Local advertisers: words and phrases that make customers groan

In this look at local advertising we’re going to focus on the next favourite words used by well-meaning but non-savvy advertisers … next, that is, after the famous first prize winner, WE (as in we-wee). This follows on from the last article which focused on the issues that cloud the effectiveness of the same ads.

words that make customers groan in local advertising
These words are not necessarily bad or even unsuitable (in themselves) for sales. However according to my research in dozens of local magazines and handbooks, they have become irritating because they are used by so many advertisers, and so they are relegated to cliché status. (Don’t forget that most clichés started out in life as very popular words which everyone loved and used over and over again, which is why they became clichés. One of life’s little ironies.)

The top 10 over-used words and phrases in local ads, and why they put customers off

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Local advertisers: key ways to p*ss off potential customers

What with we-weeing and more we-weeing being discussed at some length across the social media lately, with most comments and observations being positive and curative (!!) several readers have asked me to go into a bit more detail on the cringe making mistakes some local advertisers make with their hard-earned ad budgets in local magazines and other publications.

Local advertising mistakes on How To Write Better

Where I did my research on local advertising

In order not to get all the air let out of the tyres on my car and/or my house being burned down, I decided to preserve anonymity and gathered together a selection of local magazines – the types that are handed out free or put through mailboxes – from a number of locations in and around central England. These tend to be produced on glossy paper in either A4 or A5 sizes.

The common denominators were frightening in their vastness – it didn’t seem to matter what English county or city was involved. Everyone was making the same basic advertising mistakes that can be the difference between capturing live leads and losing them. [Read more…]

How blogging can really boost a local business

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If your business is all about local, don’t think that a blog isn’t worth doing.

There is a lot of excitement going on in cybercircles at the moment about online marketing for local businesses, but many local businesses don’t yet see how blogging can work for them and their customers / prospects.

(For a list of the top 10 most helpful articles on blogging for business as chosen by our readers, click here)

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