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About The Author
Kim Phillips is an independent marketing consultant specializing in branding, communication strategy, creative writing and design, online content, email marketing and social media.
The #1 biggest mistake in advertising.
Posted in Advertising, Branding, Marketing, Writing - 3 Comments
You’ve seen those commercials, “Thank you for making us the #1 car dealer in Middle Tennessee!” Or, South Jersey, or the Panhandle, wherever. The line is usually delivered by the car dealer himself, standing in front of a sea of vehicles on his lot, with lots of cheesy graphics. Realtors, HVAC and aluminum-siding concerns also favor this type of “you made me great” messaging. The problem is, it’s not the customer’s job to make you a success. It is the seller’s job to make the buyer a success, to give him or her what he or she really wants… a hot car, a cozy home, peace of mind, a firmer butt, a full head of hair.
The biggest mistake? Asking the prospect to make you a success.
Pretty soon, I’m going to need a new car. I think I’ll get another of that super-reliable brand from the nice guy with the cute dog that orders pizza delivery. And I won’t care who else he sold a car to, or how many he sold this year.
What type of ads miss the mark for you?
Tags: advertising mistakes, lucid marketing, marketing blog
3 Responses to The #1 biggest mistake in advertising.
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