Biggest mistakes marketing people make
Chapter Twelve Sample
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Chapter Twelve Sample
Biggest mistakes marketing people make


Mistake #1:
Marketing To The Wrong Audience. Even with the world's best product, copy and price - if you try to sell it to the wrong people, you'll flop.

Mistake #2:
Assuming You Know What Your Customers Want. Listen to what your market has to say. Offer products based on your customers' answers.

Mistake #3:
Focusing Your Copy On You. Customers don't care about your product. So talk directly to their problems, needs and desires.

Mistake #4:
Assuming You Know What Your Customers Value Most. Poll your customers. Then adjust the benefits in your copy accordingly.

Mistake #5:
You Think Your Ad Or Your Product Are Important. Forget about your ad and its fancy layout. Concentrate on hitting your customers right between the eyes with the most potent benefit you have to offer.

Mistake #6:
Blindly Accepting Your Mail Will Reach Its Destination. Did you know that huge quantities of email are being dumped as spam? Remember, if your mail doesn't reach its destination, you can't sell!

Mistake #7:
Blindly Accepting That People Will Open Your Mail How many of us run through our in box with our finger on the delete button? So follow these rules to ensure your mail gets opened.

Mistake #8:
Assuming You Have Your Prospect's Undivided Attention. You're competing against everything that vies for your prospect's attention other businesses, and their work, family, and hobbies. So write hard-driving, persuasive pieces packed with so many benefits, your prospect can't help but be interested.

Mistake #9:
Being Deceitful Or "Standing Too Close To The Shade." Unfortunately, some get swept away by their own greed. Better to solve your customers' problems, help them, and deliver more than you promised. And you'll sleep well at night!

Mistake #10:
Failing To Track Your Results. You should key your ads, sales letters and news releases to track precisely what's working and what isn't - which marketing efforts to stick with and which to modify or abandon.

Mistake #11:
Not Having A Profitably Planned Follow-up Campaign. It's much easier and less costly to sell to someone who's already bought from you than it is to bring in new business. Follow up from every sale. Strike while the iron is hot. Send follow-up mailings at least every quarter. Build on their trust in you.

Mistake #12:
You're Trying To Sell Unrelated Products. You can't follow-up effectively with unrelated products. Pick an area to specialize in and offer the best group of related products that you can.

Mistake #13:
Changing Your Marketing Out Of Boredom. If the market continues to respond to your promotions, don't change it!

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