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1. Resting on your laurels
Just because you have what you think is a good marketing plan in place today
doesn't mean it'll be right tomorrow. The pace today is accelerated and you
can't afford to coast. Research constantly what your competition is doing. Surf
the Internet!
2. Hype
We recognize hype. Being superficial and underestimating the intelligence of
the consumer is first of all poor taste, and second of all, bad business.
3. Not having an R&D team, focus group or reliable feedback source
Test your ideas on others, or have a marketing coach. There are some wonderful
ads out there that people remember, but they don't remember the name of the
product/company. For example, there was a great ad a while ago that talked about
'the Bank of the Northern Hemisphere.' Very clever. Testing showed that people
remember it, but they didn't remember the name of the bank they were supposed
to be using instead.
4. Not trusting your marketing person
If you hire someone to do your marketing, hire someone you trust and then let
them do their job. Good marketing requires keen instincts, experience and flexibility.
5. Not giving it time to work
It's an adage in marketing that if you're going to do something, do it at least
3 times. They say it takes 7 times for a person to 'bite' re: an offer or ad
by email. The formula is - when you're sick and tired of it, the public is just
beginning to get the message.
6. Being timid
There really is no such thing as bad publicity, and things will happen. Don't
let it slow you down. Some years ago I was marketing a complex and the manager
miscommunicated an 'early bird special.' The unfortunate incident made the front
page of the paper. A year later, the complex was filled to capacity. People
remember the name of the complex and not the details of the misadventure.
7. Not being curious
If you have an eZine edition that had a large number of click-throughs, don't
just pat yourself on the back, ask yourself why. Figure out what was different
about it - was it on a special day? Was there something different? more graphics
or less A catchy subject line? Here's a radical idea - survey the people who
clicked through and ask them why they did!
8. Thinking you have to pay for advertising
Advertising doesn't work well for some fields - coaching is one of them. There
are many avenues for free publicity that can bring you consumers and clients.
Press releases are one. Make it known to the press that you're available top
comment on newsworthy topics. Send press releases when you have something interesting
going on.
9. Leaving it at home
The best business card in the world won't do you a bit of good if you don't
take it with you.
10. Following the rules
One rule is to be 'brief.' I recommend that you say what you need to say. One
of the most effective mailers a national insurance company ever sent out was
a 5-page letter. Know the rules so you know how and when to break them.
About the Author:
Susan Dunn, MA Clinical Psychology, The Internet Marketing Coach?
http://www.webstrategies.cc. Marketing consultation and implementation, web
strategies, web design and critique, SEO, keywords, and article-writing and
submission. Let us bid on your website. We're fast and affordable.
Mailto:sdunn@susandunn.cc for FREE eZine. Put 'Checklist' for the subject line. |
