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Sent at your request by Profits+Plus Seminars & Tom Shay
you will read in the July 2001 issue of the e-ret@iler:
Finding Profits Through the Back Door
2. Making Marketing Mistakes. I recently read an article by Orvel Ray Wilson of the Guerrilla Group. In the article, Wilson outlined 10 common mistakes that are made with marketing. Of course, as I read such an article I am looking for ways that the story can apply to small businesses. Here is my take.
#1. The problem with the mousetrap. "Build a better mousetrap and the world will beat a path to your door", is an old adage. It is wrong from two points. The first is that mice, and rats are creatures of habit. When you set a mousetrap, if it does not catch its prey in three days, it needs to be moved to a different location. Rodents do not go out of their way looking for things. The same is true with customers; you have to look for them - constantly and intently.
#2. Marketing takes money. If you think this is true, then you have not read my book, "100 Profits+Plus Ideas for Power Promoting". The best ideas I see and hear about as I travel always cost little or nothing.
#3. Have a target. You can't be everything to every customer. Aim with a "rifle" and not with a "shotgun". Remember, the more you niche, you more you get rich!
#4. Have an identity. Let the customer know you and your staff by sight and name. Whether you are a manager, owner, or salesperson, the customer wants to do business with an individual - not a company.
#5. Price. Too often, I hear someone describe their business. "We have great products, open plenty of hours, are very knowledgeable about our products, give the best service in town, and have great prices", is the jest of the comment. My question is, "If you have all of this neat stuff, why do you need a great price? Neat stuff has a cost, and should have a price that reflects it."
Anyone can give quality at a cheap price. It is the professional that can sell it for what it is worth. Are you a professional?
#6. Taking a survey. Simply said, ask your customers how you are doing.
#7. What's the idea? If you market (advertise or promote), what do you want to get from it? A certain amount of sales from the items you are advertising? Overall sales to increase for a certain amount of time? Announce a new product line? Get your image seen by potential customers? If you have not answered these questions, how can you ever know if your advertising and promotion have worked?
#8. Incomplete stories. Yes, readership does fall off after the first 50 words. But for the interested customer, they will read more.
#9. That vendor thing. If you have ever heard me speak, you know that I consider the sales representative to be so very valuable to your business. And if you don't have sales reps calling on you that you value, about 50% of the blame is yours. You have to work hard to develop that relationship.
#10. Quitting in the 3rd quarter. You may have unreasonable expectations of your efforts. Have a marketing idea and believe in it. Then give it plenty of time to succeed. If you don't have full confidence in the marketing, and are not putting all of your effort and energy into it - then don't do it!
Our new "website prize of the month". Hey, we just want to
see how many people we can get to take a look at the website. Here is
a link to the Resource Page (A fancy way of saying the place where we
sell stuff!) Take a look on the page, see what is the name of my wife,
and send me an e-mail with the answer. The first five winners will get
a copy of our EZ-Cashflow book containing a floppy disk that will do
most of the work for you. The book sells for $30, but is free to the
first five correct answers. Everyone is eligible to win. (Except my
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Contacting Profits+Plus Seminars and Tom Shay
Profits Plus Solutions, Inc.