Five Critical Marketing Mistakes to Avoid

Jim Cermak
President, Cermak Marketing
www.cermakmarketing.com

One thing I have noticed about companies from big to small over my 20 years in the industry is that they tend to make the same mistakes over and over. And at first glance, some of these may not even seem all that bad.

Big companies can overcome some of these mistakes because of their strong customer base or overwhelming presence in the marketplace. But for small companies these mistakes can perhaps mean the difference between success and failure. In either case, trust me when I say that if you do them, you’re costing yourself untold gobs of time and money.

Please note that I'm not saying that these are the only or worst marketing mistakes, but these are easy to overlook...and the results can be quite damaging.

Mistake #1) Assuming the customer will understand why they need your product

Never assume that your target audience is going to automatically want what you have to offer. They may in fact need your product or service, but you have to convince them of that fact.

For example, if your target audience is people that have a home office, don’t just say, “Perfect for home offices” and assume the reader can figure out why. I know in your mind it may seem like such a logical connection (because I have made similar assumptions myself) but you never know who is going to read your ad. To play it safe, you have to go with the assumption that the reader has never heard of your product or service before and write a sentence or two connecting your product to their need. So then you’ll end up with something more compelling like, “With it’s compact design and affordable price, it’s perfect for home offices.”

Mistake #2) Saying the same things as your competitors

Your competitors may be excellent marketers. You may even love what they put out to the marketplace and feel it is very effective. But using the same key words, graphics or messages will only make you blend in.

You need to stand apart from your competitors by telling the customers why you’re different and better! And if you don’t know what your competitors are doing, then stop your marketing and take time to do your homework. At the very least, check out your competitors' websites and see what they say and how they say it. This information will put you in a much better position to draw customers with a unique, compelling message.

Mistake #3) Failing to focus

Having several different target markets that may be interested in your product or service is a great thing. However, trying to go after all of them at once can set you up for failure. Advertising to various markets can get quite expensive and complex. And using a single marketing message to varied audiences with varied needs can cause confusion.

For the greatest chance at success, focus on the target audience that provides the greatest opportunities for sales. Then do your homework! Get to know their wants, needs, hot buttons, demographics and anything else you can get your hands on, and then match your offering directly to those needs. You’ll see your success rate go up substantially.

Mistake #4) Doing things once

It amazes me how many small businesses will place just one ad in a magazine, or send out a postcard one time and then take the results from those campaigns as gospel. Just because you didn’t get the results you were expecting from an ad, direct mail campaign or whatever doesn’t mean it shouldn’t be tried again.

Way too many businesses miss the boat on their advertising and marketing by trying something out one time and expecting big results. There is a reason why McDonalds, Coke and every other big consumer brand continues to spend billions on advertising. You see commercials and ads from these companies over and over year round.

Here's a question: If you never saw another Coke or McDonalds commercial ever again, would it affect your buying habits? Answer: YES!! (What? Weren’t expecting that answer?)

Coke and McDonalds know an important lesson: They continue to advertise because their competitors continue to advertise.

With all the messages that bombard us each and every day, we remember and act on those that stay in our minds, which are usually the most recent. You need to stay in the mind of your target audience, so repetition is key! And most likely they’ve never heard of your business which makes it even more critical.

Mistake #5) Being too vague or too clever

Whether it’s your tagline, headline or ad, being too vague or too clever about what you have to offer will cost you many potential customers. People don’t have time to think about or try to figure out what you’re telling them. You only have a couple of seconds to grab their attention to the point where they say “I need to read this.”

Confusion is not a good marketing tactic!!

I came across the business card recently of a company named Pinnacle Enterprises. I'm not going to tell you what they do. See if you can tell. On their business card was the name of the company and their tagline, "Experience the Pinnacle Difference!" Then there was the person's name and contact information. That's it. For the life of me I cannot remember what this company does. All I have is the business card. And I'll probably just throw it away because I'm not going to take the time to call and find out what they do.

Remember, it’s okay for someone to not buy from you because what you are offering doesn’t meet their needs. But it’s NEVER okay for someone not to buy from you because they don’t understand what you’re offering.

If you find yourself making any of these critical mistakes, don't worry! Just stop, make adjustments, learn from your mistakes and become a smarter marketer.