Marketing Blunders
Marketing Blunders
I work with numerous non-profits and entrepreneurs that desire more recognition for their business. When I ask to see their collateral materials or for that matter any marketing materials I notice several fascinating issues. According to the American Marketing Association, marketing is the organizational function and set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. However, my observation is that many fail to illustrate value, engage in a meaningful customer relationship and illustrate benefit to the stakeholder.
Here are several issues that require immediate attention for client acquisition:
1. No value, no client. It is imperative that all collateral materials and messages illustrate client value. Materials must have meaningful benefits the client receives.
2. Ignore the competition. When your marketing speaks about competitive services and issues, you demerit your firm. Focus on the highlights and the value, stop keeping up with the Jones’.
3. Poor copy. Nothing is worse then placing an advertisement with poor spelling and grammar. Use a grammarian and editor to professional check and repair issues. Illustrate your best!
4. Lengthy copy. We live in a world that desires to tell, tell, tell. Emotion is what moves consumer’s not lengthy diatribe. Follow the KISS method.
5. Incomprehensible messages. Refrain from schmaltzy messages that you enjoy and understand. The question is does the client? Ensure your copy and illustrations are understood.
6. Lack of action. With over 8000 messages per day, it is vital for clients to notice your message. Ensure success with an action step for example, call now, register etc.
7. Lack of brand. If brand is what you desire then ensure it is seen. Enlarge logos or other illustrations that depict and help to establish your brand.
Copyright 2009. Drew Stevens PhD. All rights reserved.
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