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15 Stupid Marketing
Mistakes
(and how to avoid them)
Mistake #1:
The Field of Dreams syndrome
Mistake #2:
The better mousetrap fallacy
Mistake #3:
Hiding from your customers
•16-20 million US businesses
•16-20 million US businesses
• Only 2-3 million actively
manage their online listings
•16-20 million US businesses
• Only 2-3 million actively
manage their online listings
• 8 million haven’t even
claimed them
How do customers find
products and services?
82% Search Engines
57% Yellow Pages (paper)
53% Newspapers
49% Internet Yello...
Where do they look first?
50% Search Engines
24% Yellow Pages (paper)
Source: Webvisible & Nielsen, 2008-9
Compared to
2007
72% of consumers use Search
Engines more
23% use Yellow Pages less
Source: Webvisible & Nielsen, 2008-2009
Mistake #4:
Expecting your marketing
to do too much
•Marketing techniques can
create the traffic
•Marketing techniques can
create the traffic
• You have to turn that traffic
into sales
Mistake #4:
Expecting your marketing
to do too little
“Building awareness” is
too little
For example, are you
aware of…
Would you hire him
as your lawyer?
The purpose of marketing is
to change people’s behavior
(get them to buy from you).
Mistake #5:
White Pages thinking in a
Yellow Pages world
•Consumers are looking for
what you sell, not you
•Consumers are looking for
what you sell, not you
•82% find products and
services with search engines
•Consumers are looking for
what you sell, not you
•82% find products and
services with search engines
• 50% use search eng...
So your URL, metatags,
keywords, etc.,
should be about what you do,
not who you are
gce-llc.com
vs.
customhomesva.com
Mistake #6:
Ignoring the
hierarchy of sales points
•End benefit
•Benefit
•Attribute
•Feature
Mistake #7:
Failing to measure
Mistake #8:
Talking to an audience of one
What
you
have
What
they
want
Mistake #9:
The “And then what?” effect
(Company name) is a business solutions provider
focused on assisting decision makers and senior
management with transformi...
Mistake #10:
Trying to emphasize
everything
Mistake #12:
Endless scrolls
and other verbosity
People
•People don’t have all day to
spend on your website
People
•People don’t have all day to
spend on your website
•Even 30 seconds is great
People
•People don’t have all day to
spend on your website
•Even 30 seconds is great
• So be focused and to the
point
People
•People don’t have all day to
spend on your website
•Even 30 seconds is great
• So be focused and to the
point
•Mor...
People
•People don’t have all day to
spend on your website
•Even 30 seconds is great
• So be focused and to the
point
•Mor...
Mistake #13:
Assuming all competition
is direct competition
People
Example:
Chiropractic practice
People
Direct competition:
•Other chiropractors
• Medical doctors
People
Indirect competition:
•Analgesics
• Ice packs
•Heating pads
•Putting up with the pain
People
Another example:
Hot yoga studio
People
Direct competition:
•Other hot yoga studios
• Other yoga studios
People
Indirect competition:
•Pilates studios
• Health clubs
•Aerobic exercise
•Weight training
•Other forms of fitness an...
Mistake #14:
Making a cheap website
look cheap
People
•People equate production
quality with quality of product
or service.
People
•People equate production
quality with quality of product
or service.
•Literally thousands of free or
low-cost Word...
People
•People equate production
quality with quality of product
or service.
•Literally thousands of free or
low-cost Word...
Mistake #15:
Forgetting the
First Law of Holes
“When you’re in a hole,
stop digging.”
Dennis Healey
“Insanity is doing the same
thing over and over and
expecting different results.”
Albert Einstein
People
•So use your metrics
People
•So use your metrics
•Learn what works and what
doesn’t
People
•So use your metrics
•Learn what works and what
doesn’t
• And follow this Red Army
doctrine:
“Reinforce victory,
not defeat.”
Red Army doctrine
And you’ll have lots of
victories to reinforce
15 Stupid Marketing Mistakes (and how to avoid them)
15 Stupid Marketing Mistakes (and how to avoid them)
15 Stupid Marketing Mistakes (and how to avoid them)
15 Stupid Marketing Mistakes (and how to avoid them)
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15 Stupid Marketing Mistakes (and how to avoid them)

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Bruce Goldman
Bright Orange Advertising
3709 Blue Lake Drive
Richmond, VA 23233
804.767.7180
Mobile 804.921.2310
Fax 866.397.6618
www.BrightOrangeAdv.com
BGoldman@BrightOrangeAdv.com

Published in: Technology, Business
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15 Stupid Marketing Mistakes (and how to avoid them)

  1. 1. 15 Stupid Marketing Mistakes (and how to avoid them)
  2. 2. Mistake #1:
  3. 3. The Field of Dreams syndrome
  4. 4. Mistake #2: The better mousetrap fallacy
  5. 5. Mistake #3:
  6. 6. Hiding from your customers
  7. 7. •16-20 million US businesses
  8. 8. •16-20 million US businesses • Only 2-3 million actively manage their online listings
  9. 9. •16-20 million US businesses • Only 2-3 million actively manage their online listings • 8 million haven’t even claimed them
  10. 10. How do customers find products and services? 82% Search Engines 57% Yellow Pages (paper) 53% Newspapers 49% Internet Yellow Pages 32% White Pages Source: Webvisible & Nielsen, 2008-9
  11. 11. Where do they look first? 50% Search Engines 24% Yellow Pages (paper) Source: Webvisible & Nielsen, 2008-9
  12. 12. Compared to 2007 72% of consumers use Search Engines more 23% use Yellow Pages less Source: Webvisible & Nielsen, 2008-2009
  13. 13. Mistake #4: Expecting your marketing to do too much
  14. 14. •Marketing techniques can create the traffic
  15. 15. •Marketing techniques can create the traffic • You have to turn that traffic into sales
  16. 16. Mistake #4: Expecting your marketing to do too little
  17. 17. “Building awareness” is too little
  18. 18. For example, are you aware of…
  19. 19. Would you hire him as your lawyer?
  20. 20. The purpose of marketing is to change people’s behavior (get them to buy from you).
  21. 21. Mistake #5: White Pages thinking in a Yellow Pages world
  22. 22. •Consumers are looking for what you sell, not you
  23. 23. •Consumers are looking for what you sell, not you •82% find products and services with search engines
  24. 24. •Consumers are looking for what you sell, not you •82% find products and services with search engines • 50% use search engines first
  25. 25. So your URL, metatags, keywords, etc., should be about what you do, not who you are
  26. 26. gce-llc.com vs. customhomesva.com
  27. 27. Mistake #6: Ignoring the hierarchy of sales points
  28. 28. •End benefit •Benefit •Attribute •Feature
  29. 29. Mistake #7: Failing to measure
  30. 30. Mistake #8: Talking to an audience of one
  31. 31. What you have What they want
  32. 32. Mistake #9: The “And then what?” effect
  33. 33. (Company name) is a business solutions provider focused on assisting decision makers and senior management with transforming data into actionable information so they can more effectively utilize and leverage their information assets.
  34. 34. Mistake #10: Trying to emphasize everything
  35. 35. Mistake #12: Endless scrolls and other verbosity
  36. 36. People •People don’t have all day to spend on your website
  37. 37. People •People don’t have all day to spend on your website •Even 30 seconds is great
  38. 38. People •People don’t have all day to spend on your website •Even 30 seconds is great • So be focused and to the point
  39. 39. People •People don’t have all day to spend on your website •Even 30 seconds is great • So be focused and to the point •More, shorter pages (nothing below the fold) are better
  40. 40. People •People don’t have all day to spend on your website •Even 30 seconds is great • So be focused and to the point •More, shorter pages (nothing below the fold) are better •Text links increase time on site
  41. 41. Mistake #13: Assuming all competition is direct competition
  42. 42. People Example: Chiropractic practice
  43. 43. People Direct competition: •Other chiropractors • Medical doctors
  44. 44. People Indirect competition: •Analgesics • Ice packs •Heating pads •Putting up with the pain
  45. 45. People Another example: Hot yoga studio
  46. 46. People Direct competition: •Other hot yoga studios • Other yoga studios
  47. 47. People Indirect competition: •Pilates studios • Health clubs •Aerobic exercise •Weight training •Other forms of fitness and exercise •Being overweight or out of shape
  48. 48. Mistake #14: Making a cheap website look cheap
  49. 49. People •People equate production quality with quality of product or service.
  50. 50. People •People equate production quality with quality of product or service. •Literally thousands of free or low-cost WordPress templates
  51. 51. People •People equate production quality with quality of product or service. •Literally thousands of free or low-cost WordPress templates • All are professional and better than what you could design yourself
  52. 52. Mistake #15: Forgetting the First Law of Holes
  53. 53. “When you’re in a hole, stop digging.” Dennis Healey
  54. 54. “Insanity is doing the same thing over and over and expecting different results.” Albert Einstein
  55. 55. People •So use your metrics
  56. 56. People •So use your metrics •Learn what works and what doesn’t
  57. 57. People •So use your metrics •Learn what works and what doesn’t • And follow this Red Army doctrine:
  58. 58. “Reinforce victory, not defeat.” Red Army doctrine
  59. 59. And you’ll have lots of victories to reinforce

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