Over-promising in an ad, or not advertising a strong feature at all, are both equally bad practices. For example, have you ever wondered why a gas station would advertise clean restrooms when they were actually filthy, while a hotel that had sparkling clean restrooms didn’t advertise that fact at all? That observation inspired a pastor to point out in Outreach Magazine that bad advertising is a dilemma churches need to be paying attention to. Like many businesses, churches can suffer from flat out bad marketing.
Okay, so this article may be aimed at church advertising and marketing, but the fact is many small businesses have the same bad practices—either under marketing or over marketing. Advertising is powerful. No matter who you are, people believe what you tell them about your business. If your ad tells them your $1.99 kitchen knife can cut half-dollars in half with the flick of a wrist, they expect your knife to do just that, forever. They get upset and leave when your business doesn’t measure up to what your ads promise. Take a hard, objective look at what your business really does have and honestly can offer your customers. Then advertise realistic promises, features and benefits you can deliver on consistently.
Read more Marketing Watch articles.