8 Common Marketing Mistakes to Avoid
By Charlie Cook
Word count body only (726)
Advertising can be one of the fastest ways to market and
grow your business or it can be one of the quickest ways to go out of
business. With the right ad you can attract clients to your business and
increase your profits. With the wrong ad you can spend your way into
To grow your business you need to attract the attention of your
prospects, advertising can help you do so if used correctly.
Unfortunately, many small businesses owners waste thousands of
dollars on advertising efforts that only achieve minimal results.
If you want to get the most from the money you spend to promote
your products and services, make sure to avoid these common
Focusing on Your Products and Services
If you want to get the attention of your prospects, speak to their
needs and wants. Your prospectsÕ primary concern isnÕt that youÕve
been in business for 25 years; it is do you know the problem they
want to solve. Use your ad to identify at least one common problem of
your prospects and the benefit of using your product or service.
Having a Weak Marketing Message
All to often you hear ads and it takes some thought to figure out what
they are even promoting. Make sure your advertisement includes a 7-
10 word description of whom you serve and the problems you solve so
people who read or hear your ad know how you can help them.
Using the Wrong Words
A word here, a phrase there can change your response rate by
hundreds of percent. When you spend money on advertising, first test
a number of versions of your copy to identify the one that works best.
Just by revising her ad copy so it was client and problem centered, I
helped one small business owner achieve her best month in sales ever.
Most ads miss the mark in moving prospects to action. If you want to
prompt prospects to visit your web site or your store or to contact you,
include an offer that motivates them to do so.
Lacking in Frequency
Some people make spur of the moment buying decisions, but most
need to become familiar with your services and products, and this
takes time. If you want your advertising to work, you need to ensure
that your prospects see or hear it regularly.
Web Sites that DonÕt Move Prospects to Action
Many small business owners direct prospects to a web site where they
have more extensive content covering available services and products.
I constantly get calls from people who have been successful at
attracting prospects to their web site, but generate few sales.
Once prospects get to your web site make sure the content and visual
organization moves them to take the action you want them to.
Whether it is providing them with ample opportunities to fill in your
service inquiry form, or including a subset of your product catalog in
your web page navigation bars, help prospects move to client and
Lack of Follow Up
Sometimes making a sale requires sending a note or picking up the
phone and calling your prospects. If you have an effective lead
generation strategy, prospects will provide you with their contact
information and the problem they want solved. Use the web, email,
and the phone to follow up and close the sale.
Lack of Tracking
If you are making more from your advertising than you are spending,
youÕre ahead. Frequently small business owners canÕt tell you which of
their efforts helped bring in the business. Track each of your ad
campaigns and youÕll know where to spend your money in the future,
what to modify and what to eliminate.
- Do you know how many sales and how much money you made as a
result of each of your advertising campaigns?
- Are you making any of the above common marketing mistakes?
- What elements of your marketing should you change?
Put your marketing house in order. Fix your strategy and your
materials. If you donÕt know what to change or how to change it, use
experts to help you with strategy, copyrighting, design, PR, and media
Avoid these common marketing mistakes and youÕll find more people
contacting you about your products and services and that your making
more than your spending on your advertising.