When you use a logical fallacy, the only thing that suffers is your argument. But when you use an advertising fallacy? What suffers is your bottom line.
An advertising fallacy is simply a myth about advertising, a “truism” that, over time, has not always proven to be totally true. Sometimes, an advertising fallacy can be as simple as a basic assumption a business owner makes about the world of advertising. If you make these assumptions yourself, you do so at your own peril.
Let’s take a look at some common advertising fallacies, and what you can do to avoid them.
Advertising Fallacy #1: A Good Product Sells Itself
We all know about the story of Sriracha Chili sauce, a brand so popular that it grew to “world-famous” proportions without spending a dime on advertising or marketing—instead, the company relied solely on word of mouth to expand its customer base.
Is the story true? Sure. But does that mean your company will get by the same way? Chances are, the Sriracha story is actually the exception to the rule rather than the rule.
In other words, what’s true for Sriracha is not necessarily true for your company.
Avoiding this fallacy is simple: you need to think about the potential impact that good advertising and marketing can have on your company. Instead of taking a passive approach (trusting the customer to do your advertising for you), you need to take the active approach (trusting yourself to do the advertising right).
That’s a simple way of saying that if you want more customers, word-of-mouth is not the only avenue available to you.
Advertising Fallacy #2: There’s No Competing with Bigger Brands
Advertising is kind of like the battlefield of business—companies are competing with one another directly for their market’s attention. Yes, it can be difficult to compete with companies that have unlimited advertising budgets. But like an outnumbered army, that doesn’t mean that your days are necessarily numbered.
Quantity is only one variable in the battle for attention; the quality of your ads is something else that is entirely within your control.
Yes, you may have to pick your battles if you have a limited advertising budget. And that’s not always an easy thing to do—you want to make sure you’re making the most of your budget as possible. But if your advertising is good, with good written copy and a unique brand concept, then you always stand a chance at catching the attention of your target customers.
Advertising Fallacy #3: People Are Listening
One of the most common mistakes most advertisers make? They think that people are listening to them.
But ask yourself the last five advertisements you heard. Can you even remember one?
Chances are, you weren’t really listening to the ads on the radio or on TV. And if you can’t remember advertisements, why should your target audience remember every little detail you have to tell them?
The simple truth in today’s advertising environment is that people are not listening, and they’re not lining up to give your product a chance. Your advertising campaign has to start with an attention hook: something that will grab peoples’ attention so that you can then proceed with your message.
If you don’t hook your audience first, the content of your advertisement—even the quality of your product—won’t’ matter much. You’ve got to hook interest, and that starts with acknowledging the fact that people simply aren’t listening.
You’ve got to encourage them to listen.
Get a Step Ahead of the Competition
Simply learning these three fallacies can be a great boost to your advertising dollar. But there are other ways to get an advantage on the competition. REDBOOKS has been offering the competitive advertising intelligence businesses need to ensure that they stretch their advertising dollar and make the most of their marketing opportunities.
Start a FREE Trial of REDBOOKS today and you’ll see exactly what your own company is capable of.