| You see them every day-self serving marketing | | | | only matter to your prospects as they compare |
| messages, cliché-riddled business cards, and | | | | you to alternatives, after you have already |
| sales letters that do little more than ramble on | | | | gotten their attention with a message that relates |
| about a company that you couldn't care less | | | | directly to them.3. Weak calls to actionImagine |
| about. This marketing dead weight doesn't compel | | | | writing a brilliant sales letter, free of clichés |
| you to respond or buy, but instead just bores | | | | and puffery. From the first sentence your |
| you with meaningless babble.Why is so much | | | | readers are captivated by your thorough |
| marketing so pointless? The short answer is time | | | | understanding of their needs and your clear |
| and effort. The easier it is for businesses to rely | | | | solutions to their problems. So how do you end it? |
| on filler, the less they have to actually think about | | | | With a weak "Give me a call any time to discuss |
| what the customer really cares about. | | | | your needs". After all that build up, don't go limp |
| Unfortunately for them, the less they think about | | | | at the end when a strong call to action is needed |
| the customer, the less relevant their marketing | | | | to pull prospects through to the next step. Tell |
| becomes.Your own marketing doesn't make the | | | | them what to do and why.4. Silly clip artHere are |
| same mistake, does it? Of course not! But just to | | | | 3 stock photos that are guaranteed to add |
| be safe, here are some examples of marketing | | | | excess tonnage of dead weight to your |
| dead weight to keep an eye out for. If you find | | | | marketing, web site and business cards:a. Two |
| any of these in your own marketing, eliminate | | | | hands shaking (intended message: Done deal, let's |
| them without mercy.1. ClichésThe business | | | | do business together, partnership. Real message: I |
| cliché is the most popular form of dead | | | | needed a colorful picture on my web site and I |
| weight thanks to lazy corporate marketers and | | | | had no idea what else to use.)b. Skyscrapers |
| the small business owners and self-employed | | | | (random or city specific, intended message: Big, |
| professionals who follow their poor examples of | | | | strong, important. Actual message: We are a tiny |
| "professional" writing for their own material. Here | | | | business trying to look bigger and more important |
| are the worst offenders:- "Premiere provider", | | | | than we really are.)c. 2-4 models/executives all |
| "Number 1", "The Best". It's amazing how many | | | | huddled around a computer screen and smiling like |
| businesses all happen to be the best in their | | | | they just had a group lobotomy. (intended |
| industries. If you are going to claim to be the best | | | | message: ???)If you want to dress up your |
| in any particular area, back it up with measurable | | | | website or brochure with pretty pictures, use |
| facts, preferably from a reputable 3rd party. Also | | | | photographs that are at least mildly original, |
| keep in mind that being "the best" probably | | | | differentiate you from your competition and |
| means more to you than to a prospect who is | | | | communicate something relevant to your |
| simply looking for "good enough".- "Committed to | | | | market.5. Too many wordsEvery part of your |
| Excellence", "Customer Focused", "Results | | | | marketing arsenal has a word budget-the exact |
| Oriented", "Win-Win", "Integrity", "Value-Add". | | | | number of words that it will take to get your |
| These clichés attempt to take credit for | | | | prospects to take action. The more unnecessary |
| basic business skills. Of course you're customer | | | | words you use, the fewer people will maintain |
| focused, committed to excellence and results | | | | interest and finish reading. Be brutal in your editing |
| oriented! If you weren't, you'd be out of business. | | | | and get rid of every letter that doesn't support |
| These types of statements are simply empty | | | | your core message and offer.The sooner you rid |
| promises of value. Instead, demonstrate your | | | | your marketing of dead weight, the sooner you |
| excellence with samples, case studies and | | | | can refocus on why you are in business and what |
| testimonials that let others brag for you.2. | | | | will motivate prospects to hire you.By Marcus |
| Focusing too much on the company, not the | | | | Schaller, Managing Editor of Purple Dot Magazine ( |
| customerNo one cares about your company, how | | | | a free online publication covering marketing, sales |
| long you've been around, or how professional | | | | and public relations for small businesses and |
| your staff photo looks. Your company info will | | | | self-employed professionals. |