Friday, April 07, 2006

Common problems why your ad did not work

Ever tried to run an ad in an ezine or newspaper and got no response?

When this happens, most people are puzzled. They blame the publication, ezine, or website for the lack of response. But what they don't consider is that the problem is usually the ad itself.

No one wants to hear that their lack of response is due to the ad they painstakingly crafted. But with a few simple fixes, that ad can pull sales the way it was supposed to.

Here are a few common ad problems and how to twist them for maximum selling potential.

1. Your ad is not daring enough. People see literally hundreds of ads every day from the milions distributed on the internet. Half the time they do not even know they are seeing them. We are so used to being approached from all angles, such as television, newspaper, Internet, magazines, etc. that we learn to tune everything out.

Once in a while, something gets through the barrier and that something is usually an ad that screams to get attention. If it is not bold, bright, and active enough to reach out and grab our attention, people simply do not see them.

The key is to make your ad bold without being annoying. For instance, if you want to burn your company name into people's minds, make your logo big and keep the rest a little more subtle. Your unique selling points, or whatever is most important for people to know, are what you should push the hardest, make the boldest.

2. You sound like everyone else. You may offer a product or service that many people want, but your ad does not communicate this because it appears like all the others. If you cannot let consumers know that you offer something that stands apart from the rest, they do not really care.

Look for a benefit only you can provide. A problem only you can solve. If your product or service offers nothing entirely unique, highlight something your competitors fail to mention.

3. You did not give your ad enough time. Keep in mind the rule of seven. Seven out of ten people will not respond to your ad the first time they see it. Try not to give up before you give your ad a good run. When you advertise the same ad over and over again, you give the bulk of your audience time to really absorb the message.

Have a professional write your ad to ensure that it is written for maximum selling power. Then run the ad over and over again in different mediums like newspapers, ezines, sig files in email, etc. Your audience will see you, remember you, think about you, then buy from you.

4. Your ad worked, but your site did not. Who knows, maybe your ad did work like a charm. Maybe people flocked to your site to buy. And maybe when they got to the site, they decided not to buy because they could not find the order button or because the information was not clear.

If your site is not clear, people will not trust you, and therefore, will not buy from you. Make sure your site design is simple to navigate and your information is written in a concise manner.

To instill the confidence of your customers in you, put up a photo of yourself on the contact page, along with a phone number. The fact that you can be reached by phone goes a long way to making people trust you. Include testimonials from past customers. Make sure you have the full name of those from whom you include testimonials.

5. You did not stick to your marketing plan. All successful marketers have a plan. They do not just wander randomly through the world of advertising. Your plan may not work right away, but that is another thing you have to plan for.

Do not give up. Just when you are ready to throw in the towel, that is when things are likely to turn around. These things take time. If you follow the guidelines above, great response to your ads is inevitable.

When your ad doesn't bring you the results you hoped for, look for one of the problems above. Fix the problem, do not give up and try again. That is the professional way to advertise your business. Stay with it and you will see professional results.


About the author:

Peter Dobler is a 20+ year veteran in the IT business. He is an active Real Estate Investor and a successful Internet business owner. Collect more free software and bonus content for your own web site at

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