There’s a lot of information on this blog about things you can do, which will help you dramatically increase your sales results and profits. However, it’s ALSO really important to know some of the things you must avoid, if you want your business to succeed. That’s because some marketing mistakes can nullify all your hard work and actually set you and your business way, way back!
Common marketing mistakes 101
This post contains some of the most common and damaging mistakes I see people making with their marketing. I hope that through the comments section, you will share some of the common errors you see people making too! Here are a few, in no particular order, to get the process rolling:
1. Failing to differentiate their product or service
One of the hardest things to sell, is a product or service that looks to be ‘about the same’ as hundreds or thousands of alternatives. It’s hard to stand out and grab peoples imagination, when you seem to offer ‘just the same’ as a stack of other providers.
For example, the Internet is filled with people offering coaching or consulting services that look identical to each other. They offer a service that sounds the same, to the same potential clients, with the same kind of promises and THEN market it in the same kind of way as each other! The net result is that EVERY PENNY they spend on marketing is being cancelled out, by the thousands of other people who are doing the same things.
The problem here, is that some of these services are outstanding and others are rubbish! However, because they all seem so similar and promise the same results, it’s impossible for a prospective client to tell one from the other.
If you want to make sales all day long, break away from the pack and BE YOURSELF!
Develop your own unique voice and use it to show the VSP (Valuable Selling Proposition) you bring to the marketplace. If you can answer the following question, and then communicate it effectively in your marketing, your sales will sky-rocket immediately;
“What genuinely compelling reasons are there, for someone to become a client of mine; rather than one of my competitors?”
For example, I answer this question by offering a marketing service to small businesses; which gives them unlimited access to me for a whole year, for a small, single, capped fee! We have regular marketing meetings all the time, so my clients can plan ahead with total peace-of-mind; with me as their virtual Marketing Director and advisor. Also, if they get a problem or they just want to kick some ideas around, they can call me whenever they want.
YOUR answer to the above question must be non-generic. In other words, it’s not enough to promise great customer service or to promise to go the extra mile for your clients – everyone promises that – even those who don’t provide it! Your answer has to be something that makes it super-attractive to become one of your clients.
2. Relying on pedestrian copy writing to sell their services
Most smaller businesses tend to write their own marketing copy – and the results are often shockingly poor. For example, it’s not uncommon for a small business to pay a fortune for a great website, and then write the wording for that site themselves! As a result, they find that people who visit the site don’t fill in contact forms, click links, email them or call them.
That’s because pedestrian copy writing simply INFORMS people - without inspiring or motivating them to take action!
If you want to dramatically increase the number of sales or leads you get from your; website, blog, advertising, mail shots or email marketing – get your marketing written by a professional!
3. Focusing on the size of their network, rather than it’s value
You have seen them, the people who attend EVERY local networking event and eagerly thrust business cards into as many people’s hands as possible. They then ask the stranger; “So, tell me how I can help you” …. just like their 1980′s networking manual told them to!
OK – that’s one way to build a network.
Here’s another!
My former client, Susan, is a marketing consultant to small businesses. She decided to do as I suggested and stopped attending every networking event in town.
I got Susan to shift her focus from the typical ‘numbers game’ approach to networking – To focusing on quality and influence instead.
I got Susan a list of the 10 main accountancy practices (or CPA’s) in her region; who between them, look after around 35,000 local businesses. Susan then decided that these would be her ‘network’; as they had the potential to provide her with more high quality clients than she could ever need.
I suggested she attended some local lunchtime events sponsored by these people and to use the opportunity to set up meetings with the senior partners of each firm. After attending just three events, Susan had meetings booked with each of the people who would become her new network. She did her homework and focused on what she could do for them and their clients.
Six of the accountancy practices were just not interested. But she DID manage to form a great relationship with the other four practices and she now has a client-base full of top quality clients.
The bottom line: A network of 30 well-connected, influential people is vastly more commercially valuable and easier to manage, than a network with 300 contacts who lack influence or reach! As human beings we are obviously all of equal value, but in the marketplace, some people are massively more influential than others.
4. They don’t show everyone how brilliant they are!
The information most small businesses and entrepreneurs put on their websites, blogs and in their newsletters, is usually a watered-down version of what they are actually capable of. They fear that if they give too much away for free, people won’t pay them for ‘the good stuff’. This is a SERIOUS mistake!
Why?
Because if you don’t let people see how great you are until they become a client, how are they supposed to find out? If you only have a diluted version of your work available for free, that’s what people will associate you with. You have to let everyone see the value you are capable of providing. I know you are great, you know you are great – now let ‘them’ see how great you are!
I am not talking about giving it ALL away. I’m simply suggesting that you make sure that there is real, genuine value in what you decide to put ‘out there.’
OK – What are the most common marketing mistakes YOU come across?
Here’s your chance to share the most common marketing mistakes you see small businesses making. If you can offer a solution too – please do! I want to make this post as valuable as possible.
Biggest mistakes? I’m more of an online guy and I say its failing to set specific goals, including marketing, on a website. Failing to set reasonable goals offline is probably a problem too. Once implemented, I would evaluate on a regular basis.
Not taking the time to properly choose great imagery and photos for your visuals. So often people just take the easy way out with trite concepts rather than giving the message a bit more brain-time.
Examples? Disembodied hands shaking one another for “communication” and “partnership”. Disembodied female head wearing telephone headset for “customer service” and “contact us”.
Think beyond the obvious and the trite, and you’ll very likely come up with even more powerful imagery to communicate. Or find a great designer and give them the free reign they need to be brilliant for you.
Lyell E. Petersen
http://twitter.com/93octane
I think companies get too caught up in comparing themselves to their competition they forget to build their own brand. Differentiating yourself from the competition is one tool but it can’t be your only tool otherwise you end up looking like another brand X as Jim points out above.
I just finished working for a company that only looked at what the competition offered and how they were better. I think this tactic gives the competition the edge as being the perceived leader and makes your company look like they have an inferior product and are trying to catchup or keep up.
One word RESPONSIVENESS. Just my two cents. Nice post!
Hello John,
I agree 100% – I also find that my clients, prior to working with me, only looked at their direct competitor rather than what the marketplace ACTUALLY wanted.
Thanks for sharing!
Hi Kurt,
Great comment – thanks for sharing!
Hello Lyell,
I agree about design being important. Remember when most sites were using MS clip art?
Great comment, thanks for sharing!
Not respecting your clients time — it’s always good to ask “is this a good time to have a conversation?”. If it is not a good time – let them know you will call them back. They will either say ‘ok’ or ‘can you call tomorrow?’
It’s called dripping — works great and you develop rapport in the meantime.
Hello Mark,
I also believe the ability to respond quickly and appropriately is important. Thanks for sharing.
Hello Deb,
Thanks for your suggestion. You have to be extremely precious about your client’s time as well as your own. It doesn’t serve either of you if you catch them at a bad time.
Thanks for sharing!
This is an excellent post! I think a really big marketing mistake that a lot of sites make is that they don’t tell their visitors (potential customers) what the FEATURES & BENEFITS are about their product/service. I know that when I shop, it’s more of a self-serving experience. I want to know what’s in it for me? How will I benefit and WHY should I buy from ABC i/o XYZ.
Hello Kelley,
Thanks for the suggestion.
You are quite right, everything you do must be designed around ‘what’s in it for the client/customer.’
Thanks for sharing!
People will go to all the trouble to build a website, write eloquent content and design beautiful pages and then… never let the viewer know what they want them to do. Marketing on the web is all about getting to the point, and making that point as relevant to the viewer’s needs as possible. People will dance around their desired call to action… this is not the place to do it!
Jim -
Thanks for all of the great marketing tips you provided within this post. They are all excellent points, especially the reference you made for individuals to be themselves and find their own voice, rather than imitating the masses!
Initially, I was hesitant in reading your post, due to the fact that it contained the word “mistake” in the title. This immediately brought up a negative connotation in my mind. Because, face it…who really wants to be reminded of the reality that they might possibly be making a mistake – right? But, I’m glad that I read through it all, because you have offered some very valuable directives.
Of course, now this poses a whole new question for the current marketer…Does this mean that the word “mistake” is truly a mistake, when used in marketing and advertising, or is it really a clever way to conjure up a true response and connect with your audience?… After all, it worked on me???
Thanks, again.
Your article was very enlightening to me. I particularly appreciate the advice about differentiation and demonstrating your brilliance. Many female entrepreneurs I help on my blog are afraid of giving truly valuable content away for free so they water it down or hold back. Not a good move, and you clearly explain why. Thanks for the helpful insights. I will pass them on.
Together, we are stronger.
Vicki Flaugher, the original SmartWoman
follow me: http://twitter.com/smartwoman
Good points about adding value.
Hi Jon-Mikel,
You make a good point about Internet marketing and I’m so glad you shared it here – thanks!
Hi Rhonda,
Thanks for such a thought provoking comment.
I can see your initial point, but I have always found that it’s the context of the word as much as the word itself. People come here knowing I provide answers, so if they see the word mistake, they know they will find answers; so they can avoid making mistakes.
It’s also got quite a few comments after just 20 minutes, so people seem to be reading through.
I agree with Jon-Mikel. You want visitors to DO SOMETHING. Starting a relationship is important – they may never come back. Ask them to opt-in, call in, download, fill out a needs analysis or form, refer your site – or even sample other pages of the site is immensely helpful.
Hello Vicki,
Thanks for your kind words and for forwarding the blog. It’s really important to find your own voice – otherwise it’s all too easy to fade into the background.
Thanks Donna!
Hello again Kurt,
Yep – a call to action is important…. (I hope you are all subscribing to my RSS feed, and subscribing to my marketing newsletter!!)
A big marketing mistake is to cut exposure activity (marketing, publicity, advertising) out of the budget in a sluggish economy.
When you omit marketing, you slice your brand/image from your consumer’s consciousness. When the economy returns to positive activity and a member of your target audience needs your product or service, he patronizes his quickest Google search result instead of you…because you were out of site, out of mind.
Adjust your marketing message to consumers’ needs and mindsets, but never abandon it.
A big marketing mistake: “Putting all of your eggs in one basket.” –Focusing all of your resources in one area and not realizing the other opportunities that may be presenting themself.
Sometimes clients are weary about trying new things; sometimes marketers are so focused on previous successes in one medium that they don’t feel the need the change.
Whatever the case it is important to ‘cast a wide net’ and build momentum with variety.
Jim – Wonderful post, which will help many greatly. I certainly agree with everything you’ve said as well as the commenters. There are a few points I would like to add as well:
– NEVER burn your bridges. Cross-marketing opportunities may arise, which can sometimes be a key factor in helping a brand gain enormous credibility.
– Not to underestimate the power of SEO. You may have wonderful products and/or services, but if people can’t find you, they won’t be able to experience what you have to offer.
– Be REAL, be educational, and focus on their needs rather than your own. Don’t act as if it is your mission in life to sell what you have, people will see right through it and veer away. Educate them on WHY they should listen to you – you’re a consumer just like them, put yourself in their shoes.
Very nice post! I find in working with my clients that usually they do not have any type of marketing plan.
Also, people forget that there are both online AND offline marketing strategies–your plan should incoporate both.
Finally, they fail to have an ongoing consistent effort. One campaign does not equal a marketing strategy!
Well said! Quality is always more important than quantity. Simply pushing your business card out to anybody with a hand isn’t going to get you more business.
While size does matter, bigger isn’t always better (http://www.timjahn.com/blog/10/21/2008/big-isnt-always-better-small).
Gail
Tammy
Erika
Melanie
Tim
Thanks for sharing all these ideas!
Jim,
Great summary, thanks. It’s always good to refresh on the basics of good marketing. I’d like a dime for every client who, when asked “Who is your competition” responds with “Well, we don’t have any”. That is a laughable thought. And differentiation is always the hardest thing for clients to distill, because they are too close to their own game. When it is done well, the rest becomes easier and fun.
Thanks again Jim.
Hello Juliann,
Thanks for the comment. You are totally correct about people really believing they have no competition.
One I will admit I have done in the past is failing to determin your target market and going after the entire world all at one shot. Great post Thank YOU for sharing with all of us.
Expect Miracles…
Shane
Twitter.com/TodaysMiracles
Hello Shane,
Thanks for your comment. It’s easy for a business to start off with a fuzzy focus and a very common issue.
So many clients come to us suffering from an identity crisis, failing to realize the power of consistent branding. When there’s no common thread running through the design and message of their marketing it loses its flavor.
Time and budget constraints present incredible challenges to businesspeople, but great sites like yours help them focus and make the most of their marketing.
Hello Lisa,
Thanks for the comment. This blog is designed to get as much valuable marketing information, to as many small businesses as possible.
That’s why I am always seeking to get people, like yourself and those who have been kind enough to comment here, to share their knowledge with the blog’s readers.
Thanks for contributing!
Great article. I think I’ll show it to all my clients.
I don’t know if it’s common, but I’ve seen this mistake a few times, and it’s maddening. It’s not going after what I call “the low-hanging fruit.” That is, sets of potential customers who are easiest to reach.
Too often, companies get their sights set on large national accounts or some desirable consumer segment, but ignore the people who might already want they are selling.
Pick the low-hanging fruit first, then get out the ladder to go after the hard-to-reach stuff.
Hello Christopher,
Over 20 years ago, my boss told me; “Always go for the business that’s on your side of the street – before you decide to go for the sales that are on the other side of town.”
I think your point and his are the same; that small businesses should focus on the easy sales first.
Thanks for the comment Christopher!
I’ve made many. One BIG one was thinking we could create our own business image. Once we realized we looked like a small, start-up that didn’t know what we were doing, we sought a professional. New logo, which meant new biz cards, brochures, logo clothing, etc. What a waste of time and money, let alone having to re-introduce ourselves.
Hello Cindy,
Thanks for sharing that – it’s more than possible that your comment might stop someone else making a similar mistake.
Assumptions, Assumptions, Assumptions.
People assume that they know what the most valuable attributes of their products are because they have customers.
Yet, many leave money on the table because they are selling to second or third tier prospects who value what they have to offer–but not nearly as much as others who would pay top dollar for their solutions.
Similarly, many lose business because they emphasize the wrong attribute of the product, or use the wrong delivery vehicle.
The key to success is to conduct research rather than make assumptions based on past interactions in a limited context.
Once you make the effort to find who your most promising prospects are–and how they make buying decisions, you can expect a dramatic increase in revenues.
Hello Barbara,
Thanks for the comment. You make an excellent point regarding the way businesses often ‘assume’ they know what their marketplace wants.
I particularly like the way you summed it up; “conduct research rather than make assumptions.”
I wrote a free guide here, which shows how to find out what your marketplace really wants.
http://jimsmarketingblog.com/2008/10/11/save-time-spot-opportunities-with-rss/
Here’s a guide on ‘competitor analysis.’
http://jimsmarketingblog.com/2008/09/04/whats-your-competition-like/
Thanks!
here is a simple, but a good one. they do marketing because they think they need to, or someone convinced them to do it, but they don’t have a clue. they either do it themselves poorly, or they hire a bad consultant. know your branding and marketing requirements and needs before you set to do something about it.
Hello Esteban,
It’s always good advice to start out with a clear vision of what you want to achieve.
I get emails every day from people with marketing problems and you are correct; many people have bad experiences with ‘bad’ marketing consultants.
I always tell people that the best way to pick an effective marketing provider, is to do one of the following:
ONE
Find someone who’s already getting GREAT results from their marketing, and hire whoever they use. (That’s how I get most of MY referrals.)
TWO
Take a look at the FREE information they provide on their website / blog. See if they sound knowledgeable and if they are producing results for other people. Get to know their work and their approach.
If you like what you see, ask for a FREE consultation. I always give them when asked and most other marketing providers do too.
Great comment – thanks!
[...] Metaphor Alarm is going bonkers, it’s working properly. This post is a result of a post by Jim Connolly about marketing mistakes that got me [...]
My focus is on serving small businesses providing services, and the single biggest mistake in that arena is people failing to get personal. They don’t call, they don’t shake hands, they don’t connect.
Consistently I’m taking my clients out to network, helping them share themselves and what they offer. It’s their single best branding and advertising channel. Even over the Internet, leave comments, answer emails promptly and add a personal touch.
[...] Metaphor Alarm is going bonkers, it’s working properly. This post is a result of a post by Jim Connolly about marketing mistakes that got me [...]