Mistake No.9
Trying to advertise like the big guys
There is a big difference between the advertising strategy you would adopt for marketing a large multimillion-dollar company and that for a small business. You see, the big guys have got big budgets and with big budgets you have more options.
The biggest difference though is that large companies are often focusing on building their brand and getting their name better known. As a small business, you will be more interested in creating direct response. In other words, you want your advertisement to generate leads that you can turn into orders. You want to be able to see a direct return on your investment and as quickly as possible.
So when you are planning any type of advertising, think about how you will measure the response and what response you expect, rather than building a brand.
- Keith Banfield