I am constantly hearing the same dilemma over and over again: “what can I do to sell more of my products/services?” Look around; you’ll immediately see what you shouldn’t do. Look at the very next ad you see. If you’re like me, what you’ll see are business communications that are self-centered, braggart, loaded with unnecessary information, and just plain ineffective marketing tools. In essence, they are a waste of the marketer’s time, the company’s money and a failure to gain the prospect’s interest.
Unfortunately, the vast majority of ads never accomplish their main objective: to sell the product! Just because an ad costs a lot of money doesn’t mean it is any more effective than one that costs thousands less.
The following 10 items are the most costly mistakes you can make as a business owner or marketing manager. So let’s get serious and help you to avoid these all-too-common mistakes before they cost you your job or your business!
1) Centering Your Focus on Your Company, NOT On Your Prospects
It is all too easy to focus all your advertising on you or your company and not on your prospects. We all do it, just look at any ad and ask yourself who the ad is really talking about. Is it talking about the prospect or about the company? You must focus ALL your marketing communications on the prospect…period!
To overcome this common mistake is the single most important step to selling more of your products or services. Remember the prospect is interested in one thing and one thing only: what’s in it for them! Forget about how great your company is, how long you’ve been in business, etc… Save that for later. Instead, begin with your focus on your prospects and their concerns.
