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

---

Small Business Marketing; Abstract Philosophical Discussion

Our bodies work like our small businesses. They work best... Read More

Make It A Threesome

What if -- every time you had a networking appointment... Read More

7 Ways a Copywriter Can Help Your Business Succeed

Think you can't afford to hire a copywriter? Think again.... Read More

Make Your Marketing Solve a Problem

You may be engaged in a marketing activities that are... Read More

Has the Free Report Had Its Day?

For years now we have been inundated with offers of... Read More

Thinking About More Business

What does an old Russian joke have... Read More

Effective Marketing for Small Businesses

Effective marketing for the small business begins with market researchIf... Read More

Testimonials - FREE Quality Advertising FOR YOU!

Every business person who has any kind of product or... Read More

Marketing to Hispanics/Latinos

A powerful consumer market with annual spending power exceeding $350... Read More

Promotional Products

As a promotions director for a lot of super markets,... Read More

The Easiest Small Business Direct Marketing Tip You?ll Ever Get

This really and truly is the easiest (and most profitable)... Read More

Marketing Hat for Graphic Designers or Wannabe?s

Many people think that the quality of any graphic design... Read More

Five Tips for Trade Show Success on a Small Budget

No matter how small your marketing budget, your business can... Read More

How to Write a Fundraising Thank-you Letter for Example (Includes a Free Sample)

Thank-you letters are one of the most important letters that... Read More

Want To Impress Customers, Win Clients and Influence People?

Remember the baseball cards kids traded while... Read More

The Importance of Interpersonal Communcation Skills

Interpersonal Communications is the transmission of information from one person... Read More

How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling - Part 1

In the following 'special report,' I will reveal some very... Read More

Creating Your Own Lead Capture Pages

Having a downline can be golden. A downline is a... Read More

Marketing Lessons from Santa

If a nonexistent man can change the world and millions... Read More

Send Postcards To Save Money and Cut Through E-mail Clutter

Use your computer to send personalized color postcards in quantities... Read More

Moving a Business Relationship from Free to Fee: Power of Freebies - Part 2

In the last issue we looked at 5 reasons why... Read More

First to Market Theory

AGE OLD QUESTIONBusiness scholars throughout the planet keep asking the... Read More

Motivating Your Target

There's just no time to waste in a cyber day;... Read More

Direct Mail Leads - Brand Identity Guru

Direct mail can be one of the most effective tactics... Read More

Using Business Cards as Invitations

Business card size works well for invitations to special events.What... Read More

Top 5 Ways to Generate Qualified Leads for Your Small Business

Do you ever wonder if you could be doing a... Read More

Tradeshow Booth Cures - Living Color

Feng Shui is the Ancient Chinese practice of configuring home... Read More

Plant a Seed and Watch Your Business Grow

Do you have all the business you could possibly want... Read More

Determining Marketing Effectiveness Even If You Didnt Track

What if you've done a variety of marketing activities over... Read More

Small Business Marketing Tip ? Putting the Customer First.

I am a great believer in the keeping to the... Read More

Marketing Planning Made Simple - Another Small Business Power Tool

Marketing planning must be really difficult and complex, otherwise why... Read More

The Power of a Survey

How many times have you been asked to participate in... Read More

Your Ultimate Competitive Advantage

The biggest secret to success in business is to always... Read More