Do you expect too much from too little?
One ad won't change your business, one postcard may create a spike in sales. You have to remain in front of your customers. Advertising works based on a simple premise: Repetition, repetition, repetition.
Are you spreading your advertising dollars too thin?
With so many forms of communication, it's tempting to do a little bit of everything. Perhaps an email, a postcard, a radio commercial, newspaper ad, magazine, banner ads. But if you have a limited budget, you 're better off concentrating your dollars.
Better to dominate in one area then to be unnoticeable in many. Motel 6 built its name by focusing on radio commercials and only later moved into other media channels once it built a name for itself. Focus your spending.
Are you trying to say too many things in your ad?
It's hard enough to get people to remember one thing about an ad, yet advertisers insist on adding multiple points as if everyone is going to remember every aspect of the ad. You need to focus on the single most important thing you want to communicate. Likewise, it's tempting to put multiple calls to action into a piece. Try to get your customer to focus on doing one thing.
Is your advertising "ownable" by your company?
Your message should be as unique as your business. If a competitor could just as easily slap their name on your ad, you're not communicating your unique selling proposition. Make sure you focus on what sets your company apart from the rest.
Does your advertising stand out from the crowd?
So much of today's advertising just blends into the background. It's not enough to just do an ad and run it, it's the kind of ad that you run. One that will stand out and get noticed. It's not just what you say, it's how you say it that makes all the difference in getting attention.