Let me start by saying I believe marketing is simply communicating your marketing messages to the market place. You’ll either be writing or speaking. So it’s totally within your control to get your marketing messages right and avoid common marketing mistakes.
Simple right? Then why is it that so many business owners struggle with their marketing?
It comes down to understanding the process of communication. And problems arise because many business owners make these 3 fundamental marketing mistakes.
Mistake #1 – Not market ready
Confusion reigns over the difference between selling and marketing. The reason is all too often business owners do not have their marketing basics in place so that they can communicate effectively.
So they get into selling mode far too soon and try to sell to unqualified leads or worse, they try to sell to everyone. This means they focus on the medium such as social media, print, radio and the like and not on the message. So they head off in all different directions and say all the wrong things to mostly the wrong people.
Far better to work on the fundamentals to create a strategic marketing plan from solid foundations. That way the message stays on topic and on target which means you will make many more sales.
Mistake # 2 – “Me too” Branding
Branding is about positioning yourself in the market place with a brand that sets you apart from all the rest. If you have a bland brand not only will you not stand out but you could even drive your ideal clients away because they can’t differentiate you from other potential service providers.
Your brand should answer the question “why would someone do business with you over anybody else”. Your brand should portray who you are and what you are a stand for as well as the experience clients can expect when they work with you. Your brand should also appeal to your ideal client and speak to their specific problem. It’s the combination of all these things that will connect you with the clients most willing to sign up for your services and pay you well for the results you deliver.
This segues nicely into…
Mistake #3 – No marketable packages
Many service providers keep their services broad and generic in an attempt to serve everybody which means they remain a generalist. It also means prospective clients can’t clearly see exactly how you can help them. Understand, prospects are looking for certainty and a confused mind never buys.
The answer is to start with the specific problem you solve for a specific group of people and get known as the go-to-expert at that. And remember, if your prospective clients don’t have a problem then they don’t need you or your services.
Next you streamline all your services into programs and packages at different price points around delivering your solution. Give clients options and you’ll get more yes’s.
Avoid these 3 common marketing mistakes and your marketing communications will be more effective and you will start cutting through the noise out there.