There are several traps into which I see businesses fall again and again. They sound obvious but even large, successful businesses make them. Here are the ones to watch out for:

1. Advertising is not marketing
Most businesses confuse advertising and marketing. Shame. Because for almost all businesses advertising simply does not work. It is often just what the owners or managers think they must do, or because it is the laziest form of marketing.

2. It doesn't matter that you're not a multinational
So many times - even in multi million pound turnover businesses - I have seen business people who fret that they won't be taken seriously because somebody else is bigger than them. Stop fretting. You don't need the most expensive marketing, glossiest brochures or the fanciest website to cut the ice. Keep things simple and focus on your strengths. People will more likely buy from you if you feel honest about yourself and the way you present yourself.

3. You don't have to spend a fortune
Great marketing can be a very inexpensive excercise. Again, the amount of money that gets wasted on poor marketing leads many people to believe they must spend more to get more. Wrong. Get simpler. There are so many ways of doing it. I worked with a health food retailer who had spent a fortune on radio commercials to little effect. We got them to give away free food samples, recipes and information outside their premises. A fraction of the cost and an instant effect - sales and profits rocketed!

4. Test small samples first
Because business people are so close to their businesses and products day in day out, they think that everbody in a certain target sector must want them. Step back. Define your market and test it (see the definition page; Marketing). Go and talk to a small sample, speak to existing customers. Really understand it and then test your marketing on a small sample. If you mess it up it hasn't hurt. If it really works you can safely expand it. I see so many businesses send out expensive mailings to thousands of customers for little or no return.

5. Don't avoid or underestimate the internet
If I had a pound for every business that I've worked with who claims that the internet doesn't work for them largely because they've never tried it I could be mooring my boat up along side Roman Abramovich's right now. This is classic head in the sand behaviour and it doesn't wash. The internet is huge and will only become more and more important. No excuses - you need to learn about it NOW!

6. "I know about marketing"
Everyone knows a little bit about marketing. Just like I know a little bit about the internal combustion engine. I couldn't build one though. Invest in yourself and your team. Learning how to build an engine probably won't change my life. Getting good at marketing could change your life as well as the lives of those around you.
Bookmark this site NOW! Press CTRL and 'D'
Home

About Jon

Subscribe to Email Updates

Get More From Jon

Selling
        First Impressions
        Contractual Sales
        Closing
        Influence
        Top Tips
        Objections

Marketing
        The Amazing Difference
        The Traps
        The Power of Attraction
        Advertising
        Testing & Measuring
        The Internet
        Pay Per Click
        Direct Mail
        Public Relations (PR)
        Telemarketing
        Customer Service
        Word of Mouth
        
Mindset
        Who Are You?
        What Do You Do?
        Invest In Yourself
        Wealth & Success
        Your Friends & Family
        Serendipity
        NLP

Hints and Tips
        Simplicity
        The Key to Success
        Potholes

Business Success Group

Further Resources

Contact Us
First Name:
Email:
Get the very latest from Jon...
(c) 2008 Jon Dean. All rights reserved by the author.