Are you undermining your marketing efforts?

... From Biz2Biz NWA April 2009

By Janie Pritchett-Clark

Whatever marketing for growth you undertake, the final goal is most likely to generate more sales. We use a variety of techniques and strategies to achieve that goal, but sometimes we cripple our efforts before we even start.

How can you avoid expensive self-sabotage? Here are the most common marketing mistakes small businesses make:

• Bad Copy. Whether in advertising, on a flyer, brochure, email or press release, small businesses that fail to write effective, compelling copy are destined to suffer. And woe to those whose copy is full of grammatical and typographical errors. Professional copywriters are worth the price. And professional proofreaders are worth their wait in gold.

• Target Market faux pas. You may think your product is universal, but the message is not. Your marketing messages must be targeted to reach each segment, as well as speak to each segment. One size simply doesn’t fit all.

• Fishing with the “All about me” Hook. Have you ever read copy that goes on and on about how great and wonderful the company is until you wonder just where you fit in the picture? Copy needs to zero right in on why your customers need or want your product or service. You won’t catch many fish with an empty hook. A good copywriter can package your company’s credibility with benefits to the consumer.

• Cheapskate Marketing. Business owners need to watch every dime, but marketing is not the best place to skimp. You wouldn’t go to the pond to fish without a pole or a net. Look for areas where you can cut expenses not directly related to increasing revenue. Buying media based on price alone can be just as disastrous.

• Failing to Deliver. The best marketing campaign on the globe won’t save you if you fail to deliver on the promises made. Outstanding customer or product service should be incorporated into your campaign from the start. Don’t let marketing zealots hype what you don’t have to offer. One of the best ways to keep customers coming back for more is to keep them happy. Give them a reason to launch your next WOM campaign.

Author/ expert Janie Pritchett-Clark has been writing professionally for 30 years and serving as a marketing consultant and strategist for small business for nearly as long. She can be reached for freelance projects at janiepc@cox.net.