Top Mistakes In Advertising & How To Avoid Them: Part 1 of a 10 Part Series: Ad Testing & Tracking

It strikes me that there are quite a number of opportunities out there for you to showcase your product or service using just about any form of media, and that’s fantastic. There is, as you have probably discovered, certainly no shortage of media players and opportunities to pick from.

What I found the most powerful is utilizing all of those resources to their respective individual and then collective advantages.

Sometimes things work wonderfully well using the more traditional radio, television, newspaper, magazine, maybe out of home advertising. More recently some advertisers have had some success with one or more of the social media platforms and that’s terrific. I think they should all be embraced and all form part of your media mix.

Please make no mistake that it should genuinely be a mix of media because you never know exactly which particular component is going to pull the trigger and get your target group to say… That’s for me, that’s the product that I want!

Your service is exactly what I’m after. You want to make sure you give yourself every opportunity to be seen and to be heard to promote whatever service or product you have out there. You want to stand head and shoulders above the crowd, in front of as many of the right crowds as possible.

So, what I’d like to share with you starting today is a series of ten of the Top Ten Mistakes in Advertising that I’ve seen through these three decades of being a professional media planner and buyer, and share some secrets and some tips on how to avoid getting into those very same advertising challenges.

This is my print version of the videos and audio of the same series.

Mistake Number One in our series follows:

The single biggest mistake I see repeated over and over again is the failure to test and measure your ads. All too often too many advertisers simply write a cheque for the ads in the newspaper, online, TV, radio, regardless of the media and simply hope for the best.

As many of you will attest, hope marketing really doesn’t pay an awful lot of bills. You wouldn’t put your own product, table lamps, lawnmowers, keyboards, post hole diggers, floor tiles, into the marketplace without putting them through an extensive battery of tests to see if they can live up to your standards.

You’re testing the ad that sells the product and, unfortunately, maybe you’ve encountered this yourself, or you know friends of a friend of a friend who had this happen to them.

They put all of their marketing muscle into one media without finding out how effective it could be on a smaller scale, and all they heard was crickets. That’s a devastating sound when you’re in advertising, so here’s what I want you to do.

Here is how you fix this: You identify each and every ad you place in any and all media.

What? Dennis, identify everything? Absolutely!

You see, what you want to do is learn how well every single piece of creative is performing in each magazine, website, leaderboard, big box, outdoor ad, in every radio commercial. You should have an identifier, a tag of any description that’s exclusive to that ad. Then you can go back and say we invested X number of dollars in this media and it brought us two returns, five returns, a thousand returns, whatever. The performance helps you to know exactly how well that ad worked.

What it also does is it helps you on the future campaigns by showing definitively what has been your best performer. It challenges you to come up with even better ads, better media mixes, better dollar spending, because now you know what’s performing.

This is not new. Nor is it rocket science. But it takes time and energy

and patience which is, unfortunately, a little bit lacking in too many arenas.

When you’re preparing your ads make sure that all of that creative excellence that’s been developed has a chance to be evaluated and measured. You want results so you can go back and track it. You can see how engaged your audiences are, how many times did they purchase the product, how many times did they go to the website, how many times that they raised their hand to say,

More. Hey I’m over here. I really like what you’re selling.

Show me more, tell me more. Give me some more information.

That’s what you want to deliver. So code your ad with the coupon exclusive to that campaign or magazine. Create a different URL or even a 1-800 number that can be tracked and monitored for every single ad.

You want to see how each ad is doing. Then, only then can you tell if it’s working and giving you a return on the investment.

If it sounds like an awful lot of work, well you’re right. Yes. You’re right, it is. But you are setting a template that will help you refine every ad moving forward. And if you get it right, right out of the gate, then kudos to you and Congratulations.

But in the majority there’s going to be some refinement, some improvements, some opportunity to tweak subsequent ads that says, we know we’ve got to improve this line or this copy.

There is a famous advertising gentleman by the name of John Caples who was an aggressive and prolific advertising tester, way before the Internet came onboard. He did one thing to make the ad better. He discovered that through all of his testing, one ad, by changing the headline performed 19 and 1/2 times better than every other ad that he had produced.

Same product, same newspaper, same service, same price point, all he did was change the headline and by changing it multiple times he found one that struck gold. You want a good return? Two times, three times better? Try nineteen and a half times better! That’s the difference that testing delivers.

Please remember when you’re testing there is no failure, there’s only results.

So here’s the strategy you might like, to give yourself a better return on investment. One enterprising client in my history treated it this way.

Because he came from a financial background each ad to him was considered a different mutual fund in his portfolio and he named them before they went into the media. Because they were coded in names he liked, he was able to remember them and he was able to soon see how well each of his investments, as he put it, was performing.

He put more money against the ads which were delivering, and changed any ads which were underperforming to a new one, to keep testing. To make sure of any money coming in he watched very carefully all of the money that was going out.

My message to you to avoid Mistake Number One is to Track Every Single Ad you prepare. It’s the only way to accurately measure what’s working.

When an Ad for a Fizzy Drink Creates a Public Outcry – And What Other Businesses Can Learn From It

‘Marketers’ lives matter’. Especially when they produce an ad that causes massive public outrage.

The ‘ad rage’ over the recent Kendall Jenner ad for Pepsi is one of the latest in a long list of big brand marketing mishaps. While the fallout from this ad may be a temporary chink in the armour of the corporation, it gives other companies an opportunity to reflect on how an ad like this can go wrong and compare it with the advertising that does work.

On this occasion, Pepsi’s in-house advertising department was accused of aligning its brand with the Black Lives Matter protests in the US. The idea, while arguably noble, backfired dramatically.

But why?

Benjamin Blank, CEO of Uproxx Media Group, plainly stated: “If Kendall Jenner actually did something that was meaningful and they documented that and supported that” the results would have been different.

The advertisers on this occasion may have thought that they could predict how their target audience would react to this ad. But they didn’t. More bluntly, the presumed agenda and cynicism of the corporation was transparent.

Any ad campaign needs to genuinely understand the real thoughts and feelings of the market it is aiming to. While this may seem obvious (and it is), it’s amazing how many advertisers appear to forget about this from time to time and get their ads so monumentally wrong.

The voices inside the advertisers’ heads may imagine, even guess what some of their buyers think. But do they represent the same voices inside the customers’ minds? The people – the real people, the everyday general public – who they are selling to?

In a globalised world marked by what media scholar Brian McNair calls ‘cultural chaos’, advertising and branding is a minefield. What works in one location might fail in another. What one demographic finds appealing, another may find offensive – and that can be destructive for a business.

Realistically, can a large corporation ever be ‘street’ enough to be ‘down with the kids’? To the point where the company actually thinks that it can use an ad to not only relate to a very real socio-political problem faced by a particular demographic, but also be ‘on the ground’ with them? NB – While of course not forgetting to simultaneously appeal to everyone else in their target market, which is basically everyone from all socio-economic, cultural and ethnic backgrounds.

The ad certainly didn’t work. And after it was aired, people took to social media to express their anger and distaste. Wisely, Pepsi later withdrew the ad and went back to the drawing board.

It was a complete misfire. Maybe there was an honest intention to promote a notion of universal peace, but in such a volatile world right now, the ad was basically seen as insincere. To many it seemed to trivialise, even mock, a highly-emotive issue for the primary purpose of selling a product.

Suggesting, even mildly, that a particular brand of soft drink can help bring about some sort of world unity, by attaching their product to an issue, is not correct. Even as ostensibly noble as the sentiment may be, it really isn’t the place of a massive soft drink company to try and do this. And the general public on this occasion expressed that.

What we can learn from this is that the challenge many brands face now is working out how to navigate through a world that is becoming increasingly complex. Times, cultures and attitudes are ever changing and any company’s branding and advertising should evolve to reflect these changes.

After all, good marketing and branding is built around knowing and relating to customers and gaining their loyalty and trust. If you upset or offend them however, they will leave. And they will tell others to leave.

One of the important ways customers and businesses can relate to each other is through social media. However, as many companies have discovered, social media can have an unforgivingly dual effect.

The huge scalability of social media can push messages out into the unknown, and it has the capacity to elevate what would have once just been criticism, into a storm. This is what we saw with the latest Pepsi ad. Angry people will quite happily use social media to try and bring a company down.

If Benjamin Blank is right in his assessment of the Pepsi disaster, then smaller businesses that are grounded in their communities might be in a strong position.

In the UK, the Advertising Association highlights that SMEs make up only 18% of the country’s advertising expenditure, but account for a third of private sector revenue, and make up 99% of British businesses.

Where local businesses may build up a good rapport in the community, the need for branding may seem less obvious.

While they may not have the same massive marketing budgets of their corporate competitors, smaller companies do have some tricks up their sleeve. Local advertising, leaflets, and newspaper ads make up the core of small business marketing. Also local businesses can substantively engage in the community, something that Blank suggests Pepsi failed to do.

Most importantly local businesses can be sincere.

We know from Nielsen Research that around 80% of people find that the most credible form of advertising comes from word of mouth, from people we trust. As businesses in local communities are more likely to interact directly with their customers, they can have a powerful advantage over bigger companies.

According to the UK digital marketer Ormsby Street, more than half of small businesses fail within the first 4 years, in large part by failing to properly engage in existing markets and then failing to grow into new ones.

Developing a smart, interesting and pervasive brand, that genuinely appeals to its customers and builds relations with the community, while also appealing to others, is one of the ways a small business can survive in an ever more competitive and uncertain economic environment.

Types of Vehicle Advertising

Nowadays there are a variety of different, creative ways to advertise your business rather than the traditional flyers, newspaper ads, or billboards. One advertising trend that has really taken off in recent years is vehicle advertising. This involves putting your business information in some form on your car so that potential customers can see it on the go. We’re here to cover the most popular forms so you can choose which is best for you and your company.

Car wraps:

This is probably the most extreme version of vehicle advertising. I’m sure you’ve driven down the street and noticed a car COVERED in some bright colored graphic advertising their business, these are called car wraps. The wraps are made from a vinyl material that has your advertisement printed on it. These wraps also tend to be the most expensive option, mostly due to the fact that they are so large and must be designed to fit your car. However, they are a great way to grab the attention of your fellow drivers and will be well worth the money in the long run.

Vehicle Lettering:

This is a more toned down version of car wraps. Most landscaping companies or contractors have a version of vehicle lettering on their company cars. Vehicle lettering is die cut vinyl that you place over the cars paint with your company information on it similar to a sticker. You’re not just limited to lettering though, most companies can do printed graphics which feature your logo or other images as well. The only difference with this and car wraps is that they do not cover the entire surface of your vehicle or large portions of it, they are essentially made to enhance the look of your vehicle, giving it a professional appearance all the while letting people know who you are.

See Thru Graphics:

See through graphics are very popular with realtors, contractors, and the like. These graphics are images printed on vinyl that have tiny perforations cut into them so that you can SEE THRU them while they are placed on your windows. From the outside they appear to be a solid image and are a great way to get your face out there without taking over the entire car.


If your personal car doubles as your work car and you don’t want to constantly be “on the job” this might be the option for you. Car magnets can be printed very large and act as an oversized business card you can attach to your vehicle. The best part is you can remove them when you they aren’t in use. They do require some work however, if you want to keep the magnet in good working condition. It’s best to place on a vehicle in a clean area and flat storage is a must! Many people place them on refrigerators or filing cabinets when they aren’t on the car.

Hopefully now you have a better idea of the type of vehicle advertising available to you. Consider these options and you’ll be bringing in the customers in no time!

Surprising Ways That Commercial Signage Can Work For You

Like most modern business owners, you’re probably sinking the majority of your marketing funds into online advertising. Without a doubt, consumers are definitely spending more of their time surfing the web and they are regularly turning to online platforms when searching for businesses or services and products that they need. Surprisingly, however, commercial signage remains among the most effective and the most cost-effective marketing tools that growing companies can use. Following are several ways in which these tactile, tangible resources can work for you.

Make Sure That Your Marketing Messages Aren’t Being Ignored

Consumers are exposed to a massive amount of advertising on a daily basis. No matter where they look, companies are trying to reach out to them. From the minute they get up in the morning until the time that they go to sleep, people are exposed to:

– Banner ads on their cellphones

– Billboards that they pass while driving down the street

– Email marketing messages

– Advertising in text messages

– Store signage

– Print ads in magazines and newspapers

– Logos and other branding images on nearly everything they see

Every ad is structured with the intent of capturing as much attention as possible and leaving an indelible imprint on both the conscious and subconscious mind. The massive amount of modern advertising can be overwhelming to see the least. In some instances, it is nothing short of mentally oppressive. Due to this fact, people have a number of automatic ways of shutting these messages out. This is essential for maintaining some clarity of thought and for engaging in active and purposeful decision-making. They can also consciously choose to tune these messages out, especially when these are sent by specific mediums.

Due to this fact, many readers are unlikely to open a lot of their email marketing messages. Some may have these automatically forwarded to their spam folders. Mass mailings that are sent to residential customers are commonly referred to as junk mail and as such, they are usually deposited directly in the trash. Text messages may or may not be opened and most print ads are often ignored. For many companies, funds that are spent on these types of marketing are basically wasted money. Commercial signage, however, continues to be a highly effective way to capture attention and keep it.

Spend Less And Yet Get More

Not surprisingly, commercial signage often provides the absolute best value in terms of marketing funds spent and benefits received. The costs of quality, retractable banners or attractive windows sign are relatively nominal in comparison to the costs of running a comprehensive pay-per-click campaign. More people are likely to see this signage and more people are likely to act upon it. Best of all, unlike an online marketing campaign that will probably be very limited in its duration, signage can be used again and again and within a very diverse range of applications. Thus, you will spend less and get a lot more, particularly if you opt to invest in signage that is very high in quality, durable and built to last.

Ensure You Find the Best Ways to Promote Your Business

Customers everywhere are the same – they want to feel appreciated, they want to know that they are valued. That is why any clever business proprietor will make sure he or she gets the message across that their business is only as good as the support they receive from clients and customers.

Handing out custom promotional merchandise is one way of showing their appreciation to existing clients; it is also one of the best ways to attract new business. People are the same all over the world: give them something for free and they are likely to support you at some point in the future.

Business can be tough and one must always be aware that the competition will be trying their best to outshine everybody else. Therefore any business, whether you are small or a big corporation, must ensure they remain in the running. One way of doing this is to distribute promotional material that will remind the customer that you are still around.

One way of making sure your customers remember you and talk about you to their circle of friends and family is to give them something for free. There are few better ideas than custom promotional merchandise, something they will remember you by and introduce to their family, colleagues and friends.

It depends on what kind of product you’re promoting, but it is a good idea to remember that you do not necessarily have to distribute expensive items. The emphasis is on being effective. Give them something they will look at often, something with your logo and contact details very prominent on the merchandise you’re handing out.

The best way to go about this is to employ the services of a company that can show the way to market yourself by handing out promotional material. It is important too, to choose the correct company to assist you otherwise you may simply be wasting time, effort and money.

Choose a firm with a proven track record in marketing and producing custom promotional merchandise. Make sure they understand the concept of promoting business, make sure they have good experience and that their expertise can’t be doubted. A good firm will also be able to show you the kind of work they have done in the past, who their clients are and what clients and the public have to say about them. You also want to know that the firm you are dealing with have good turnaround time and that they are available to talk to you when you need them.

A good firm will ensure they lead you from the start in terms of offering advice about the best custom promotional merchandise, good designs, adjustments when needed and payment options as well as choices with regard to delivery. In short, the good company will reduce your stress and help you come up with first class promotional material for your business.

The whole idea behind handing out or sending custom promotional merchandise to clients is to ensure you make a lasting impression, to make sure the customers remember you by the specific merchandise they receive. Your company logo, a product they will always associate with you and your business is what is important. If, for instance, you market desk pads, it will not make any impression if you simply hand out any desk pad. No, the client must forever be reminded of your company, and only custom products will suffice, products which carry your logo and contact details.

When you receive your merchandise you will have to decide how to distribute it. Of course there are companies that will be able to advise you what the best ways are. Even better still: let the company that helped you with coming up with the correct custom promotional merchandise assist.

Nobody will dispute the importance of employing the services of a company to help customise one’s promotional merchandise. Make sure you choose an experienced company that will be able to lead you every step of the way – from ideas and designing to distribution.

How to Find the Best Advertising Space for Your Business

Advertising in the right place is just as important as what you have to say in your ads. You probably spend a lot of time finessing your marketing material to convey just the right message, but how much time have you spent analyzing where to broaden the reach of your marketing efforts?

Ask the Right Questions

To find the best space for your marketing message, think about where your customers are:

  • What do your customers do for a living?
  • What do your customers do for fun?
  • What TV shows do your customers watch?
  • What radio stations do your customers listen to?
  • Do your customers read news in a paper or online?
  • What websites do your customers frequently visit?
  • What kind of giveaway would your customer remember you by?

In selecting advertising space, it’s important to get your message to the places where your potential customers are likely to be. Ever blasted your marketing out to the world only to receive nothing in return? It’s equivalent to a fisherman randomly going out into the ocean and casting his net without a clue as to whether there are actual catches to be had. Make sure you know where your fish hang out before casting your net.

Think Beyond Normal

Sometimes this requires thinking outside the box.

Traditionally, marketing efforts focus on the same old marketing channels, such as TV, radio, and print. To keep up with modern marketing trends, you have to think beyond what’s worked in the past, and look for new ways to get your message broadcast to the most potential customers.

Hence the internet. It is safe to say that where traditional channels dominated for decades and decades, the age of the internet has taken over. Companies like Apple, Google, Olark, Twitter, and LinkedIn have literally made billions by either being the first to optimize or get in front of the internet craze. Startups have since made millions by approaching the masses online in a new way, like Imgur, who saw a need online, started an app, and proceeded to become a stable in millions of people lives.

All that to say, your target market is online and taking advantage of the internet every single day. Companies have proven that if you can get in front of your market online you can generate viral amounts of traffic for cheap or free. Take advantage of the new markets before they become the old markets.

In the same vein, find products that think outside the box, maybe tapping a new marketing space like screen cleaner stickers that are customized with your logo and info but sit on the backs of phones or tablets. These products are innovative and take up some primetime space.

The Simple Way To Market Any Business

You’ve no doubt heard about the K.I.S.S. principle – “Keep it simple, Stupid.” Or as I like to say… “keep it simple, silly.”

K.I.S.S. has been around the block a few times. In fact, it was a design principle noted by the US Navy in the 1960s.

The phrase was coined by aircraft engineer Kelly Johnson. It’s nice to note that Johnson was the lead engineer at the Lockheed Skunk Works (creators of the Lockheed U-2 and SR-71 spy planes).

Though the acronym has been used mostly by the US military, namely the U.S. Navy and United States Air Force, civilians, businesses and lots of other groups use it too.

Heck, I bet you’ve used it a few times yourself.

We all tend to over complicate things, including myself.

But I prefer simple any day and twice on Sunday. When tackling any problem, my number one rule is to start with the simple basics first (is the power on? Is the lamp is plugged into the electrical outlet?)

And you’d be amazed at how effective the simple way of doing things can be. After all, you can always complicate the hell out of things later, if you like.

You’ll be pleased to learn “simple” also works in marketing your biz too! Truth be told, simple has taken me a long, long way in the marketing of my business.

Let me explain…

The Three Pillars Of Good Marketing

OK. Let’s break this down into, you know, simple terms. You can easily and simply market any product or service if you examine the 3 pillars of marketing.

But before I go into details, I’ve got to give credit where credit is due. While, I’d love to think that I’m a marketing and advertising whizz, truth be told, I’m scratching the surface here.

What I have learned came from the true geniuses of the game. The guys who figured it out and have been in the marketing trenches for decades.

With that said, what you’re about to learn came from marketing top-gun Dan Kennedy. I recommend that you get your hands on any books, programs or live events he puts on. It’s nothing less than pure gold.

OK. On with the show. The pillars of good marketing are:




Let’s talk briefly about each one.

Pillar 1. Message. This is the “what” you say to your prospects or clients. It’s the communication part of the equation of good marketing. If you get this wrong, then your efforts won’t necessarily fail but will suffer greatly in terms of results and sales.

Keep in mind, even if you have a great message and you shoot it to the wrong market, it’s going to land upon deaf ears. And you’re wasting marketing bullets… time, money and other resources.

Pillar 2. Market. The is the “who” you want to sell to. It’s the group of people most likely to be interested and willing buy your stuff. These are the prospects you are communicating with and who will receive your sales messages (sales letters, print ads, landing pages etc.)

So, your mission is to match your message to the correct market using the correct media.

As you know privacy is essentially dead these days. So, getting the names and addresses for nearly any target market is a fairly simple process.

Mailing lists comes in all shapes and sizes today. If you know what market you want to go after, you’re likely to find a list. It’s just a matter of contacting a list broker and describing who you’re looking for.

For example, If you are looking for people who are at least 7 feet tall, drive a BMW, live in South Carolina and subscribe to Psychology Today, you can get that list. It may not be a very large list, but nevertheless it still exists.

Pillar 3. Media. This the delivery system. It’s the vehicle that your message rides in. Think: magazines, newspapers, newsletters, social media such as Twitter, Facebook, LinkedIn, and list goes on forever it seems.

The best way to select which media to use, starts with the market. Are you targeting folks over the age of 65? There’s a good chance they do not use social media as a primary medium.

Yes, they very well may have a Facebook account, but this is not their main means of communicating or staying in touch with others.

They do read the local paper and use their cell phone regularly. They probably listen to the radio and watch TV.

But the only way to truly know is to ask your clients and prospects.

How To Target Your Market

One popular way that business owners use to target their market is by geographic.

Using geographic marketing you choose your market based on a specific location, for example, businesses within a 10-mile radius. This is a very simple way to choose your targets but it’s like dropping flyers out of a plane and hoping one lands with the right person.

Yes, a bit of an exaggeration but with a few simple tweaks, you can make your geographic marketing more effective. And you can do this by using…

… Demographic targeting. Demographic targeting is selecting people by age, gender, how much money they have, whether they are conservative or liberal, or what religion they are, single or married and so on.

Next, you have psychographics. Psychographics deals customer behavior, attitudes, interests and lifestyles. It’s useful when segmenting your market. This can be very powerful (and effective). Plus, it allows you to customize your marketing messages based on whatever market segment you are going after.

Hey, you could combine all three. And many of the cloud based programs, such as Adobe Marketing Cloud, Salesforce, HubSpot, Marketing 360 and more do just that. You could also check some of the open source solutions.

Again, you don’t have to get all “techie” just be sure you have details such as their contact info, and carefully track how much they spend, what they buy and how often. Simple with Excel.

Of course, I could go way deep into this topic, but staying the “simple” approach, suffice to say keep good customer lists, learn what your prospects and clients want and become the “go-to” company that fills their needs.

So, the next time you start a new marketing campaign, consider the ideas presented here. If you are tired of dumping big bucks down the advertising toilet and you’d like more profitable results, then I encourage you to give me a shout. Do you have questions about this article or would like to see a subject covered? Again, just shoot me a line. I’m always happy to help.

Yours for higher response,

Emette E. Massey

Using Vinyl Banners to Advertise

When choosing to advertise your business or project there are a variety of options on how to go about it. Options like TV ads, radio commercials, social media campaigns, and newspaper articles can take a lot out of your budget. One option that has proven to be successful time and time again is custom banners.

Most people are probably thinking, “Banners are better than Facebook?” and while that depends on what you are advertising and how much you have to spend, banners can a successful as well as cost efficient option for your business. I would highly recommend them for small businesses that thrive off of a local clientele.

Custom banners are highly durable yet can easily be removed and used over and over again. There are multiple ways to install them and most will come with grommets so you can easily attach them wherever you like without damaging the banner itself. For the banner to be successful, placement is key! If you are using it in front of your business, be sure it can be seen from afar and there are no trees or anything blocking the view for those driving by. Using a spot light at night may also be a good idea so customers can locate you.

Due to the fact that banners are made with vinyl, it is easy to create a fun, vibrant banner. Vinyl decals that are used for the lettering come it a variety of colors and can be cut to just about any size or shape. When designing your banner, it is important to keep in mind that you want the lettering to stand out and also be easily readable from afar. Picking a detailed script font may not be the best option. Also, make sure your colors pop, putting yellow lettering on a white background can make it very hard to read, however if you use a black background the yellow will really stand out.

Graphics are also key and can be what sets your banner apart from the others. Be sure your image is eye grabbing but not so distracting that it takes away from the information you’re trying to get out there. Many sign shops have the capability of printing out multi-colored images (much like you printed them off on your home computer) giving you the opportunity to use your own graphics and logos without having to simplify them.

One of my favorite things about using banners is their versatility. If you want to hang it on the side of your building, you can do that. If you go to trade shows often or are setting up booths banners are great options for that as well in that they can easily be moved around and folded up when you’re ready to go!

No matter what your business, custom banners are a simple, cost efficient option to help advertise your business. From their versatility to the wide range of design options, they are truly a great option for all your signage needs.

The Most Common Text Errors in Brochures and Catalogs

The most frequent errors at the level of text that are given in a brochure or catalog have to do with a number of words that are used and with orthographic, grammatical and lexical questions.

Volume of text

Although we have already commented on more than one occasion, in the advertising texts it has to be brief and concise. You have to get to the point and stop going about the same idea. To achieve this, the sentences have to condense to the maximum the message that we want to convey to the audience. The golden rule is not to saturate the reader or give too many elements that can lend themselves to confusion.

It is shown that attention can only be captured between the first three and five seconds. Therefore, when you really want the reader to read the diptych or triptych completely, nothing is better than going straight to highlight the main thing about that product and/or service that is being offered, leaving aside other information that is not of interest.

Writing errors

Parallel to the amount of text that we are going to incorporate in the brochures and catalogs that we will end up printing, it is important to pay special attention to orthographic, grammatical and lexical questions. Here are the most common ones.

1. Spelling level

There is a bad habit of putting the first letter of the year in capital letters. Orthographically it is incorrect because it has no logic at all when it is in the middle of a sentence and it is not the beginning of any or it does not come after a period.

Another of the frequent errors is the incorrect use of abbreviations. The only ones that are admitted are those that correspond to units of measurement or chemical elements since they are subject to the norms of the international system. However, it is customary to write them with a dot, when in fact, they do not carry it.

A common mistake found in many advertising graphic media is to misuse punctuation marks, for example, both linguistic and non-linguistic uses of the comma and dot. One of the most common examples is to write the hours using the comma when you have to put it with a colon or with a period.

2. Grammar level

The most common mistake is not to put the article on the subject perhaps because of the influence exerted by the English language. It should not be forgotten that the tendency in recent years seems to be marked by the presence, more and more frequent, of bilingual publications, a tendency that is also moving to the advertising field.

It is important to be careful when forming the plurals and especially to make the concordances with the verbs. As a rule, it never ends well and is a grammatical fault that must always be avoided.

3. Lexical level

It is important not to fall into the use of extra Jeri MOS. The same happens with other words like “snack” or “pack” that in the first case means “appetizer” and in the second, ” the extra Jeri MOS.

The use of has given way to creating new terms that did not exist to date and that the advertising has been incorporating. For example, the term “accommodation” which means action and effect of accommodating, is being used incorrectly instead of “accommodation”, which would be the correct word in this case.

It is essential, therefore, that when writing the texts there is always a person who understands the subject who can review them before they are considered good and send the brochure or catalog to the press.

Tips to Help You Choose The Right Promotional Feather Flags

People have been using flags to advertise their brands. If you are going to opt for a promotional feather flag, we suggest that you consider a few important things. This article will help you choose the right feather flag to meet your needs.

Single or Double Sided

You can choose either a single or double sided print. The double-sided one allows you to use both the sides for advertisement. Typically, most digital printed flags have graphics on one side, which is the front side.

If you are buying the double-sided one, know that you will need to spend a bit more money as they are more expensive. Moreover, they weigh a bit more, which will have an impact on the flight.


You can choose from several shapes, such as sail, teardrop, swooper or feather. Make sure they have one thing in common: the right type of frame. This is important if you want to fly the flag even if there is no wind.

The selection of style depends upon your personal choice and budget. Normally, the teardrop style is the most popular.


To determine the size, you need to consider your purpose and the place where you want to place it. At an outdoor event, tall flags are a good choice as they can help you attract the eyes of people from far away. On the other hand, if you intend to promote your business, small flags may work better.

Flag Design

When it comes to design, make sure you choose an attractive design. Ideally, it’s better to have your company name, logo and event name on the flag. Bold colors will make it even more appealing. However, make sure there is some contrast between the graphics and the background. Ideally, white letters on a black background work better.

Material and Printing

Most flags are printed with computer systems, which means the cost of each flag comes down significantly. Often, if you buy in bulk, you can get a discount. Therefore, it’s better to order a few more than you need to reduce the per unit cost.

Screen printing is an ideal choice for extra long flags as they give high quality but economical print.


For better stability, you can choose from many bases. For soft soils, we suggest that you get a spike. On the other hand, you may want to go with a water fillable base for hard soils.


The flag is secured to a strong frame so you can store and transport the unit without any problem. The frame features many sections for ease of use. Aluminum and fiberglass are the two most common types of materials used for the making of the frame.

If you want to choose the right one, make sure you opt for aluminum as it offers more durability. However, aluminum is a bit more expensive.

So, if you are going to buy a lot of promotional feather flags, we suggest that you follow the tips given above. Choosing the right flag will be easier if you make a choice based on the given guidelines.