According to marketing guru Roy Williams and his irreplaceable book, the Wizzard of Ads . Here are five of his common mistakes made by marketers.

1. The Desire for Instant Results- If you are looking for advertising to provide a quick immediate fix you may be disappointed. Often retailers come on the air or in print and promote a big “Sale.” This may work temporary because it is like a good cocaine rush. Makes you immediately satisfied but your long-term business health maybe in jeopardy. Once or twice is fine but then addiction sets in. Do you want to addict your customers to wait for your next sale? Hopefully not because it maybe your going out of business sale.

2. Advertising Price- studies show that price promotions, Do NOT attract new customers, nor lead to extra subsequent sales, nor affect buying loyalty. They do produce up and down sales blips. But at what cost?

3. Trying to Reach More People Than Budget Allows- The most effective advertising benefits from Reach and Frequency. Reach is total number of people that hears message and frequency is how many times they hear it. What do you prefer to do?  Reach 100% of the people and reach them only enough times to convince them 20% of the way?  Or convince 10% of the people 100% of the way to buy your product or service?

4. Unsubstantiated Claims- What does ‘highest quality at best prices’ really mean? People have heard all the clichés like the best this… Family Owned?  Can you prove everything you say in your ad?

5. Confusing Response With Results- Do you judge your campaign by what your friends tell you they heard or saw? Attention getting ads are great but they better also offer some salient information about your product to be credible and effective. Measure your long term campaign by measurable ales increases not comments from your friends.

There are More Mistakes you might be makling.