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Let Your Mistakes Improve Your Marketing and Your Profits
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By Charlie Cook

If you've ever made a marketing mistake you've laid the ground work for improving your sales. Make sure to avoid these common mistakes.

Have you ever sent out a sales letter and received little or no response, or put up a web site and found hardly anyone visiting it. Have you worked hard on an article only to find that few people read it and even fewer contacted you as a result?

Let's be honest; everyone makes mistakes. The difference between the winners and the losers in business is that winners recognize their mistakes and avoid making the same blunder again. Each time you can recognize a marketing mistake and correct it your marketing will be that much better.

Marketing experts got that way by working full time at making more marketing mistakes than you can imagine and then learning from them. Common marketing missteps include:

* Starting your marketing with a focus on your credentials, products and services instead of on client problems.

* Using a label to describe what you do instead of a “meme” or value positioning statement that tells prospects which problems you solve in a sentence or less.

* Developing a tagline, article title or web page title without taking the time to discover which words will attract your clients.

* Wasting time on pushing information about yourself out to prospects instead of pulling them in with ideas they are interested in.

* Not providing prospects with a free offer to get their contact information.

* Forgetting to regularly follow up with prospects.

* Building a web site without a clear step-by-step map of how you will attract visitors to the site, and what you want them do once they visit your site.

* Not having offers and strategies to turn prospects into clients and clients into repeat clients and sources of referrals.


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