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When creating the marketing plan for your business, you must be aware of your audience and the final goal of your marketing plan at all times. What is the reason for your marketing? Is it to make a direct sale, to have someone request information, or to sign up for a mailing list? Here are 5 mistakes that you can avoid in your marketing efforts while making plan the best it can be:
1. You are trying to sell to too many people. Your marketing efforts need to be an "inch wide and a mile deep." If you try to make your business or product everything to everyone, you will sell nothing to nobody. Niche marketing is the key. You can even take the same product and focus on different benefits for different customer niches.
2. Your Unique Selling Proposition (USP) is not unique at all, or enough. You have to show your customer how your product or service is different and better than that of your competitors or you are not giving them a good reason why they should do business with you.
3. You have created a product or service and then you are trying to convince your prospects that they should buy it. This is backwards thinking and the slow, painful route to sales. You should find out what people want first, and then give it to them. If you already have a hungry market, don't you think that it would be much easier to sell them something they are looking for, instead of trying to convince them to buy something they know nothing about? It is much harder to create a want, instead of marketing to an existing want.
4. You have not created a call to action in your marketing materials. When you a creating your marketing material, be it a sales letter, a postcard, radio ad etc. you want to make sure that you are creating a call to action in every piece. If you send your prospect a postcard and tell them that you are a new business in town and they would love to get to know you, the card is going right in the trash. You have to make that card like gold to the prospect. Add a coupon with a deadline. Tell the person that they need to act right now, or something unpleasant might happen (ex. They won't be the first 1000 people to get a free hat). Every single piece you create must have a call to action, even if they are sending for more info or you want them to fill out a form, you must tell them what to do. If you do not create a call to action, you might as well roll down your car window on the highway and throw out hundred dollar bills. It will be just as effective.
5. You only contacted your prospect once or twice and gave up. Frequency is the key! On average, a person needs to see you marketing material 7 times before they will make a buying decision. They need to see it at least 3 times, just to begin noticing it and saying "hey, I've seen that somewhere before." Contact your customers frequently. You will need to test how often is effective for your particular situation. Keep contacting your customers until they are dead or they tell you to stop. You do not want them to forget about you, ever. When they have a certain problem, you want them to think of you to solve it. The only way to stay in their mind is frequency.
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