| As the CEO of a marketing firm and a marketing | | | | Marketing mistake 3: Not marketing on a consistent |
| copywriter, I see horrible marketing every day. Here | | | | basis. At any given time, a market will only have |
| are the 3 most common mistakes I see businesses | | | | about 1-3% of its population interested in buying your |
| make with their marketing which causes their | | | | product or service. For example, let's say you are a |
| marketing to fail. | | | | home remodeling contractor and you meet with 100 |
| Marketing mistake 1: Not focusing on a niche market | | | | home owners. On any given day only about 1-3 |
| that really needs and wants what you are selling. To | | | | people may be interested in buying your home |
| be successful in today's hyper-competitive | | | | remodeling services. That means up to 99% will not |
| marketplace, you absolutely must focus your | | | | be interested in buying your product or service right |
| marketing on serving a specialized niche market. This | | | | now. However, in a week, a month, or a year, they |
| is especially true and a matter of survival if you have | | | | may be ready to buy because their needs have |
| a small marketing budget. If you ignore this advice | | | | changed. If you are only doing your marketing on a |
| and try to market to a large general market before | | | | one-time basis, you are missing out on 99% of the |
| first becoming the market leader in at least one or | | | | market that may buy from you in the future. That is |
| two small niche markets, I can guarantee that you | | | | why you must consistently market to your target |
| will go broke and then go out of business. However, | | | | market month after month forever. If you are going |
| if you do decide to focus on serving a small niche | | | | to market with sales letters, send out sales letters to |
| market, you greatly increase your odds for business | | | | your contact list every single month. Many of your |
| success with far less financial risk. | | | | prospects may have to receive your sales letter 6-12 |
| Marketing mistake 2: Focusing on features instead of | | | | times or more before they will be ready to buy from |
| benefits. A feature explains a fact about what a | | | | you. If you advertise in a trade publication, advertise |
| product does such as a specification. For example, | | | | every single month. Many people will need to see |
| the new ZZ car has anti-lock brakes. That is a fact | | | | your advertisement over the course of several |
| about the car - it has anti-lock brakes. The problem | | | | months (or years) before they will be in the market |
| with only listing a feature is that a feature does not | | | | to buy from you. If you advertise on the radio, don't |
| explain how it benefits a person. Why would you | | | | run your ads for a month and stop. Keep running |
| want a car with anti-lock brakes? The answer to that | | | | them month after month. Think of marketing as out |
| question is the benefit. Anti-lock brakes are much | | | | of sight, out of mind. If you are not constantly |
| safer because they keep your tires from locking up | | | | marketing to your marketplace so your name and |
| and skidding so you do not lose control of your car. | | | | the benefits of your product or service is in fresh in |
| Therefore, if you drive a car that has anti-lock | | | | their minds, they will forget about you very quickly |
| brakes, you are less likely to be in a car accident and | | | | and buy from the company that is consistently |
| killed. The benefit is the positive end result. People | | | | marketing to them. |
| buy benefits, not features. Therefore, in your | | | | If you follow the advice given in this article I |
| marketing, you absolutely must focus on benefits | | | | guarantee you will quickly see an increase in the |
| instead of features. The more powerful you can | | | | success of your marketing program and your |
| make your benefits, the more successful your | | | | business will grow and prosper. |
| marketing will be. | | | | |