When Jeffery Fox wrote his book How to Become a Marketing Superstar: Unexpected Rules That Ring the Cash Register, he spent the first half of the book addressing what goes on INSIDE of your business. This is probably a huge disappointment to many book buyers, because I’m sure most didn’t want to know that the “unexpected” rules for marketing success involves making sure you are getting repeat customers before you issue invitations to strangers to visit your business.George Lane a U.K. based consultant has compiled his own short list of theThe 5 Deadly Marketing Sins of Small Businesses
- Not having a marketing mindset.
- Failure to fully leverage assets.
- Marketing to Everyone.
- Same and Lame.
- No Lead Generation Systems.
NICELY DONE!!! Although I will quibble with the first one which is “not having a marketing mindset.” I don’t think that qualifies as a “mistake” in my humble opinion. I mean, I don’t have a bean counting mindset… a fact that drives my CPA to scold me once a quarter. Try as I might, I just can’t get “excited” about book keeping issues so I “get it” when someone is equally mystified by marketing. The “mistake” would be in not possessing such a mindset and then not hiring someone who does have a marketing mindset!
Alan Boyer guest blogges on Evan Carmichael’s site and has his own list of The Top 6 Biggest Marketing Mistakes. Number one on his list is the misconception that advertising is not predictable. Alan writes:
Marketing done correctly will provide consistent, predictable results. As a guideline, the national average for direct mail marketing is 0.5% to 1.0%, meaning that if you send out 1,000 letters, postcards, flyers, etc. And IF you are even average, then you should have between 5 and 10 people contacting you.
I went through this step with my client in the review of his results. The problem is that most small business owners don’t have ANY idea of what “success” means when it comes to advertising. I know my client was surprised to learn that I never expected each and every visitor to his web site to call his office and ask for an appointment.
Another BIG surprise for most small business owners is that of the 5-10 people who contact you as a result of the direct mail, only a small percentage of them will go on to become customers.
When you ask small business owners what their close rate is… you’ll often be greeted with a blank stare. Phrased another way, if you’re a small business owner and you have 10 people contact you, how many of those 10 will become your customers?
Knowing the answer to that question is ESSENTIAL to your marketing success.