We all make mistakes. Much of marketing is innovation, trying something to see how effective it will be in your market. Often we don’t even know we’ve made a mistake until afterwards when we see the cost and no return. Here are ten avoidable marketing mistakes you don’t need to make in your business.

1. Not Testing All Your Marketing Ideas
   Do a small test/pilot study for every marketing idea you want to implement. Track the results before you roll it out in a big way. Don’t be impatient and skip this step.
2. Running Institutional Advertising
   Institutional advertising is expensive without any call to action. It’s only a billboard of who you are with no benefit statement. It does not answer the question: So what? Instead, run only direct response advertising – print or online with a clear call to action of what you want the reader to do.
3. Not Articulating And Differentiating Your Business. You must have a powerful USP (Unique Selling Proposition) and you must use it in all your marketing. You can not follow in anyone’s shadow or look like a ‘me too’ brand and succeed, especially in this new economy. Your authenticity and unique style must stand out.
4. Not Having Back-End Products Or Services To Offer. You need a reason to keep your clients tied to you after the initial sale. Create a profitable and systematic backend to continue the relationship and tie them to you.
5. Not Understanding Your Client, Their Needs, And Their Desires
   There’s a difference between marketing to their needs .vs. marketing what you are good at or what you want to sell them. Always determine and address the real needs your clients and prospects experience.
6. You Must Educate Your Way Out Of Business Problems…You Cannot Just Cut The Price
   That means you must make the commitment to educate your client as a part of the marketing and sales process. They need to become acutely aware of the pain or problem they face before they can appreciate that you offer them the perfect solution. Until they feel the pain and want to get rid of it, they can’t hear what you offer. You dilute your value and your competitiveness if you just try to compete on price.
7. Not Making Doing Business With Your Company Easy, Appealing And Fun
   The solution is simple. Indisputably, you must make doing business with your company easy, appealing and fun – in person, on the phone, in the mail, online.
8. Not Telling Your Clients The Reason Why
   Just like your children, clients’ favorite question is ‘Why’? Always give them the reason why. When you answer their questions before they even think of them, you eliminate their objections to doing business with you.
9. Terminating Marketing Campaigns That Are Still Working
   Don’t stop marketing campaigns that are still working just because you are tired of them or they are not as profitable as they were in the beginning. Keep them going until they stop working.
10. Not Specifically Targeting Your Market
    It may look like a shortcut, but it is always costly and can be disastrous. When you are preparing a marketing campaign, clearly identify your target audience; focus on your ideal intended prospect and no one else. The more specific you are the more of your ideal prospects will come forward to buy.

This is a tall order for any business owner. Make a list of what you need to do to avoid these mistakes. Make a plan of when and how to address each one. Your business and your bottom-line will thank you.