If you’ve done any advertising or marketing for your business, I can virtually guarantee that you’ve been making at least one of the following two common marketing mistakes.
It doesn’t matter if you’ve been in business for 5, 10, 20, 30 years or more … it doesn’t matter if you’ve been getting what most people would consider pretty good results … I’m here to tell you that these 2 mistakes have cost you a lot of money in lost opportunities and sales.
I’m not just blowing a bunch of smoke here to catch your attention. In fact, I want you to stop reading this article right now and go grab some of your marketing material—a brochure, a radio script, a TV ad, a newspaper or magazine ad, your website, whatever it is—get access to it right now and then evaluate for yourself as I describe these two mistakes.
I want you to objectively judge your own marketing and advertising and make a determination for yourself whether or not what I’m saying has value.
So let’s begin.
Mistake #1 – Using at Least One of the Forbidden Phrases in Your Marketing Right Now
So what are the forbidden phrases? Well, they are phrases that use platitudes. In marketing, platitudes are essentially the kiss of death. So let me give you the definition of a platitude as it pertains to marketing. Platitudes are “words or phrases that are dull, obvious, or predictable that lack power to create interest because they are overused and unoriginal, that are nevertheless still commonly used as though they were unique or distinctive.”
Let me give you some examples of platitudes. They are words and phrases like, “Highest Quality, Best Service, Largest Selection, Gets the Job Done Right the First Time, 30 Years of Experience, In Business Since 1776 B.C., Honest, Hard Working, You’ve Tried the Rest Now Try the Best, Number One, Your Dealer of Choice, State-of-the-Art, blah, blah, blah, blah.” Sound familiar? Of course it does. You’ve heard this kind of junk for years, and companies even hang taglines on them.
But now here’s the killer question, do you have these terms in your marketing? I bet you do. I don’t even know you, but if I were a betting woman (which I’m not), I’d bet the farm on the fact that your advertising and marketing is loaded with platitudes just like these right now.
Take a moment to look at your marketing piece and see for yourself, .
Here’s the bottom line … these platitudes that fill up your marketing and advertising are killing your profits and destroying your marketing opportunities. That’s because they don’t distinguish or separate you in the marketplace. They don’t quantify or specify anything. They’re not believable, they’re usually not provable, and they cause your prospects to minimize, discount, disbelieve or—worst of all—ignore you altogether.
Ultimately, your market ends up believing that you and your business are just like everybody else in your industry. This is why you continually get ground down on price, regardless of how great you claim your product or service is or how much better you think you are than your competitors. None of that matters, because you have introduced yourself to the marketplace as one more scoop of vanilla in a whole vat of vanilla.
Now I’m not saying there is anything wrong with vanilla, in fact I love vanilla, but what I am saying is that if you are perceived as being vanilla—just like everyone else—the only real message you’re portraying to your market is “me too.” Think about how pitiful that is.
This is why businesses struggle, and their sales are dependent upon the force of the market and not on their ability to win over more and more customers to dominate their sector. That’s a big difference.
Common Mistake #2 – Fragmented or “Piece-Meal” Marketing
This is absolutely the wrong approach to marketing, yet it is the most common approach in business today. Everybody is doing it, including you and your competitors, I’ll bet. The good news (or bad news if you’re slow), is that the first one to fix this problem basically wins.
Let me explain: Fragmented marketing (in contrast to “systematized marketing”) means that there is no cohesive message or comprehensive system handling your marketing for you. Instead, when you buy marketing and advertising, it is developed by the company creating the ad, right?
Think back to the last advertisement or marketing piece that you created for your company. What was it—a brochure, a website, a printed ad, a radio spot? So now let me ask you a question: Who created the final product for you? The media company did, didn’t they? The radio station created your radio spot, the magazine created your magazine ad, the design company created your brochure, the web design company created your website, and the video production company developed the content for your video, right?
Think about how fragmented that makes your marketing efforts. All of those different companies have different ideas about what your marketing message should be, based on their own limited experience with your company. Inevitably, they all use platitudes and then try to throw in their own dose of creativity. Think about how wrong this is. You need to develop and own your messaging, you shouldn’t leave it to others, and you certainly shouldn’t leave it to multiple teams of others who don’t have your best interest in mind, and don’t really care about your position in the marketplace as long as they get their money from you.
This is why you need a marketing system in place. The system dictates the content of the advertisements and it dictates the buying sequence that your prospects go through as they are ultimately led to buy. A systematized marketing program facilitates the decision-making process. It defines the criteria your prospect should look for in a company, product, or service, and in doing so, leads them to buy from you instead of your competitor.
To illustrate this problem further, take a look at your lastest advertisement. How much money did you pay to have the content of that advertisement strategically created and formulated to ensure maximum results? I’m not talking about the design, I’m talking about the content (the message), what the ad actually says—not what it looks like.
You paid nothing, right? That’s what I thought. 99.9% of the time, you only paid to have the ad produced or designed, or you paid for the TV spot or radio airtime. The content was thrown together by the designer, the production team, or even the salesperson! Think about it … the most important part of your marketing material—the messaging—was put together for free by people who usually have no idea how to create good messaging anyway.
Have you ever heard the saying, “You get what you pay for?” I hate to tell you this, but if you’ve never paid a professional to create the core messaging for your advertising campaigns before the media company gets hold of them—well, you get what you pay for and it’ll show in lost sales.
When You Think of Marketing, Think First and Foremost About Your Message
You need to think about what you’re going to say and how you’re going to say it. When you think of marketing—don’t think of media anymore—think of messaging. Only once you have the right message should you start considering which media to run your marketing in.
You see, this is the difference between systematized marketing and typical fragmented marketing. A marketing system considers the message first. After the message is developed, it’s installed into a sales funnel, which moves the prospect through the decision-making process. Only once this is established do you choose the best media to distribute the message. Do you see how much more effective that is than typical fragmented marketing?
So now that you know the two most common marketing problems that businesses make, I’d like to invite you to learn how to solve these problems. At Anchor Marketing, we have put together a scientific marketing system, called Bottom Line Profits™ that effectively solves these problems and puts our customers on the path towards market dominance.
Additionally, you can contact me today to request a FREE Marketing Convervsion Audit. This analysis is not just another lame sales call. On the contrary, we will take a look at your existing marketing material and objectively rate your messaging using our proprietary Messaging Scorecard. We will then review the results with you so you can see how much sales leverage becomes available to you when you eliminate the common marketing problems I’ve just discussed and implement a marketing system based on the Bottom Line Profits™ process (which is free from platitudes).