Keeping new customers coming into your small business is vital. In fact, new customers are like oxygen to your lungs. But there’s a lot of confusion about the best ways to add new customers to a small business. And as a result there’s plenty of bad advice that’s waiting to steer you in the wrong direction.In today’s article, I’ll show you 4 common mistakes to avoid when advertising a small business.Are you ready?Small Business Marketing Mistake #1: Using the cheapest marketing.This is a common mistake I hear all the time. In fact, you should not look for the lowest priced advertising. What you want is the most effective advertising that at least breaks even, and even better puts money into your business on the first go round. The only measure of a good small business marketing promotion is whether or not it puts enough new customers into your store to at least pay for itself. Sometimes, a great piece will even make money on the first go.But remember, the money in new customers is their value over a period of time.Small Business Marketing Mistake #2: Getting concerned over image.This is another mistake that’s very common. And I understand why it’s made. After all, you’ve invested a lot of time and money in your business. So it only seems right that your marketing image should be foremost in your mind.But understand this:The sole purpose of your marketing is to get a new customer. Plain and simple. And what works is being outrageous. Being fun. And grabbing attention so you set yourself apart from your competition that are busy launching boring (me too) campaigns.Small Business Marketing Mistake #3: Not testing. Many people have opinions on what they think good marketing is. But few are qualified to give advice. The way around this is TESTING. Testing your marketing trumps opinions, theories, and beliefs from all the so-called small business marketing experts. So if someone recommends you do something, then so be it. But make sure you test this idea to see if it produces or not.Small Business Marketing Mistake #4: Not being clearDon’t try to be cute or funny in your marketing. Instead focus on giving your reader something that benefits them. Maybe that’s a sample of what you sell… or a one-time deal… or even some free information to help your prospect make a decision. But no matter what, your advertising must deliver crystal clear benefits to your target audience.So keep these four small business marketing mistakes in mind the next time you try to attract new customers to your business.