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small-bizXpress

Articles and opinions on small business and entrepreneurship

Small Business Advertising Problems

Tuesday, December 06, 2005



The two biggest problems with most small business advertising seems to be:

1. The message stinks. Advertising's main job is to inform and then persuade. If you aren't Nike, don't waste your money on a billboard with your logo. Most small business advertising I see is poorly written. Billboard, TV, radio, print, web - the words are the most important part of your ad.

2. The targeting stinks. Unless you are in a business that the general public actually uses, like a grocery store, advertising to everybody is a waste of your money. Many business owners have a false view of who is interested in what they're selling. "Everybody needs this." Maybe so, but not everybody is going to buy it.


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