I cover five common marketing mistakes I see businesses making and tell you how to fix them. This was actually a presentation I gave at my BNI chapter so below are the slides I used. If you woudl like to hear me talk to the slides then head along to the podcast at http://www.contentgrasshopper.com.au/_blog/Content_Grasshopper_Podcast/post/episode-13/

1. COMMON MARKETING MISTAKES
and what to do about them
and what to do about them

3. •87% SEARCH
•60% THROUGH BDP
•10 PIECES
≠
“But our customers
But our customers
will ring or email us”
ACT DIFFERENTLY

4. FOCUSSING ON FEATURES

5. YOUR TASK
Print out a page from your site or grab one of your
Print out a page from your site or grab one of your
brochures. Get a highlighter and highlight any
instances where you talk about a feature but it isn't
explicitly clear to the reader what the benefit is.
explicitly clear to the reader what the benefit is
Often, sentences focussing only on features really only
need an and or a which inserted before talking
need an 'and' or a 'which' inserted before talking
benefit(s). Or maybe the next sentence simply needs
to start with 'This means ...'
Fix it.

6. NO CALLS TO ACTION

7. YOUR TASK
Review each of your site's pages and ensure you are
clear about what it is you want visitors to do on the
page. What is the next step they should take?
page What is the next step they should take?
Then, ensure that each page has a contrasting call‐to‐
action button with both primary and secondary text as
action button with both primary and secondary text as
well as click triggers.
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8. NOT GATING CONTENT

9. YOUR TASK
Develop one awesome piece of content.
Think about why people come to your site and play on
that fear a little bit.
that fear a little bit
Make sure you position the gated content:
•it in a pop‐up box;
•a prominent place; or
•a tailored landing page.
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Clear that they are opting in.

10. TOO MANY WORDS

11. YOUR TASK
Review each page on your site.
200‐500 words (aim for 300).
200‐500 words (aim for 300)
Use sub‐headings.
Use dot points.
Remove jargon.
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BE BRUTAL.
Good copy should leave the reader wanting more.