[dropcap]T[/dropcap]here’s one marketing mistake that stands head and shoulders above all others. It’s common among big companies, little companies, entrepreneurs, artists and authors.
It’s this:[highlight] Giving up. Stopping marketing activities too soon.[/highlight] Changing direction before the results are in.
I’ve seen this mistake over and over again. It’s most times heard this way: Michael has a brilliant marketing idea for his new product. He goes for training, he reads to eBook on marketing, he wrote his sales letter and he learns how to spread his product across all social networking sites. He started marketing on 1st of October and for four weeks he faithfully writes, posts and even talks about his new product… And nothing seems to be happening…
By October 31, Michael says, “Arrrrgh! This must be the wrong marketing plan. I’ve got to change it.”
Maybe he takes another course or reads another eBook. Then he comes up with another marketing plan. So he’s off and running on November 1 with a brand new marketing plan…
And nothing seems to happen again.
By November 30, Michael is frustrated. And he goes like “I just spent $2,000 on ads this month with my brand new marketing plan. I wrote press releases and articles. I tweeted and posted and did everything. Why is it not working?”
So on December 1, Michael got an inspiration for a new marketing plan… and so it goes.
Do you notice what’s happening here? Do you identify yourself or your company in this story? It happens all the time, even among companies that should know better.
Some years ago, marketing professors told us that it would take at least 3 years for a new business to break even or make a profit. They also said it took at least 3 contacts with a prospect before they even recognize your name. That was an axiom in marketing for a long time – the magical “3 ads before a sale” mantra.
Recently, statistics is showing us that it’s taking 7 or more contact points with potential customers to make an impression, let alone a sale. Seven times! More than double what we saw years ago.
So Michael is doing all the right things but he’s not giving the right things time enough to take hold in the marketplace.
Let’s assume that Michael’s first brand message was spot on. He did his homework, and developed a great message that sparkles with interest and passion that really resonates with his customers. Why aren’t his customers calling her right away?
They want to, but they put aside his great newsletter to do something else and lost it
They want to but won’t have the budget until next month…and when next month rolls around, his message has changed, and he no longer seems like a great fit
They want to, but the boss just put them on another project, so it’s not the right time (but they’d love to keep in touch with Michael)
They want to, but they got sick….their kids got sick…the dog got sick…they just plain forgot
…and so it goes.
So don’t make the number one marketing mistake. Don’t switch horses in mid race. By all means, if after a few months you get zero response, rethink it. But give your messages time to penetrate through the many layers that are out there to reach your potential customers.
Feel free to drop your comments below as regarding marketing your business…