You Consumers aren't stupid. They're your spouse, or neighbor. So if they liked your pizza at $15 but you keep sending them coupons for $3 dollars off what do you suppose might happen? If they saw the sweater for $35 but knew that you would cut that price, probably within weeks, what would they do? If you never advertised your products price and the values that justify the price, but instead always offered a special discount (furniture stores are notorious for this ) wouldn't they gradually come to suspect the validity of your "sale"?

Advertising should build interest in and value for your product at full price. Promotion attracts interest because of an already existing value. 50% off lint is not a value. A discount works because the consumer understands that they are receiving a special deal. But if the "special" deal becomes the routine deal then the consumer revalues your product-downward, always downward. Or, perhaps worse, they become confused as to the value. Ask someone not in the car market how much a Buick LaSabre costs. If all you ever push is price those smart consumers come to value only certain price points. So spend more time telling them what makes you special, valuable, worth your full price tag. Then have an occasional sale-yes, there are legitimate reasons to have occasional sales.

Now some of you might be thinking-well, what about products or services that are basically generic? The lesson Claude Hopkins (My Life In Advertising) gave us with Schlitz is still valid. Find something valuable you can say that no one else is saying and make it yours. Folgers said they were "mountain-grown coffee, and that's the richest kind" even though the smart people handling the campaign knew that the vast majority of coffee is mountain - grown. But since Folgers made it their own statement the best the rest could do would be to say "me too!". Or find something to hang their hat on. Good to the Last Drop. Yes, these are older campaigns, but there are many current examples. Got Milk? Just Do It (you need a lot of budget to push this one).

I hesitate to mention this part because most businesses / products don't qualify. Oh well, here goes. Promotion is the best vehicle if your product is demonstrably superior. Get the public to sample the product via giveaway and if your product is simply the best you will get new customers. Free samples can also help many other categories, especially if supported with good value building advertising. Detergents. Cosmetics. Again, Hopkins did some strong thinking that is still valid. I'm still using a Sensor razor, and buying the blades, because I got one free in the mail a couple of years back. But, again, if your product is not demonstrably superior then promotion alone will not suffice.

NO U.S.P. (Unique Selling Proposition)
HIT AND MISS advertising.
FORGETTING THE NUMBER ONE GOAL of a business is to grow and maintain a base of customers.
UNDERSPENDING OR OVERSPENDING on advertising.
POOR COMMUNICATION with employees.
THINKING LIKE A SELLER instead of a buyer.