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What’s Next: Marketing Dos and Don’ts

Our latest “What’s Next” topic was sent by Chad Davis from Burning Sands Graphic Design of Long Beach, California.

The Dos (in no particular order) The Don’ts (ditto)
Include an enticing offer
in your advertisements.
Include all of the products and services you offer. It is only you that cares — not your
Create advertising that
grabs attention
Think that a prospect has
the patience or desire to digest your entire advertisement.
Think outside the box.
Doing what is expected never breaks through the clutter.
Use the same media mix that
your competitors use.
Use targeting. Create a
specific message aimed at a specific audience.
Try to appeal to everyone.
You will never succeed at this goal.
Be truthful and honest in
every aspect of your offer, claims, history and operation of your business.
Have excessive fine print in
offers. This only works for companies with minimal competition in the market.
Be unique. Create an
identity that is unlike any other.
Keep a closer eye on your
competitors than on your own business. Lead—never follow.
Offer a reward to those who
refer business to your company.
Imply negative consequences
for customers who leave your business.
Develop partnerships or
alliances with other businesses that can have a symbiotic relationship with
Try to do everything
yourself. You need the assistance of experts and support of all.
Test your marketing
strategies in small test markets before you launch a large and costly
Spend your entire advertising
budget on something before testing to see that it works.
Accept input from your
employees before releasing the advertisement.
Think you know the answer
without considering other opinions.
Set clearly defined goals
for what you wish to accomplish with your marketing.
Slander the competition. It
never pays to denigrate anyone in your field – you become tainted by
your own words.
Demonstrate why your product
or service is the best value on the market.
State that your product is
the best without proving it. Most people are skeptical.
Continually commit time and
energy (and funds) to marketing.
Create ads on an ad hoc
basis without a fully planned out schedule.
Always express your
appreciation to your customers. Word of mouth marketing is the most powerful
of all.
Forget to market to your existing
customers. Advertising serves to reinforce their decision to do business with
Always advertise and market
your product or service in a manner which is lawful.
Overlook the target
audience. This is where research and planning is a valuable part of the
marketing process.
Become knowledgeable of
state and national laws and regulations concerning creation of businesses,
management of businesses, and consumer protection. Follow all state and
national health and safety requirements in developing your product.
Advertise in a misleading
or deceptive manner. Consumer protection statutes in every state protect
against this behavior. If caught attempting to deceive consumers, the
punishment will be more than monetary — your business reputation will be permanently
Project a budget for
marketing that you are willing and able to fulfill. Be willing to spend money
to market your product, but know your financial limitations.
Use someone else’s idea for
a product or service without their knowledge and approval.
Perform all necessary
testing to ensure that your product or services deliver the claims you make
about them. (Health and safety testing, too.)
Ever stop advertising. If
you’re not creating demand you need to maintain awareness.
Create a company name and
trademark or service mark that has not already been used by someone else.
Create ads in response to
the ads of your competitors. Knee-jerk reactions position your company as a
follower – always behind the game.
Secure trade name,
trademark, service mark, copyright, and trade protections to ensure that your
products and expressions are safe from copycats and infringers.
Expect an advertisement to complete
the sale. Much of the sales process takes place in your store or at a
face-to-face meeting with your client.
Register your company with
the appropriate state officials.
Make claims or promises or
predictions that are without factual evidence to back it up.

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