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BizSuccess Breakthroughs for
June 20, 2001
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TABLE OF CONTENTS
++++++++++++++++++++++++++
..WELCOME to BizSuccess Breakthroughs
..THIS ISSUE'S MESSAGE - "Ten Common Marketing
Mistakes"
..SPOTLIGHTS - Products and Services for you and your
enterprise
..QUOTES - To Get You Thinking
..THE FUNNIES - On the Lighter Side of Business
..MORE RESOURCES AT BizSuccess.com
..PUBLISHER CONTACT INFO
..YOUR COMMENTS PLEASE?
..SUBSCRIPTION INSTRUCTIONS
++++++++++++++++++
WELCOME
++++++++++++++++++
Hello. Gary Lockwood here again with more breakthrough ideas
and information on how to:
Grow your business - Make more money - Have more fun.
Thank you again for referring this newsletter to your friends and
colleagues. I really appreciate you for helping to pass the word
about this newsletter.
How do you judge the effectiveness of your small business marketing
efforts? Easy...does it produce results? Great looking ads, fancy
logos and flashy web sites are worthless if they don't bring
business to your door.
Our guest author this issue, Meir Liraz, outlines 10 common marketing
mistakes (and solutions) that can help you produce better results.
Read more about Meir at the end of his article.
My hope is that you use the ideas and information in these
BizSuccess Breakthroughs broadcasts to get the results you
really want.
If you want some help in putting them into practice, or if you
have questions, email or call me.
SUCCESS to You....
Gary Lockwood
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++++++++++++++++++++++++++++++
THIS ISSUE'S MESSAGE
++++++++++++++++++++++++++++++
Ten Marketing Mistakes Small Businesses Make
by Meir Liraz
How do you judge the effectiveness of your small business
marketing efforts? Easy...does it produce results? Great looking
ads, fancy logos and flashy web sites are worthless if they don't
bring business to your door.
This list of 10 common marketing mistakes can help you produce
better results.
1. Not Having a Clearly Defined USP.
Do you want to fit in or stand out? In order to thrive in today's
cluttered marketplace, every business owner must be able to
clearly articulate an answer to the question, "Why should someone
do business with you rather than your competitor?" "What makes
you unique? Your answer to these questions constitutes your
Unique Selling Proposition. Do you offer 24-hour, 7 day a week
service? Do you offer the lowest price? Do you offer a no risk
guarantee? A strong USP helps you to stand out in a crowded field.
2. Selling Features Rather than Benefits.
Someone once said, "No one ever bought a drill bit. Millions of people
have bought a hole" People don't buy features, they buy benefits.
They are tuned into Radio Station W.I.I.F.M. (What's in it for me?)
Tell them clearly how the features of your product/service will help
them, make their life easier, etc.
3. Not using headlines in print advertisements.
You have at most a couple of seconds to grab someone's attention
when they read a newspaper, magazine etc. Using an attention-
grabbing headline ensures that the reader will continue to read the
rest of the advertisement. The headline is an ad for the ad. Take a
look at some newspaper ads. Which ones attract your attention?
You will probably find they have utilized an effective headline.
4. Not testing headlines, price points, packages, pitches, everything.
How do you know what ad, what price, what offer most appeals to
customers? By putting them to a vote. Test everything. Rather than
running one newspaper ad for three weeks, why not run three
different ads for three weeks and measure which draws better?
Rather than putting all your advertising into newspaper, why not
split between newspaper and direct mail and measure the results?
Why not price your products/services at different points and see
which sells more? Is cheaper always better? Not necessarily.
Each situation is unique. One price may outperform another for
a myriad of reasons. Your job is not to know why, but to find what
works. Test, test, test.
5. Making it difficult to do business with you.
Are your sales staff knowledgeable about your products? Does
someone answer your phone promptly and in a friendly manner?
Can people find your phone number, location? Can customers find
things easily in your store? Put yourselves in your customer's shoes.
Don't make them work-they won't. I've seen a web site that
undoubtedly cost the company thousands of dollars and
NOWHERE could I find a phone number or email address. Your
customer has better things to do than struggle to do business with
you.
6. Not finding out what your customer's needs are.
What is the first step in filling your customer's needs? Discovering
what they are. What's most important to them? Don't even try to
guess. You may think price is most important when what they
really want is fast service. You may believe fast service is what they
want when what they desperately want is a friendly, personal touch.
How do you find out? People won't tell you unless you ask. So ask.
7. Not maintaining an up to date customer database.
Your customer list is pure gold. Rather than always working to bring
new customers in the door, why not take advantage of the good will
you have already built with your existing clientele? Experiment with
extending special offers to your customer base. Ask for referrals.
Send them a card on their birthday. Call and ask what they most
enjoyed about doing business with you (or what they disliked doing
business with you). You worked hard to develop these relationships.
Recognize their value and work hard to "re-delight" them.
8. Not eliminating the risk.
What stops a customer from buying from you? Are they unsure that
your offer is worth their hard-earned money? Make it easy to decide
to buy from you. How can you reduce their risk? If you are in a
service
business, let them try your service at no cost. If you are a lawyer or
consultant offer them a free consultation. Offer them a money back,
no questions asked guarantee on any product they buy. Why not?
Are you afraid people will take advantage of you? Give it a try for a
month. You may be very pleasantly surprised. Not confident in your
product or service? Then go to work on improving your service.
9. Not educating your customers
Don't just claim that your service is better. Explain why. Is your
staff better trained? Do you utilize a technology that increases
service turnaround or quality? Don't expect people to just take
your word for things. Quality, Service and Value mean nothing.
Everyone claims to offer these. Make these claims real for the
customer by offering credible explanations why they should do
business with you.
10. Not knowing what works, and sticking with it.
Do you know which ads are effective? What media pulls best?
What offer gets the best reaction? By testing (see above) you will.
When you find something that works, don't change it until you find
something that works better. Just because you're sick of an ad/offer
isn't a good enough reason to change it. You can supplement with
other ads and offers. If it works, keep it.
-------------
Article by Meir Liraz of BizMove (http://www.BizSuccess.com/BizMove),
a comprehensive free resource of small business information
featuring free guides, strategies and tools.
+++++++++++++++++++
SPOTLIGHTS
+++++++++++++++++++
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DISCLAIMER
Although we make an effort to check out the advertisements in the
Spotlight section, we cannot assume responsibility for the actions
of our advertisers.
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QUOTES To Get You Thinking
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Women and cats will do as they please, and men and dogs should
relax and get used to the idea.
Robert A. Heinlein
Women who seek to be equal with men lack ambition.
Timothy Leary
My wife says I never listen to her. At least I think that's what she
says.
Unknown
Realize that if you have time to whine and complain about something
then you have the time to do something about it.
Anthony J. D'Angelo
There is more to life than increasing its speed.
Mahatma Gandhi
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THE FUNNIES
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Stop by our website every day to see the Business Cartoon
of the Day by Ted Goff. http://www.bizsuccess.com/cartoon.htm
------------
Behind Great Men
-----------------
Behind every great man is . . . his mother:
Mrs. Washington: "Oh George, you never did have a head for
money."
Mrs. Morse: "Sam, stop tapping your fingers on the table, it's
driving me crazy!"
Mrs. Lindbergh: "Charles, can't you do anything by yourself?"
Mrs. Armstrong: "Neil has no more business taking flying lessons
than the man in the moon."
Stupid Stories
---------------
A Veteran was admitted to a VA Hospital in Texas with a shotgun
wound to his leg. When asked, he stated that he saw a spider
crawling up his leg, so he shot it.
And More Stupid
---------------
A lawyer defending a man accused of burglary tried this creative
defense: "My client merely inserted his arm into the window and
removed a few trifling articles. His arm is not himself, and I
fail to see how you can punish the whole individual for an offense
committed by his limb."
"Well put," the judge replied. "Using your logic, I
sentence the
defendant's arm to one year's imprisonment. He can accompany it
or not, as he chooses."
The defendant smiled. With his lawyer's assistance he detached
his artificial limb, laid it on the bench, and walked out.
***excerpts from: http://www.joker.org/
***
++++++++++++++++++++++++++++++++
RESOURCES AT BizSuccess.com
++++++++++++++++++++++++++++++++
FREE Free Small Business Guides, Tips and Techniques
How to start and manage any small business
SUCCESSFULLY
The first and most important thing you need in order to succeed
in a small business is... knowledge. Check out all the FREE
Small Business Guides, Tips and Techniques at BizMove
http://www.BizSuccess.com/BizMove
Enjoy this treasure trove of strategies, techniques and tricks.
Please click to http://www.BizSuccess.com/BizMove
+++++++++++++++++++++++
PUBLISHER INFO
+++++++++++++++++++++++
Gary Lockwood is Your Business Coach.
Helping business owners, entrepreneurs, and professionals
to get all they really want from their enterprise.
(800) 272-1575 (USA) - 909/984-3344 Fax: (815) 361-3041
Email: mailto:Gary@bizsuccess.com
Visit our website at http://www.bizsuccess.com
Grow your business, make more money,
have more fun!
++++++++++++++++++++++++++++++
YOUR COMMENTS PLEASE?
++++++++++++++++++++++++++++++
I appreciate feedback, corrections, and comments about anything
mentioned in BizSuccess Breakthroughs. Please send your thoughts to:
mailto:Gary@bizsuccess.com
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