The 10 Most Common and The 10 Most Common and Expensive Marketing Mistakes Expensive Marketing Mistakes

Business Owners MakeBusiness Owners Make

And What You Can Do About Them

Tim HayesConsultant, Freelance Copywriter, and

Salesman since 1986.

Speaker and Published Author of Articles in Business & Web Publications. Partner, Smith Growth Partners, Principal of Direct Response Consulting Group, Publisher of “Getting Growing” Blog & Tim’s Tips and Freelance Direct Response Copywriter.

3 3 ReasonsReasons for Mistakes for Mistakes

1. No one trained you

2. Marketing & Advertising Vendor Based

3. You’re their sale

““FollowingFollowingthethe

Follower”Follower”Earl NightingaleEarl Nightingale

3 Traits of 3 Traits of CompaniesCompanies with with Effective Marketing ProgramsEffective Marketing Programs

1. Charge Higher Prices & Fees

2. Seemingly Endless Supply of Pre-qualified Leads

3. Success Looks Easy

#1 The Offer#1 The Offer

• Weak Offer• Lousy Offer

or• No Offer

Types of Good Types of Good OffersOffers

• 2 for 1 Deals• Brochure or technical specs• Download a PDF*• Request a White Paper or CAG• Free “Relevant” Bonuses

There’s also 3 exceptional bonuses:

BONUS #1: Inside Secrets To Marketing On The Internet

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You get the Course and the bonuses for the

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#2 No Urgent Reason to#2 No Urgent Reason to RespondRespond

Strategies to Create Urgency:

• Scarcity• Deadlines• Valuable bonuses & premiums

#3 Unclear or No Instructions#3 Unclear or No Instructions

Tell them exactly:

• What to do• How to do it• When to respond• What will happen after they do

Please send my copy of “The 10 Common & Expensive Marketing Mistakes Business Owners Make” to:

Name__________________________________________________Company Name_________________________________________Address________________________________________________City________________________State_______Zip Code________

CallCall 24/7 to (978) 269-4861 and just leave your name, company

name, address, city, state and zip. OR

Email your request to: thayes@smithgrowthpartners.com

Please request the print version (include name, co. name, address, city, state and zip code) or a PDF.

#4 Fail to Measure or Track #4 Fail to Measure or Track ResultsResults

Here are the basics:

• Know the full cost of campaign• Know the source of reply• Capture vital information• Track progress• Automate• Hold people responsible• The cost per lead and customer

#5 #5

Always Follow UpAlways Follow Up

• Comdex show in Las Vegas (2003)• More than 180,000 attendees• A survey of 3 attendees 5 weeks after the

show…

• Collectively they requested info from approximately 300 companies (Each asked 100 companies)

• After 5 weeks they had received only 4 follow up responses…!

• Less than 2% response after 5 weeks….!!!

• And they asked for the info….!

Regarding Follow UpRegarding Follow Up

• Know the source of reply• Capture vital information• Track progress• Automate• Hold people responsible

#6 Putting Brand/Image First#6 Putting Brand/Image First

Good Marketing:

• Gets Attention• Targets identify themselves• Generates “Concerned Interest”• Leads to the next step• Is cost effective

Brand building is expensive!Brand building is expensive!

Put sales and profits first.Put sales and profits first.

Do brand & image when you Do brand & image when you generate luxury marketing dollarsgenerate luxury marketing dollars

#7 Making Your Marketing Look #7 Making Your Marketing Look Too GoodToo Good

• Spending money on creative• The buy is too big• Dollars sit on shelf• Going outdated

#8 Weak or Soft Copy#8 Weak or Soft Copy

Marketing is Selling in Media

• Needs strong argument• Weak messages get set aside• Command presence

Soft CopySoft Copy

Strong CopyStrong Copy

#9 Not Starting With or Demanding #9 Not Starting With or Demanding ResultsResults

Only Measurable Results Count!

Here’s What Doesn’t CountHere’s What Doesn’t Count

• Your opinion• Your spouse or significant other’s• Fishing buddies• Association members• Competitors• Employees

#10 Didn’t Try Long Enough#10 Didn’t Try Long Enough

Have you ever said something like:

• “I sent a letter once. It got no response so I stopped”

• “Advertising doesn’t work”• “We never get up sells on our website”• “I ran an ad in a Trade Journal—nothing!”

How to Get a Marketing MindsetHow to Get a Marketing Mindset

• Purge the old junk• Decide & write down a marketing plan• Get new tools• Count and measure• Change your thinking• Call in outside help