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Business Marketing Mistakes: 3 Biggest Marketing Mistakes Every Business Manager Makes

Who hasn't let a typo slip by or misspelled the CEO's name or printed the wrong phone number somewhere? Those marketing mistakes don't warrant an article. In fact, just one word of how-to-fix-it advice is sufficient: proofread!

Here are a few more important marketing mistakes that just about every business manager out there makes, along with a recommended fix that will help you attract more business and get better results from your marketing, regardless of how big or small your marketing budget is.

Mistake #1: We think that marketing is something we 'do'.

"We need to do some marketing." It's the first thing you think when you need to boost business. Problem is, when you think of marketing as something you 'do', you're usually thinking about publicity, direct mail, flyers, email, ads and promotion. Marketing is much more than merely promotion, and it's rarely a quick fix.

The real fix is to expand your definition of marketing. Instead of thinking of it as something you 'do', think of marketing as anything that helps or hinders the sale or use of your product or service. This includes: your location, the attitudes of the person who answers the phone, your name, pricing, policies, proposals, personality and more.

Before you write a promotional word, do a 'help or hinder' once-over. Make a list of what's helping you attract business and what's getting in the way. Figure out what obstacles you can quickly fix or remove? What 'helps' can you enhance or spotlight? Until the help-or-hinder homework is done, working on promotion is premature.

Mistake #2: We breathe too much of our own exhaust.

We are such big believers in our businesses that we can't wait to show it off. We admire our attributes and inhale our excellence. Then we exhale it all into our marketing communications. The problem is, when you do that, your marketing is all about you. And people don't care about you. They care about themselves.

If your marketing is going to get any response at all, the first thing it must do is connect to something prospects care about. Connect before you convince. Try this four-step exercise:

1. Describe your products and services. Get the exhaust fumes out.
2. Identify one or two attributes or attraction factors.
3. What is the benefit, the need or the want, that is satisfied by those attributes?
4. Why is that benefit important, personally, to the target audience?

For example, Joy dishwashing liquid (descprition) has real lemon (attribute) that cuts grease and leaves dishes shinier (benefit). What a nice reflection on you! (Connects to what a mother cares about.) Connect to what people want. Not to what you do.

Mistake #3: We all look alike.

A bank is a bank is a bank. Realtors, lawyers and consultants are a dime a dozen. The list goes on. But here's the good news: the more two businesses look alike, the more important each difference becomes, and the more impact even the tiniest difference will have on setting you apart. Why?

Consider identical twins. What's the first thing you do when you meet a pair? You try to find a little something to tell them apart. The same is true for your business. Your prospects are looking for a point of difference (just about anything )they can use to set you apart from your competition.

To find your points of difference, start with your points of contact, or 'touch points' in your company. Make a list. Business card, fax cover sheet, invoice, phone greeting, front door, home page, etc. Then look at what the competition does and ask yourself how you can do it differently. Just a little bit will make a big difference, because your prospects are looking for them.

For now, try the Help or Hinder, Connect Before You Convince and Find Your Points of Difference tools to make your marketing more meaningful and effective. Be wary, too, of unrealistic expectations, faulty research, deadly bullet points and lack of follow through-- four other common marketing mistakes.

About the Author

Terri Langhans is the author of the book "The 7 Marketing Mistakes Every Business Makes (And How To Fix Them)" and COE (Chief of Everything) at http://blahblahblah.us, her speaking and marketing retreat business for companies who want to be anything but blah. For a limited time, you can receive a FREE copy of the book and a FREE Audio CD when you order the DVD of a live 90-minute workshop at Black with hand painted details

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When you use our bacteria drain opener, it eats the grease and soap on the bottom and top of the line and continually grows as long as any grease or food come down the drain. We are so bold as to say as long as you use 4 ounces of our drain opener a month in each drain you will never have another stopped up drain. Stopped Up drains, slow drains, drain maintenance, septic tanks and septic fields.

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* Companion Web site includes articles and links to important news and registration sites

Customer Review: Best SEO Book for Beginners

I've spend years teaching people how to optimize websites for search and I always recommend that people read this book to get started. It provides simple, but accurate, explanations on how to optimize websites for search. I highly recommend it.

Customer Review: Great book

I don't think you have to be a dummy to read this. I am more advanced online and learned a bunch from reading this book. It is really worth the money. I highly reccomend it!

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Customer Review: DON'T WAIST YOUR MONEY

If there were any way to get refund I would. This is not a game it's a graphic novel. Yes, you can make choices to achieve different ending but mostly you just read and watch changing screen shots. Which is fine if that's your thing but if you want action, adventure, roll playing you will be vary, very, vary disappointed. Also the language of the game is Japanese, I don't speak Japanese and no amount of art or story line can make up for having to spend all that time reading to the point you don't have time to watch the screen shots change. You can control the speed to the text, true enough, but you still can't enjoy an even moderately paced game doing so. Amazon should make it clear that games like this are in foreign languages and that they are not really games at all. I will be more careful of how I choose my games and spend my money with Amazon in the future.

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I love these seiyuu (voice actors); they're the reason we bought the game. I could listen to Midorikawa, Ishida Akira and Koyasu Takehito all night. :-) We bought the game when it was new, before there were many reviews out -- we didn't know at the time that there was an, er, heavy-yaoi track. Fortunately, the game offers options, and you can also play through the game as a heterosexual or as a character who prefers to avoid sado-masochistic encounters.

That said, the game is not built well. There are enormous plot holes left by the choose-your-path storyline, and it wasn't until we explored many different paths that we learned some key plot points. In addition, the plotting and artwork is mediocre -- clearly this is targeted to indiscriminate adolescents with more money than taste, who are more interested in pairing pretty vapid males than in working through a mystery and gothic horror story.

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MediaRelationsCoach.com: Free Tele-Seminar November 27 to Help Publicize Your Business: Learn How News Decisions Are Really Made

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CHICAGO, IL (MARKET WIRE) A free tele-seminar will be held November 27, 2006, at 3:00 p.m. Eastern Time to give PR and marketing professionals, nonprofit managers, and small-business owners insight …

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