The Problem With Advertising

By Christopher Given
Posted Wednesday, August 4, 2004

Advertising can be a highly effective way to increase your customer or client base when it’s done well.

But for many businesses it’s ineffective, because either ads are badly written, not advertised in the right media – or the ad is okay, but you’re paying way too much for the ad space.

Yet, businesses keep promoting in the same media, over and over again. This is insane!

You must check, and measure an advert’s success.

Let’s get one thing perfectly clear. Advertising is about making money. Now, there’s nothing wrong with that – just as long as the advertiser provides a great service for the client, if a client is happy – they should return to use the service again. Alas, many web sites DON’T.

Here lies the problem with the internet. Basically Advertising is like a Diet – it’s built on failure. Most diets fail, you then have the senario of the victim, moving on to the next ‘diet’ which surprise surprise – fails.

It really doesn't need to be that way. But it depends on who you are dealing with!

There are companies that exist only to take your money and run. It's crazy, because if you treat someone in that way, how can you expect them to use your services again? You can't.

Problem is Businesses advertise where their competitors advertise. Why do they all advertising in the same Publications, if your competition’s ads are in there – surely that’s suicide.

I would suggest using a different Publication to your competitors and have 2 or 3 versions of an advert that can be swapped around. This must give you greater exposure

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