We all seem to get into habits that may not serve us well in life. This is also true in marketing. I make it my habit to pay close attention to any marketing I see, which compelled me to put together this list. Enjoy!

1. Focusing on Features Instead of Benefits
When describing a product or service, most marketers leap into a laundry list of features. The fact is, most buyers are looking for a solution to their problem, not features. Focusing on features can distract from your message and make it sound canned, especially in a video ad. Make it your business to find out what your prospect’s hot buttons are and craft your marketing messages accordingly. When potential customers take the time to click on your video link, they are more interested in finding out if you have a solution for their problem and will like doing business with you.

2. Winging It
When have you last updated or even looked at your marketing plan? All too often business owners go through the trouble of creating a business and marketing plan when they first start the business, put it on the shelf, and never look at it again. For a business owner to stay focused and become successful, it is crucial to update the marketing plan at least twice a year. Not only will you get valuable feed-back on what worked and what didn’t, it also helps to reconnect with the goals that were set when the business was first started. There is much truth to the saying: “If you fail to plan, you are planning to fail”. Think about that for a moment.

3. Not Painting a Clear Picture of What Your Business Is All About
You have less than 5 seconds to create a lasting impression. If you can’t clearly communicate what your business is all about in that time, you lose their attention and in many cases your credibility. Use power verbs to describe how people benefit buying from you. Here is what we use as an example: “We combine the usefulness of a print directory with the convenience of the Internet and give our clients an Internet presence at a price they can afford.”

4. Suffering From Entitlement
Convinced you offer superior products or services, therefore people should find and buy from you? Unless you are the only one providing your particular product or service, think again. Competition lurks everywhere. Feeling entitled will trap you and put you out of business. Instead, put attitude aside and share your expertise freely. Remember the givers gain principal.

5. Failing to See the World Through Your Prospect’s Eyes
Assuming to know what your prospects want will result in you having to compete on price, always. Instead, make it your mission to find out what your customers and potential customers really want and what’s important to them. Then use this valuable information to build a better mousetrap and get all the customers/clients you can handle.

6. Taking Loyal Customers For Granted
It is said the biggest reason why customers/clients fail to buy from the same supplier again is that they don’t feel appreciated. With new customer acquisition cost being roughly 5 times making repeat sales…what are you doing to keep yours? Don’t fool yourself into thinking that loyalty can’t be bought.

7. Thinking Marketing Is a One-Shot Deal
Recent statistics tells us, due to the noise in the marketplace and heavy competition, it now takes 5-12 touches (depending on the cost of the purchase) before a prospect becomes aware of your existence. Don’t get trapped into thinking that just one marketing initiative will fix your low sales dilemma.

8. Not Marketing to the Right Audience
Do you know your target market? Do you know the profile of your ideal customer/client? Where do they hang out? What do they read? How do they shop? Do they pick up the Yellow Pages, read the paper or go on the Internet to look for providers? Unless you know the answer to those questions, don’t place ads in publications just because they have a high circulation rate. Unless the demographic and psychographic profile is a match, you will not see a return on your marketing investment.

9. Not Having the Right Message At the Right Time
A prospect at the beginning of the sales cycle (an investigator) is interested in learning about his/her options, whereas someone that is ready to buy wants to know where to get the best deal, which may or may not be related to price. Assuming that the same marketing message is right for all your potential prospects is a mistake.

This article was written by Birgit Rickert of Results Marketing and The Video City Directories, and may not be copied, reproduced or altered without prior consent.