Business Insider
13 top advertising headhunters to know right now - Business Insider  Business Insider

etailz Announces New Features for AdManager to Optimize Amazon Advertising Marketing - MarTech Series
etailz Announces New Features for AdManager to Optimize Amazon Advertising Marketing  MarTech Series

Entercom revenue drops 54% in 2Q due to Covid-related advertising decline - Philadelphia Business Journal
Entercom revenue drops 54% in 2Q due to Covid-related advertising decline  Philadelphia Business Journal

What Can Blockchain Really Do for Advertising? A Perfect Use Case With SaTT - Yahoo Finance
What Can Blockchain Really Do for Advertising? A Perfect Use Case With SaTT  Yahoo Finance

After Taking a Pandemic Hit, Billboard Ad Companies See Signs of Hope - The New York Times
After Taking a Pandemic Hit, Billboard Ad Companies See Signs of Hope  The New York Times

News Corp Posts Wider Loss as Coronavirus Pummels Advertising Revenue - The Wall Street Journal
News Corp Posts Wider Loss as Coronavirus Pummels Advertising Revenue  The Wall Street Journal

Muralist restores historic advertising artwork | Local News - Beloit Daily News
Muralist restores historic advertising artwork | Local News  Beloit Daily News

TikTok Prepares Advertisers for Possible App Ban - The New York Times
TikTok Prepares Advertisers for Possible App Ban  The New York Times

Key Insights: Mobile ads “the hotspot”, advertising growth projections, and customer experience dissected - ClickZ
Key Insights: Mobile ads “the hotspot”, advertising growth projections, and customer experience dissected  ClickZ

Facebook bans pro-Trump super PAC from advertising on its platform - Fox Business
Facebook bans pro-Trump super PAC from advertising on its platform  Fox Business

Meet the Press Blog: Latest news, analysis and data driving the political discussion - NBC News
Meet the Press Blog: Latest news, analysis and data driving the political discussion  NBC News

Highdive Advertising Named Ad Age's Small Agency of the Year - PRNewswire
Highdive Advertising Named Ad Age's Small Agency of the Year  PRNewswire

Travel Brands Doubled U.S. TV Advertising in July - Skift
Travel Brands Doubled U.S. TV Advertising in July  Skift

Podcast advertising to hit $1 billion in 2021 - Fox Business
Podcast advertising to hit $1 billion in 2021  Fox Business

Applied Arts 2020 Advertising Awards - Dexigner
Applied Arts 2020 Advertising Awards  Dexigner

Digital Advertising Leader to Integrate with Google Ads Data Hub - Martechcube
Digital Advertising Leader to Integrate with Google Ads Data Hub  Martechcube

Google wants a bigger chunk of Spotify and Pandora's revenue - Business Insider - Business Insider
Google wants a bigger chunk of Spotify and Pandora's revenue - Business Insider  Business Insider

Ghirardelli Defeats White Baking Chips False Advertising Claims Premised On Faulty Survey Evidence - Ad Law Access
Ghirardelli Defeats White Baking Chips False Advertising Claims Premised On Faulty Survey Evidence  Ad Law Access

New York Times: Thriving Amid The Decline Of Advertising Business - Seeking Alpha
New York Times: Thriving Amid The Decline Of Advertising Business  Seeking Alpha

ViacomCBS Q2 Profit Slides on Advertising Declines Amid Coronavirus - Variety
ViacomCBS Q2 Profit Slides on Advertising Declines Amid Coronavirus  Variety

Venatus Expands In-Game Advertising Offering With Frameplay - MarTech Series
Venatus Expands In-Game Advertising Offering With Frameplay  MarTech Series

Gannett and Tribune newspaper chains see subscriber growth amid plunging advertising. - The New York Times
Gannett and Tribune newspaper chains see subscriber growth amid plunging advertising.  The New York Times

Pay TV Losses Continue In Q2, Amid Dramatic 20%-25% Advertising Declines 08/10/2020 - MediaPost Communications
Pay TV Losses Continue In Q2, Amid Dramatic 20%-25% Advertising Declines 08/10/2020  MediaPost Communications

Why Microsoft's Potential TikTok Acquisition Probably Isn't About Advertising - AdExchanger
Why Microsoft's Potential TikTok Acquisition Probably Isn't About Advertising  AdExchanger

How to change your Google advertising settings - The Verge
How to change your Google advertising settings  The Verge

Biden Unveils Quarter-Billion-Dollar Campaign Advertising Blitz - The New York Times
Biden Unveils Quarter-Billion-Dollar Campaign Advertising Blitz  The New York Times

Mediavine Integrates with Centro’s Basis Programmatic Advertising Platform - Martechcube
Mediavine Integrates with Centro’s Basis Programmatic Advertising Platform  Martechcube

Advertising slump during virus crisis hits media jobs - Tech Xplore
Advertising slump during virus crisis hits media jobs  Tech Xplore

Advertising Stocks Face New, Major Challenge With Apple's iOS 14 - Medium
Advertising Stocks Face New, Major Challenge With Apple's iOS 14  Medium

Trackhouse.io launches Affiliate & Advertising Platform - Martechcube
Trackhouse.io launches Affiliate & Advertising Platform  Martechcube

Ad Age Names Advertising Agency Dagger as Agency of the Year - Martechcube
Ad Age Names Advertising Agency Dagger as Agency of the Year  Martechcube

Lamar Advertising removes anti-mask billboards, declines to display 3 of 4 ads from anti-racism group - The Spokesman-Review
Lamar Advertising removes anti-mask billboards, declines to display 3 of 4 ads from anti-racism group  The Spokesman-Review

How to Create Video Advertising Campaigns for the Long Run - Entrepreneur
How to Create Video Advertising Campaigns for the Long Run  Entrepreneur

5x points on shipping and advertising with Chase business cards - Business Insider - Business Insider
5x points on shipping and advertising with Chase business cards - Business Insider  Business Insider

Advertising Revenues Projected To Decline In 2020 Worldwide - Forbes
Advertising Revenues Projected To Decline In 2020 Worldwide  Forbes

How a virtual advertising 'camp' saved internships for 200 students - AdAge.com
How a virtual advertising 'camp' saved internships for 200 students  AdAge.com

Audi Isn’t The First Automaker To Slip On An Advertising Banana Peel - Forbes
Audi Isn’t The First Automaker To Slip On An Advertising Banana Peel  Forbes

Scrutiny of bailout pushes Householder’s Enterprise into advertising frenzy - The Newark Advocate
Scrutiny of bailout pushes Householder’s Enterprise into advertising frenzy  The Newark Advocate

Trump campaign restarts TV advertising with spots slamming Biden - POLITICO
Trump campaign restarts TV advertising with spots slamming Biden  POLITICO

Your chances of getting COVID-19 from flying, how JC Penney is advertising amidst bankruptcy, and more: Datacenter Weekly - AdAge.com
Your chances of getting COVID-19 from flying, how JC Penney is advertising amidst bankruptcy, and more: Datacenter Weekly  AdAge.com

ITV suffers steepest advertising fall ever due to Covid-19 lockdown - The Guardian
ITV suffers steepest advertising fall ever due to Covid-19 lockdown  The Guardian

With COVID crushing advertising, YouTubers turn to subscriptions - Chicago Daily Herald
With COVID crushing advertising, YouTubers turn to subscriptions  Chicago Daily Herald

The Way Forward For Data-Driven Advertising 08/07/2020 - MediaPost Communications
The Way Forward For Data-Driven Advertising 08/07/2020  MediaPost Communications

Playwire to Give All Online Publishers Insights on Advertising Technology, Page Speed, Site Performance, and Ad Optimization - MarTech Series
Playwire to Give All Online Publishers Insights on Advertising Technology, Page Speed, Site Performance, and Ad Optimization  MarTech Series

KSL-TV Explains How to Measure ROI Based on Local CTV Advertising [VIDEO] - TVRev
KSL-TV Explains How to Measure ROI Based on Local CTV Advertising [VIDEO]  TVRev

Wilkes-Barre police issue warning over advertising scam - fox56.com
Wilkes-Barre police issue warning over advertising scam  fox56.com

Google Expands Audio Advertising Options to Help Brands Tap Into Increased Audio Engagement - Social Media Today
Google Expands Audio Advertising Options to Help Brands Tap Into Increased Audio Engagement  Social Media Today

Lamar Advertising's (LAMR) Q2 FFO & Revenues Miss Estimates - Yahoo Finance
Lamar Advertising's (LAMR) Q2 FFO & Revenues Miss Estimates  Yahoo Finance

‘Building up a community first’: Instagram Reels has little on offer for advertisers — for now - Digiday
‘Building up a community first’: Instagram Reels has little on offer for advertisers — for now  Digiday

‘A Big Correction’: Pandemic Brings Change to ‘Bloated’ Ad Industry - The New York Times
‘A Big Correction’: Pandemic Brings Change to ‘Bloated’ Ad Industry  The New York Times

Lamar Advertising's (LAMR) CEO Sean Reilly on Q2 2020 Results - Earnings Call Transcript - Seeking Alpha
Lamar Advertising's (LAMR) CEO Sean Reilly on Q2 2020 Results - Earnings Call Transcript  Seeking Alpha

Fiat Chrysler Reorders Its Advertising Around Digital Demands - Forbes
Fiat Chrysler Reorders Its Advertising Around Digital Demands  Forbes

Facebook has been barely impacted by big advertisers' boycott — here's why - TNW
Facebook has been barely impacted by big advertisers' boycott — here's why  TNW

New Jersey's COVID-19 Advertising Campaign Targets 30-something's 'Risky Behaviors' - TAPinto.net
New Jersey's COVID-19 Advertising Campaign Targets 30-something's 'Risky Behaviors'  TAPinto.net

Gates a useless advertising tool for the Developer - Villages-News
Gates a useless advertising tool for the Developer  Villages-News

More Than 1,000 Companies Boycotted Facebook. Did It Work? - The New York Times
More Than 1,000 Companies Boycotted Facebook. Did It Work?  The New York Times

Black-Owned Media Companies Call for Advertisers to Start Spending - Black Enterprise
Black-Owned Media Companies Call for Advertisers to Start Spending  Black Enterprise

Ubisoft and In-game Advertising Platform Anzu.io Brings Blended In-Game Ads Into Trackmania - MarTech Series
Ubisoft and In-game Advertising Platform Anzu.io Brings Blended In-Game Ads Into Trackmania  MarTech Series

Apple and Microsoft just proved the power of advertising - ZDNet
Apple and Microsoft just proved the power of advertising  ZDNet

AIG Life & Retirement Launches We See the Future in You Advertising Campaign at 2020 PGA Championship - Business Wire
AIG Life & Retirement Launches We See the Future in You Advertising Campaign at 2020 PGA Championship  Business Wire

US Podcast Advertising To Top $1 Billion Next Year 08/04/2020 - MediaPost Communications
US Podcast Advertising To Top $1 Billion Next Year 08/04/2020  MediaPost Communications

Advertising Opportunities - Contemporary Pediatrics
Advertising Opportunities  Contemporary Pediatrics

Schoolyard Snacks co-founder Helen Guo made her first $100000 without spending a dime on advertising- here's how - Thinknum Media
Schoolyard Snacks co-founder Helen Guo made her first $100000 without spending a dime on advertising- here's how  Thinknum Media

POLITICAL CAMPAIGN, ADVERTISEMENT SIGNS NOT PERMITTED ON PUBLIC RIGHTS OF WAY - kroxam.com
POLITICAL CAMPAIGN, ADVERTISEMENT SIGNS NOT PERMITTED ON PUBLIC RIGHTS OF WAY  kroxam.com

We banned advertising for cigarettes. Should we do the same for SUVs? - GreenBiz
We banned advertising for cigarettes. Should we do the same for SUVs?  GreenBiz

Pinterest shares close up 36% on user growth and advertising in Q2 - CNBC
Pinterest shares close up 36% on user growth and advertising in Q2  CNBC

Transforming to Win With Digital Ads - Radio World - Radio World
Transforming to Win With Digital Ads - Radio World  Radio World

Advertising And Marketing & Communications Organizer work with DeMellier - D1SoftballNews.com
Advertising And Marketing & Communications Organizer work with DeMellier  D1SoftballNews.com

ViacomCBS to Launch Connected Video Advertising Platform EyeQ - Hollywood Reporter
ViacomCBS to Launch Connected Video Advertising Platform EyeQ  Hollywood Reporter

Brands need superpower to balance consumer and advertising sentiment in post-lockdown world - Moneycontrol.com
Brands need superpower to balance consumer and advertising sentiment in post-lockdown world  Moneycontrol.com

COVID-19 Impacts: In-Game Advertising Market Will Accelerate at a CAGR of Almost 20% Through 2020-2024 | Increasing Popularity of Mobile Gaming to Boost Growth | Technavio - Business Wire
COVID-19 Impacts: In-Game Advertising Market Will Accelerate at a CAGR of Almost 20% Through 2020-2024 | Increasing Popularity of Mobile Gaming to Boost Growth | Technavio  Business Wire

IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact - IAB
IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact  IAB

Snap CMO Kenny Mitchell Says New B2B Campaign Targeting Advertisers Highlights The ‘Snapchat Generation’ - Forbes
Snap CMO Kenny Mitchell Says New B2B Campaign Targeting Advertisers Highlights The ‘Snapchat Generation’  Forbes

Cross-Channel Advertising Software Market Analysis And Demand With Forecast Ove - News by aeresearch
Cross-Channel Advertising Software Market Analysis And Demand With Forecast Ove  News by aeresearch

Lamar Advertising Co (LAMR) Q2 2020 Earnings Call Transcript - Nasdaq
Lamar Advertising Co (LAMR) Q2 2020 Earnings Call Transcript  Nasdaq

Vegan food company provokes with M*** F*** advertising campaign - The Guardian
Vegan food company provokes with M*** F*** advertising campaign  The Guardian

Microsoft Advertising Integrates Shutterstock to Help Advertisers Create High-Performing Ads - PRNewswire
Microsoft Advertising Integrates Shutterstock to Help Advertisers Create High-Performing Ads  PRNewswire

US sanctions: Carrie Lam and other targeted officials banned from advertising on Facebook - Hong Kong Free Press
US sanctions: Carrie Lam and other targeted officials banned from advertising on Facebook  Hong Kong Free Press

Global Mobile Advertising Market 2020 | Growth, Share, Trends, Opportunities And Focuses On Top Players | Google, Amazon, Hunt, Twitter, InMobi, HasOffers, Apple (iAd), Adfonic, Flurry - NJ MMA News
Global Mobile Advertising Market 2020 | Growth, Share, Trends, Opportunities And Focuses On Top Players | Google, Amazon, Hunt, Twitter, InMobi, HasOffers, Apple (iAd), Adfonic, Flurry  NJ MMA News

Advertising trade bodies united in distaste for 'junk food' TV and online ad ban - The Drum
Advertising trade bodies united in distaste for 'junk food' TV and online ad ban  The Drum

Centro Implements Transparency Requirements to Bring Advertisers and Publishers Closer Together - MarTech Series
Centro Implements Transparency Requirements to Bring Advertisers and Publishers Closer Together  MarTech Series

2020 Digital Video Advertising Market - GlobeNewswire
2020 Digital Video Advertising Market  GlobeNewswire

Social Advertising Software Industry Market 2020 Emerging Trend and Advancement - News by aeresearch
Social Advertising Software Industry Market 2020 Emerging Trend and Advancement  News by aeresearch

In-Depth Future Innovations: Cloud Advertising Market SWOT Analysis by Key Players: Cisco Systems, Microsoft, Google, Adobe - Market Research Posts
In-Depth Future Innovations: Cloud Advertising Market SWOT Analysis by Key Players: Cisco Systems, Microsoft, Google, Adobe  Market Research Posts

Vengo teams with National Entertainment Network, launches digital media platform for in-store advertising - Retail Customer Experience
Vengo teams with National Entertainment Network, launches digital media platform for in-store advertising  Retail Customer Experience

Microsoft Moves to Buy TikTok, Deepfake Identification Software, Facebook Advertising Growth Unchanged - BroadbandBreakfast.com
Microsoft Moves to Buy TikTok, Deepfake Identification Software, Facebook Advertising Growth Unchanged  BroadbandBreakfast.com

Rangers star Ianis Hagi sets up advertising agency in Romania - Daily Record
Rangers star Ianis Hagi sets up advertising agency in Romania  Daily Record

Evening Standard to cut one-third of staff as Covid-19 hits advertising - The Guardian
Evening Standard to cut one-third of staff as Covid-19 hits advertising  The Guardian

Demand Side Platforms (DSP) for Programmatic Advertising from the Mobile Side Market Size, Share, Trends, Growth and Outlook with Company Analysis and Forecast to 2026 (Based on 2020 COVID-19 Worldwide Spread) - Market Research Posts
Demand Side Platforms (DSP) for Programmatic Advertising from the Mobile Side Market Size, Share, Trends, Growth and Outlook with Company Analysis and Forecast to 2026 (Based on 2020 COVID-19 Worldwide Spread)  Market Research Posts

Google Ads Advertisers Can Now Capture Leads From YouTube - Search Engine Journal
Google Ads Advertisers Can Now Capture Leads From YouTube  Search Engine Journal

Reach Taos County's Largest Local News Audience | Advertise | taosnews.com - taosnews
Reach Taos County's Largest Local News Audience | Advertise | taosnews.com  taosnews

Facebook May Ban Political Advertising - Variety
Facebook May Ban Political Advertising  Variety

Disney Slashed Ad Spending on Facebook Amid Growing Boycott - The Wall Street Journal
Disney Slashed Ad Spending on Facebook Amid Growing Boycott  The Wall Street Journal

Advertisers were cutting their Facebook ad spending well before the boycott began - Digiday
Advertisers were cutting their Facebook ad spending well before the boycott began  Digiday

Advertisement: American Advertisement | Review - Pitchfork
Advertisement: American Advertisement | Review  Pitchfork

Target, MTV Blocked Ads From News Mentioning ‘George Floyd’ and ‘Protests’ - The Wall Street Journal
Target, MTV Blocked Ads From News Mentioning ‘George Floyd’ and ‘Protests’  The Wall Street Journal

As Trump Pushes Into Portland, His Campaign Ads Turn Darker - The New York Times
As Trump Pushes Into Portland, His Campaign Ads Turn Darker  The New York Times

The Revitalization Of Print Advertising - Forbes
The Revitalization Of Print Advertising  Forbes

Advertising adjusts for a new reality: Sweatpants for staying home and toilet paper that cares - The Washington Post
Advertising adjusts for a new reality: Sweatpants for staying home and toilet paper that cares  The Washington Post

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