Some consumers think that advertising is misleading. It corrupts people’s mind so they will be encouraged to spend their hard-earned money on products that they don’t really need. How many times have you bought a product that says “scientifically proven” only to find out that there weren’t any scientific researches done to prove the claim? And how many times have you been compelled to buy only because the salesman was so convincing?
In advertising, there’s a huge difference between saying the truth and making false claims. Some businesses will try to claim more than what they can really deliver just to get people’s money. They will waste their time, effort, and money on dishonest acts. Sometimes, you can’t help but wonder why these companies are willing to spend thousands or even millions of dollars just to have their reputation destroyed.
Sadly though, the mistakes of the few are a burden of the entire business industry. One bad experience will compel a consumer to look at the rest of marketers and business owners in the same way. This challenges entrepreneurs to look for ways that will set them apart from the competition.
If you are a budding business owner and you want to ensure that your target audience doesn’t look at your ads as misleading, here’s what you need to do:
Start by defining your goal: What do you what to achieve with your ad campaign? Is it to make a sale, inform people, create a lead, or make an announcement? Whatever strategy you use—whether it is to create advertising table tents, postcards, or website—you have to define clearly what your purpose is.
Figure out who your target audience is: Don’t try to sell to everybody. This is often the reason why some ads are considered misleading. It’s important that you know who your target audience is so you can effectively zero in on their needs. It will help to know more about your target audience so you create messages that will appeal to them.
Make the message personal. Make it look like you are talking to just one person. This will look more personal and, thus, make your marketing campaign more effective.
Pick the right materials. There’s nothing wrong with going with the trend, but if you keep following trends that are not appropriate to your business you risk the chance of creating misleading ads. This makes it important to carefully choose the materials to use.
Ideally, it’s best to invest in both printed and online ads. Next to creating your website and investing in social media and email marketing, you still have to invest in printed ads such as business cards, brochures, catalogs, stickers, and table tents. If you want to start with table tents, you can easily get 5% off table tents or more from reputable printing companies. This will save you a lot on the printing cost.
Focus on people’s emotions. People often make decisions based on their emotions. Focus on touching people’s emotions and you’ll have higher chance of getting more sales.
Advertising is an art, but it should not be used to mislead people. Be truthful and follow the principles of advertising so you don’t get out of track. Negative publicity won’t help push your business to the top. If you value your business, then promote only the truth.