Offensive cultural references
For the most part culture dictates how one views the world, which means that it is based on their culture that they’ll find certain things offensive. Sometimes on an individual level someone who is of a certain culture doesn’t necessarily hold the same values as their culture generally dictates they do, but even in that case when an advertiser launches somewhat of an assault on the prospect’s culture, they can very easily alienate them.
It’s important to do proper research and perhaps even collaborate with someone who is of a certain culture prior to making the decision to make use of cultural references as part of your marketing campaign.
Too much of a focus on closing out the sale
There are many instances in which prospects do indeed only want to buy something they need or want, but as a marketer to these prospects you should never ever approach your advertising campaigns on that premise. You should never approach a prospect in a manner which suggests that you know they’ll buy your product or service in any case as this can very easily put them off. Buying customers want to feel valued and even though technically they are just a number in a long line of business transactions, they don’t want to be made to feel that way.
Yes, it’s ultimately about closing the sale, but that shouldn’t be the main focus in your engagement with the prospects.
The arrogant approach to marketing should remain in the previous century where in truth it didn’t even belong because quite frankly there is no place for arrogance in marketing and advertising. We live in an age where if your customers dug deeply enough for the information you value as part of your intellectual property, they would eventually be able to uncover your value proposition source and get it themselves directly. Granted it would take a concerted effort, but you don’t want to be the one to set that ball rolling through an arrogant approach to your marketing.
Never present your product or service as a solution to a problem only you have, especially not in a manner that insults the intelligence of the prospects. Just be extra careful not to use any language or content which even in the slightest bit makes the customer feel stupid.
Even the legal field is under threat in this regard in that public ledger technology known as the blockchain is threatening to replace legal professionals who at the moment pretty much know that we’re all dependent on their services. We won’t be at their mercy for too long if the blockchain is to be developed in the direction of a decentralised legal application.
A lack of clarity
As far as clarity goes (or a lack thereof), it’s a simple matter of prospects feeling like they’re only in for a deceptive ride when they interact with marketing campaigns that lack clarity.
It isn’t always the case by way of what accounts as a lack of clarity, but I personally know a lot of prospects who turn away immediately when they cannot get a sense of how much something is going to cost them. So listing your prices on something like your website is perhaps essential, or at least a rough estimate of the costs if your offering is based on a dynamic pricing model.