What Marketing CAN’T Do

This article has been updated on 3/4/2019 with the article entitled “You Need More than Marketing to Complete the Sale.”

Marketing does work to create the urge to act. You know that deep down because you've had that experience of sitting in front of the TV saying to yourself "By golly, do I have a taste for chicken wings right now!"

But creating the urge to buy doesn’t necessarily translate into making the sale. Many other factors influence that final decision you are hoping your customer will make. Whether you are brick-and-mortar or online, whether you’re retail, service or not-for-profit, there are benchmarks you need to meet to allow your marketing to work.

Are you throwing away marketing dollars by making the following mistakes?

• Providing an unneeded service or product

  If you jumped into business without a business plan this might be a good time to create one. Do you need to tweak your focus to create a unique offering and a sustainable business model?

• Appearing unprofessional or untrustworthy

  How spiffy is your place of business? How about your website? You don’t have to go overboard, but if you don’t make the effort to keep your own environment attractive and cared-for, your clients won’t believe you’ll make the effort for them either.

• Acting too casual or even flippant

  People still bristle when you call them “hon” and “not a problem” does not mean the same thing as “you’re welcome.” Be as friendly as you can, but it’s best to air on the formal side when addressing clients.

• Going beyond flippant to downright rude

  People remember good service, but they remember bad service even longer. Yes, it’s tough to deal with cranky customers, but don’t lower yourself to that level.

Unless you’re some fly-by-night shyster, the point of marketing isn’t to trick people into buying what they don’t want. Marketing’s aim is to get folks to notice a product or service that they truly need or like. There’s plenty of marketing work to do to determine the target market, create a winning message, and find the best way to deliver the message. Use your marketing budget wisely by preparing your business to work with instead of against your marketing efforts.

We can’t give your shop a new look, but we can fix up web sites that are past their prime. If you’re looking to add new flair or functionality, contact us today. We’re happy to help!

Kate GingoldKate Gingold

I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.

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Full biography

I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.

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