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How to tell Great Marketing from Bad Marketing

by Peter Geisheker, CEO, The Geisheker Group, Inc., (920) 592-9595

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Great Marketing	Bad Marketing
Great marketing focuses on the only thing that matters--sales results. Great marketing produces more income than it costs. For example, if you spend $1000 on advertising, great advertising will generate at least $1000 in sales.	Bad marketing costs you more money than it makes you. If you spend $1000 on advertising and your advertising produces LESS than $1000 in sales, you have bad marketing. If you have bad marketing, it is going to be very difficult for your company to survive because your unprofitable marketing will cause your company to go broke.
Your marketing message clearly explains why your company is unique and better and why a customer would have to be a fool to do business with anybody but you. You marketing shows proof of why your product or service is superior (i.e., lasts 3.5 times longer, costs 27% less, we offer a 100% money-back guarantee while our competitors offer no guarantee, etc.). You are also smart enough to NOT use old worn-out clichés such as "Customer service is #1", "Quality is our #1 priority" and other clichés that make you look and sound exactly like every one of your competitors.	Your marketing message looks and sounds the same as everybody else and nobody can tell the difference between you and your competition. Want proof? Just look in the Yellow Pages and compare ads by companies offering the same products or services. You will see that the sales messages are nearly identical--"great customer service", "quality is our #1 priority", and "customer care is our #1 goal." If you are using old worn-out cliché sales messages like these, I can guarantee you that you are losing money every time you advertise because you are NOT showing why you are different and better than your competition.
Great marketing asks the customer to take action and makes it very simple to buy the product or service. The easier it is to buy your product or service, the more sales you will make.	Bad marketing does not ask the customer to buy nor does it explain how the customer can buy. Look at the HORRIBLE ads being run on billboards by the new AT&T. The ads tell people nothing about At&T's new services nor do they tell people how to buy their services. I wish I was the VP of Marketing at AT&T so I could fire their Ad Agency for the worst ad campaign I have ever seen. I guarantee that AT&T is losing millions of dollars on this ridiculous ad campaign.

If you want your marketing to stand out and generate a positive return on investment, please click here to contact us or call (920) 592-9595.

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