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7 Advertising Myths
that Can Cost You a Fortune
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Remember the story of the Trojan Horse?
These advertising myths can be the source of your defeat!
 Myth # 1
Ad needs to be substantially large to generate a good response.
Wrong. Some small ads outpull the big ones dramatically. Many of the most successful ads in the history were quite modest in size.
Myth #2
Use a lot of "white" space because people will not read a crammed copy.
Not true. Some of the very effective ads are packed with so much information that they look pretty awful -- yet they make the telephone ring and they sell a lot of products and services.
Myth #3
Ads in reverse, white text on black or color background, get better response.
Quite contrary -- ads in reverse print, when tested against the traditional layout, generate significantly less interest (and fewer calls).
Myth #4
The best section for your ad is your own business trade section.
Very seldom. Some of the highest quality leads you can generate are people who are not actively looking for your kind of service or product.
Myth #5
The shorter your message, the better because people get bored with a long copy.
Quite contrary. People who are not interested in what you have to offer will be bored, but those who are interested will read every single word (unless the copy is bragging about you and your business accomplishments - now, THAT'S boring!).
Myth #6
Use original titles and clever words so that your ad gets noticed.
Very unlikely. "Cute" and "original" advertising confuses serious shoppers. The most effective advertising is quite "low brow" stuff.
Myth #7
Watch what the big guys are doing and follow their proven ideas.
Wrong. Large companies have different objectives and get more benefits from "image" or "institutional advertising". Small businesses have no matching budget and different needs.
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Wanda Loskot - Success Connection
150 Heron's Run, Suite #124 - Sarasota, FL 34232 - USA
Phone (941) 342-4203 - Fax (240) 358-7445
Professional business coach, author & speaker specializing in Internet marketing.
Business seminars, corporate training and one-on-one coaching
for self-employed sales professionals and small business owners.
wanda@loska.com
All materials Copyright 1998, 1999, 2000 Wanda Loskot
and Success Connection.
All Rights Reserved. Do not reprint, or distribute without
express written permission.
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