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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 Wed. October / 23 / 2019

Quibi Sells Out $150M In Launch-Year Advertising Inventory - Deadline
Quibi Sells Out $150M In Launch-Year Advertising Inventory  Deadline

That's what advertising is now - Campaign US
That's what advertising is now  Campaign US

Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million - Forbes
Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million  Forbes

Facebook advertising VP Rob Goldman announces his departure - CNBC
Facebook advertising VP Rob Goldman announces his departure  CNBC

Meredith Sells Money.com to Puerto Rican Advertising Company - Adweek
Meredith Sells Money.com to Puerto Rican Advertising Company  Adweek

What's The Next Growth Engine For Digital Advertising? - Radio & Television Business Report
What's The Next Growth Engine For Digital Advertising?  Radio & Television Business Report

Why Miller Lite is scorning social media to fight the new war in beer advertising - Fast Company
Why Miller Lite is scorning social media to fight the new war in beer advertising  Fast Company

Adaptive Ad Systems Inc. Expands Advertising Reach at Colleges and Universities in Time for the Beginning of the 2020 Election Campaign - Yahoo Finance
Adaptive Ad Systems Inc. Expands Advertising Reach at Colleges and Universities in Time for the Beginning of the 2020 Election Campaign  Yahoo Finance

Facebook IQ: Generation Z Wants to See More Diversity in Advertising - Adweek
Facebook IQ: Generation Z Wants to See More Diversity in Advertising  Adweek

Digital Signage Enhances Advertising for Bluewater Promotions Inc. - Yahoo Finance
Digital Signage Enhances Advertising for Bluewater Promotions Inc.  Yahoo Finance

Daily Forecast: Connected TV Advertising Driven by YouTube, Hulu and Roku - eMarketer
Daily Forecast: Connected TV Advertising Driven by YouTube, Hulu and Roku  eMarketer

A new book documents Avedon’s advertising legacy - Wallpaper*
A new book documents Avedon’s advertising legacy  Wallpaper*

Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening - The Wall Street Journal
Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening  The Wall Street Journal

TikTok, Pandora Advertising Found on Pirate TV Platform TeaTV - Digital Music News
TikTok, Pandora Advertising Found on Pirate TV Platform TeaTV  Digital Music News

Brand Safety Alert: How Toxic is Today's Programmatic Digital Advertising Environment to Brands, Advertisers, and Publishers? - Yahoo Finance
Brand Safety Alert: How Toxic is Today's Programmatic Digital Advertising Environment to Brands, Advertisers, and Publishers?  Yahoo Finance

ELA Advertising Earns Great Place to Work-Certified™ 2019 Designation - Yahoo Finance
ELA Advertising Earns Great Place to Work-Certified™ 2019 Designation  Yahoo Finance

False Advertising Claims in the U.S. – Even “Corny” Disputes Are No Laughing Matter - JD Supra
False Advertising Claims in the U.S. – Even “Corny” Disputes Are No Laughing Matter  JD Supra

How to make your brand worth talking about - AdAge.com
How to make your brand worth talking about  AdAge.com

Supponor To Provide Virtual Advertising Tech at FC Barcelona's LaLiga Home Games - Sports Video Group
Supponor To Provide Virtual Advertising Tech at FC Barcelona's LaLiga Home Games  Sports Video Group

The Future of OTT: Fraud Detection, Addressable Advertising And Real-Time Audience Enrichment - TVRev
The Future of OTT: Fraud Detection, Addressable Advertising And Real-Time Audience Enrichment  TVRev

Why Australia needs a ban on taxpayer-funded political advertising before elections - The Guardian
Why Australia needs a ban on taxpayer-funded political advertising before elections  The Guardian

Daily Forecast: Facebook Is Still King of Social Video Advertising - eMarketer
Daily Forecast: Facebook Is Still King of Social Video Advertising  eMarketer

Google's copying Facebook, Microsoft's trying to steal ad dollars from Amazon, and WPP's big loss - Business Insider
Google's copying Facebook, Microsoft's trying to steal ad dollars from Amazon, and WPP's big loss  Business Insider

Facebook Bans Ads That Promote Voter Suppression – But Political Advertising Is Here To Stay - AdExchanger
Facebook Bans Ads That Promote Voter Suppression – But Political Advertising Is Here To Stay  AdExchanger

New Results Find that Hispanics Feel Underrepresented in Beauty Advertising - Beauty Packaging Magazine
New Results Find that Hispanics Feel Underrepresented in Beauty Advertising  Beauty Packaging Magazine

Minneapolis-St.Paul Metro Transit Extends Exclusive Advertising Contract with Intersection through 2022 - Digital Signage Connection
Minneapolis-St.Paul Metro Transit Extends Exclusive Advertising Contract with Intersection through 2022  Digital Signage Connection

Amazon’s Advertising Is Quickly Gaining On Google…And Other Small Business Tech News This Week - Forbes
Amazon’s Advertising Is Quickly Gaining On Google…And Other Small Business Tech News This Week  Forbes

Colling Media Study Reveals Effectiveness of Advertising on Online Dating Apps - PRNewswire
Colling Media Study Reveals Effectiveness of Advertising on Online Dating Apps  PRNewswire

Category: Samsung Ads Leadership Forum at Advertising Week 2019 - BeetTV
Category: Samsung Ads Leadership Forum at Advertising Week 2019  BeetTV

N.J. couple sues Taco Bell for ‘deceptive advertising’ after they were charged an extra $2.18 - WJW FOX 8 News Cleveland
N.J. couple sues Taco Bell for ‘deceptive advertising’ after they were charged an extra $2.18  WJW FOX 8 News Cleveland

13 masterpieces of social advertising in the Russian Empire (PICS) - Russia Beyond
13 masterpieces of social advertising in the Russian Empire (PICS)  Russia Beyond

Spoiled Milk: A Cautionary Tale Of Advertising And Labeling For The Animal Products Industry - JD Supra
Spoiled Milk: A Cautionary Tale Of Advertising And Labeling For The Animal Products Industry  JD Supra

PAC finds effective, inexpensive advertising options through social media - KXLY Spokane
PAC finds effective, inexpensive advertising options through social media  KXLY Spokane

5 Movies That Altered Advertising and Marketing - Adweek
5 Movies That Altered Advertising and Marketing  Adweek

California: Entertainment, Media and Advertising Impacted by AB5 - The National Law Review
California: Entertainment, Media and Advertising Impacted by AB5  The National Law Review

5 Advertising Week Takeaways To Keep On Your Radar For 2020 - Forbes
5 Advertising Week Takeaways To Keep On Your Radar For 2020  Forbes

Queens lawmakers applaud new advertising campaign and website that educates tenants on new rights - QNS.com
Queens lawmakers applaud new advertising campaign and website that educates tenants on new rights  QNS.com

Taxpayers funded $174m in government advertising last financial year - The Guardian
Taxpayers funded $174m in government advertising last financial year  The Guardian

AT&T's Xandr purchases TV advertising company clypd: source - Reuters
AT&T's Xandr purchases TV advertising company clypd: source  Reuters

Netflix and HBO shows are getting pirated on this app that's been bankrolled by advertisers such as Pandora, BET+ and TikTok - CNBC
Netflix and HBO shows are getting pirated on this app that's been bankrolled by advertisers such as Pandora, BET+ and TikTok  CNBC

Facebook opens search ads to all advertisers - Search Engine Land
Facebook opens search ads to all advertisers  Search Engine Land

AcuityAds' Updated Algorithm Delivers 15% Increase in Campaign Performance to Advertisers - Yahoo Finance
AcuityAds' Updated Algorithm Delivers 15% Increase in Campaign Performance to Advertisers  Yahoo Finance

Advertising sector watchdog ASCI upholds complaints against 229 misleading advertisements for violating... - Firstpost
Advertising sector watchdog ASCI upholds complaints against 229 misleading advertisements for violating...  Firstpost

Snapchat’s targeting direct-response advertisers with new dynamic ads product - Digiday
Snapchat’s targeting direct-response advertisers with new dynamic ads product  Digiday

GOP Senator Links Medical Marijuana Claims To Tobacco Industry Advertisements - Marijuana Moment
GOP Senator Links Medical Marijuana Claims To Tobacco Industry Advertisements  Marijuana Moment

Facebook advertisers boost video budgets 24%, study finds - Mobile Marketer
Facebook advertisers boost video budgets 24%, study finds  Mobile Marketer

Amazon's Starting to Pull Away From Competitors in Search Advertising - Motley Fool
Amazon's Starting to Pull Away From Competitors in Search Advertising  Motley Fool

Advertising Week 2019: It All Starts With Brand Trust - Forbes
Advertising Week 2019: It All Starts With Brand Trust  Forbes

Facebook advertising VP steps down - AdNews
Facebook advertising VP steps down  AdNews

Taco Bell being sued for 'false and misleading' advertising - Fox Business
Taco Bell being sued for 'false and misleading' advertising  Fox Business

An 'Always-On' TV Attribution Advertising Partnership Arrives - Radio & Television Business Report
An 'Always-On' TV Attribution Advertising Partnership Arrives  Radio & Television Business Report

Amazon nibbles away at Google's search advertising dollars - AdAge.com
Amazon nibbles away at Google's search advertising dollars  AdAge.com

Facebook changes political advertising rules ahead of expected UK general election - Sky News
Facebook changes political advertising rules ahead of expected UK general election  Sky News

What Is Display Advertising? Definition, Targeting Process, Types, Networks, Examples, and a Management Checklist - MarTech Advisor
What Is Display Advertising? Definition, Targeting Process, Types, Networks, Examples, and a Management Checklist  MarTech Advisor

Trump dominates in digital, while Joe Biden twiddles his thumbs advertising on TV - legal Insurrection
Trump dominates in digital, while Joe Biden twiddles his thumbs advertising on TV  legal Insurrection

Barcelona strike Supponor virtual advertising deal - SportsPro Media
Barcelona strike Supponor virtual advertising deal  SportsPro Media

Some Advertisers See Loopholes In California Privacy Law 10/23/2019 - MediaPost Communications
Some Advertisers See Loopholes In California Privacy Law 10/23/2019  MediaPost Communications

Google Dominated the $55 Billion Search Advertising Market for Over a Decade. Here's How Amazon Plans to Shake Things Up - Inc.
Google Dominated the $55 Billion Search Advertising Market for Over a Decade. Here's How Amazon Plans to Shake Things Up  Inc.

DPP develops IMF for advertising | News - IBC365
DPP develops IMF for advertising | News  IBC365

YouTube is letting politicians reserve advertising space for 2020 election - The Verge
YouTube is letting politicians reserve advertising space for 2020 election  The Verge

How advertising rates vary by category on Amazon - Marketing Land
How advertising rates vary by category on Amazon  Marketing Land

Social Chain's Lumaland merger heralded as 'an advertising gamechanger' - The Drum
Social Chain's Lumaland merger heralded as 'an advertising gamechanger'  The Drum

Rethinking and Predicting the Future of TV Advertising - Adweek
Rethinking and Predicting the Future of TV Advertising  Adweek

The Good Ole Boy & Girl JV Network Welcomes Health Advertisers to Promote Their Products & Services on Targeted Health Email Lists - The Herald Journal
The Good Ole Boy & Girl JV Network Welcomes Health Advertisers to Promote Their Products & Services on Targeted Health Email Lists  The Herald Journal

Meet the Women Running LA’s Top Advertising Agencies - Adweek
Meet the Women Running LA’s Top Advertising Agencies  Adweek

House panel pressures Reynolds to stop advertising Vuse e-cigarettes, pushes for documents - CNBC
House panel pressures Reynolds to stop advertising Vuse e-cigarettes, pushes for documents  CNBC

Honest Ads Act Is False Advertising - The Wall Street Journal
Honest Ads Act Is False Advertising  The Wall Street Journal

TripAdvisor selects Mother as its new creative agency - AdAge.com
TripAdvisor selects Mother as its new creative agency  AdAge.com

Google, Apple, Amazon, and Microsoft's earbud advertising explained - Fast Company
Google, Apple, Amazon, and Microsoft's earbud advertising explained  Fast Company

The death of TV ads; Amazon's ad problem; Frito-Lay rethinks its products - Business Insider
The death of TV ads; Amazon's ad problem; Frito-Lay rethinks its products  Business Insider

Couple sues Taco Bell for deceptive advertising after being overcharged $2.18 for Chalupas - FOX 10 News Phoenix
Couple sues Taco Bell for deceptive advertising after being overcharged $2.18 for Chalupas  FOX 10 News Phoenix

Coverage of Trump's Doral Resort Fiasco Was Worth at Least $1 million in Free Advertising - LA Magazine
Coverage of Trump's Doral Resort Fiasco Was Worth at Least $1 million in Free Advertising  LA Magazine

Livestreamed shootings have advertisers demanding better safety from sites like Facebook and YouTube - CNBC
Livestreamed shootings have advertisers demanding better safety from sites like Facebook and YouTube  CNBC

Alliances are Advertising Week's big trend - Axios
Alliances are Advertising Week's big trend  Axios

Amazon held its first big ad conference last week, luring about 400 people to Seattle - CNBC
Amazon held its first big ad conference last week, luring about 400 people to Seattle  CNBC

China’s advertising industry waits to hear the winners of the Effie marketing awards - Euronews
China’s advertising industry waits to hear the winners of the Effie marketing awards  Euronews

Highest-ranking woman in Pittsburgh advertising is stepping down - Pittsburgh Business Times
Highest-ranking woman in Pittsburgh advertising is stepping down  Pittsburgh Business Times

Juul halts advertising in United States, replaces CEO - The Verge
Juul halts advertising in United States, replaces CEO  The Verge

Hyundai Card launches advertising team with Innocean - The Korea Herald
Hyundai Card launches advertising team with Innocean  The Korea Herald

Facebook agrees to pay advertisers $40 million over inflated video stats - AdAge.com
Facebook agrees to pay advertisers $40 million over inflated video stats  AdAge.com

From the Archives: Squash advertising - Los Angeles Times
From the Archives: Squash advertising  Los Angeles Times

Libby named Maine Press Association Advertising Person of the Year - By Staff - Courier-Gazette & Camden Herald
Libby named Maine Press Association Advertising Person of the Year - By Staff  Courier-Gazette & Camden Herald

A new book explores Richard Avedon's advertising legacy - AdAge.com
A new book explores Richard Avedon's advertising legacy  AdAge.com

Brexit date downplayed in government advertising shift - BBC News
Brexit date downplayed in government advertising shift  BBC News

Ethiopia telecoms privatisation can unlock advertising, mobile money - The Africa Report
Ethiopia telecoms privatisation can unlock advertising, mobile money  The Africa Report

What HBO's 'Succession' can teach us about advertising - AdAge.com
What HBO's 'Succession' can teach us about advertising  AdAge.com

Is it time to ban political advertising on Facebook? - IPS Journal
Is it time to ban political advertising on Facebook?  IPS Journal

Cannabis Tech Startup Fyllo Announces New Funding As Advertising Execs Join The Board - Forbes
Cannabis Tech Startup Fyllo Announces New Funding As Advertising Execs Join The Board  Forbes

TikTok explains its ban on political advertising - TechCrunch
TikTok explains its ban on political advertising  TechCrunch

Will Congress Pass the Hotel Advertising Transparency Act of 2019? - Peter Greenberg.com Travel News
Will Congress Pass the Hotel Advertising Transparency Act of 2019?  Peter Greenberg.com Travel News

Trump threatens to sue CNN for ‘falsely advertising as news organisation’ - South China Morning Post
Trump threatens to sue CNN for ‘falsely advertising as news organisation’  South China Morning Post

ENVY Advertising announces the hiring of Ross Culligan and Jax Harney - Shots
ENVY Advertising announces the hiring of Ross Culligan and Jax Harney  Shots

Twitter "Unintentionally" Used Your Phone Number for Targeted Advertising - EFF
Twitter "Unintentionally" Used Your Phone Number for Targeted Advertising  EFF

New connected TV study debunks 3 common myths about political advertising - AdAge.com
New connected TV study debunks 3 common myths about political advertising  AdAge.com

House subcommittee asks e-cigarette companies to stop advertising - CNBC
House subcommittee asks e-cigarette companies to stop advertising  CNBC

Is Extended Reality The Future Of Digital Advertising? - Forbes
Is Extended Reality The Future Of Digital Advertising?  Forbes

Snapchat Introduces a New Ad Unit for Ecommerce Advertisers - Search Engine Journal
Snapchat Introduces a New Ad Unit for Ecommerce Advertisers  Search Engine Journal

Cracking the code on podcast advertising for customer acquisition - TechCrunch
Cracking the code on podcast advertising for customer acquisition  TechCrunch

Twitter says it unintentionally misused user data for advertising - Axios
Twitter says it unintentionally misused user data for advertising  Axios

Juul agrees to restrict youth advertising - The Guardian
Juul agrees to restrict youth advertising  The Guardian

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