Do You Make These 5 Common Marketing Mistakes?
The famous P.T Barnum once said, "Without promotion, something terrible happens, NOTHING!" And marketing (or promotion) is all about combating that dreaded 'nothingness'. The question is? are you doing it right? Gone are the days where you could open up shop, hang out a sign, and people would beat a path to your door. It just doesn't work like that any more (if it ever did). No, these days you've got to find a way to 'get the word' out, and that's all a part of marketing. Advertising is often the most common way this is achieved ? after all, many people think that advertising is marketing, and it's not ? it's just one part of it. Mistake #1 ? Confusing Advertising With Marketing Marketing is all about marshalling your available resources to assist in the sales process. After all, nothing happens until someone makes a sale. Marketing is about influencing the buying decision at all points of influence and contact. It covers the way the phone is answered to the way your washrooms look and smell. If you're not thinking about marketing in this fashion you're leaving the door wide open for your competitors to slip in and steal your customers away. Mistake #2 ? Running Institutional or Brand Building Adverts You've seen the ads ? "XYZ Automotive Service & Repair. The Best Service In Town!" These adverts are a sheer waste of money because they don't direct the reader, viewer or listener toward any intelligent action or buying decision. More over they immediately cause the prospect to say things like "yeah, sure!", or "so what!" Advertising serves one purpose and one purpose only ? to sell stuff. Anything else is either vanity, folly or both. Ads are like 'silent' sales people ? evaluate adverts with the same eye you'd use when evaluating a sales person and you'll see the difference. Direct response style advertising on the other hand makes a complete case for the company, product or service. It overcomes sales objections. It answers all major questions. And it promises results, backing up the promise with a risk-free warranty or money-back guarantee. Direct response style advertising works. Mistake #3 ? Not Stressing Uniqueness Most successful businesses or professional services are built around a USP, or unique selling proposition. It might be reliable post-purchase service, super-fast delivery, convenient hours or a combination of things. Think about what it is that sets your business apart from the rest and then make your USP the engine that drives all your marketing and advertising efforts. The next time you see your competitor's adverts; see if you can identify their USP. Take note: if you can't identify your own USP, you can be certain your customers can't either! Mistake #4 ? Targeting The Wrong Prospects Always send your sales messages to the people who are your primary prospects ? and ignore the rest. You can't be all things to all people and attempting this makes you nothing to everyone. If you wish to reach people over 45, for example, your ad's headline should say something like "If you're 45 or over?" And make certain all your headlines and ads are specific and targeted to your ideal prospect ? avoid abstractions. Mistake #5 ? Failing To Test Finally, if you don't test prices, headlines, offers, advertising copy, and all your verbal and non-verbal sales messages, you'll never know what the market wants, or what it will pay. You're just guessing ? which can be financially disastrous. Marketing is a process not an outcome. Eliminate these 5 marketing mistakes from your business and you'll see positive results ? guaranteed! AUTHOR BIO
James Burchill is a freelance marketing consultant and publisher. James helps people 'Sell more stuff, and make more money!' He also publishes informational and Internet products and his main website is http://www.JamesBurchill.com
James' newest product shares his insights into the exciting world of freelancing on Elance at http://www.ElanceExposed.com
Related News
|
 |
|
|
RELATED ARTICLES
Simple Marketing Idea - Big Marketing Results!
Have you ever noticed how many times it's the simplest concepts that end up working the best?
Deciphering Marketing Lingo: Whats the Difference between a USP, Single Message and a Tagline?
Maybe you've heard these different marketing terms, maybe you haven't. Either way, let me help to clarify the difference between them, because you should have all three if you want to market successfully. And knowing what they are may be your first step to accomplishing all three for your business.
Have You Sold Your Internal Customers?
You can make the sale. You know your core message. You know your target market inside out, right?
Why Surveying Matters
What is the single most important thing you can do as a business owner? That is a question that this week I think I have found an answer to. The answer? Keep your ear to the marketplace by listening to your customers.
5 Steps To Help Fail-Proof Your Growing Service Business
Business startup and failure rates are scary...
How To Choose a Qualitative Research Market
Qualitative research, whether individual interviews, in-homes, focus groups, ethnographies and the like are conducted all over the world, as everyone knows. But how are the markets to be studied selected in the first place?
Four Keys For Successful Foundation and Corporate Fundraising
Earlier in my career, I worked for a training and technical assistance service provider with significant revenue from foundations and corporations. What was the key to success? It was targeted fundraising based on the needs of the donors.
5 Reasons Your Marketing Communication is Falling Flat
One of my associates sent me a promotional email she'd received. "I know this marketing communication doesn't work," she told me, "but why doesn't this make me want to buy?" I took a look, and what I saw was familiar and sad. The promotional piece was for a weekend retreat. I could feel all the good intentions behind it, but the words just lay on the page like tired puppies. Worn out. No zip. No life.
Determining Marketing Effectiveness Even If You Didnt Track
What if you've done a variety of marketing activities over the past year, but you did not establish any way to track the response? Now you don't know what worked and what didn't.
Ten Breakthrough Marketing Ideas
Ten Breakthrough Marketing Ideas
Your Marketing Message
Your message is first among your weapons in the battle of perceptions.
Eight Steps To A Great Marketing Plan
Step 1: Where Am I Now?
Ten Tips for Creating a Winning Proposal ? Part 1
If you want your business to grow and attract new clients, you'll
have to start creating meaningful proposals. The goal of a
proposal is obviously to be awarded new work. It accomplishes
this goal by providing answers to the questions of who, what,
where, why, how and when.
How to Avoid Giving Away Free Consulting
After spending 30 minutes in a coffee shop with a potential client, I realized that the sheet of paper they were writing on was almost full; full of ideas that I had just given away for free. If you consult, coach, or are in the advice-giving field, you may have had a similar experience. Here are some valuable techniques to practice that will prevent you from giving away free consulting.
What Is Better Than FREE?
Oh come on! FREE is free. Zero, zip, nada, zilch. What on earth could be better than FREE?
A Great Marketing Model ? Utilizing the Power of OPM
Staying ahead of the marketing curve seems to be a never-ending quest. Marketing doesn't have to be as complex as some people make it out to be. It's simply a matter of understanding who you are marketing to ? your ideal customers ? and then coming up with a system that keeps your name in front of them. A huge part of the system is creating enough value for your customers that they want to hear from you.
Make Your Marketing Solve a Problem
You may be engaged in a marketing activities that are working against you. Or, at the very least, are making sales more difficult. It's a common problem - marketing that focuses on what your company can DO and what your company KNOWS and how much experience you HAVE.
Budget Your Branding
It is very important to regularly monitor your advertising activities in the process of brand building, to realize how much they are contributing to the bottom line. Expediting marketing expenses wouldn't generally lead to a stronger brand name. Neither is it necessary that they will give you voluminous sales nor a good market name. Though, when the communication is hay wired it might get ruined!
Why Direct Mail Advertising Works And How To Lower Your Costs
I met a lady who said she received a notice in the mail from a company offering plaques of various animals. She knew her daughter would love them as a gift and ordered them. This lady said, "I don't know how they got my name but I sure am pleased to have found out about those beautiful plaques, my daughter just loves them."
The Seven Keys to Marketing Genius: The Complete Guide to Increasing Your Marketing IQ
How smart is your marketing? Do you follow the crowd or set your own standards? People are attracted to innovative leaders, not copycats. Besides, most companies throw thousands of dollars down the drain on ineffective advertising- can your budget afford such waste? Start your education today- follow these seven keys to increase your marketing IQ and outwit your competition.
|
