5 Mistakes That Could Ruin Your Marketing

By Crystal Pope

-Not marketing to the right audience

The #1 most important element of a direct marketing campaign is the list! Marketing to the wrong audience can be detrimental to your marketing efforts.

Market the right message to the right set of eyes. Your message and offer must be applicable to the person receiving it. Customers need to feel a connection to what you are offering- a sense of relevancy. A prospect is much more likely to respond to an offer or service that they have an interest in or a need for.

-Not focusing on the customer

It’s not all about you. Focus on the customer. What can you do for them? Put emphasis on benefits, rather than features. Think about how you can help, rather than what it is you do.

Ask yourself what someone will gain and how they will benefit from using your product or service? Focus on this.

Ultimately, your prospect wants to know what’s in it for them. How can you help them solve a problem, save time, save money…?

-Not contacting the prospect more than one time

There is a rule in marketing called 3-7-27.

It takes 3 contacts for a prospect to recognize your business name/brand.

It takes 7 contacts for a prospect to associate your name/brand with what service/product you offer.

And, it takes 27 contacts before that prospect feels comfortable enough to do business with you.

Diversify your marketing. The “27” contacts can be a combination of marketing efforts-postcards, newspaper ads, commercials, branded vehicle, etc.

Let’s face it, people are busy! Your one contact might be overlooked. Stay consistent and you will reinforce your business as a “brand”.

-Not including a call to action

Next to the mailing list, your offer is one of the most important aspects of your marketing campaign. An offer consists of three things:

  • The product or service you are selling
  • The price
  • The action the consumer must take to obtain your product or service

A compelling offer will grab attention. A call to action will turn this attention into a response. Make it clear as to what the prospect needs to do to receive the offer and when they need to do it by. Example: Call TODAY to receive $100 off your first month of lawn service.

-Not keeping the message simple

Direct mail that is cluttered, wordy and crowded will not, likely, hold attention.

Consumers are exposed to hundreds of messages per day. You only have a few seconds to capture their interest. Keep your message brief, simple and to the point.

Keep your marketing simple, relevant and top of mind. Success and results can be achieved with consistency, clarity and a thought into the perspective of the consumer.

For help avoiding these and other costly marketing mistakes, contact our Inside Account Management Team at 1-800-287-5710 or okiam@prospectsplus.com