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7 Ways Advertising Could Hurt your Business

Time:2009-05-12 19:42:04     Author:Inflatables

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I seem to only really want to write posts after I’ve had a coffee and during work hours, otherwise it doesn’t interest me.
so christmas has come and gone in the mormon household and becky has informed me that it is or has been epiphany and that means we have to take the christmas decorations down. what’s weird here is that not a lot of people put up christmas lights or decorations and if they do they tend to go for like the lighted reindeer and inflatable sn0wmen.. which is ok in small doses.. but they have like seriously 6 or 7 reindeer on their teeny-tiny front lawn AND a giant inflatable snowman and it’s sooo tacky. also they’re still up today (minus the snowman which is for some reason in the living room deflated).

They had like just 4 up for a while which wasn’t so bad, but then kurt magically found some more in the garage and tried for like a week to get me to get the kids to put them up but i could never bring myself to add to the tackiness which was ok because we never really had time to do it anyway. (side note: i just spilled forbidden diet coke on myself, drool style) the kids really had fun at Christmas. they got so many presents. it was pretty cool though cause most of them were second hand or like from the dollar store but the kids were SO excited about every one of them. it was really great that their parents could save all that money and still have lots and lots of fun presents for the kids to open. Becky and kurt gave me a 50 dollar gift card to target (yaya!) which I’m pretty sure i’ll be using today.

Dane apparently wants mittens really badly.. i don’t know why. it’s like 20C here right now. MAYBE like 10C on a bad day. tomorrow their school is getting snow shipped in so the kids can play in it at recess… so weird… they like get a big truck and bring it down from the mountains in flagstaff or utah or something so at least if i get the mitts today he’ll be able to use them at least once.

Haha dane just asked me “are you going to buy me mittens today?” i said “yes we’re going today to buy them” he made a big sigh and said “thank you” like it was a giant relief that he would finally have mittens.. these kids are funny/weird. so like a couple weeks ago i was going to go to LA for dave’s band’s show but then he decided he was going to leave on the 8th and i have to work and then i was going to go with mike on the weekend for just the show but now he doesn’t want to go so now i can’t go. and THEN mike and i were going to go skiing/snowboarding up in flagstaff and then he told me that instead he was going to work on his car all weekend and go to the gun range… yay… so much fun.. i already told my bosses that i was going to LA this weekend probably so instead i’m just going to go stay at mike and dave’s this weekend so i can pretend like i’ve already quit. yay free place to stay

without mormons! i feel so bad for them, they have like no food in their apartment but chips and bagels so i’m going to make them a bunch of food and freeze it so they can eat something healthy. dave says he eats like 5 cheese quesadillas a day and that’s it. maybe some monster energy drinks. anyhoo… i told the kids on monday that i was leaving and gave them some pictures of me and them so they could remember me. hunter cried. dane cried.. because he got the orange frame instead of the blue one. and then because he was hungry. and then because he couldn’t find his socks. i’m pretending that he was really just projecting his sadness of me leaving onto those things.. but uh.. he’s not much for attachments. “i missed you today dane.” “ok”

Advertising is a Double-Edged Sword. It could help your business get off the ground as it could hurt and compromise definetly  your business. 

1. You could awaken the big  bear sleeping next to your tent
Advertising could be interpreted by competitors like a threat, a declaration of war,  and their reaction could be damaging. You never know how they will react to your move. Like our friends Mitch Meyerson and Jay Conrad put it, It’s a Jungle Out There! You are surrounded, All around, by thousands of same businesses vying for the same bounty. Several of these businesses are grossly larger than you. Some have the power and personality of Godzilla. Many of them are far better funded than you. Some have been successfully operating their businesses since prehistoric times. They thrive on competition. Some of them can run more ads in more papers and more commercials on more stations than you’ll ever run. They can mail more materials to more people than you’ll ever mail. They can outspend you in every area of marketing that money can buy.

Do you want competition? You could have one that you may not be able to sustain. Good luck to you. 

2. You could appear desperate  and frighten away good clients and prospects 
  98% of small businesses advertise ONLY when they are in trouble, when they are desperate about the future.  My first reaction when I see advertising from a company I’ve never heard about is always “huh … another company in trouble”. It looks to me like these crowds of desperate professionals who haunt networking events in their towns. They start active networking ONLY when they are in trouble :

  1. when they need to find new clients to close some financial gap in their business,
  2. when they are fired, and they need a new job,
  3. when they are feeling lonely and are looking for new friends.

Sorry, if you see yourself in any of the cases above, you are surely a looser networker.Networking won’t work for you well. The same for advertising, Don’t start advertising when you are in trouble, it won’t work … well.

Savvy clients are wary about Small businesses which suddenly start  to advertise. it’s  just a bad sign you are sending outside. 84% of B2B advertising campaigns result in Lower sales. Be careful.

 

 

3. Customers you get with advertisment are hard to keep and less loyal.
Customers you acquired by advertising  are hard to keep because of the promise you made in your advertisings. Advertising promises are ALWAYS overstated. You can’t keep such promises, and soon you’ll find yourself haunted by disappointed customers.
Do you know how to handle difficult clients? You’ll need a training after each successful advertising campaign.

Customers you acquired by advertising are less loyal and need costly loyalty program to be kept. They will evaporate the same way they come, in droves.

4. You can’t stop advertising if you succeeded at the first place beause of advertising 
 
If you succeed because of advertising, it’ll become  like a drug for you. You just can’t do without it. Advertising will be your answer to most of your problems. You’ll need the dose to keep your equilibrium.

Don’t get in such a trap. You’ll ignore most  of the market signals for change in business model and in customers needs till it’ll be late.  

5. If you are under attack, you won’t be able to react and be heard
Most customers today just tuned out advertising message. Savvy marketers know when to advertise. They advertise  to

  • crush weak competitors 
  • leverage an ongoing PR buzz 
  • defend  business territory when under competitor attack 

If  you’ve abused your advertising right, you’ll be deprived of  the virtue of advertising when you’ll need them. Your message will be tuned out or  you’ll look desperate. Think about it.

6. Your Cusotmers hate you, because they know that you are doing the fancy advertising with their money.
Customers know that you add  your Advertising cost to the price they pay. Don’t abuse advertising, you’ll become uncompetitive soon.

7. Your business is Not built to last, because you need Advertising to stay afloat 
A business built to last doesn’t need advertising to stay afloat. A business built to last use advertising like a Chess Master to tease competition, to crush a new entrant in its business territory  or to give something back to the community  or to entertain and build brand. 

Check if you have the right to Advertise. Our previous post “Do you have the right to advertise?” explained very clearly the moment and situation in which You have the right to advertise and for what you have the right to spend your money.

 

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