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By Lance Winslow
Consistency in your business advertising is paramount. If you have colorful brochures, which state information about your business but it does not match the advertisements that the customers see in the newspaper and in your radio advertising sends a completely different message then often you can confuse your customers.
Even if each selective type of advertising is targeted towards a different type of customer for your business often customers will see multiple impressions with different messages and this causes conflicts in the customer's mind. You need to keep it simple, short and sweet.
What about advertising on your web site? All the material and information on your web site is indeed advertising and if the advertising in the newspaper or the Yellow Pages has your web address on it and then your customer goes to your web site only to find out that the advertising on your web site is different, then you have completely confuse the customer.
This happens a lot more than you think and there are two reasons why. One is that your Web designer may not know as much as they should about your company and you have not discussed your current advertising with them. Therefore it does not match. Another reason maybe because your web site may need an overhaul, as it has not been changed in a while.
Often companies will change their web site and do nothing else for a year and during that year their customer may have changed and therefore their message has changed too. Without updating the website all is lost and the customer is confused. Please consider all this in 2006.
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By Lance Winslow
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