The biggest mistake I noticed with people who go into advertising is thinking that when they advertise something, people will automatically buy. They'll just copy an ad they like and expect results. And they usually expect great results.
But it doesn't work that way. You have to study your market. You have to test your market. You have to have a sales goal and plan your advertising according to your target. Yeah, not meeting your target sucks. But exceeding it can be just as bad, especially is your business doesn't have the capability to respond to that increased demand. And once your customers get frustrated because you can't deliver, a good ad could end up backfiring on you.
Giving up is certainly a problem. In one instance a person sent out 3 versions of a sales letter. One was a dud, the second broke even, the third mailing was wildly profitable from three copywriters paid similarly.In my experience the biggest beginners mistake in advertising is Never doing it but only reading about it . Over and over and over again. Or its trying it in a random way and not getting the results and giving up really quick.
What is your take on this?