Off-handedly, marketing may seem to be an intuitive process. However, if you have ever dabbled in marketing-planning, you know that it is sometimes completely counterintuitive and rather complicated. Sometimes it is a process where trial and error are the most effective approaches. Other times, it is more important to carefully research every detail before saying or publishing a word.
The most important factor in a successful marketing plan is a clear message. You will need to draw prospective clients in while being careful not to look like everyone else, which will guarantee a one-way ticket to the trash bin. When putting together your marketing plan, be sure not to fall victim to these ten most common marketing myths.
Myth #1: Blast to as Many People as Possible - More is Always Better
This is definitely not the case. Blasting marketing pieces to as many people as you can pull together can result in absolutely zero sales and no new clients. The goal is to target your marketing to the right people, not to all people. Your message needs to be relevant and speak to the needs of a specific group. Think of throwing one dart precisely toward a target, as opposed to blindly throwing a handful of darts, missing the dartboard entirely.
Myth #2: Wow Readers with Numbers
Boring. It is important to demonstrate your depth of knowledge in your specific field or industry, but presenting detailed charts, graphs and lengthy messages packed with data and figures is completely ineffective. Your marketing needs to be informative, but interesting. Marketing is futile if it effectually bores your audience with complicated charts and graphs.
Myth #3: Be Loud
The overuse of aggressive punctuation or intense capitalization can really be off-putting to many people. Think of those television commercials with screaming, fast talking car dealers who seem overly enthusiastic about their current special. Passion is great in marketing; your enthusiasm is more likely to build excitement in others, but be sure to keep the screaming and fast talk to a minimum.
Myth #4: Tell Them the Value
Telling prospective clients about the value they will receive when working with you is quite different from showing them. Demonstrate to the clients the reasons why they should work with you and exactly why they should pay the fees you are asking. Using success stories or customer testimonials is a great way to do this.
Myth #5: Don’t Use Industry Specific Lingo
Some think using lingo specific to their industry or business will scare away clients, sending the message “over their heads.” This is an incorrect assumption. No one likes to feel like they are being “dumbed-down” to. Speak and write to clients on a professional level. If they have questions, they will ask.
Myth #6: Splatter the Message Anywhere and Everywhere
The “in-your-face” method of marketing will not only spread your message thin, it will wear any small business owner out. There is no way one person can do it all. Pick the right media outlets for you and your business and focus on those. Typically, it is best to keep the media to around 3 to 5 different types. It may be that public speaking, email marketing, blogging, and networking events are best for you. Test the waters to see what works, then focus your efforts on those outlets.
Myth #7: Address Your Audience as a Group
Everyone wants to feel special, so why market to the masses? When composing articles, speeches, press releases, or any other type of marketing, attempt to address the audience individually, rather than as a group. Substitute phrases like “you all” or “dear client” with those like “you” or, more preferably, the specific name of the individual, if possible. There are plenty of different software programs that will allow you to customize messages. For example, Microsoft Word will allow you to mail merge, customizing a document, with just a few simple clicks.
Myth #8: You Are Marketing to Nab New Clients
Though this is absolutely the goal of all marketing, never be obvious about it. Absolutely no one likes to be targeted. A marketing plan can be more effective if you cultivate a feel of service-providing, such as information (i.e. hosting a seminar or workshop) or other value to clients or prospective clients. The challenge is to ensure that your goal is not transparent.
Myth #9: Get Personal
Creating a unique message and tone will ensure your audience will recognize the unique persona or identity of your business, However, very rarely do you want to get really personal. Depending upon your individual industry, you’ll likely want to refrain from updates about your last vacation or family photos in your newsletter. Your customers need to feel comfortable working with you, but being too personal prematurely will likely be interpreted as unprofessional.
Myth #10: Tell Them What They Want to Hear
You do not know what people want to hear. All people have differing opinions, viewpoints, and backgrounds. Don’t pretend your message is right for everyone. Instead, make your message universal. Keep political, religious, and even environmental viewpoints out of your advertising, unless you are certain they will be appreciated by your target audience. Otherwise, your advertising will come off as inauthentic. Your authenticity is more important than you may think. People are perceptive. They will know whether or not your message is sincere.
Marketing is undoubtedly a tricky matter. Learning how to effectively relay your message, build brand recognition, and convert prospects to clients will prove invaluable. By avoiding the most common mistakes, you can become a marketing expert.