Tuesday, May 10, 2011

What NOT to Do in Marketing a Business

By: Leah Delaney


In carrying out a marketing campaign, there are a lot of things to consider: the content, materials to use, color scheme, logo, font size, design style, and many others. There are simply a lot to think about—enough to make someone confused and disorganized. So, the next time you carry out a postcards, posters, or business card campaign, you need to plan everything carefully. You need to avoid the marketing slip-ups commonly practiced by business owners. What are these slip-ups that we are talking about? Here are some of them:

Writing a poor headline. Whatever you are writing, be it an email or newsletter, you need to create a compelling headline. Keep in mind that the headline is the most crucial part of your marketing material. It is the single most important element that will draw your potential customer’s or client’s attention into your business. A well written headline will make sure that your prospects are motivated to read your material and even call you or visit your web site to learn more about your business and your offerings.

The offer is poorly presented. Most of the response your business will get from your marketing campaign will likely come from your offer. Remember that today’s marketplace is highly competitive, so your need to give your prospects an offer they cannot resist. Examples of good offers are free items, discounts, and others that will tell your prospects that they get to save some of their budget.

Call to action is poor. In every marketing material you create, it is important that you present your customers with a strong call to action. You have to ask them to take a specific action. This can be by calling your, visiting your web site, or returning back the postcard printing that you sent them. If your materials don’t have a call to action, your prospects would do nothing. So, take your customer’s reaction in your hand. Tell them what they should do.

You don’t have a good mailing list. No matter how effective your products or your offers are, you would still need to have a highly targeted mailing list. You can create the list yourself. You can use your old list that has your existing customers, or you can create a new list. The good news is there are companies that sell or rent mailing lists today. You simply have to make sure that the list you are getting fit the description of your target customers. Let your list grow overtime to ensure you don’t loose any sales and profits.

Not measuring the effective of your campaign. You can basically use every marketing technique available today to promote your business. But you have to make sure that you measure the effectiveness of every marketing material you use. You have to determine which material is effective for your business and which should not be used in your next campaign. This will help you save your time, effort, and money in marketing materials that don’t bring in positive results.

Focusing on gathering new customers and neglecting existing customers. Keep in mind that it is far more inexpensive to maintain current customers that gather new ones. Likewise, it’s more likely for old customers to buy from you again as they already know the quality of the product or service you offer than to convince a new customer to patronize your offerings. So, make sure that you don’t neglect your current customers and instead communicate with them on a regular basis. This will help you bring your business to success ultimately.

Leah Delaney is specializing in writing articles on a printing company. Try to visit this page for more tips about cost effective postcard printing and find the best place to print postcards for successful marketing campaign.

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