Jay Abraham's List
of 10 Marketing "Sins"
In order to
have a powerful marketing program, you must first avoid these all to
common marketing mistakes .
Sin #1) Failing
If you don’t test
prices, headlines, advertising copy, radio/TV spots and verbal sales
messages, you won’t know what the market wants, or what it will pay.
You’re just guessing – which can be disastrous. Tomorrow, I urge you to
have your salespeople try different pitches and differently priced
offers, then review how they do, one test against the other. If you find
a new twist that out-closes an old one by 25% - 50%, have all your reps
use that approach until you can test and compare even more – and
potentially better – possibilities!
Sin #2) Running
are a sheer waste of money, because they don’t direct the reader, viewer
or listener to any intelligent action or buying decision. Direct
response advertising, on the other hand, makes a complete case for the
company, product or service. It overcomes sales objections. It answers
all major questions. And it promises results, backing up the promise
with a risk-free warranty or money-back guarantee.
Sin #3) Not
Most successful businesses and professional practices are built around a
single USP, or “Unique Selling Proposition.” It might be reliable
post-purchase service, super fast delivery, convenient hours – or
something else. Think about what it is that sets you apart from your
competitors, and then make that “USP” the engine that drives all of your
marketing and advertising efforts.
Sin #4) Not
Having Back-End Sales.
The back end is vital to any business. If you can induce new
customers/clients/patients to buy a similar product or service from you
within 45 days, you double the value of the customer. All of a sudden
you’re far into profit, instead of what initially was probably a net
Sin #5) Failing
to Address Customer Needs.
By communicating with your customers (and making sure that your
employees do the same thing), find out what it is that people need/want
most – and then make sure you satisfy that need. If it’s the lowest
possible price, give them that. If you don’t genuinely fill the needs
you purport to fill, your customers will soon abandon you.
Sin #6) Failing
Your customers and prospects won’t understand or appreciate a bargain,
service or benefit unless you point it out to them. Example: If you’re
overstocked with widgets, advertise that fact (admitting your mistake)
and then explain why the widgets are valuable, how they can be used, and
how you are willing to let them go at a major market discount to 1)
either your best customers, or 2) first-time customers, or 3) people who
are willing to make an additional purchase.
Sin #7) Making
Customers Work Too Hard.
How easy is it to find things in your store? How helpful are your
telephone operators when a customer, client or patient calls with a
question? How easy is it to order from your business by mail?
Sin #8) Failing
to Explain Why.
Whenever you make an offer, ask for a sale, run an ad, or offer a
product or service for sale at a specific price, always explain why. For
example, why can your salespeople handle my purchase better than someone
else? Why can you beat your competitors on price? The more believable
and plausible your reasons, the more compelled I will be to favor you
with my patronage.
Sin #9) Giving
Up Too Soon on What Works.
I find that business people get tired of their advertising and marketing
campaigns long before the marketplace tires of them. If you fell into
this business “sin,” you might call off an advertising campaign that was
working and replace it with something that hadn’t proved itself and, in
fact, might fl op. Test different concepts and approaches, but never
abandon your “control” (i.e., best performer) until you find something
that pulls better.
Forgetting Who Your Customer Is.
Always send your sales messages to the people who are your primary
prospects. If you want to reach people over 45, for example, your ad’s
headline should say, “If you are 45 or over…etc.” Scrupulously avoid
headlines and ads that are nonspecific or abstract.