Mistake 1: “Your customers are reasonable.”
People are more likely to be emotional, insecure, stubborn, fearful, distant and ridiculous, than rational. “Being reasonable” really depends on you, your view of how things should work and how you think your customers should act. To get these irrational customers to act on your advertising, tailor your advertising to align with their reasoning, not yours.
Mistake 2: “Your customers are looking forward to making a change.”
Nope. In fact, it’s just the opposite. Change is something most people avoid. It’s scary, new, different, unsafe, even dangerous. If you want people to change, change your advertising so that it builds trust first. It makes asking for change later go down easier.
Mistake 3: “Your customers think about your company like you think about your company.”
That’s impossible. No one cares about your business like you do. It’s your passion, your livelihood. It’s just a convenient, affordable, beautiful, warm, helpful, nice place for them to frequent (or not). You are not the audience for your ads. If you can’t think like your customers, hire an ad professional who can.