5. Not having a strategy for advertising.
You should know exactly why you are advertising, what the core value of your business is and how to communicate it. If you allow an advertising rep to convince you that some goofy, wacky, far-out ad is the way to attract the attention of the consumer, then your ad campaign will never truly reflect your business unless you truly are goofy, wacky and far-out. Plan your ad strategy with the attention to detail that you used when you planned your business.