January 28, 2021
Advertisements are crucial for every business, there’s no doubt about that. It’s often how people come to learn about your brand and what sparks their interest in the first place – hopefully resulting in them making a purchase. Well, that’s if it’s good advertising. As a business owner, it’s important to understand the impact of advertising and how you can best put your marketing budget to use.
You may have already put research into the types of advertising that work well and are successful (which is always the correct way to start) but it’s also worthwhile knowing what doesn’t work so that you can stay on the right track. Here are three types of advertising that don’t work and the reasons why you should avoid them.
1. Text-Heavy Images
The purpose of an ad is to get someone’s attention and make your brand and product memorable. No one is going to remember a whole lot of information on a form of advertising that only has someone’s eyes on it for a matter of seconds – for example, a photo posted on Instagram. It might be tempting to take the opportunity to put as much information on there as possible, but try to refrain from flooding a photo with text and turning it into an essay. Think of visuals as a way to engage your audience at first and then keep the heavier text and batches of information on your website or hardcopy brochures, after you have made them interested.
2. Unnecessarily Lengthy Videos
Just like images, videos are meant to caption the audience’s attention in a fun and creative way. The downfall of video advertising is that you can’t have a full movie-length production on your brand and expect it to be successful. The shorter a video, the more likely people are to watch it from beginning to end. Of course, context is important, so the keyword is in the title: unnecessary. If you can deliver your message in one minute, don’t take five. The most interesting video advertisements are effective, clever and short.
3. Product-Focused Ads
People don’t like something that’s unrelatable to them. So, as much as you believe in your product, don’t make your ad solely product-based. Make it people-based. What that means is that instead of telling the audience why your product is great, specify why your product is great for them. Explain why it will make their life easier and more enjoyable. It comes down to your messaging and the way it’s delivered. Take your ad from boasting about itself to boasting about the person who’s consuming it – everyone loves to feel that their wants are accessible and that their needs can be met.
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