Advertising 101: What To Do and What Not To

Advertising 101: What To Do and What Not To

One great ad can build a brand. One bad one can break it overnight. In an era where everyone is online — and opinionated — every move matters.

Advertising in the digital age is no longer about pushing messages out into the void. It's about creating meaningful connections. Consumers expect transparency, value, and relevance. Here's how to ensure your ads work for your brand, not against it.

What To Do:

• Understand Your Audience: Go beyond age and location. What are their goals, frustrations, and habits?
• Tell Stories, Not Just Specs: People don't remember data. They remember emotion. Weave your message into a narrative.
• Test, Learn, Repeat: A/B test your headlines, designs, and CTAs. Let data guide your creative choices.
• Keep It Mobile-Friendly: Majority of browsing happens on phones. Your ads should load fast, look great, and engage instantly.
• Be Inclusive: Diversity isn't optional. Represent real people in your campaigns.

What Not To Do:

• Overpromise: Consumers are quick to call out exaggerations. Under-promise and over-deliver instead.
• Copy Trends Blindly: Just because something is viral doesn't mean it fits your brand voice.
• Ignore Negative Feedback: Every complaint is a chance to build trust — if handled well.
• Use Stereotypes: Lazy messaging is not only ineffective but harmful.
• Forget the CTA: Every ad should guide the viewer toward a clear next step.

Real-World Examples:

• Do: Nike's "You Can't Stop Us" ad focused on resilience and unity, aligning with their brand ethos.
• Don't: Pepsi's infamous protest ad featuring Kendall Jenner was seen as tone-deaf and trivializing serious issues.

Closing Tips:

• Keep your messaging simple and sharp.
• Focus on benefits, not just features.
• Be human. Humor, honesty, and humility go a long way.

Good advertising doesn't just sell a product. It builds trust, sparks emotion, and leaves a lasting impression.Advertising Wisdom

Be bold, but be mindful. Be creative, but be clear. And above all, be real.