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Welcome to all of our new subscribers!
In this week's edition of Etips, we will conclude Michele Pariza Wacek's
article series with part two titled, 'What Marketing Can't Do For You.' If
you missed part one, 'What Marketing Can Do For You,' you can find it
here.
I hope you'll enjoy the publication.
To your success!
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 What
Marketing Can't Do For You
By
Michele Pariza
Wacek © 2005
I thought I would clear up some misconceptions about marketing in this two-part
series: What Marketing Can Do For You and What Marketing Can't Do For You.
This issue is about what marketing can’t do.
While there’s no question a solid marketing program can increase your
business, it can’t fix everything. Below are 5 things marketing can’t
do for you:
1. Marketing can’t make you an overnight success. Just because you start
a marketing program doesn’t mean you’re immediately going to see
your business explode. Marketing is about getting your name in front of your
target market on a regular basis until they finally decide to give you a
try.
On that note, if you’re in trouble right now – sales are down,
a new business isn’t getting off the ground like you planned -- depending
on how bad the trouble is a marketing program may not be enough to save you.
A successful marketing program needs time to work and more likely than not,
a little money as well. If you’re panicked about one (or more likely
both) you may need to start looking at other options.
2. Marketing is not about doing something once and forgetting about it. The
very best marketers test. And test. And test.
For instance, maybe your Web site isn’t converting visitors to customers
as well as it should be. You could hire a copywriter to tweak it for you.
You could test the different elements to see what raises your conversion
level. That’s one way to use testing. You can also test different headlines,
different offers, etc.
3. Marketing can’t fix a bad experience. This is a big one. If your
customers have a lousy experience with your products or services or with
your customer service reps or sales people, etc., that’s it. Worse yet,
not only have you lost a customer for good, that customer will probably tell
others about their bad experience. So now you’ve lost more potential
customers as well.
Marketing can get people in the door, but it can’t ensure they’ll
have an experience they’ll want to repeat. Before assuming more marketing
is what you need, take a moment and make sure your current customers are
truly satisfied with your business.
4. Marketing can’t fix a flawed business. Much like tip number 3, marketing
can’t fix cash flow issues or staff problems.
Sponsor Message
Okay, I can hear all of you saying
“Of course, marketing can’t fix cash flow problems. Do you think
we’re stupid?” My answer is no, I don’t think you’re
stupid at all. I think what happens is sometimes you get so caught up in
the day-to-day challenges of running a business you can’t see the forest
for the trees.
Let me explain. Let’s say you have a business that’s struggling
with cash flow. The first thing that springs to mind may be revving up marketing.
After all, the idea behind marketing is to increase revenue. On the surface
that makes sense. However, if you look a little closer, what you might find
are expenses that are out of whack or not getting invoices out in a timely
manner. So what you should be fixing is your accounting problems rather than
changing your marketing.
5. Marketing can’t make people buy things they either don’t want
or can’t afford. It doesn’t matter how great your product or service
is, if you’re selling to people who either don’t have the interest
or the means to buy it, then your marketing is going to fail no matter how
brilliant it may be.
So basically it all boils down to this, before you decide you need more
marketing, take a few moments and make sure marketing is really the right
solution for your business.
Creativity Exercise -- Reality Check
Before you launch into a new marketing program, take some time to analyze
what’s really happening in your business. Do you really need a marketing
program or is your problem:
-
You aren’t able to close the
leads you have
-
You aren’t invoicing in a timely
manner or following up with unpaid accounts
-
Your customers aren’t happy
with the product or service
-
Your customers are having a bad
experience with technical support or something else in the process isn’t
working
-
Your target market isn’t right
-
You aren’t passionate about
what you’re doing anymore
-
Your business has way too many expenses
And so on. Basically I just want
you to make sure marketing really is your problem before you start fiddling
with it.
If you want to grow your business, then you should be consistently marketing
your business. But if you’re using marketing as a bandaid for some other
problem, then you could be headed for trouble.
Copyright 2005 Michele Pariza Wacek
About the Author:
| Michele Pariza
Wacek is the author of "Got Ideas? Unleash Your Creativity and Make More
Money." She offers two free e-zines that help subscribers combine their
creativity with hard-hitting marketing and copywriting principles to become
more successful at attracting new clients, selling products and services
and boosting business. She can be reached at
http://www.TheArtistSoul.com. |
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| Tip of
the Week |
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Build your link popularity
by writing quality articles in the area of your expertise. At the bottom
of your article, include a few lines of text about you and/or your products,
and your web address. The key to using this technique effectively is to allow
your content to be f-r-e-e-l-y published.
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