This Month's Referral and Marketing Tools Article:
"How To Avoid Common Advertising Mistakes"

Let’s spend some time talking about one of the costliest mistakes people make when it comes to marketing and advertising.  I’m talking about a mistake that is so obvious, so blatant, and an eternal new-business killer.  Can you believe that as deadly as it is, it’s committed over 90% of the time?  You may have even made the same mistake.  Can you guess what it is?

•  Getting bored with your marketing before your prospects do!

It’s an easy mistake to make, because you’re so focused on your business.  You’re aware of every nuance, ad, word, 800 #, color, envelope size, teasers, letter length, discount, credit terms, items in the package and so on.  But guess what?  Your prospects aren’t! And in most cases, they could CARE LESS!  In fact, understand that they pay only minimal attention and you’ll approach your marketing entirely differently.  Why? 

Because human beings simply aren’t logical creatures.  And as much as you hoped your prospects would read about your special offer that is italicized in purple color, forget it.  What people say they want and what they actually want differs.  Marketing is not an exact science.  So your job with your marketing and advertising efforts is to TEST, and keep testing your prospects.   But what factors do you test?  Let’s take a display advertisement in a daily newspaper, as an example:
 

ITEMS TO TEST

 1.      Copy.  What you say, your appeal, your design.

2.     Offer.  Direct response mechanism, persuasiveness, guarantee.

3.     Position.  Where your ad appears, days of the week it runs, sizing.

4.     Season.  Which months are better?  Summer? Winter?  Special Holidays?

Certainly there are other factors.  But remember this:  don’t get so caught up in testing, that you fail to launch your promotion.   The old adage is true:  before you INVEST, you TEST.  Try it.  And you’ll Grow Clients. 

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