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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.

[email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. May / 11 / 2021

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Here’s what Freakonomics gets wrong about advertising  The Next Web

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The Pitch: Advertising and marketing news for 5.11.21  RichmondBizSense

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The bull case for advertising is back on | Advertising  Campaign Asia

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Japan’s Muji Appeals to China by Advertising Use of Xinjiang Cotton  The Wall Street Journal

Invibes Advertising : 2021/2022 financial agenda. - GlobeNewswire
Invibes Advertising : 2021/2022 financial agenda.  GlobeNewswire

How to Advertise in Newsletters: A Beginner's Guide (with Examples) - Search Engine Journal
How to Advertise in Newsletters: A Beginner's Guide (with Examples)  Search Engine Journal

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Best Stocks To Buy In May? 4 Advertising Stocks To Watch  Entrepreneur

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City of Framingham Advertising For Chief Assessor  framinghamsource.com

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Asia-Pacific Roundup: TGA consults on advertising code revamp  Regulatory Focus

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The evolution of advertising truth  The Gazette

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The Top 5 Questions Marketers Ask About CTV Advertising  AdExchanger

Truthify, LLC Granted Patent by USPTO for Real-Time Emotion-Optimized Advertising - Yahoo Finance
Truthify, LLC Granted Patent by USPTO for Real-Time Emotion-Optimized Advertising  Yahoo Finance

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Apple hires former Facebook advertising exec to bolster its own ads platform  9to5Mac

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The Marketing and Advertising Agency Report 2021 - Insider Intelligence Trends, Forecasts & Statistics  eMarketer

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5 Working Mothers on Their Lives in Advertising During Covid  Muse by Clio

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Lemonada Media Launches Sales and Partnership Team to Lead Advertising and Sponsorship Efforts  KPVI News 6

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Big advertisers are threatening to yank TV dollars  Business Insider

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BrandTotal on the Importance of a Strategic Approach to Social Advertising  OCNJ Daily

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SoftBank To Invest About $60 Mln In Axiata Digital Advertising  Nasdaq

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SiriusXM, Pandora, and Stitcher Advertising Organizations Unite as SXM Media  PRNewswire

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Affise Launches New Attribution Chain Technology to Measure Advertising Results  KULR-TV

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Pinterest Launches New Overview of Its Advertising Process to Help  MarTech Series

LevLane Advertising Appoints Nicole Landau as Chief Financial Officer - Yahoo Finance
LevLane Advertising Appoints Nicole Landau as Chief Financial Officer  Yahoo Finance

Connected TV Advertising 2021: Prospects And Promises - Forbes
Connected TV Advertising 2021: Prospects And Promises  Forbes

Must-watch TV to fuel £1bn summer advertising bonanza - The Guardian
Must-watch TV to fuel £1bn summer advertising bonanza  The Guardian

Idaho Advances Bill to Ban Cannabis Advertising - Ganjapreneur
Idaho Advances Bill to Ban Cannabis Advertising  Ganjapreneur

DOJ Hiring Practices Investigation: Taboola Online Advertising - The National Law Review
DOJ Hiring Practices Investigation: Taboola Online Advertising  The National Law Review

Reviv3 Procare Announces Strong Initial Campaign Results from Mass Market National Advertising Effort - Yahoo Finance
Reviv3 Procare Announces Strong Initial Campaign Results from Mass Market National Advertising Effort  Yahoo Finance

Apple Is Changing How Digital Ads Work. Are Advertisers Prepared? - Harvard Business Review
Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?  Harvard Business Review

Inflight Advertising Market Growing Trends and Demand 2025 – The Shotcaller - The Shotcaller
Inflight Advertising Market Growing Trends and Demand 2025 – The Shotcaller  The Shotcaller

News, advertising earn 26 statewide awards for staff - Woodstock Independent
News, advertising earn 26 statewide awards for staff  Woodstock Independent

VlogBox Partners with Protected Media to Enhance Transparency in CTV Advertising - ExchangeWire
VlogBox Partners with Protected Media to Enhance Transparency in CTV Advertising  ExchangeWire

Three Major Digital Advertising Organizations Unite as SXM Media - Martechcube
Three Major Digital Advertising Organizations Unite as SXM Media  Martechcube

Model B has a new president heading its AI-based digital advertising efforts - Technical.ly DC
Model B has a new president heading its AI-based digital advertising efforts  Technical.ly DC

London tourism gets £6m boost with new advertising campaign - The Guardian
London tourism gets £6m boost with new advertising campaign  The Guardian

This Week in Apps: App Store advertising expands, Google Play plans for safety, Epic v. Apple trial begins - TechCrunch
This Week in Apps: App Store advertising expands, Google Play plans for safety, Epic v. Apple trial begins  TechCrunch

The Guideline on Commercial Advertisement and Unfair Commercial Practices Conducted by Social Media Influencers Has Been Published in Turkey - Lexology
The Guideline on Commercial Advertisement and Unfair Commercial Practices Conducted by Social Media Influencers Has Been Published in Turkey  Lexology

What Is An Advertisement? The National Advertising Division Weighs In. - JD Supra
What Is An Advertisement? The National Advertising Division Weighs In.  JD Supra

Business News: Jodie Miller joins C & D Advertising - Utica Observer Dispatch
Business News: Jodie Miller joins C & D Advertising  Utica Observer Dispatch

Global 3D Display Market Report 2021-2027 - Growing Adoption of 3D Displays for Advertising to Support Market Growth - ResearchAndMarkets.com - Business Wire
Global 3D Display Market Report 2021-2027 - Growing Adoption of 3D Displays for Advertising to Support Market Growth - ResearchAndMarkets.com  Business Wire

Video Advertising Solution LiveU Launches LiveU 360° - Martechcube
Video Advertising Solution LiveU Launches LiveU 360°  Martechcube

Apple users reject app tracking for advertising en masse - The Drum
Apple users reject app tracking for advertising en masse  The Drum

Native Advertising Explained—With Examples! - Business 2 Community
Native Advertising Explained—With Examples!  Business 2 Community

SVG SportsTech On Demand: Supponor's Steve Plunkett on Adding Analytics Value to Live Virtual Advertising - Sports Video Group
SVG SportsTech On Demand: Supponor's Steve Plunkett on Adding Analytics Value to Live Virtual Advertising  Sports Video Group

Opinion : Why Connecticut’s proposed digital advertising tax is defective - Hartford Courant
Opinion : Why Connecticut’s proposed digital advertising tax is defective  Hartford Courant

Location Targeted Mobile Advertising Market Insights and Forecast To 2025 Explored In Latest Research-Google LLC, Facebook Inc., IBM Corporation, Microsoft Corporation – The Shotcaller - The Shotcaller
Location Targeted Mobile Advertising Market Insights and Forecast To 2025 Explored In Latest Research-Google LLC, Facebook Inc., IBM Corporation, Microsoft Corporation – The Shotcaller  The Shotcaller

Advertise Coin: A Token For The Content Artist & Advertisers Achieves The Soft-Cap! - Yahoo Finance
Advertise Coin: A Token For The Content Artist & Advertisers Achieves The Soft-Cap!  Yahoo Finance

Quad Ranked Top Digital Advertising Agency - Martechcube
Quad Ranked Top Digital Advertising Agency  Martechcube

Healey sues Publicis Health for allegedly ‘deceptive’ advertising tactics that fueled state’s opioid crisis - The Boston Globe
Healey sues Publicis Health for allegedly ‘deceptive’ advertising tactics that fueled state’s opioid crisis  The Boston Globe

Restaurants fear Instagram accounts will fall victim to online junk food advertising ban - Telegraph.co.uk
Restaurants fear Instagram accounts will fall victim to online junk food advertising ban  Telegraph.co.uk

Measurement Standards Finally Come To Digital Out-Of-Home Advertising - AdExchanger
Measurement Standards Finally Come To Digital Out-Of-Home Advertising  AdExchanger

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Yelp : Releases New Yelp for Business Features, Enabling More Effective Advertising and Adding Control and Value for Business Owners  Marketscreener.com

Affise Launches New Technology to measure Advertising Results - Martechcube
Affise Launches New Technology to measure Advertising Results  Martechcube

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Parents, advocates say province needs to do better job advertising low-stimulation vaccine clinics  CBC.ca

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Meal premiums in child-directed fast-food TV advertisements work against obesity prevention efforts  News-Medical.Net

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How to Get Started on Microsoft Ads Audience Network  Search Engine Journal

Miami Based Black Advertisement Agency Receives Multiple 27th Annual Communicator Awards From the Academy of Interactive and Visual Arts (AIVA) - KPVI News 6
Miami Based Black Advertisement Agency Receives Multiple 27th Annual Communicator Awards From the Academy of Interactive and Visual Arts (AIVA)  KPVI News 6

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Breaking down the post-cookie solutions: Unified ID 2.0 | Advertising  Campaign Asia

Lerner Advertising To Receive Two Golden Gavel Awards - PRNewswire
Lerner Advertising To Receive Two Golden Gavel Awards  PRNewswire

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People Are Wrapping Their Cars in Ads to Make Extra Cash. How Much Can You Really Earn?  Money

AB InBev On Why Advertisers Are Starting To Act More Like Publishers - AdExchanger
AB InBev On Why Advertisers Are Starting To Act More Like Publishers  AdExchanger

T1 Advertising's Thomas Herd Leads Digital Marketing Gold Rush - The Jerusalem Post
T1 Advertising's Thomas Herd Leads Digital Marketing Gold Rush  The Jerusalem Post

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Legislation would prohibit marijuana advertising in Idaho  Associated Press

Demand Side Platform for Programmatic Advertising Market Research 2021-Competitive Insights: Criteo, Facebook Ads Manager,, Trade Desk, Dataxu, SocioMatic – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
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CannaCraft settles false advertising case for $250,000  Santa Rosa Press Democrat

The Guideline On Commercial Advertisement And Unfair Commercial Practices Conducted By Social Media Influencers Has Been Published - Media, Telecoms, IT, Entertainment - Turkey - Mondaq News Alerts
The Guideline On Commercial Advertisement And Unfair Commercial Practices Conducted By Social Media Influencers Has Been Published - Media, Telecoms, IT, Entertainment - Turkey  Mondaq News Alerts

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Potential bets start advertising on Facebook as 2022 campaign shifts to social media  Philippine Center for Investigative Journalism

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BBDO New York Is Offering a School Curriculum to Promote Diversity in Advertising  Adweek

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IBM Expands Watson Advertising Accelerator for OTT and Video  The Fast Mode

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For work or play, Biggie Billboards reinvents the mobile advertising industry with removable, replaceable banners  PRNewswire

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Advertisers can now bring their customer segments into Microsoft Advertising via a new integration  Search Engine Land

ITV sees advertising rebound after 1Q drop - MarketWatch
ITV sees advertising rebound after 1Q drop  MarketWatch

Beginner's Guide to Pinterest Advertising - Business 2 Community
Beginner's Guide to Pinterest Advertising  Business 2 Community

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Legacy Auto Paid To Advertise EVs On SNL Last Night, While Tesla’s Elon Musk Hosted  CleanTechnica

Online Advertising Platform Market Size 2021, Analysis By Leading Keyplayers | Facebook, Google, Wordstream, Sizmek, Marin Software, Dataxu – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Online Advertising Platform Market Size 2021, Analysis By Leading Keyplayers | Facebook, Google, Wordstream, Sizmek, Marin Software, Dataxu – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Facebook and Alphabet Stock Have Benefited From a Rebound in Online Advertising  Barron's

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Monday Sector Laggards: Semiconductors, Advertising Stocks  Nasdaq

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Matt Wasserlauf, Revolutionary Advertising Disruptor, Founder & CEO of Blockboard, Zoom Interviewed for DotCom  EIN News

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Highstreet Advertising, Inc. Offers Comprehensive Advertising And Digital Marketing Solutions For Companies Online  Digital Journal

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Four rooms: A quartet of funny short films about bad design | Advertising  Campaign Asia

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Digital Advertising Platforms Market Projections, Segmentation, Competitors Analysis, Trends and Forecast by 2021 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Local TV broadcasters are the early winners of legalized sports betting advertising  Awful Announcing

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FY 2020 Digital Video Advertising Spend Report  IAB

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As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity  Adweek

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Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory'  AdAge.com

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Why Cohorts Have Always Been Advertising's Future – Long Before Google's FLoC  AdExchanger

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Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded.  The New York Times

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Signal tried to use Facebook's targeted advertising data against it  Engadget

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Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak  CNBC

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Researchers Uncover Advertising Scam Targeting Streaming-TV Apps  The Wall Street Journal

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Facebook used the pandemic to develop non-advertising business, while ad money kept pouring in  MarketWatch

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Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live  SpaceNews

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In the Roaring Twenties, Ads Make a Comeback  The New York Times

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How Brands Turned to In-Game Advertising During The Pandemic  Morning Brew

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How Walmart is pitching advertisers  Business Insider

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Facebook allows advertisers to target children interested in smoking, alcohol and weight loss  The Guardian

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