Two common advertising mistakes that cost professionals and companies millions

by Tom Trush

If you advertise products or services, then what you're about to read could change the way you use this promotional strategy. 

A couple of days ago, I received the Clipper Marketplace in the mail.  

It's basically a small catalog of advertisements for local businesses. You probably get something similar every so often in your mailbox.

I scanned several headlines as I flipped the pages.  

Beat the Heat Sale!

Simply ... The Very Best! 

Remodel ... Redesign ... Revive ...

Lock in Your Price for One Year! 

Don't Pay Retail!

25th Anniversary Sale 

Build the Best for Less

My headline review left me questioning the success of most advertisements in the publication. 

The above headlines offer little clue of what each company is promoting. From a prospect perspective, there's little reason to continue reading.  

Keep in mind, studies show about 8 out of 10 people read only the headlines in advertisements, while just 2 out of 10 read the remaining copy. 

Countless professionals and corporations throw away millions of dollars each year on print advertising because they use vague headlines that lack benefits and fail to deliver reasons for people to continue reading. 

What's worse is when ego-driven executives use their company names as headlines on advertisements and marketing materials. A not-so-surprising 10 companies used this tactic in the Clipper Marketplace.  

The truth is prospects couldn't care less about your company or firm name. They only want to know what you can do for them. 

If you fail to reveal this information -- beginning with your headline -- then you're just padding the pockets of any publication you advertise in.  

Here are a couple of other quick advertising tips:

> People are naturally drawn to pictures of other people. We're taught at an early age to look at faces for feedback. This carries over to our viewing habits on advertisements.