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Are You Making These Two Massive Marketing Mistakes?

Copyright (c) 2009 James Roche

At first, understanding marketing can seem as confusing and confounding as trying to understand the opposite sex. What you think will work produces no response. What you like may not be what your target market actually wants. There's a marketing style that elite, wealthy entrepreneurs use...but the sad truth is, most other entrepreneurs aren't in on the secret (and they suffer financially because of it). But I'm going to let you in on the secret and show you how to avoid two painful, embarrassing and common marketing mistakes.

Massive Mistake #1 - Features Marketing

This is the most common mistake for beginning marketers. Instead of selling results, the Features Marketer tries to sell their PROCESS. Look at most life coach websites. What do you see? "Find your core values", "Inspiring You To Find Your Spirit", "Welcome and Discover".

The only people who care about these marketing messages are other life coaches! It's like a bunch of computer geeks standing around the vending machine talking their techno-babble waiting for their Twinkie to pop out.

Here's the deal...nobody else cares about the methods you use to do what you do. Your process of working is only exciting to you and others in your industry - not to your target market. Your target market only cares about the RESULTS you can produce. So stop trying to convert us into your world. In marketing at least, it's not about you - it's about what your target market most wants.

If you sold drill bits and made this first massive mistake here's how you might try to sell me on your product..."These New Drill Bits are made of Tungsten Carbide. The over all length is 1.50". The shanks have a diameter of .1250. Want to buy it?" Bottom Line Solution: Stop telling us what your product is. Tell us what it does - the end result we'll receive when we use your product or service.

Massive Mistake #2 - Madison Avenue Marketing

On the other extreme of the scale is being so hip and cool with your marketing that you end up leaving the audience going, "Huh?" Think of car ads that you never remember the car company. Think of chic perfume ads that don't show a perfume bottle. They are high concept, abstract and confusing.

While this is the realm of big companies with lots of money to waste (um...I mean "invest"), many entrepreneurs try to play the same pointless game. If you're just launching your business and most of your energy is hair-splitting about what color your logo should be...you're trapped by Massive Mistake #2.

I believe branding is important..but ONLY after you're very clear on the benefits and results of what you offer...AND you have a proven track record to back up your claims. Trying to prove you're an important expert with cool graphics is weak and inauthentic. If you want to impress your prospects give them a clean, clear offer they can't refuse and back it up with plenty of testimonials and case studies.

Again, this marketing style is all about you - not your target market.

Here's how you'd market a drill bit if you're making Massive Mistake #2: On a big, expensive billboard put a large black dot on a white background. Underneath the ominous spot put the word "HOLE". Then in the far right corner, in super small writing, put your website.

(Wow that's so cool. I think I'll rush home and look at that site up. I wish I was as clever as the genius who thought that up! ?)

Bottom Line Solution: Stop worrying about font, color and design. Give us an offer that solves our immediate problem in clear, plain English.

The Ultimate "Sweet Spot" Solution - Direct Response Marketing

Direct response marketing is about building relationships with your prospects by providing tons of value that solves their immediate problems. It's all about THEM and what THEY want - it's not about you.

It's about tangible benefits and a story that I can relate to emotionally.

Benefits are the end results people can expect when they use your product or service. Story is how you get your prospects excited emotionally about the results they can expect.

As a direct response marketer you wouldn't sell the drill bit (who needs another piece of metal around the house?)...you would sell the HOLE! But unlike the Madison Avenue style, you talk in plain English about the bottom line result. If I'm selling a 1/8 inch drill bit it might go something like this:

"This easy-to-use drill bit makes a nice, clean hole. It's the perfect hole-size for hanging pictures on the wall. Imagine how warm and cozy your home could be with photos of your loved ones decorating your walls."

If you want holes to hang pictures you response will be, "Great! That's what I want. Where do I buy it?" Why? Because I'm telling you what you want to hear. And I'm painting a picture through story that has you imagining the benefits of a drill bit so you sell yourself on the product.

Use the 80/20 Rule In Your Marketing Style Don't get me wrong - selling your features and having a great brand are important too...just not as important as having a clear offer that produces tangible results.

As a general rule, focus 10% of your marketing message on features and 10% on your branding. The remaining 80% of your marketing presentation should use direct response marketing principles because it gets you the best, fastest and easiest results.

About the Author

Small business marketing consultant, James Roche, shows you how to attract more clients and make passive revenue with information products. Discover his proven and practical marketing strategies with his free special report, "The Shift: Quit Struggling, Make a Difference and Join the New Rich" http://www.marketingmadeeasyblueprint.com/free

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