Talk to us about growing your business:

Want to reach the people who buy your products and need your services?  Email us and we’ll call you to discuss advertising opportunities.

Anne Skrynsky

The 12 most common mistakes that advertisers make... 

1.    The desire for instant gratification

 -                     Advertising does not work this way.

-                      You have to earn your customers’ trust.

-                      Be good at what you do and tell as many people as you can as often as you can.

-                      Never build your business on price alone because the person who shops for price alone will switch away from you as quickly as they switch to you.

-                      It is like eating well and exercising; the longer you do it the better you will feel.

-                      Uncover your unique selling position; focus your campaign; communicate your message.


2.    Attempt to reach more people than your budget will allow

-                      Reach 100% of the people and convince them 10% of the way or better yet, reach 10% of the people and convince them 100% of the way.

-                      Buying off prime time.

-                      Drive your message home.

-                      Reach people 3 times within 7 days.


3.    Assuming the business owner knows best

-                      They are uniquely unqualified to know how to reach their customer.

-                      Know what the customer really needs.  People don’t really want ¼” drill bits, they are looking for ¼” holes.


4.    Unsubstantiated claims

-                      Don’t go for simply just name recognition.

-                      “Recall moment” be there, describe that moment to the customer so that when his moment comes, he will think of you.


5.    Improper use of passive media

-                      There is a time and place for this, but you have to have used intrusive media first.

-                      Emotion creates desire!


6.    Creating ads instead of campaigns

-                      It takes a series of connected ads to make a campaign.


7.    Obedience to unwritten rules

-                      If you are going to lead, you have to go where no one else is willing to go.


8.    Late week schedules

-                      Don’t try to reach your customers last minute.

-                      Win their hearts ahead of time.

-                      You will have early week to yourself.


9.    Assuming the decision-maker is the only one you need to reach

-                      Other people influence the decision-maker.

-                      Example:  McDonald’s reaches children although parents make decisions.

-                      Impress deeply.


10.   Event-driven marketing

-                      When event is over, the commercial is over; ad is gone.

-                      Hard to reach people.

-                      Advertising schedule should be effective as long as company plans to stay in business.


11.   Great production without great creative

-                      Ad must be informative and believable.


12.   Confusing response with results

-                      If you are looking to get response you will end up with “slick” ads that are not informative or believable.

-                      Measuring response and not results is one of the greatest mistakes advertisers make.

Virgin Radio VIP

Sign up to receive the Virgin Radio VIP Newsletter here.