However, making a few mistakes can just as easily lose
you a nice chunk of cash. Are you making these common
- Trying to market to as wide an audience as possible.
You can't be everything to everyone, no matter how hard
Who did you originally create your product for? Assuming
you did your research and know that there's a demand for
your product, then you also know who your audience is.
Focus your efforts on reaching these people and showing
them how your product or service will benefit them.
Don't worry about pleasing everyone else.
- Focusing too much on you or your company.
How many times have you seen a site that says something
like, "We're an established, 100-year company listed on
the NASDAQ with over 10 billion dollars in sales, powered
by our cutting-edge, state-of-the-art blah-blah-blah
*Yawn*. So what? As a prospect, I don't care. I want
to know how your product or service is going to benefit
Focus on your customer. All the details about you and your
company should be background information, not the focus of
your marketing efforts.
- Sticking with a marketing strategy that doesn't work.
Don't get caught up in the idea that 'things will get
better' if you're not seeing results with your current
marketing strategy. If you do the same things, you can
expect the same results. If you've put in an honest
effort and it's simply not giving you the results you're
looking for, then it's time to try something else.
- Changing or discarding a strategy that works.
It's easy to feel 'bored' with the same old thing... but
if you have a winning marketing strategy that consistently
gives results, then why change it?
The desire for 'something new' isn't a good reason to
discard a great strategy. Sure, you can keep experimenting
and testing new methods to see if you can improve upon your
results... but be aware that your profits may suffer. Be
sure to keep backups of all your marketing materials; if
your new strategy doesn't work, you can always go back to
the old one.
- Inconsistent or no follow-ups.
Although some people buy on impulse, many prefer to think
things over first. There can be any number of reasons
why a prospect doesn't buy right away: money's tight at
the time, they have other pressing concerns, they were
distracted before they could purchase... whatever the
reason, be sure to follow up with your prospects. You'll
be much more likely to catch them at a time that they're
ready to buy.
- Taking a passive, rather than pro-active role.
Sitting back and waiting for money to fall into your lap
just isn't going to work -- no matter how 'automated' your
business is, or how wonderful your product. Take an active
role in marketing your business... and that includes asking
for referrals. Let your customers know that you'll do what
you can make them happy, and ask them to pass along your
URL to others who may be interested.
- Expecting prospects to do too much.
Don't you just hate visiting a site, only to find that
you either have to call for more information, or fill out
a nosy form with lots of personal information so that the
business can call you? Most people don't want to risk a
high-pressure sales call, so they won't bother.
It's intrusive and can be time-consuming. Give your
prospect the *option* of getting the information they want
from the web, without having to speak directly to someone.
Your phone number can be displayed as well, for those who
prefer to talk to you or your staff in person.
That's not to say that asking for personal information --
or expecting a phone call -- is inappropriate for all
businesses, of course. But in general, if you want people
to stick around, make it easy for them.
- Assuming that visitors know what to do.
I remember visiting one particular site not too long ago.
I read the sales pitch and browsed the site... only to find
a telephone number and a small form with a place for my
email address. Confused, I thought, 'Am I supposed to call
to order? What does the form do? Is it a newsletter signup
box or is it an ordering form? How do I place an order?'
That site lost my sale, because there weren't any clear
instructions. Tell your visitors what you would like them
to do, and make the process as simple as possible.
- Trying to do everything for free -- or not enough.
Many beginners try every free promotion method they can
find. Others think that free promotions are useless, so
they shell out large amounts of cash on what they believe
are "effective" marketing methods.
- 'Free' isn't a 'bargain' if you don't get results.
- Throwing money at marketing isn't going to make your
campaign a success.
There are plenty of excellent free or low-cost methods of
promoting your business, and many methods that require a
larger investment. Both provide excellent opportunities.
The goal is to market your business using techniques that
give you the largest return for your investment. And if
it's free? So much the better; you'll reap larger profits!
- Basing your marketing plan solely on assumptions or
One common mistake is to do exactly what your competitors
are doing. But just because they're doing something does
not necessarily mean it's working! You could be copying
a failing strategy.
There are countless marketing tips and many 'gurus'.
Each one can only let you know what has worked for him
or her. However, no matter how many people it's worked
for, there is no guarantee that their strategies will
work for you also. Studying as much of this material
as you can will allow you to test and develop *your own*
effective strategies -- those that directly bring results
for your particular business.
Test everything you do. Your customers will 'vote' on
the effectiveness of your marketing by making a purchase.