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LET YOUR MISTAKES IMPROVE YOUR MARKETING AND YOUR PROFITS
By Charlie Cook

Have you ever sent out a sales letter and received little or
no response, or put up a web site and found hardly anyone
visiting it. Have you worked hard on an article only to find
that few people read it and even fewer contacted you as a
result?

Let's be honest; everyone makes mistakes. The difference
between the winners and the losers in business is that
winners recognize their mistakes and avoid making the
same blunder again. Each time you can recognize a
marketing mistake and correct it your marketing will be
that much better.

Marketing experts got that way by working full time at making
more marketing mistakes than you can imagine and then
learning from them. Common marketing missteps include:

* Starting your marketing with a focus on your credentials,
products and services instead of on client problems.

* Using a label to describe what you do instead of a "meme"
or value positioning statement that tells prospects which
problems you solve in a sentence or less.

* Developing a tagline, article title or web page title
without taking the time to discover which words will attract
your clients.

* Wasting time on pushing information about yourself out
to prospects instead of pulling them in with ideas they are
interested in.

* Not providing prospects with a free offer to get their
contact information.

* Forgetting to regularly follow up with prospects.

* Building a web site without a clear step-by-step map of
how you will attract visitors to the site, and what you want
them do once they visit your site.

* Not having offers and strategies to turn prospects into
clients and clients into repeat clients and sources of referrals.

If you've made any of the above marketing mistakes, you're not
alone. But if you want to grow your business, don't repeat these
blunders again and again. If you're not getting the results you
want, look for a new strategy, modify your tactics and change
your materials.

Strategy - Base your marketing on a clear set of principles.
Have a clearly defined strategy and marketing plan. Use
approaches that work for independent professionals and
small business.

Tactics - Plan your marketing so its organized and individual
efforts are additive and contribute to building your business.

Materials - Make sure individual marketing pieces resonate
with your target market, get their attention and move them
to the action you want them to take.

Fix your marketing tactics and materials by testing ideas,
keeping the ones that work and throwing out the ones that
don't. If you self published a book, but its not flying off the
shelves, identify the variables that could be affecting sales.

It may be the book's title, the sales letter, or the price and
bonus offers. Pick one of these and make some changes. Test
a different title, rewrite your sales letter, or the price and
bonus offers and see what happens.

Depending on your timeline and goals, you may want to avoid
making all the marketing mistakes on your own, and get expert
advice from someone who has made or seen most of the mistakes
before.

In the process of growing your business you're bound to make
marketing missteps. The more you make, identify and learn from
the faster your marketing will improve and the more clients
you will attract.

2003 In Mind Communications, LLC. All rights reserved.

*****
The author, Charlie Cook, helps independent professionals
and small business owners who are struggling to attract
more clients and grow their businesses. To get the
free marketing guide, '7 Steps to Get More Clients
and Grow Your Business' visit
www.charliecook.net or write ccook@charliecook.net


 
This article was submitted by - Charlie Cook Please Rate/Review this Article - Recommend it to friends

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