3 Valid Reasons Why You Shouldn’t Trust Advertising Companies To Write Your Ads
This article is put together particularly for small business owners. When you are running a business and are looking at doing any sort of print ads at all. Don’t do anything at all until you have read this page thoroughly from start to finish. It could virtually save your business lots of money in expensive ad fees. In this piece of writing I’m going to be talking about the reasons why the big advertising agencies are doing you an injustice by not giving you as good a service as they really should be. You’ll realize that when you read this material it is going to completely seem sensible to you and you’ll question why you trusted your money with these people to begin with.
Firstly, you should realise that advertising agencies are just like any other business, their main aim is to make a profit. In advertising and marketing terms this means selling more ad space. You shouldn’t be amazed if the advertising rep advises you opt for a bigger advertisement with more color in a more prominent location. Most business owners get caught in the trap of believing they are doing this with your best interests in mind, yet in fact they simply want a better commission. Don’t get into this trap. Those that do choose one of these agencies make sure to have a clear understanding of what you want before you decide to speak to them and don’t allow them to try and upsell you. Trust me, they are scarily effective in doing this, so be careful!
The next rationale makes more sense when compared to the first. Just consider it for a second, how can any advertising agency determine whether or not the advert that they designed on your behalf is good or bad? In terms of return on your investment, an advert is only ever as good as the results it produces, specifically the number of new clients, phone calls or walk ins for your business. So , just how can the ad company monitor this response? Short answer, they can’t. There’s absolutely no way that the ad agency can tell if the advertising campaigns they’ve created are working. Sure, they might be working with industry recommendations, unfortunately things will never improve if they can’t modify the advertisements against what works well and what does not work. The only real method of doing this is by testing over and over again until you receive the most effective result.
Finally, the last reason why you should not have faith in marketing agencies is because most of the time they think you are an idiot. Let me clarify. Let’s say you run an ad and it doesn’t generate any customers at all. The standard response you will hear is something like this “you’ve got to keep running the ad and things are going to pick-up soon”. Some might even suggest that consumers need more time to become accustomed to your company branding or to let the message to get across. These people can be very convincing when they want to be, yet seriously when you look at it, it doesn’t make sense at all. If an advertising campaign gets a terrible result once, you’d be a complete fool to do the same ad again. But, that’s what they will tell you because these companies still want to have your hard earned cash, yet they will try to get out of creating your company a new advertising campaign if they can since it means more work for them and they’ve already received the commission from your booking, therefore there’s no point.
Your best bet is almost always to write the advertisement yourself or have an in-house artist or contractor to make one for you. Track, assess and re-design as frequently as you have to until you get it right.
Advertising and marketing consultant Neville Rangi-Tane Pettersson has created a manual which shows you the way to write the best print ads for your own company. To create better magazine advertisements and a lot more effective newspaper advertisements go to his website right now.
No related posts.