‘Dr. Webb’s Desk’ Article originally from September 30th’s 2016 FPC Weekly Newsletter
Written by Dr. Charles Webb.
Avoid These 5 Common Marketing Mistakes To Maximize Return On Investment
As a consumer, you’re all too familiar with information overload. You’re constantly being hit by messages intended to capture your attention, pull on your emotions and lead you to buy whatever they’re selling. The messages are all too familiar, touting claims of superiority, popularity and a must need for everyone. The majority of these messages never have a chance of hooking their prospect, but nonetheless continue to appear in different forms of media in hopes that increased frequency will equate to purchases.
As a marketer and copy writer, I have a tendency to dissect these messages, at least the ones that capture my attention. And by capturing my attention, I’m not referring to being interested in their product or service, but intrigued by their ad. I appreciate a good marketing piece and the artist behind it. It’s fascinating to see how creative these designers are and how well they follow marketing rules to ensure a maximized return on investment.
On the other hand, it amazes me just how pathetic the majority of marketing messages are, whether hard copy, radio, billboard, internet, etc. It’s easy to conclude that the creator focused on the look rather than message and totally disregarded the rules of good copy or content.
Let’s take a look at the typical mistakes that go unnoticed, except for the absolute waste of marketing dollars.
- Poor headline or no headline at all
- Tendency to promote the name of business over and above the service or product
- Wasted real estate on pointless images, maps, non-relevant information
- Nothing stating “what’s in it for me”
- Weak Call To Action or none at all. P.S. a phone number or web site is not a CTA.
In the future, by simply avoiding these 5 common mistakes you can help ensure a much better outcome of pulling your prospects in and taking the action you’re requesting.
Now, let’s say you go back to your lessons and review “Copy Writing”, you recreate your piece (post card, email, short video, radio ad) following the template and rules and Bingo, you get the responses. Rather than allowing this to run for a few weeks, then changing it up or rotating it out with a completely different message or niche, you just keep it running until it’s totally burned out and virtually no responses are coming in.
This is madness and very tough on the marketing budget. It’s stressful to go through for both you and your team…so stop!
Please follow the marketing rules outlined in your lessons and keep your market stimulated. Keep your community intrigued by standing out against the crowd and don’t be afraid to shake things up and “rock the boat”. Try to be the professional doctor and stick with the pretty, professional look and feel and you’ll have your butt handed to you. It ain’t gonna work!
Lastly, maintain at least 4 types of marketing at all times. Never, ever rely on one source. If you do, I promise you will eventually get burned.
P.S. If you dive into this stuff and really get a feel for it, you’ll find it’s a blast. We are all creative and each of you needs to allow this to come out without the fear of failure. Follow the rules, test and retest until you get it right. You always have us to help you get it right.