The 3 most common
reasons why marketing fails
by Peter Geisheker,
CEO, The Geisheker Group, Inc., (920) 592-9595
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As
the CEO of a marketing firm and a marketing copywriter,
I see horrible marketing every day. Here are the 3 most
common mistakes I see businesses make with their
marketing which causes their marketing to fail.
Marketing mistake 1:
Not focusing on a niche market that really needs and
wants what you are selling. To be successful in today’s
hyper-competitive marketplace, you absolutely must focus
your marketing on serving a specialized niche market.
This is especially true and a matter of survival if you
have a small marketing budget. |
If you ignore
this advice and try to market to a large
general market before first becoming the
market leader in at least one or two small
niche markets, I can guarantee that you will
go broke and then go out of business.
However, if you do decide to focus on
serving a small niche market, you greatly
increase your odds for business success with
far less financial risk.
Marketing
mistake 2: Focusing on features instead
of benefits. A feature explains a fact about
what a product does such as a specification.
For example, the new ZZ car has anti-lock
brakes. That is a fact about the car - it
has anti-lock brakes. The problem with only
listing a feature is that a feature does not
explain how it benefits a person. Why would
you want a car with anti-lock brakes? The
answer to that question is the benefit.
Anti-lock brakes are much safer because they
keep your tires from locking up and skidding
so you do not lose control of your car.
Therefore, if you drive a car that has
anti-lock brakes, you are less likely to be
in a car accident and killed. The benefit is
the positive end result. People buy
benefits, not features. Therefore, in your
marketing, you absolutely must focus on
benefits instead of features. The more
powerful you can make your benefits, the
more successful your marketing will be.
Marketing mistake 3: Not marketing on
a consistent basis. At any given time, a
market will only have about 1-3% of its
population interested in buying your product
or service. For example, let’s say you are a
home remodeling contractor and you meet with
100 home owners. On any given day only about
1-3 people may be interested in buying your
home remodeling services. That means up to
99% will not be interested in buying your
product or service right now. However, in a
week, a month, or a year, they may be ready
to buy because their needs have changed. If
you are only doing your marketing on a
one-time basis, you are missing out on 99%
of the market that may buy from you in the
future. That is why you must consistently
market to your target market month after
month forever. If you are going to market
with sales letters, send out sales letters
to your contact list every single month.
Many of your prospects may have to receive
your sales letter 6-12 times or more before
they will be ready to buy from you. If you
advertise in a trade publication, advertise
every single month. Many people will need to
see your advertisement over the course of
several months (or years) before they will
be in the market to buy from you. If you
advertise on the radio, don’t run your ads
for a month and stop. Keep running them
month after month. Think of marketing as out
of sight, out of mind. If you are not
constantly marketing to your marketplace so
your name and the benefits of your product
or service is in fresh in their minds, they
will forget about you very quickly and buy
from the company that is consistently
marketing to them.
If you follow the advice given in this
article I guarantee you will quickly see an
increase in the success of your marketing
program and your business will grow and
prosper.
To Your Success!
Peter Geisheker, CEO
The
Geisheker Group Marketing Firm
"We deliver Marketing Results!"
(920) 592-9595
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Thanks for reading!
Peter Geisheker
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