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Five Costly Marketing Blunders:

Are They Preventing Your
Marketing Messages From
Getting The Results You Want?

Which Of These Marketing Blunders Are You Making?

Adapted from Bob and Shirley Hanson's
"Marketing Energizer E-Zine For Consultants"
(copyright 1999 )

What marketing tools don't work for you? We ask this question when we welcome subscribers to our zine, "The Marketing Energizer for Consultants." Their answers are consistent:

"We sent out a mailing and got no response," they may say.

Or they tell us, "Our direct mail, postcards, and brochures bombed."

What went wrong?

You may be surprised. The reasons you find here may not be what you suspect. You may be thinking, "Direct mail letters (or a Yellow Pages ad, a brochure, a newspaper ad, etc.) just won't work for a consultant like me.

Maybe. Maybe not. But there are other reasons to consider.

We've seen consultants make these five costly mistakes again and again. And just by reversing these errors your marketing communications can become winners!

Costly Blunder #1 - Not Precisely Pinpointing Your Target Market

One of our clients, a leading networking company, relied heavily on seminars for its sales. To boost attendance at one seminar, it placed an ad in the local newspaper inviting anyone and everyone to attend. As seminar guests, the company really wanted the managers and executives who make decisions about networks. Instead, with its wide-open y'all come invitation the ad attracted students looking for information and a free lunch.

Even if your message is the greatest, it will fail if it doesn't attract the right people.

Costly Blunder #2 - Spending Money On The Wrong Marketing Medium

Suppose your market is Chief Information Officers in the health-care field in the Philadelphia region. It would be futile to advertise in the "Philadelphia Business Journal" if they don't read that publication. An ad in the Yellow Pages may be equally worthless. Instead, your best bet could be a list of names you obtained from the directory of a professional association they belong to.

The better you can describe and understand your market the more likely you are to find them. And the less likely you are to end up with a time-and-money-swallowing choice of a marketing medium.

Costly Blunder #3 - Putting a Fog Around Your Message

Sometimes consultants write marketing communications with the belief they should, above all else, be clever. As a result, their message becomes clouded. Another frequent fault is to obscure a message with technical talk.

Or they may bury their message beneath a display of sensational verbal or graphic fireworks. Think of the number of Web sites you've seen where the message is submerged or nonexistent.

Be alert! Don't let anything come between you and the message you want your prospects to remember and respond to.

Costly Blunder #4 - Relying On Image And A Brochure To Carry The Day

By image we mean marketing communications with the sole purpose of creating an image and awareness of your firm, product, or service. They attempt to be a work of art. (Watch out! Sometimes they take the form of a glossy brochure with slick photographs and attention-grabbing layout. That's the kind of brochure nobody needs.)

The problem is they do not produce measurable results, nor do they provide feedback to guide you in improving your marketing message.

If you have $10 million to spend on marketing, your image brochure (or ad) may work for you . . . some day. It will not prompt your prospect to act now.

Read on to find out exactly what goes in your brochure or ad to grab your best prospects and urge them to respond at once.

Costly Blunder #5 - Not Acting On The Power Of Marketing Leverage

What is marketing leverage?

Controlled studies by successful direct marketing experts have measured the impact of headlines, offers, copy, and graphics. By testing -- changing these elements one at a time and comparing results from direct response ads -- experts discovered the following differences between responses to the best and worst versions of each element.

And here are the champions:

  • Headline: a response that was 21 times greater
  • Offer: a response that was 10 times greater
  • Copy: a response that was 5 times greater
  • Graphics: a response that was 5 times greater

How can you take advantage of this information?

If your marketing communication does not have an offer, develop one. If it has a lackluster offer, make it irresistible. If your marketing document does not have a headline, create one. If it has a humdrum headline, generate one that is attention grabbing.

How about you? Do you suspect that one of more of these marketing blunders caused your marketing messages to fall short?

By avoiding these expensive mistakes you will improve your chances of success. Put these mistakes behind you and begin to produce marketing communications that get attention and the results you want.

If you would like to avoid marketing blunders and get your hands on additional high-voltage marketing techniques...

Hanson Marketing Group, Inc.
Certified Professional Consultant to Management
8011 Navajo Street, Philadelphia, PA 19118
Phone: 215-753-2620 Fax: 215-753-9223

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