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Five Common Marketing Mistakes
That Cost You Time and Money
Are your marketing dollars working for you? Or are you wasting them by making these mistakes?
Mistake 1 — You Market Your Product or Service To Everyone.
No matter how wonderful your product or service is, not everyone wants or needs it. Getting great results with your marketing messages requires identifying your target market. Who are the ideal clients for your service? What concerns or problems do they have? What are their aspirations?
A great way to delve into these questions is by brainstorming with professional friends and associates. Start by fully identifying and describing the benefits your product or service offers - the problems it solves or the dreams it fulfills. From there, identify the individuals or businesses that seek those benefits through your type of service. They are your target market.
You can refine this process by meeting with potential clients and asking them about their current challenges. Then describe the benefits of your service that address their needs. If their response is positive, they fit into your target market.
Using this information, you can then create website pages, brochures and other marketing materials that specifically offer solutions that your target market seeks.
Mistake 2 — Your Marketing Message Is All About You - Your Company, Product or Service.
How often have you looked at a brochure or website and immediately lost interest?
The next time you react that way, take a closer look at the marketing piece. Chances are it failed to answer the one question that you want to know: "What's in it for me?"
The material probably told you lots of facts about the product or service, but it didn't tell you how those details, or features, benefit you. It didn't tell you how it solves your problems or makes your life more enjoyable.
"What's in it for me?" is the first question on every potential client's mind. Make sure that every one of your marketing messages explicitly describes the benefits that your product or service offers your target market.
Mistake 3 — You Create Marketing Materials Without A Purpose In Mind.
Every message needs a goal. Before you begin writing your marketing materials, ask yourself what results you want. Your answer will determine which format you select and the slant of your message.
Do you want to build credibility by sharing your knowledge and expertise? If so, an information piece, such as a newsletter or e-zine, is appropriate.
Do you want to strengthen your relationship with current clients? Consider sending a note with a newsworthy article about their industry or profession.
Do you want to get new customers? Send a sales letter, postcard or flyer with an enticing offer and a call to action.
Mistake 4 — You Don't Tell the Reader What to Do Next.
Have you ever read a newsletter, brochure or web page that beautifully described the solution that the product or service can provide you but never asked for your business? It's like the door-to-door salesman who demonstrates how great his vacuum cleaner is but never asks for the order. You get a freshly vacuumed carpet, and he lugs his product to the next house wondering why you didn't buy.
Whether you want readers of your marketing piece to enroll in a seminar or buy a product, tell them explicitly what the next step is. Do you want them to call? Give them the number and tell them to call. Do they need to fill out an order form? Provide a user-friendly order form and tell them to complete it. Be sure the information is right there in front of them. Make it easy for them to say "yes."
Mistake 5 — You Don't Give Your Message That Final Polish.
No matter how great your message is, it won't be effective if the marketing piece has typos, misspelled words or grammatical errors. Read it out loud. Have a professional editor or proofreader check it before it goes to print. At the very least, have someone who is well-versed in grammar and spelling read it carefully. And then check it again.
You can't afford sloppy copy. It suggests that the quality of your service is also lacking. It's worth the extra effort to create a good impression.
How To Make Your Marketing Messages Pay Off
You can avoid making these five common mistakes by using this checklist of questions:
- Have you identified your target market so that your message specifically addresses their needs and concerns?
- Have you shown your readers how they will benefit?
- Is the message directed toward the specific outcome you desire?
- Have you included a strong call to action?
- Does the marketing piece reflect the image you want to convey?
Keep honing the message until you can answer "yes!" to each of these questions.
Then you can truly say "I'm making my marketing dollars work for me."
©2008 Rose Muenker
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Rose Muenker, founder of GetGreatResults.com is an award-winning writer who helps entrepreneurs and service professionals promote their businesses effectively through powerfully written marketing materials and web site content.
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Article Reprints — This article is legally protected by copyright.
You may reprint this article or publish it on your web site, if you use the entire article, including the title, author byline, copyright notice and author bio. For more information, please send an email to Rose Muenker.
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