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Business Marketing Blunders – Common Pitfalls (And How to Avoid Them)
(Or, stop shooting yourself in the foot and start basking in the warm glow of popular approval)
Small business startup or established national company, no business is immune to the occasional “GOTCHA” when it comes to capturing the attention of those elusive prospects. It doesn’t help that these are complex times. Someday it might be as simple as “I tweet you, you Google me, and voila! a lasting business relationship has been forged,” but let’s be honest: it’s not today. In the meantime, watch out for these basic mistakes that can set you and your business back…
1. The ‘Field Of Dreams’ business plan If you build it, they will come. I love this movie as much as the next, but dude, no matter how wonderful and innovative your widget is, if I don’t know it’s there, I’m not coming. And neither does anyone else. Don’t deny the world your widgets! Tell us about them and all the amazing things they will do for us! Tell us who else is using them and what terrible calamity was averted by the discovery of your awesome widgets! Tell us how and where we can get them! Tell us all this and more, but remember that we don’t care about your widget creation team, or what the widget thinks on rainy nights; we care what the widget will do for us. So tell us! There are ways to pull this off on even the tightest of budgets, so no excuses will be accepted here. Don’t assume people will magically find you. You simply MUST market
2. The scary cat sinkhole Just because the sky is falling on Wall Street doesn’t mean you have to dive for cover on Main Street. Let your competitors cut their marketing budgets and passively watch their business shrink, while you take the opportunity to step into the spotlight and see your business thrive. History has shown that this is precisely what happens. The company that cuts advertising loses customers, and the company that responds by singing louder gains market share. An economic recession is not a nuclear winter. Hedge fund managers and investment bankers can don cowboy hats and tutus as they join hands to get rid of a cliff, and people will still need the things people need. Step up boldly and provide these things.
3. “Do-It-Yourself Home Dentistry” You’d probably never consider this title in a bookstore, and yet it’s very easy to fool yourself into thinking you can save money by producing promotional material at home. Occasionally this works, but more often it ends in tears. First, do the math. When you consider the amount of man-hours you or your employees spend struggling with software and equipment that isn’t really up to the job, and then add in the actual cost of the materials you plowed through, it can actually be less expensive to outsource the project to a properly equipped company. Second, while it may be true that no one knows your company or product like you do, how much do you really know about the art of advertising? Are you an expert in the proper use of language to increase sales, the principles of persuasive visual communication and the emotional triggers of your audience? If not, you might get a pretty lackluster return on your investment. Most importantly, consider the quality of the items you are putting out there. They are no less important than the clothes you choose to wear to an important meeting. Don’t defeat your own purpose by making a poor quality impression. If your collateral looks less professional, you will too.
4. The ‘Magic Beans’ clearance rack Whether you have a web presence or not, the Internet offers many opportunities to get noticed, with numerous free directory listings and social media sites to take advantage of. It’s also a great place to get marketing design tips and deals on more traditional, tried-and-true tactics like print marketing. You will find companies that offer online printing at very low prices that can save you a lot of change. There are particular moments and projects for which this inexpensive one-size-fits-all print is perfect. But there are many times when it is not. To begin with, you go it alone without any guidance on material design that meets your goals. Inflexible and limited size and material options can sometimes end up costing you more than the custom solutions offered by your local printer. But be especially aware of sneaky surcharges, “rush” fees, and highly inflated shipping/shipping fees. The deal you get may just be a deal.
5. “I’m going to prom with someone else” shock syndrome. So you’ve wooed them and won them over – mission accomplished! Once you have a customer, it’s yours to keep forever, right? Go ahead and take them for granted. No need to ask how they are or see if they need anything else. Just ignore them and they will call when they need something. They would never leave you. Sigh. Oh, how can you be so blind? Your existing customers are your most valuable asset! Don’t think your competitors aren’t waiting in the wings to take them out, because they are. Keep in touch with your customers, tell them about the special offers you have, make sure they know about other products and services you offer, let them know you care! Repeat business and referrals will be your reward.
If none of these errors sound familiar, congratulations! You are the first company that has never avoided committing even one of these common marketing sins. If one or two made you shuffle your feet in mild discomfort, welcome to the club. We’ve all done it, it’s embarrassing, but hey, we have cookies! The thing is, once you do that, marketing is one of the real deal fun aspects of the business. It’s the one area that really requires you to let your hair down, unbutton your top, and start thinking creatively. Dust off your imagination and dare to dream. Where would you like to see yourself and your business in the next year? Would attracting a few more customers help you get there? Then start focusing attracting theyinstead of selling yourself. Get out of what you know and what you you want to take a really objective look at what your customers think, feel and want. This is harder than it sounds, so getting outside help is never a bad idea, as long as you select someone you can trust to guide you.
If you don’t consider the customer’s point of view, you can’t be sure they’ll even see your message. There could be a whole forest of trees obscuring the view, for all you know. Once you become sensitive to how they see things, you will begin to build the irresistible pull of someone who understands, someone who listens, someone they can relate to, someone who can help them. Just writing this makes me want to call you and ask for something right now. The best part? Customer-centric positioning will automatically make you incapable of making any of the above mistakes always again.
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