Who hasnt let a typo slip by or misspelled the CEOs name or printed the wrong phone number somewhere? Those marketing mistakes dont warrant an article. In fact, just one word of how-to-fix-it advice is sufficient: proofread! Here are a few more important "marketing mistakes" that just about every business manager out there makes, along with a recommended fix that will help you attract more business and get better results from your marketing, regardless of how big or small your marketing budget is.Mistake #1: We think that marketing is something we 'do'."We need to do some marketing." Its the first thing you think when you need to boost business. Problem is, when you think of marketing as something you 'do', youre usually thinking about publicity, direct mail, flyers, email, ads and promotion. Marketing is much more than merely promotion, and its rarely a quick fix.The real fix is to expand your definition of marketing. Instead of thinking of it as something you 'do', think of marketing as anything that helps or hinders the sale or use of your product or service. This includes: your location, the attitudes of the person who answers the phone, your name, pricing, policies, proposals, personality and more. Before you write a promotional word, do a 'help or hinder' once-over. Make a list of whats helping you attract business and whats getting in the way. Figure out what obstacles you can quickly fix or remove? What 'helps' can you enhance or spotlight? Until the help-or-hinder homework is done, working on promotion is premature.Mistake #2: We breathe too much of our own exhaust.We are such big believers in our businesses that we cant wait to show it off. We admire our attributes and inhale our excellence. Then we exhale it all into our marketing communications. The problem is, when you do that, your marketing is all about you. And people dont care about you. They care about themselves. If your marketing is going to get any response at all, the first thing it must do is connect to something prospects care about. Connect before you convince. Try this four-step exercise:1. Describe your products and services. Get the exhaust fumes out.2. Identify one or two attributes or attraction factors. 3. What is the benefit, the need or the want, that is satisfied by those attributes?4. Why is that benefit important, personally, to the target audience?For example, Joy dishwashing liquid (descprition) has real lemon (attribute) that cuts grease and leaves dishes shinier (benefit). What a nice reflection on you! (Connects to what a mother cares about.) Connect to what people want. Not to what you do.Mistake #3: We all look alike.A bank is a bank is a bank. Realtors, lawyers and consultants are a dime a dozen. The list goes on. But heres the good news: the more two businesses look alike, the more important each difference becomes, and the more impact even the tiniest difference will have on setting you apart. Why? Consider identical twins. Whats the first thing you do when you meet a pair? You try to find a little something to tell them apart. The same is true for your business. Your prospects are looking for a point of difference (just about anything )they can use to set you apart from your competition. To find your points of difference, start with your points of contact, or 'touch points' in your company. Make a list. Business card, fax cover sheet, invoice, phone greeting, front door, home page, etc. Then look at what the competition does and ask yourself how you can do it differently. Just a little bit will make a big difference, because your prospects are looking for them.For now, try the Help or Hinder, Connect Before You Convince and Find Your Points of Difference tools to make your marketing more meaningful and effective. Be wary, too, of unrealistic expectations, faulty research, deadly bullet points and lack of follow through-- four other common marketing mistakes.
MARKET SEGMENTATIONMarket Segmentation is a simple concept, that can help your business to gain an advantage, even in very competitive online categories.You know that 20 percent of buyers consume 80 percent of your product, so the idea of market segmentation is that you could sell much more products with much less effort if you can identify that 20 percent and find others like them.People that's interested in it, and consume your product, can be thought as a market segment. So the idea behind "market segmentation" is to target, communicate, sell and obtain feedback of your best customers.In order to survive and prosper as a company, you need to chose the right segment fo the market, then you will achieve large sales volume and profitabilityIn a market segmentation campaign, to choose the right segment of market, the segments should be: * measurable * big enough to generate good sales volume * reachable by your company's distribution methodsYou must also know wich are the similar products that can be offered to your buyers, and your competitor's sales strategy.You need to satisfy and keep those consumers that love your products or services, being aware that new products are going to be offered to them and with different strategies.And of course, once you have segmented your market, you must offer different products and may be use different sales strategies for the different segments.In example if you offer sport shoes, the market segmentation can be done by sport or by gender, and then further segment your market with specialized models for each sport, gender and age.As you know, we are a home business site. Many people is interested in having their own "home business" , but, do they all want the same?You can be shure that not everybody wants the same, and that's why we have - The Monthly Residual Income Program for those that want to build a big business with hundreds of affiliates working for them - Make Money With Your Own Web Site for those that want to start their home business owning a web site - How to Sell on The Web for those that want to become marketing experts - The Viral Marketing Secrets for those that believe that viral marketing is the best marketing too that you can use - etc.Every time that a new product's idea comes to your mind, you must first estimate the size of your target market, to know if there are going to be enough buyers to provide you enough sales and profits.Another important issue, is that you must try to sell more than once to the same prospects. 30% of people that already bought from you, will want to buy again. So if you offer a product that is bought once in a lifetime, unless you have such a big market that you don't care, you should try to find something else to offer to your segment of the market.To your successWritten by Dr. Roberto A. Bonomi
The term "marketing company" can mean a lot of different things to a lot of different people. To further complicate things, after agreeing on what the term means you still have to find the right "marketing company" to suit your needs. Some specialize in helping small businesses while others will only work with huge multi-million dollar corporations. Some may focus on particular industries and others may focus on a single aspect of marketing such as SEO or web site design. In any case, there are some things that are common to pretty much every marketing company.
- Expertise - A marketing company knows how to help you get the most from your marketing budget. By hiring them for their services you can generate more revenue because you won't have to learn what works and what doesn't. It may seem attractive to have your nephew design your web site because he will do it for $500 but unfortunately, doing so probably won't present a professional image of your company nor will it increase your sales.
- Contacts - They can help you to save a lot of time and money on your marketing because they already know where to go or who to call to make things happen. If you need your company vehicles wrapped to promote your business, they can tell you who is the most reliable and cost effective, or in some cases, handle it for you.
- Manpower - One of the benefits that a marketing company can provide is that they can usually create more powerful marketing materials in a shorter time frame. This allows you to leverage your time more effectively and create a more successful business.
- Technology - When you handle your own marketing you usually have to get by with what you have. Marketing companies are able to be far more productive and flexible, in part, because they have access to a technical resources that most people don't have.
Are you too shy to strike up conversations with other people? Hmm What about email, surely sending someone an email isnt terribly daunting, right? It is? Well, then youre in the wrong business. Network marketing means just what it says. You are a network marketer. That means you need to network, and if you dont do that most important thing, youll never succeed.Traffic exchanges are a good place to start honing the art of becoming a good mentor. In most exchanges, when you get a referral into the program, you are notified by the sites admin. This is great because you can take immediate action to assure that you remain on your recruits mind. If you cant do it immediately, be sure to respond to this alert within 24 hours. Send your referral a private message, if this feature is available at the traffic exchange. If not, send an email, an IM, or even call them on the telephone. I know this isnt everyones choice, but it works even better than mail. Yet, if you insist on sending a written messge of some type, there are dos and donts.In your welcome message, do be sure to thank the person for joining you in the program. Point out places where new members will find help regarding the site, such as to a tutorial or an FAQ section. Tell the person that you will be happy to help, if he or she still has questions, and provide your contact information.The more ways you give people to reach you, the better. Give them your email address, your IM address, and even your telephone number. If youre reticent about doing that, maybe your cell phone number would seem better. Just remember, you can always change a number, but most folks who call you are just looking for guidance in their own online careers. Theyre in search of a beacon. You can be that beacon for them, if you dont abuse the privilege.Sponsors who send an ad for another program in their messages are spamming, pure and simple. Dont do it. Aside from it being against the terms of service in a majority of exchanges, its just rude. Offer help and guidance and that person will probably join your program anyway, just because youve taken your time to be helpful.I cant tell you how many emails Ive had, telling me that, I joined Program XYZ, and my upline sponsor said shed call, but never has, or I never knew I had an upline sponsor in XYZ. Well, its a shame you werent that persons upline sponsor in that "traffic exchange" , huh? You probably will be in others, if you just give him or her a little support. Its a cold, cruel World Wide Web out there, folks. Be kind to others, and you are sure to succeed.
Lets look at what the experts advise. By the way, while these tips sound bizarre -- theyre real nuggets, so stay with me:1. Be an authentic liar.2. Be your own valentine.3. Fight bull.Heres how these successful experts connect with the marketplace and you can too:Be an authentic liar. In his latest book, All Marketers Are Liars, Seth Godin explains the power of telling authentic stories in a low-trust world. Mildly unsettling at first, he makes the case that our buyers are actually the ones who are lying. To themselves. About why they want to buy from us.Successful marketers are just providing the stories that our buyers choose to believe. But heres the rub: you have to really live the story youre telling. The second a potential buyer smells anything less than complete dedication to what youre selling, you cross the line from fib to fraud. Its simply not good enough to have a good story. You have to live up to it as well. If youre a cobbler with no shoes, why should your clients take your advice?Be a role model for what you sell, and nothing less. Then tell a good story about it, to buyers who want to believe.Be your own valentine. In his hot little book, Little Red Book of Selling, Jeffrey Gitomer takes a tough-love approach to helping us be the best version of ourselves we can be.My personal favorites are: No Whining (Dont whine to me that the customer wont return your call. Study voicemail. Dont whine to me that your boss is a jerk. Get a new one. Dont whine to me that your company wont give you a laptop. Go buy one.) Kick Your Own Ass (Ever have a bad day? Ever lost a sale you thought you had? Ever had someone say yes to you and three days later just evaporate? Wanna know what to do about it? Kick your own ass. No one is going to hand you successthats something you have to do for yourself.)The heart of Gitomers message is put your heart into your workand if you dont love what you sell, go sell something else. No amount of cleverly packaged marketing spin can camouflage a missing heart. Your clients will see right through it and wont buy from you.Research shows that people buy professional services because of trust. In Gitomers words, If they like you, and they believe you, and they trust you, and they have confidence in youthen they MAY buy from you.Let your heart shine through in your words and actions. If you do, your clients will like, believe, trust, have confidence, and buy from you.Fight bull. In their recent book, Why Business People Speak Like Idiots: A Bullfighter's Guide, Brian Fugere, Chelsea Hardaway, and Jon Warshawsky give it to us straight. Stop using words that are meaningless, boring, indirect and obscure. Start communicating with your own voice, personality, and style.How many times have you sat through mind-numbing presentations, meaningless PowerPoint slides, or felt no connection with (no trust in?) the person trying to sell you on their idea, service or product?So stop. Just stop adding to the bull that piles up every day in business communications. Talk and write to your target audience person-to-person. Ask them simple questions that get to the heart of their wants and needs. Tell them that youve thought a lot about their situation and have some ideas that might help them. And do it without the crutch of slides, silly business-speak, or slick messaging.In other words, just be yourself.*WIIFM: Whats In It For Me?ReferencesFugere, B., Hardaway, C., and Warshawsky, J. (2005). Why Business People Speak Like Idiots: A Bullfighter's Guide. New York: Free Press.Gitomer, J. (2004). The Little Red Book of Selling. Austin: Bard Press.Godin, S. (2005). All Marketers Are Liars. New York: Penguin.