After years in business, you probably know by now what makes your business fail or succeed. Perhaps you have already mastered the pattern of what works and what doesn’t. Mistakes are part of running a business. It’s part of the learning process. But if nothing is done to remedy these mistakes, the business will never grow and succeed.
It’s all too common to see businesses fail because of poor marketing strategies. The product, resources, and audience are there, only that the strategy was inappropriate. It was not planned well, thus, the failure of the campaign. What could have been a gainful venture ended up with wasted resources. Here are some of the common marketing mistakes that pop up over and over again:
1) Investing on rationality rather than emotions. Sure, planning a marketing campaign should be based on rationality, but remember that consumers don’t use their rationality when making purchases; they use their emotions. If you want to influence them to make a purchase, don’t use reason with them, rather connect with their emotions.
2) Creating confusing messages. Most marketing messages these days are rampant buzzwords based on clichés. Even simple flyers and folded postcards contain the most jargon you can ever find in a marketing material. Marketers believe that if they don’t use clichés no one will trust their claims. However, most messages that break through the noise and make an impact are those that are simple and straight to the point. Why? Because it’s rare and people easily know what to expect from the company.
3) Making everyone their market. No company can make everyone their target market.
This will only result in failures and lost sales. Clever business owners know that by narrowing their target market they are increasing their chance of gaining better brand appeal. As the right audience is targeted, positive results will be achieved.
4) Extensively going with the trend. While new trends provide a better and faster way of communicating with people, you shouldn’t be quick to adopt every tactic that sprout in the market. It’s best to stick with what works with you so you can maximize your marketing efforts and your resources.
5) Overusing marketing collaterals. Some businesses think that if they spend a lot on their brochures or custom postcard printing, people will be impressed with their professional appeal. What they don’t realize is that it’s not the look or appeal that impresses customers but how the message is delivered. If valuable advices on how people can benefit from the products or services offered will be placed on each marketing material, there’s higher chance to get more leads.
6) Competing too hard. Competition is good and easy, especially if you know that you can easily outdo your competitors. But if you just try to offer the same thing only better than what your competitors are doing, it’ll be extremely difficult to outshine your competitors. It’ll be best to be different than be better.
7) Giving up too easily. If you already have a plan and you know you can do it, push through with it. Don’t chicken out once your competitors are on your tail. Remember that not everything you do will succeed. There will be times you will fail, but don’t take them too seriously. Instead, learn from these mistakes in order to grow.
These mistakes must be swiftly corrected so they don’t get bigger and more expensive to correct. There’s always room for errors in business, but it should never be tolerated. If you want to succeed, learn from your mistakes and try not to commit them again.
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