The Problem with Do-It-Yourself Advertising

Is Not Knowing what You Don’t Know

Herschell Lewis, author, marketing consultant, and copywriter once told me, “There are two things everyone thinks they know a lot about: How to run your business, and advertising.” They don’t know a lot about either.

There’s a painful amount of advertising dollars wasted because of lack of knowledge. People are writing ads who never studied copywriting… never heard of or read the books of Bob Bly, Dean Rieck, John Caples, David Olgivie or any of the other masters of the written word…masters who have created ads that moved (and still move) billions of dollars worth of products, services and ideas.

There are people writing ads who believe because they’re consumers of advertising that they are qualified to create it. Being a diner, does not make you a chef. And yet, not all great ideas belong to the professionals. Besides, advertising is so much fun it brings out the inept worst in people who fancy themselves as copywriters.

Advertising is not a science but it gets more scientific and measurable every day. But even more important, there are basic principles that work…principles that have been tested, researched and documented again and again. Those who ignore them are wasting money, or at the very least, not getting the results they should.

Advertising is surrounded by myths that stifle effectiveness and lead do-it-yourselfers down the wrong path. As a salesman, copywriter and consultant I’ve battled these myths for half a century. With modern measurements though, it’s getting easier to dispel them and prove just how wrong they are.

One Caveat

If you really have the time, temperament and talent for do-it-yourself advertising, hire the best damn copywriter you can afford to critique your work. You may find there are many things you thought you knew--- that you really don’t know--- but really should know.

Tip for the Little Guy

If you decide to do-it-yourself, it’s easy to get approval for your stuff from family and friends. But most of them are not qualified to offer constructive criticism. The approval you need must come from the market place. Professional counsel can help you avoid costly mistakes.

Whether you decide to tackle all or part of it by yourself, I strongly recommend
Do-It-Yourself Advertising by Sarah White and John Woods, from Adams Media Corp., 260 Center St., Holbrook, MA 02343.