Creating one-off adverts instead of campaigns

You will waste money in business advertising by advertising too infrequently, rather than too often. Don't try to save money by reducing advertising frequency or spreading the cost across a range of publications.

Advertising in the wrong places

It's important to spend considerable time identifying your target publications and places. There's no point advertising financial planning for business executives in a nursery magazine.

Forgetting to talk about the benefits

Everything must be relevant to your target market. Always talk benefits rather than service features. There's no point in talking about the intricacies of a defined contribution pension plan - the reader wants to know in a nut shell what this will mean for their retirement plans.

Not sticking to a budget

Your advertising message must stay in front of your target market on a regular basis. Your budget must be sustainable. Do not spread your business advertising thinly across different media. Do not try one-shot ads and do not sporadically advertise. These are all formulas for failure.

Not making marketing part of a wider strategic plan

Your marketing plan is probably the most important document you have. Make sure that your advertising forms an important part of that plan.

Not thinking about timings

Seasons, months and days all play a contributing factor in the success of your advertising. It's important to identify the times when advertising would be most beneficial to your business and services.

Forgetting the basic rules of advertising

Advertise on the right hand page, use advertorial over display advertising, include all contact information and always get a secondary proof-reader involved. The basics of advertising are so often forgotten.

Forgetting that design rules

Your advertisement represents your business and it's all the prospective client has to judge you by. Your advertisement is the first, and maybe the last impression you make. Poorly designed adverts will reflect badly on your business – fact.

Submitting bad copy

Avoid copy that is too obscure, witty, technical or full of jargon and don't hide the benefits in your copy.

Paying too much

There are often discounts available when buying business advertising space and rates are negotiable (no matter what the salesperson says from outset). Ask for discounts and negotiate hard, or have a professional do it for you. If you work closely with a marketing agency, they will often be able to negotiate better rates.