Do you use common sense to advertise your business? If you do you could be making one of the most common advertising mistakes.

A common misconception in business is that advertising is just common sense. If this were true, many more businesses would be wildly successful. As it is, 85% of new businesses fail in the first 5 years.

Many businesses see sales stagnate or never even get off the ground because theyre stuck on the idea that advertising is just common sense.

To be successful at advertising your business, you need to create a message and strategy that is uniquely yours. One that will set your business apart from your competitors and help you be far more successful than most.

Dun & Bradstreet reports: Of the small businesses that fail, 90% do so because of lack of skills and knowledge on the part of the owner.

If the success of your business relied on you flying your own plane, and youd never done that before, would you climb in the pilots seat and trust in common sense to help you take off, navigate and land? Obviously not; youd sign up with an expert flight instructor right away.

What about your ad campaign? Do you know as much about advertising as you need to make your business soar to heights far above your competition?

Take The Uncommon Sense Advertising Test

● Question # 1: Do you know the difference between advertising and marketing? Most people think theyre the same.

According to Webster, marketing is all business activity involved in the moving of goods from the producer to the consumer while the word advertise is defined as to tell about or praise a product/service publiclyso as to make people want to buy it.

In other words, marketing is the process or system you use to get in front of customers. Advertising is the actual message you want delivered to them.

● Question #2: Do you know what the most important element in an ad is? Most businesses typically think that its increasing the awareness of their company name. Make sure my name is mentioned at least 3 times in every ad.

The truth of the matter is that your company name is only important to existing clients. Prospects dont care what you call your company; they want to know which of their problems you can solve and the benefits you can provide them.

● Question #3: Common sense would dictate that your ads should be focused on you. Just offer a list of hours, locations, great service, low prices, convenient parking Sound familiar?

The truth is that potential customers dont care about you, they care about themselves and whats in it for them. Your ads should answer the question of why? Why should I go to your store? Why should I give you my time? Why should I spend my money with you?

Look at your product or service through the eyes of the consumer. Then ask yourself why would the consumer want this, need this, or even care about this. Craft your ads so that they answer your customers question of why and youll see your results improve.

● Question #4: Do you know where the real profit potential is in your business? Too many business owners think its the product they sell to new customers. Your real source of profit is all the additional products and services you could be selling to your current customers.

Youll find it more economical to communicate with current customers than always trying to win new ones. Have you ever calculated what it costs you to win a new customer? Have you run the numbers to see the cost of retaining a current customer? Focus your attention on creating a great experience for your current customers. Theyll spend more and youll be surprised at how many new customers start showing up.

● Question #5: Which media strategy is best? (A) Use the shotgun approach and buy lots of different mediums OR (B) Focus your budget and dominate a specific medium.

Common sense would say buy lots of different mediums so no one misses me.

The most successful advertisers make sure they own or dominate one medium before looking to add another.

● And finally (this one is specifically for retailers): Question #6: How many different items or messages should you put in your ad?

Most advertisers want to list products A, B and C, followed with D, E and F. Common sense would say if theyre not interested in A, B or C, maybe theyll want D, E or F. As soon as you start the laundry list, tune-out is guaranteed.

Craft your message so that you deliver a single thought or message, do it consistently, and youll see a great improvement in your return.

Adopt a few un-common-sense strategies and make your business the best it can be!