Why Most Advertising Campaigns Fail

Not a day goes by without an advertiser asking the question "what will make my ad campaign successful"?

Before answering that question, let’s define and understand what advertising is. According to Webster, the definition of advertising is "to tell about or praise (a product, service, etc.) publicly, as through newspapers, handbills, radio, etc., so as to make people want to buy it".

Most advertisers focus on the first part…telling people about their product or service. This is why most advertising fails. Telling your story alone doesn’t make people want to buy.

There are two sides to the purchasing coin…logic and emotion. Consumers make their decision to buy on the emotional level first, and then back up their decision with logic. Most advertising provides the consumer with plenty of logical reasons but little to no emotion.

Do your ads convey emotion? Are you reaching deep into the hearts of those coveted customers?

 If you want a successful campaign, create ads that appeal to the emotions.

Another reason why campaigns fail is that most ads are filled with clichés.

When it comes to advertising, a cliché is defined as a statement that every marketer makes but no consumer believes.

Have you noticed that every advertiser has the very best selection, the absolute lowest prices, world-class customer service and the friendliest sales staff?

Rather than loading your ads with clichés, consider using words that are powerful, colorful, descriptive and relevant. Create your ads from the customers’ point of view, not yours.

 If you want a successful campaign, stop using meaningless clichés.

Many ad campaigns fail due to advertisers putting too much information and too many different thoughts in their ads. This is a 2-part problem: (1) the ad contains more than one major theme and (2) there’s just too much stuff in the ad.

Part 1: A clear, single message delivered with real emotion will beat the ad filled with competing messages every time. What’s your message? Why will people want to buy from you?

When you load your ad with multiple messages, you confuse the consumer. Confused consumers don’t buy.

Part 2: Putting too much into the ad. This is typically a result of the advertiser saying something like "if I don’t provide lot’s of different products to choose from, that prospect might not visit my store. He/she might not be interested in product A, B or C, so I’ll make sure I tell them about product D, E and F."

Once you start loading your ad with a long list of products, you’ve lost the interest and attention of the consumer. Non-interested consumers don’t buy.

Do your ads consist of a simple, clear message? Do your ads contain a long list of products & services that no one will remember?

 If you want a successful campaign, simplify your message.

Often, many advertisers will attempt the use of sound effects to gain the attention of potential customers. Sound effects can work if they’re relevant to your product/service and used sparingly.