Manizesto

For most small business owners, a successful marketing program is like the elusive blue whale; you know it’s out there and it’s big, but actually finding it is easier said than done. But avoid these seven deadly marketing mistakes and you’ll be much more likely to find success.

Sin #1: Not being consistent. A key to successful marketing is sending consistent messages to your potential and existing customers. If you’re not consistent, you’ll probably lose their attention and have a hard time staying at the top of their minds.

Sin #2: Waiting to start marketing. Never, never think it’s okay to wait a while to start marketing your small business. Waiting will only hinder your growth and make it harder to get started. Every minute you’re not marketing is time you could be spending building awareness and making sales. Don’t put it off.

Sin #3: Investing in the wrong marketing channel. You can spend hundreds of thousands of dollars advertising during SportsCenter, but if your target audience isn’t watching that show, you’re throwing money down the drain. Make sure you advertise where your customers eyes and ears are.

Sin#4: Having a me-too attitude. There’s nothing wrong with wanting to be like the leader in your industry, but don’t think for a second you can get away with doing things exactly like they do. If you want your business to be successful, you need to differentiate yourself somehow. Be the healthy alternative. Be the quality leader. Be the ones who give out free ice cream. Just do something different that adds to the customer experience.

Sin #5: Being everything to everybody. You can’t please everyone all the time, and you won’t be in business long if you try. Find a niche that you can succeed in and focus on that. FedEx became successful because they promised next day delivery by air; Domino’s did it with pizza delivery; and you can do it too.

Sin #6: Thinking you’re better than your competitors. You’ve spent a lot of time getting your business off the ground and putting together a great product or service, but remember, so have your competitors. Don’t underestimate them. Find your strengths and play to them with your marketing efforts, and keep in mind your competitors are probably working just as hard as you.

Sin #7: Thinking you can position or spin your way into long term success. Lying or embellishing your products is a very shortsighted and misguided approach to marketing. Time and disappointed customers are all it will take to see through your facade and eventually the truth will come out.

More marketing tips can be yours by subscribing to Manizesto.

Photo courtesy of DerrickT.