Do You Make These Top 5 Marketing Mistakes?

Posted: Updated:

Picture this: You’re the CEO of a multi-million dollar company. In just a few short years, you have led your firm in quickly become a rising star within your industry. Now, you’re ready to make your entrance into the big leagues known at this year’s premier tradeshow. The only problem is that your rapid growth has outpaced your "DIY" marketing. And to be taken seriously at the next level, your company needs a strong marketing message that clearly conveys your commitment to innovation and customer service.

Better Marketing Means More Sales

This is exactly the position that a recent client of mine was in. Everything from their business cards and website to display banners and company brochures, desperately needed an upgrade. So how can business leaders create marketing messages that connect with their prospects and influence them to buy their products or services? Well, for starters, you can review your marketing and sales materials to make sure that you’re avoiding these “Top 5 Marketing Mistakes”.

Every day I work with companies, of all sizes, helping them to engage their ideal customers, position themselves in the marketplace, and generate new leads and increase sales through better marketing.

And whether you are writing a sales letter or scripting a keynote presentation, avoiding these Top 5 Marketing Mistakes will help you better engage your audience and inspire them to take action.

Top 5 Marketing Mistakes

Talking more about your company instead of your customer.


It may sound harsh, but people generally do not care about your business. They only care about how what you have will make their lives better. So instead of waning on about your company history, just explain the benefits you provide to your prospect, in an emotionally compelling way. Then, present them with a straightforward and irresistible offer to buy your solution.

Using insider terms or technical jargon instead of common language.

The axiom is true: if you confuse prospects, you will lose prospects. Be discerning in how many details you share in your marketing collateral. Keep your message simple and stay out of the weeds whenever possible.

Talking about features instead of benefits.

This is basic sales training 101. Still yet, I run into business making this marketing mistake all the time. The difference between features and benefits is like night and day. For example, the amount of megapixels in your phone’s camera is a feature. But how those megapixels make the pictures you take look better, is a benefit. Remember: “features tell, benefits sell”.

Using a passive voice instead of an active voice.

Instead of saying “The best widgets are built by XYZ Company” – passive voice, say, “You can rest assured, knowing that your widgets are built safe, strong, and provide a 100% warranty with XYZ Company” – active.

Leaving your reader wondering what to do next instead of giving them a clear call to action.

There are unknown amounts of dollars left on the table because too few businesses ask for the order. Give your prospects a reason to reply to your ad, take the next step, or respond for more information.

Activate Your Advertising

Don’t let these marketing mistakes hold you back from increasing your company’s revenue.

As Peter Drucker said, “The aim of marketing is to make selling superfluous.”

Make your brand messaging as clear and compelling as possible, and then you can have a consistent pipeline of new, qualified prospects, eagerly waiting to buy from you.

Joshua Lee Henry is founder and chief executive officer of Activate Advertising.

  • Perspectives

    • Regional Investment Proposal Could be a Game Changer for Quality of Place Initiatives in Indiana

      While quality of place may be defined differently by people, a growing number of Hoosiers recognize the importance of this issue. In particular, the impact of quality of place on talent attraction and retention in a geographic area cannot be ignored. The future of every community is dependent on quality of place. Like many Midwestern states, Indiana is not growing at the same pace as areas in the southern and western regions of the United States.

    More

Subscribe

Name:
Company Name:
Email:
Confirm Email:
HTML
INside Edge
Morning Briefing
BigWigs & New Gigs
Life Sciences Indiana
Indiana Connections
INPower
Subscribe
Unsubscribe

Events



  • Most Popular Stories

    • GPC is a subsidiary of Kent Corp.

      Ag Manufacturer Begins Expansion

      Iowa-based Grain Processing Corp. has broken ground on an expansion project in Daviess County, which has been more than four years in the making. The company is investing $70 million to expand its Washington plant, which could create up to 20 jobs when complete.

    • Chromcraft Revington Acquisition Complete

      A Colorado company has completed its previously-announced acquisition of West Lafayette-based Chromcraft Revington Inc. As a result of the $3.5 million deal, Chromcraft will operate as a wholly-owned subsidiary of...
    • Purdue Touts New Autism Research Center

      Purdue University says it will expand community programs, resources, collaborations and faculty members researching autism with the development of its new Purdue Autism Research Center. The center has 20 faculty members from the colleges of Health and Human Sciences, Education, Science and Veterinary Medicine.

    • IU Kelley Tops U.S News and World Report Rankings

      Indiana University's Kelley School of Business is ranked first among online MBA programs and online master's programs in the most recent U.S. News and World Report Best Online Education Program rankings. Ball State University's Miller College of Business also reached the top 20 in the online MBA rankings.

    • Skilled Nursing Facility Proposed for Merrillville

      A new $7 million skilled nursing facility is being proposed in Merrillville. Our partners at The Times of Northwest Indiana report the development would include five residential buildings outfitted with 12 beds, a dining area, beauty salon and spa.