Fatal marketing communications detours on the road to visibility

Visibility.  Awareness.  Being known.  That’s where selling starts.  Most business people know this at least intuitively.  But they may stumble, fumble and not make headway due to these five common marketing communications mistakes.


1.        KEEPING IT A SECRET
This seems basic, but many business people either forget the need to get out the word or purposely avoid this step because they’re worried about the competition.  The usual outcome of not telling the world about your product, service or company is disappointing sales.  Your prospective buyers need to know about you and your offering before they’ll buy.  It’s up to you to tell them.

2.        GIVING UP TOO SOON
It can take nine or more (!) repetitions of a message before it sticks in a prospect’s brain.  Don’t be alarmed if a single ad, mailer or whatever doesn’t yield a phenomenal response.  Keep at it with consistency, and you’ll see results.

3.        NOT USING THE POWER OF THE MIX
Repetition is good.  But it can be expensive and hard to achieve if you rely on just one communications type.  A mix of tactics carrying the same message to the same audience is more effective and affordable.

4.        NOT BEING BUYER-ORIENTED
You know what YOU want to say.  But do you know what your prospects want to hear?  If you don’t, ask them! Prospective buyers will pay more attention to messages that speak to THEIR needs.

5.        BEING BORING
Truth is, an uninspiring presentation will get through if it’s repeated enough times.  A fun, intriguing, interesting presentation of the same message will cut through the clutter faster.  Why settle for boring?