Priest River, ID, March 03, 2008 --(PR.com
)-- Hurriedly written ads are costing advertisers millions in both ad placement costs and lost revenue. And the problem doesn't stop there.
Sales letters, web pages, e-mail promotions, and even company brochures carry the same errors that render many print ads useless.
Copywriter Marte Cliff has identified 7 major copy mistakes commonly made by advertisers. According to Cliff, one of the most prevalent is failure to include a "Reason Why."
"I call them the 'I'm here' ads," Cliff says. "They're often placed by service providers and small businesspeople who know they should market themselves, but who either don't have the expertise or don't take the time to craft materials that showcase what they have to offer."
This type of ad merely states a presence. It creates no excitement and offers no benefits.
Good marketing - in print, on the web, or on the air - gives readers and listeners a compelling reason why they should use one specific service provider, shop in one particular store, or buy one exact brand. It creates a compulsion in the reader or listener to take action.
The cure for this kind of ad requires the advertiser to spend a little time thinking about his or her product or service and how it is different or better than its competition.
"You have to first know the reason why people should do business with you," Cliff says. "Then demonstrate that reason in your marketing materials. Great marketing conveys a bit of the advertiser's enthusiasm."
To learn the other 6 mistakes, plus more marketing tips, e-mail: email@example.com.
Marte Cliff is a freelance copywriter. She specializes in web copy, e-mail campaigns, sales letters, and article marketing.