The document outlines common marketing mistakes and provides actionable solutions, including the need to clarify the benefits of features presented to customers. It emphasizes the importance of clear calls to action on web pages, the strategic use of gated content, and the necessity of concise copywriting to enhance reader engagement. Key recommendations include shortening text, using subheadings, and ensuring information is accessible and enticing.

1. COMMON MARKETING MISTAKES
and what to do about them

3. •87% SEARCH
•60% THROUGH BDP
•10 PIECES
≠
“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
brochures. Get a highlighter and highlight anywhere
were you talk about a feature but it isn't 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
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?
Then, ensure that each page has a contrasting call-toaction button with both primary and secondary text as
well as click triggers.
START MY FREE TRIAL
Register in two minutes
No credit card needed
Get a free 4-part course

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.
Make sure you position the gated content:
•it in a pop-up box;
•a prominent place; or
•a tailored landing page.
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).
Use sub-headings.
Use dot points.
Remove jargon.
BE BRUTAL.
Good copy should leave the reader wanting more.