What are the most common factors that determine the success or failure of marketing efforts? As business folks, most of us are willing to recognize the significance of great well thought out marketing and the critical role it plays in our success. So, then why do we for the most part give it our left over time? Shouldn’t it be more of a priority?
Here are some marketing illnesses frequently made and the cures.

Generic Cliché’-A-Phobia “We do things right the first time. We deliver outstanding service and high quality We’re a family owned and operated.” Blah blah blah. Kind of sounds like every other ad you’ve every heard.

CURE: be specific in identifying your target audience that needs what your selling, identifying those whom you serve, customers. Skip the generalizations and platitudes and speak directly to the end user like you talk to friends.

Headline Headache If the experts and surveys are correct that 75% of people reading a headline never get past it. Most headlines and opening dialog with prospects is boring and does not engage entice us to read or listen further.

CURE: Write headlines that communicate and sell what’s to come. Compelling headlines should grab the reader and build expectation. “5 Secrets to Make People Like You” or “Some Things You Should Know Before Hiring a Contractor” or “How You Can Improve Your Memory in Ten Minutes a Day” Write your headline after you have written your basic message.

Unsubstantiated Heard-of-Ya: This illness comes from making wild “Over-The-Top” claims that seem too good to be true. “Nobody ever beats our prices” or “We’re selling these for less than we paid for them” Really? …and how long do you plan on staying in business following that strategy? What, do you think everyoneis that stupid?

CURE: Be creditable and believable in your communications. “We’re caught up on our work and we can now offer installation within 3 days” or “We may not have the lowest pricing all the time, but we may very well represent the best value”

Its-All-About Me-itis: Here’s where many companies figure if they just tell them all about who we are and how we do things, surely they will buy. WRONG. It’s not about you. It’s all about them.

CURE: Talk about benefits, benefits, benefits. What will your clients get out of doing business with you? Will they get it faster, better service, a cheaper price, better quality, better value? Put yourself in their shoes. What do they really want and can they trust you to deliver it? Use testimonies. What comes out of your mouth is questionable. What comes out of the mouth of a satisfied customer is gospel.

These are just some of the symptoms of marketing illnesses to avoid. Look, you spend lots of money training, buying equipment, putting up signs, etc. all to draw and keep customers. Spend a little more time
with your marketing messages and you’ll see some dramatic improvements in responses to your marketing. Oh yeah, have fun with this. Life’s too short.

Jeff Arnette, marketing coach