Why Your Best Marketing Fails

There is one major reason the majority of marketing fails. That reason is because the well intended marketing effort never gets completed. It never gets off the ground.

Good intentions are one thing. Getting your marketing on the street is another.

Here’s the formula to follow:

1. Understand your target audience

2. Pick just one target. You don’t have the money to market to large groups. You do have the money to market to one. Pick one that looks just like your best clients.

3. Make your communication to that niche personal and relevant.

4. Ask permission to send your marketing message. Permission makes personal and relevant messages anticipated. Marketing that’s expected has a much higher response rate.

5. Follow up your message with an offer to buy.

If marketing is put on a back burner, sales suffer. In extreme cases, businesses fail.
All because marketing never got done.

There are other reasons that your marketing may fail too

Your attempts at marketing are half-hearted. No research, no strategy, just a hope and prayer.

Consistency; you send one piece of mail, you advertise one time in a publication. It fails miserably and it costs you money.

You develop the dangerous mindset that marketing does not work. You don’t realize one vital fact:

It takes 27 marketing impressions (messages) to gain the mindshare of a potential client

That’s because:

• It takes 3 impressions for a client to remember your message once.
   
• It takes 9 “remembers” to gain mindshare.
   
• 9 X 3 = 27-impressions needed for a client to remember you.

Most people in small business stop marketing (and selling) after one or two contacts. See the challenge?

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What’s coming up next?

Why Your Best Business Building Effort Fails

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