Can You Advertise Your Way to Success
Jay Ehret says no in a post entitled “Why You Can’t Advertise Your Way to Success”
Why indeed. Especially when you consider that “…according to the Word of Mouth Marketing Association, only 24% of customers actually believe what they hear or see in ads…”
Jay says:
Forget about advertising your way to success. It won’t work. At least not in the long run. Here are the reasons.
Preconception
Your customers live in two different worlds. The first is the world of preconception. That’s the picture you paint of your business through advertising. The problem is, it’s not usually reality. By nature, businesses only say the very best things about themselves. In advertising all businesses are wonderful businesses with the best people, the best prices and the best service.
Then comes the second world, the world of the customer experience. And when that world does not match up with the world of preconception, you just blew your entire advertising budget to let the customer know you are dishonest. And that brings me to reason number two.
Believability
Customers don’t believe what you say in your advertising. They know you are just trying to separate them from their money.
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