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"Good advertising is the product of two types of minds, widely different: the orderly, systematic, business mind, and the freewheeling, creative, inventive mind. The two sets of qualities are seldom found in one head, and if then, unequally." – Ernest Calkins
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1) Confusing content. The best successful ads focus on one idea or theme.
2) Emphasizing price alone. (Walmart also offers an amazing return policy.)
3) Unrealistic expectations. Expecting fast and big results with a small budget.
4) Too little frequency, repetition or consistency. Most advertisers don't have the patience or the money. Only if you have a good ad, that's affordable, should you consider it. Otherwise, you'll lose your money in disappointment.
5) Too much focus on the product and not on the consumer. Successful ads discuss why consumers should buy and how they benefit. Talk about consumer needs.
6) Not memorable or meaningful. Consumers act if they remember. Great ads penetrate the mental filters and touch emotions with language and imagery.
7) Be brief. No one cares about lots of persuasive words. If the consumers' interests are listed, they will respond.
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