Oh, NO. Did you experience the nine no-nos?
August 11, 2010 by Mary Ellen
If I had a nickel for every marketing no-no I experienced, I’d be rich. Here’s a list I drafted from last week’s experiences:
- No connection. A great visual and name combined with a strong specialty item for emphasis, fell flat when the speaker made no reference to either item in his presentation. Could this happen to you? Are you guilty of assuming the audience “gets” your message? Drawing the conclusion, or reminding the client of the benefit your product provides, cements the sale.
- No quality. One consultant who shall remain nameless posts dozens of comments, adds video daily and points to the prolific nature of his work as proof positive of social media expertise. Don’t be fooled. Quantity won’t trump quality – at least not on a long-term basis.
- No benefits. I recently reviewed a postcard in which the company presented a laundry list of its credentials on the front of the card and then stated charges on the reverse. I wanted to shout, “Silly. Your customer will ask, ‘What’s in it for me?’” Instead, I suggested they re-consider the “hook,” since there was none.
- No target. In another meeting, I experienced a consultant who provided not one but two beautiful brochures for each person attending. The brochures made an expensive statement, even more noticeable because she was the only attendee with such strong collateral. Still, the cost doubles or triples when the audience has no sense of appreciation for the person, product or opportunity. Brochures provide a connection tool. Use them appropriately or lose the effect.
- No keywords or wrong keywords. Many clients rant about the money tied up in their website. Today’s cost of doing business demands an Internet storefront. Rather than developing the site and then discussing the strategy for it, spend time on the front end to talk about purpose. What do you want from prospective visitors? How will they use your site? If your comment is, “I optimized and all it got me is calls from people wanting free information,” you probably picked the wrong keywords.
- No attention. Texting, tweeting and taking calls during any meeting definitely sends the message that your time is important and others take precedence over those with whom you’re face-to-face. If this is your behavior, why are you so surprised when I leave without scheduling an appointment?
- No white space. I like breathing room. In a crowded gathering place, I feel constricted, cramped. Tons of tiny copy generates the same sense of overwhelm. Give me white space.
- No plan. Most of us give more thought to our breakfast order than to the next Facebook post. (And puh-leeze. Don’t tell me what you ordered!) Based on what you’re selling, what is the #1 topic you should be talking about in your posts?
- No way. If you’ve commited the other nine sins, don’t be looking to me to be your next customer. My answer is no way!
Comments
Feel free to leave a comment...
and oh, if you want a pic to show with your comment, go get a gravatar!
Search
Recent Posts
Categories
Useful Links
Archives