Would anyone think why advertising would kill your business? With the so much importance laid on advertising and how the lack of it would kill your business, nobody thinks how actually advertising has killed a lot of businesses. It’s the seemingly one important factor that grows businesses especially new businesses gaining entrance into the market or old businesses seeking entrance into new markets. However, when your business has not been set right advertising and marketing would only help to kill your business faster.
Here is why advertising would kill your business faster than you think.
1. User Experience: This is the most neglected reason why advertising would kill your business faster than you think. Your product might be awesome but if users have bad experiences using the products, advertising that product isn’t the most important thing to do. Here is the principle, “for every experience a user gets using your product, they would tell seven more people”. Now that use of social media is on the increase, you can’t tell the number of people that get to read their narration about the product. Assuming it’s a bad experience and you keep investing heavily in advertising you are only multiplying the number of users who say a lot of bad things to millions of other people around the world.
With the 2 consecutive bad user experience, Boeing experienced between September 2018 to March 2019 reporting the crash of their 737 max, a newly launched model of their airplane with about 157 death record on the second crash with no survivor, imagine if they keep selling that product or keep advertising the product when the governments of different nations are banning the flight from being used in their countries. If you are the CEO of Boeing, how would you remedy the brand image? By Advertising? Of course not!
2. Brand Failure: To build a brand is to sell a promise and live up to it. Apple Brand building has been an awesome one bringing them to the most valuable brand in the world in 2018. How did Apple build its brand? Giving a promise and living up to it. People won’t judge you by what you didn’t promise but by what you promise. If you promise quality and under-deliver especially as a small business, then users will be disappointed and definitely would share their disappointment with many other people. The more you sell that promise through advertising, the more you kill your brand and kill Trust people have for your business which in turn would Kill your brand Loyalty. To remedy your brand loyalty, see these 7 ways to build customer loyalty again.
Read Also: How to Build Trust in Business
Samsung once had to recall phones people complained that it caused fire explosion, though not all users where affected, they recalled all of the phones back. Why? to stop Bad user experience. Fixed the issue and sent a better product back to the users. This increased Trust, Loyalty and in turn increased good Reviews and created a better user experience and attractive testimonial. Lexus too once did a recall. With bad brand and bad user experience, advertising would kill your business faster.
3. Bad product: This is the most dangerous reason why advertising would kill your business faster than you think. Get your product right before sales. It’s understandable for software to be released in versions because nobody gets it fully developed at first launched. However, let your first release or your minimum viable product (MVP) at least be up to your market standard. With a bad product in the market, advertising would kill your business faster. If your business needs so much advertising/marketing to sell in the first place, then the products aren’t good enough.
In conclusion: Advertising is great, Big companies still spend a huge amount on advertising and marketing. Advertising is a great tool for a new product launch or new market penetration However, only when you have solved the 3 factors discusses above right. Don’t kill your business with your own hands. When you discover these loopholes in your competitors, you can kill them faster by advertising for them anonymously but be sure they are not in for a short term return like what we call “hit and run”