7. Customer's Dictate
An entrepreneur hires advertisers and dictates to them what to do. He knows his business very well, but understands little about advertising. An amateur manages professionals. And the result is amateur marketing.
Case: The customer refused to dictate. Six months ago, we were commissioned to develop a website for the distributor of measuring and laboratory equipment Labomet . The customer was demanding in terms of quality and deadlines, but clearly stated his position: "I need a decent result, but I will not interfere with your production process!" The result was a modern, user-friendly website that attracts with its uniform style. Moreover, the development period turned out to be a record: only two weeks. Usually, this is how much time is spent on a landing page, and here we are talking about a full-fledged corporate website.
8. Lack of outside perspective
It is risky for a lone advertiser to immediately release something into production without asking anyone's opinion. Experience shows that the author of an advertisement often has a jaundiced eye and does not notice any contradictions or unnecessary associations in his own advertising.
9. Not understanding the difference between advertising and art
Unfortunately, beautiful, aesthetic and original solutions are not always effective. Sometimes testing shows that some "eye-catching" clickable element is clicked more often. Accordingly, we proceed from good taste, but the final decision depends on testing, and not on the preferences of our inner Rembrandt.
10. Lack of understanding of the complexity of tasks
Some entrepreneurs mistakenly measure the volume of work of advertisers solely by the number of words and pictures used. This approach is fundamentally incorrect.
Formulating a USP (unique selling proposition) is a hell of a job. You need to whatsapp number database free study the Customer's business very deeply and sift through competitors' advertising. The result of this whole epic is writing just one sentence.
Choosing the main image for a landing page or advertising layout is quite a task. Even if you don’t take photos yourself, you’ll go through hundreds of images, filtering them out based on quality, successful associations, copyright, etc. The result is adding just one image.
11. Ignoring copyright
If an advertisement uses an image taken from the Internet, it is better to pay its author several thousand rubles and be calm in the future than to suddenly receive pre-trial claims and legal proceedings. Moreover, the more serious your company is, the greater the temptation will be to shake compensation out of you.
12. Failure to comply with legislation
There have already been a huge number of cases where entrepreneurs invested large sums of money in advertising campaigns and then had to quickly wind them down due to claims from the FAS (Federal Antimonopoly Service). The Federal Law "On Advertising" is really being monitored - this regulatory legal act should not be neglected.
13. Wrong choice between rational and emotional advertising
Very serious mistakes can be caused by a wrong idea about the peculiarities of making a decision to buy a particular product. We are used to seeing emotional creative advertising around us. Because of this, there is sometimes a temptation to press on emotions where it is more reasonable to present several clear arguments and convincing figures. Or, on the contrary, a marketer appeals to the consumer's reason in a situation where the buyer is more likely to "listen to the heart."
