When it comes to reaching out to potential new customers, there can be a fine line between intriguing and annoying advertising. It’s a tricky balance. You want to catch and hold the attention of your audience without leaving them feeling put off by too much of any element of your marketing campaign. The temptation to saturate media and mail with the offerings and benefits of your business can be strong, it is best to avoid this impulse – or at least approach it with the appropriate level of discretion and judiciousness.

Often the difficulty in balancing your enthusiasm for your business with the appeal for the consumer stems from your desire to stand out among your competition. You feel your marketing must be bigger, better, brighter and louder in order to make a more powerful impression. When planning your advertising methods, take into consideration the image you want to create for yourself in the eyes of your future customers. Do you want to come across as loud, campy or overbearing? Or would you rather be viewed as a calm, well-established professional? Analyze the methods employed by your competitors and research how successful those methods have been for them. How are they viewed by the public? Do want to make the same impression, or take a different approach? These are all questions you should take time to consider before committing to any marketing concept.

It can be tempting, once you’ve found one element that seems to be successful, to continue to use that element repeatedly in your advertising. This element can come in many forms – from a mascot to a catch phrase to a song or jingle. Remember that because something works once, it might not work forever.

People can grow tired of your advertising if it becomes too gimmicky or overdone. A song or tagline that started out as cute and fun can quickly become annoying and off-putting if never changes. Even if you are dedicated to maintaining an element of continuity within your advertising, find ways to make it new, and keep it original. Most people can spot imitations immediately, and this can detract from the level of creativity and inventiveness you hope to demonstrate to your customers.

Print, radio and television media have all become heavily saturated with advertising gimmicks of all kinds. Many of these include loud announcers, repetitive voiceovers or flashy images. These tend to be primitive methods of capturing the attention of an audience. You should design your advertising to appeal to the intelligence and uniqueness of your customers. Humor has been proven to work well, but it may not be practical depending on the industry or product you’re trying to promote. Regardless of your services or products, you always want to come across as smart, reliable and ambitious. Enthusiasm in your marketing is important, but it must be tempered to prevent ads that can come across as wasteful or overbearing. Avoiding these pitfalls can make a major difference in the reputation of your entire business.

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Category: Advice
Keywords: Business, Advertise, Marketing