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Avoid The Big Advertising Mistakes


Is your advertising copy getting the results you want? If not, look at your current marketing to see if you're making one of the major copywriting mistakes:

Selling features instead of benefits. Telling your customer that your "fabulous new ALF-400 comes complete with AeroScan and BandControl technologies!" doesn't actually tell them anything. Will your services save your customers money or help them sleep better at night? If so, tell them. People buy solutions to problems and means to ends. Sell the benefits and watch your profits climb.

Not educating the reader. Most people are reasonably intelligent and sincerely want to learn about the world around them. Does your copy contain solid information, or is it mostly emotional appeal and little substance? Ease back the fireworks and give the reader something real to chew on.

Being boring. Easing back the fireworks doesn't mean getting rid of them completely. Use just enough drama and emotional appeal to keep your reader interested. This is where a solid understanding of your customers fits in - what are their hopes and fears? Where do your services fit between them?

Exaggerating. Most people expect advertising to be overblown and inflated, so surprise your readers and be honest. Put your best foot forward and shamelessly emphasize your strengths, but don't do more than that. Keep it real and get real attention.

Saying too much. Excessive wordiness puts a burden on the reader that can be lethal for marketing. Read through your copy again: could you say the same thing with fewer words? Try rewriting with a 25% cut in word count to inject new life into your pitch.

Not getting the reader moving. The entire point of advertising is to motivate your customer to do something, so are you telling them what that is? End your pitch with a direct appeal. Tell your customers to call, visit or look at your website. If you're not giving them orders, you can't expect them to start marching.

About The Author

Robert Warren (www.rswarren.com) is a Florida-based freelance copywriter specializing in the unique marketing needs of independent professionals.

[email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. February / 27 / 2024

The marketer's moment: an essential guide to advertising measurement in 2024 - The Drum
The marketer's moment: an essential guide to advertising measurement in 2024  The Drum

‘A Trojan horse of legitimacy’: Shell launches a ‘climate tech’ startup advertising jobs in oil and gas - The Guardian US
‘A Trojan horse of legitimacy’: Shell launches a ‘climate tech’ startup advertising jobs in oil and gas  The Guardian US

Perham business owner starts guerilla advertising campaign to grow customer base - INFORUM
Perham business owner starts guerilla advertising campaign to grow customer base  INFORUM

Google: Apple rejected Microsoft Bing deal over quality worries - Search Engine Land
Google: Apple rejected Microsoft Bing deal over quality worries  Search Engine Land

The Right To Advertise? - Techdirt
The Right To Advertise?  Techdirt

Google gives advertisers more visibility and control over search following scathing Adalytics report - Ad Age
Google gives advertisers more visibility and control over search following scathing Adalytics report  Ad Age

The war between Walmart and Amazon will now be fought on TV - Business Insider
The war between Walmart and Amazon will now be fought on TV  Business Insider

Sir John Hegarty’s 10 rules for a creative life - WePresent
Sir John Hegarty’s 10 rules for a creative life  WePresent

We need to break up Google’s online advertisement monopoly: Mike Davis - Fox News
We need to break up Google’s online advertisement monopoly: Mike Davis  Fox News

Meta's layoffs continue to impact advertisers as the company replaces account team members with AI - Digiday
Meta's layoffs continue to impact advertisers as the company replaces account team members with AI  Digiday

PHOTOS - American Advertising Association Shreveport-Bossier Awards - Shreveport Times
PHOTOS - American Advertising Association Shreveport-Bossier Awards  Shreveport Times

Who Said Display Is Dead? PubMatic Grows Banner Budgets By 9% - AdExchanger
Who Said Display Is Dead? PubMatic Grows Banner Budgets By 9%  AdExchanger

Huron Daily Tribune advertising director retiring after 35 years - Editor And Publisher Magazine
Huron Daily Tribune advertising director retiring after 35 years  Editor And Publisher Magazine

The Great Advertising Reset: Embracing a Post-Cookie Media Democracy – Beet.TV - BeetTV
The Great Advertising Reset: Embracing a Post-Cookie Media Democracy – Beet.TV  BeetTV

My Code's CEO says a floor, not a ceiling, has been set by advertisers for multicultural marketing - Digiday
My Code's CEO says a floor, not a ceiling, has been set by advertisers for multicultural marketing  Digiday

What Thriller teaches us about advertising audibility - The Media Leader
What Thriller teaches us about advertising audibility  The Media Leader

The Pitch: Advertising and marketing news for 2.27.24 - RichmondBizSense
The Pitch: Advertising and marketing news for 2.27.24  RichmondBizSense

HP says cyber criminals use advertising tools for hacking - The Jerusalem Post
HP says cyber criminals use advertising tools for hacking  The Jerusalem Post

Tripadvisor Isn’t as Dependent on Its 2 Biggest Advertisers Anymore - Skift Travel News
Tripadvisor Isn’t as Dependent on Its 2 Biggest Advertisers Anymore  Skift Travel News

Ellen Ormesher and Kathryn Clare Join DeSmog to Investigate Advertising Industry - DeSmog
Ellen Ormesher and Kathryn Clare Join DeSmog to Investigate Advertising Industry  DeSmog

Elevate your brand with data-driven digital OOH advertising in APAC - The Drum
Elevate your brand with data-driven digital OOH advertising in APAC  The Drum

Gen-Z Behavior and Their Influence on Pharma Marketing and Advertising - Pharmaceutical Executive
Gen-Z Behavior and Their Influence on Pharma Marketing and Advertising  Pharmaceutical Executive

Analyzing Lamar Advertising (NASDAQ:LAMR) and VICI Properties (NYSE:VICI) - AmericanBankingNEWS
Analyzing Lamar Advertising (NASDAQ:LAMR) and VICI Properties (NYSE:VICI)  AmericanBankingNEWS

40,000 tear sheets from old Eisner advertising museum going up for auction - Milwaukee Record
40,000 tear sheets from old Eisner advertising museum going up for auction  Milwaukee Record

eMarketer Podcast: Around the World: 2024 global predictions ('Shark Tank'-style)—Retail media rivals, metaverse ... - Insider Intelligence
eMarketer Podcast: Around the World: 2024 global predictions ('Shark Tank'-style)—Retail media rivals, metaverse ...  Insider Intelligence

‘Celebration Tour’: Madonna Vows to Fight “False Advertising” Lawsuit / Removes Lut... - ThatGrapeJuice
‘Celebration Tour’: Madonna Vows to Fight “False Advertising” Lawsuit / Removes Lut...  ThatGrapeJuice

Virtual Marketing, PR, Advertising Fair | Student Affairs - The University of Virginia
Virtual Marketing, PR, Advertising Fair | Student Affairs  The University of Virginia

Mississippi, Medical Cannabis Advertising and the First Amendment - Harris Sliwoski LLP
Mississippi, Medical Cannabis Advertising and the First Amendment  Harris Sliwoski LLP

SoundCloud gets moody with its latest advertising feature - Music Ally
SoundCloud gets moody with its latest advertising feature  Music Ally

Shirofune Exhibits Extensive eCommerce and Omnichannel Advertising Automation Platform at eTail West To Help ... - Yahoo Finance
Shirofune Exhibits Extensive eCommerce and Omnichannel Advertising Automation Platform at eTail West To Help ...  Yahoo Finance

Missouri Treasurer faces scrutiny over state advertising on unregulated slot machines • Missouri Independent - Missouri Independent
Missouri Treasurer faces scrutiny over state advertising on unregulated slot machines • Missouri Independent  Missouri Independent

RegEd's Advertising Compliance Solution Surpasses 6 Million Submissions, Setting New Industry Milestone - TradingView
RegEd's Advertising Compliance Solution Surpasses 6 Million Submissions, Setting New Industry Milestone  TradingView

Local advertising agency wins 13 ADDY awards at American Advertising Awards - Laredo Morning Times
Local advertising agency wins 13 ADDY awards at American Advertising Awards  Laredo Morning Times

Shirofune Exhibits Extensive eCommerce and Omnichannel Advertising Automation Platform at eTail West To Help ... - MarTech Series
Shirofune Exhibits Extensive eCommerce and Omnichannel Advertising Automation Platform at eTail West To Help ...  MarTech Series

Why Salomon wants its advertising to be more than just 'sports action porn' - The Drum
Why Salomon wants its advertising to be more than just 'sports action porn'  The Drum

The Trade Desk stock signals a rebound in digital advertising - MarketBeat
The Trade Desk stock signals a rebound in digital advertising  MarketBeat

Clear Channel Outdoor Posts Higher 4Q Revenue on Airport-Advertising Strength - MarketWatch
Clear Channel Outdoor Posts Higher 4Q Revenue on Airport-Advertising Strength  MarketWatch

MediaRadar Highlights 2024 Advertising Trends. | Story | insideradio.com - Insideradio.com
MediaRadar Highlights 2024 Advertising Trends. | Story | insideradio.com  Insideradio.com

Jake Hawkins Merges Hollywood Tech with Corporate Marketing for Next-Gen Advertising - BNN Breaking
Jake Hawkins Merges Hollywood Tech with Corporate Marketing for Next-Gen Advertising  BNN Breaking

Forms | centraloregondaily.com - Central Oregon Daily
Forms | centraloregondaily.com  Central Oregon Daily

Supponor expects continued growth with scalability of digital advertising tech - Sports Business Journal
Supponor expects continued growth with scalability of digital advertising tech  Sports Business Journal

Google allows advertisers to audit ads in Search Partner network | News - Campaign Asia
Google allows advertisers to audit ads in Search Partner network | News  Campaign Asia

Squeamish about advertising? Get over it - The Media Leader
Squeamish about advertising? Get over it  The Media Leader

Parallels Between B2B Demand Gen and Display Advertising in the Early 2000s - MarTech Series
Parallels Between B2B Demand Gen and Display Advertising in the Early 2000s  MarTech Series

Walmart's latest fight with Amazon is digital advertising - Yahoo Finance
Walmart's latest fight with Amazon is digital advertising  Yahoo Finance

Navigating the Maze: The Media Industry's Struggle Against Made-For-Advertising Sites - BNN Breaking
Navigating the Maze: The Media Industry's Struggle Against Made-For-Advertising Sites  BNN Breaking

Warner Bros. Sales Miss as TV Advertising Continues to Fall - Bloomberg
Warner Bros. Sales Miss as TV Advertising Continues to Fall  Bloomberg

Jim Mudd Sr., founder of Mudd Advertising, passes away at age 86 - WCF Courier
Jim Mudd Sr., founder of Mudd Advertising, passes away at age 86  WCF Courier

Grubhub sued by LA County for false advertising and unfair business practices - CBS News
Grubhub sued by LA County for false advertising and unfair business practices  CBS News

Mobile Advertising Market To Reach USD 657.17 Bn By 2029, Emerging At A CAGR Of 13.2 Percent And Forecast 2... - WhaTech
Mobile Advertising Market To Reach USD 657.17 Bn By 2029, Emerging At A CAGR Of 13.2 Percent And Forecast 2...  WhaTech

Click, Connect, Convert: Unravelling the Mechanics of Computational Advertising - TimesTech
Click, Connect, Convert: Unravelling the Mechanics of Computational Advertising  TimesTech

‘It was deceptive advertising’: Killeen man warning others, says he was sold used solar panels - KWTX
‘It was deceptive advertising’: Killeen man warning others, says he was sold used solar panels  KWTX

Top Advertising Creative Says New RI Tourism Campaign Is Not Bad—It Is Worse - GoLocalProv
Top Advertising Creative Says New RI Tourism Campaign Is Not Bad—It Is Worse  GoLocalProv

Walmart Is Going For Advertising Growth - Yahoo Finance
Walmart Is Going For Advertising Growth  Yahoo Finance

Warner Bros. Touches All-Time Low on Ad Woes, Studio Weakness - Yahoo Finance
Warner Bros. Touches All-Time Low on Ad Woes, Studio Weakness  Yahoo Finance

FTC to ban Avast from selling browsing data for advertising purposes - BleepingComputer
FTC to ban Avast from selling browsing data for advertising purposes  BleepingComputer

Pioneers in Outdoor Advertising: JCDecaux and Pargesa Plot Exit from APG|SGA - BNN Breaking
Pioneers in Outdoor Advertising: JCDecaux and Pargesa Plot Exit from APG|SGA  BNN Breaking

oOh!media leads the charge in gender equality in advertising - Marketing magazine Australia
oOh!media leads the charge in gender equality in advertising  Marketing magazine Australia

Listen To The Ad Law Tool Kit Show – A New Podcast From Venable - Advertising, Marketing & Branding - United States - Mondaq News Alerts
Listen To The Ad Law Tool Kit Show – A New Podcast From Venable - Advertising, Marketing & Branding - United States  Mondaq News Alerts

Instagram statistics you need to know for 2024 [Updated] - Sprout Social
Instagram statistics you need to know for 2024 [Updated]  Sprout Social

Global Meta advertising revenue 2023 - Statista
Global Meta advertising revenue 2023  Statista

New Google ad policy bans fake endorsements like the notorious 'Shark Tank keto gummies' - Mashable
New Google ad policy bans fake endorsements like the notorious 'Shark Tank keto gummies'  Mashable

Billboard advertising: 44 traffic-stopping examples - Creative Bloq
Billboard advertising: 44 traffic-stopping examples  Creative Bloq

Podcast: Spotify’s $10bn advertising ambition — with UK sales chief Ed Couchman - The Media Leader
Podcast: Spotify’s $10bn advertising ambition — with UK sales chief Ed Couchman  The Media Leader

Warner Bros. Discovery Q4 Hit By Soft Advertising, Strike Impact; “We Have An Attack Plan For 2024” – David Zaslav - Deadline
Warner Bros. Discovery Q4 Hit By Soft Advertising, Strike Impact; “We Have An Attack Plan For 2024” – David Zaslav  Deadline

Kim Petras 'isn't above' writing another advertising jingle - Longview News-Journal
Kim Petras 'isn't above' writing another advertising jingle  Longview News-Journal

Meta's Ad Manager Glitch Causes Ad Prices to Soar - Business Insider
Meta's Ad Manager Glitch Causes Ad Prices to Soar  Business Insider

HOAX: This poster advertising jobs at EABL is a scam - PesaCheck
HOAX: This poster advertising jobs at EABL is a scam  PesaCheck

Google Analytics 4 to introduce updates to its advertising space; users to get more tailored experiences - Storyboard18
Google Analytics 4 to introduce updates to its advertising space; users to get more tailored experiences  Storyboard18

Walmart CEO says the big-box retailer is well-positioned to grow its advertising business - CNBC
Walmart CEO says the big-box retailer is well-positioned to grow its advertising business  CNBC

California governor launches ads to fight abortion travel bans - The Associated Press
California governor launches ads to fight abortion travel bans  The Associated Press

What OTT advertising will look like in 2024, according to industry leaders - Marketing Interactive
What OTT advertising will look like in 2024, according to industry leaders  Marketing Interactive

Media buying in 2024—how TV investment strategies are evolving - Ad Age
Media buying in 2024—how TV investment strategies are evolving  Ad Age

Google Analytics 4 set to introduce updates to Advertising workspace - Exchange4Media
Google Analytics 4 set to introduce updates to Advertising workspace  Exchange4Media

Advertising on Podcasts Can Benefit Businesses - Business.com
Advertising on Podcasts Can Benefit Businesses  Business.com

Ride the WAVE of Exposure: Advertise in the WAVE Magazine and PenBayPilot.com - PenBayPilot.com
Ride the WAVE of Exposure: Advertise in the WAVE Magazine and PenBayPilot.com  PenBayPilot.com

Japanese Advertising Giant Hakuhodo Launches Trigger Happy Studios in India (EXCLUSIVE) - Variety
Japanese Advertising Giant Hakuhodo Launches Trigger Happy Studios in India (EXCLUSIVE)  Variety

Kim Petras 'isn't above' writing another advertising jingle - Islander News.com
Kim Petras 'isn't above' writing another advertising jingle  Islander News.com

Forecast: AI's Rise Will Cut Search Engine Traffic, Affecting Advertising - Inc.
Forecast: AI's Rise Will Cut Search Engine Traffic, Affecting Advertising  Inc.

Kim Petras 'isn't above' writing another advertising jingle - Watauga Democrat
Kim Petras 'isn't above' writing another advertising jingle  Watauga Democrat

Walmart eyes advertising growth with acquisition of Vizio smart-TV biz - Fast Company
Walmart eyes advertising growth with acquisition of Vizio smart-TV biz  Fast Company

Google: advertising revenue 2023 - Statista
Google: advertising revenue 2023  Statista

Charts - The story of gender pay in advertising and media - AdNews
Charts - The story of gender pay in advertising and media  AdNews

Your gaping gender pay gap in media and advertising - AdNews
Your gaping gender pay gap in media and advertising  AdNews

Watertown announces advertisement of bids for new fire station's construction - Watertown Daily Times
Watertown announces advertisement of bids for new fire station's construction  Watertown Daily Times

Kim Petras 'isn't above' writing another advertising jingle - Shelbynews
Kim Petras 'isn't above' writing another advertising jingle  Shelbynews

How Loop Media Is Looping Advertisers Into Out-Of-Home Streaming - AdExchanger
How Loop Media Is Looping Advertisers Into Out-Of-Home Streaming  AdExchanger

I am in advertising. The Copy Traineeship is about advertising; I thought I should totally create an ad: Bodhisatwa ... - afaqs!
I am in advertising. The Copy Traineeship is about advertising; I thought I should totally create an ad: Bodhisatwa ...  afaqs!

$7 Million for 30 Seconds? To Advertisers, the Super Bowl Is Worth It. - The New York Times
$7 Million for 30 Seconds? To Advertisers, the Super Bowl Is Worth It.  The New York Times

Study: How AI boosts digital advertising and direct bookings - PhocusWire
Study: How AI boosts digital advertising and direct bookings  PhocusWire

Investors Challenge 'Blind Spots' in Climate-Friendly Ratings for Ad and PR Giants - DeSmog
Investors Challenge 'Blind Spots' in Climate-Friendly Ratings for Ad and PR Giants  DeSmog

INVIDI Technologies and Tata Play Revolutionize Television Advertising Landscape in India with Launch of Data ... - Business Wire
INVIDI Technologies and Tata Play Revolutionize Television Advertising Landscape in India with Launch of Data ...  Business Wire

Walmart's $2.3B Vizio deal highlights retail-streaming marriage - Axios
Walmart's $2.3B Vizio deal highlights retail-streaming marriage  Axios

Sorensen: Disney intros shoppable streaming TV ads via second-screen - StreamTV Insider
Sorensen: Disney intros shoppable streaming TV ads via second-screen  StreamTV Insider

Famous Innovations announces new leadership team in Delhi - ETBrandEquity
Famous Innovations announces new leadership team in Delhi  ETBrandEquity

Beyond pixels: The AI renaissance in branding - ETBrandEquity
Beyond pixels: The AI renaissance in branding  ETBrandEquity

Guide to Meta for Marketers: Platforms, Advertising Options, & Challenges - Insider Intelligence
Guide to Meta for Marketers: Platforms, Advertising Options, & Challenges  Insider Intelligence

Google Analytics Overhauls Ad Reporting In One Central Hub - Search Engine Journal
Google Analytics Overhauls Ad Reporting In One Central Hub  Search Engine Journal

Why Walmart-Vizio deal could be 'new nexus' for advertising - Yahoo Finance
Why Walmart-Vizio deal could be 'new nexus' for advertising  Yahoo Finance

Walmart to acquire smart TV maker Vizio for $2.3 billion in bid to boost its advertising business - Yahoo Finance
Walmart to acquire smart TV maker Vizio for $2.3 billion in bid to boost its advertising business  Yahoo Finance

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