Three Common Marketing Mistakes Businesses Make
Brian Sooy • April 17, 2019
Do you ever wonder why people think of your business as a “best-kept secret?”
Are you frustrated because you can’t seem to connect with new customers?
Think about your strategy, messaging, and marketing. When small businesses owners get busy, it’s easy to overlook the marketing and messaging practices that will help them grow their business.
Are you making these three common marketing mistakes?
Are you making these three common marketing mistakes?
1. Starting with Tactics Instead of Messaging
Two organizations asked us to help them clarify their messaging after issuing RFPs for or beginning new website projects.
In everyday language, we call this, “putting the cart before the horse.”
When we asked why you would begin with the medium instead of the message, one marketing director commented, “We assumed that if we’re commissioning a new website, the agency will develop new messaging and it will work itself out.”
What kind of communications or business planning is that? It sounds like a vague hope that developing a website will result in the foundational brand messaging that will help their organization grow.
In everyday language, we call this, “putting the cart before the horse.”
When we asked why you would begin with the medium instead of the message, one marketing director commented, “We assumed that if we’re commissioning a new website, the agency will develop new messaging and it will work itself out.”
What kind of communications or business planning is that? It sounds like a vague hope that developing a website will result in the foundational brand messaging that will help their organization grow.
2. Talking about Your Successes instead of Your Customer’s Problems
When you make your organization the hero of your messaging instead of focusing on your customer's problems and how you are uniquely positioned to solve them, your customers stop listening.
Several high-profile organizations in our region recently won awards. A significant part of their messaging places all the attention on their success, as if to say. "We’re awesome, and that’s why you should buy from us."
When your messaging and marketing focuses on your accomplishments instead of your customers, their problems, and how you can help them make their life better, your marketing is the equivalent of talking to yourself. At best, your marketing becomes the equivalent of a photographic selfie.
The first thing to remember in marketing is, “It’s not about you.” If your messaging is self-centered, you’re wasting your money because your customers aren’t listening. Don’t be the boor at the party who isn’t interested in the people you’re seeking to attract, inspire, and engage.
Several high-profile organizations in our region recently won awards. A significant part of their messaging places all the attention on their success, as if to say. "We’re awesome, and that’s why you should buy from us."
When your messaging and marketing focuses on your accomplishments instead of your customers, their problems, and how you can help them make their life better, your marketing is the equivalent of talking to yourself. At best, your marketing becomes the equivalent of a photographic selfie.
The first thing to remember in marketing is, “It’s not about you.” If your messaging is self-centered, you’re wasting your money because your customers aren’t listening. Don’t be the boor at the party who isn’t interested in the people you’re seeking to attract, inspire, and engage.
3. Your Messaging is Vague and Confusing
While driving through Michigan, I saw a billboard with this messaging:
The lesson: Don’t confuse your customers. When your messaging is vague or trying to be clever, it’s confusing. When your customers are confused about how you help them solve their problems, they don’t care — and they don’t buy.
While driving through Michigan, I saw a billboard with this messaging:
- Headline at the top: Like corned beef loves marble rye.
- Subhead at the lower left: We love to help.
- Logo: Placed in the bottom right corner.
The lesson: Don’t confuse your customers. When your messaging is vague or trying to be clever, it’s confusing. When your customers are confused about how you help them solve their problems, they don’t care — and they don’t buy.
If your marketing suffers from one of these three mistakes, you’re losing sales and wasting money.
You deserve better. Contact Aespire so you can stop wasting money on marketing and be a confident business owner so your business grows.
Contact us and get the help you need to create a sales funnel, build better websites, sharpen your elevator pitch, and market your small business.
Photo by Cristi Tohatan on Unsplash
Do you have a hard time explaining what your company does or why your brand matters to people?
If you struggle to grow your business, you’re not alone. Aespire can help you create a clear message and brand that helps you grow your business. Contact us today for a consultation with a StoryBrand Certified Marketing Guide.
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