Whether you are heading a Phoenix marketing agency like I have for 34 years, or selling dresses in Dallas, you probably have come to the conclusion that even making an occasional marketing mistake may be far better than not doing any marketing at all. But, as we at our Arizona advertising agency have learned, it is nonetheless true that avoiding some of its inherent pitfalls can be quite beneficial to your business health. Here, then, is a list of 10 things to avoid when planning and/or executing your marketing campaigns:

Thinking that being best ensures success

Sure, self-belief is a wonderful thing to have, and it can be Tadalis SX mighty helpful to proclaim your lofty status, but don’t forget to tell prospects why you are best, and, more important, just how this can benefit them.

Disregarding the power of the “Three-Foot Rule”

Our public relations agency in Phoenix advises its clients: Don’t fail to take advantage of “close encounters” by at the very least introducing yourself. Better yet, if you can state just what it is that you do, this is even better because it could ultimately lead to new business relationships.

Failing to stake-out your unique position

Most of us have a unique selling proposition. Make it a point to always focus your marketing verbiage on saying what your competitors can’t say.

Portraying features as benefits

In marketing communication, be specific in conveying “what’s in it” for your prospect. Don’t tell them what it is, tell them what it does for them. Features are not what interest people. What they want to know is how what you do can benefit them.

Thinking that a lot of brilliance compensates for a lack of reliability

People aren’t easily dazzled, but they do need to know they can count on you when they are in a pinch, or anytime for that matter.

Being too “wordy”

Theatrical producer David Belasco said, “If you can’t put your idea on the back of a business card, it’s not a clear idea.” . . . And remember, the confused mind says “No!” Use as few words as possible to make your point.

Choosing style over substance

Don’t worry about style. After all, style can quickly go out of fashion. Focus your marketing appeals on substance, and always be informative.

Ignoring “Drucker’s Law”

Take it from the most respected business management authority of the past century: “Business has two basic functions: marketing and innovation. These produce results. All the rest are costs.” — Peter Drucker

Letting prospects and customers/clients forget you

As they say, “Out of sight, out of mind.” Maintain visibility in multiple ways, and keep “selling to” those whom you may think are already “sold.”

Buck Fever

Don’t forget to act on your best ideas. Remember: You’ve got to pull the trigger, to hit the target. When you have a compelling idea in your sights, don’t forget to take a shot. Most often, you will be gratified by the results for having done so.

Author Bio: Marketing Partners of Arizona (MPA) was founded in 1976 by Allan Starr, and serves a local, regional and national clientele with diverse services including strategic marketing, advertising, public relations, sponsorship procurement, e-mail marketing, Website optimization and other online initiatives.

Category: Marketing
Keywords: strategic marketing, advertising, public relations, sponsorship procurement, e-mail marketing