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The phrase "less is more" remains true in business. Too often, we see businesses wanting to target every broad audience possible, so they can load their advertisements with any possible feature and service they've ever offered. This, of course, is a broad stroke to pain, and it often results in potential customers getting confused and overwhelmed with information. So, how can you avoid this mistake? The answer is simple: focus. Yes, focus on one or two of the most memorable, unique things about your brand, products, and services.

In advertising, there's a loftier goal than simply telling people about what you offer; it's about being memorable. If nobody remembers your ad at decision time, you've lost the end game. Work on being memorable by focusing on a few key points. Here's how:

Find Your Target Audience and Stick With It 

Trying to reach every single audience is not an attainable goal. You need to find out who your core target audience is and use that information to tailor your advertising. We recommend starting with a target persona—a customer profile that shows research and data about who your ideal customer is. It guides the internal decision-making process for every department, from sales to marketing to service.

One Problem = One Solution

A great advertisement should define a clear problem and a clear solution to have the most impact. For example, if you own a car wash business during the winter, you're probably looking for ways to get business to pick up. In this case, the following would be a good advertisement because it displays a clear problem and solution:

Problem: The salt used on roads in winter sticks to your car and could potentially rust your car, eating away at the paint.

Solution: Get your car washed every other week to prevent rust and damage to your car.

In this example, you're clearly speaking to car owners who care about their cars and want to prevent their cars from suffering the wrath of winter road salt. You've defined the problem and offered an easy solution.

Concentrate Marketing Efforts Into One Channel

Focus on one channel at a time and measure your results. When you own that channel, then you can add another one. Too many channels at the same time, especially when they haven't been properly procured to begin with, will often have an adverse effect on your results; you'll end up doing an ineffective job on many different channels. 

Define No More Than 3 to 5 Goals and Priorities

You can't juggle a dozen different priorities; you need to pick a handful and focus on those. The fewer goals you have, the more honed your focus will be on the efforts that will make those priorities successful. Keep the scope limited and be sure the goals are actually attainable; you probably aren't going to get three million followers in a day, but maybe you can increase your followers by three percent.

Advertising Mistakes to Avoid

When it comes to advertising mistakes, there are many things to avoid, such as:

  • Advertising to all people
  • Trying to fit too much into one advertisement
  • A lack of focused targeting

Doing these things will only confuse people about your brand and the products and services you offer. Ultimately, this kind of overload will dilute your results. A clear target audience and advertising will help the direction and growth of your business more than you know!

Trying to advertise to the broadest target audiences will only leave customers confused and your resources thin. To truly make an impact on your target market, you need to focus on the few things that make your brand stand out. fuze32 can help you with that. Reach out to us to schedule a consultation with our marketing pros today!

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