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Author: Meagan Hollman

1) Advertising about the company instead of to the target audience
This is a huge mistake a lot of companies in Lancaster PA make. They tout how great the company is, what the specs of the company are and pay no attention to the target. Advertising agencies see this all the time. No one but the company cares about what is done there. What people want to know is what the company can do for them, the prospects and customers. Focus on the niche market and what the company can do for them, not about the business itself.

2) Marketing to a demographic, not a niche
Demographics are huge. Women between the age of 25 and 35 can explain so many different people. So why would an author trying to sell a book on doing weddings on a budget target such a broad spectrum? Weddings is a niche market. Doing them on a budget furthers the precision of the target. But women between the ages of 25 and 35 could be single, taken but not in a serious relationship, married, about to have their first, second, third, fourth child, divorced or whatever. It leaves the market wide open. The lesson here? Look to the niche, not the demographic.

3) Looking like a cheap-o
We get it, times are tough in Lancaster PA and other major metros. But saving money and being cheap are two totally different things. There are ways to save money without compromising the quality of a product or a brand’s image to the outside world. For example, a website is a key digital player in today’s world. It’s often the first interaction most people have with a business. So why in the world would a company put clip art and tacky comic sans print from some free build-your-own website template. And another thing, VistaPrint business cards? Really? You’re trying to make a living. At some point, a business will have to invest.

4) No call to action/compelling reason
Every advertising agency in Lancaster PA knows that a compelling reason is necessary in any and all advertising. So, a Lancaster PA agency is advertising what they can do for the right people they are targeting. Now what? People need to know what to do. Simple as that.

5) Leaving out the unique selling point
If a company has been in business since 1776, say so. It’s a unique selling point and it gives a company the edge over someone else. If experience isn’t the business’ bag, find out what is. It is so important to distinguish why the business is different from the rest.

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