Increase your marketing effectiveness - Avoid Pitfalls

I once consulted a group of women who were planning a new business. Not only do they want to know what they should do to market their business, they wanted to know what pitfalls to avoid. Here are some of the things I shared with them:

Pitfall # 1: Not knowing what you like.

I had more than one client said - "I'm not sure what I want or like, but as soon as I see it, I know what I like."

Save time and money in and do your homework before considering the design of a logo, advertising campaign or a brochure. Your scissors and cut out. If you see something in a magazine or newspaper and talk to you, cut out. If it's online, print it. Place these cuttings in the 'idea file' new.

into account the character, color, style, copy, logos and composition. Find a common thread in the things you like. Collect examples of what you do not like too much, because it can be just as useful. The file idea can be an important tool in communication with an effective design and most importantly, customers.

Pitfall # 2: lack of consistency.

Inconsistency dilutes the effectiveness of your marketing activities. Consistency helps build recognition of your business and make the most of your budget.

Make sure your in-identity / branding (logos and fonts used for your business) is consistent across every piece of marketing or advertising. You want people to recognize your business immediately.

This also applies to in-your message. Identify the 'benefit' of your product or service and instill in your materials. The more consistent you are, the easier it is for people to remember that when they need your product or service.

in-Whatever size of your budget, consistency is key. Yours may not be able to afford television advertising, in order to explore what will work within your budget. A small ad in the newspaper that runs all the time can be effective, or more effective, a full page ad was run only once.

Pitfall # 3: Unbound.

If you want your marketing to pay, to be committed. This does not mean you should engage in casual efforts.

In-Create a plan for marketing activities. It will give you a framework for your goals, and how best to achieve them. Put your plan in writing (it will be more committed to something you write something that you're still 'just thinking'), map it on a schedule and stick to it.

Do not expect in your marketing activities to pay for the whole night. Although I've seen it happen, not the norm. Give your plan time to work. Regularly review what works, what is not, and tweak your plan accordingly.

Consider the dollars you spend on marketing to be an investment in your company. The commitment is necessary for your marketing efforts will help ensure that your investment pays dividends ....