“We can’t increase our sales and we can’t afford to compete on price anymore,” the store owner told me. The general manager of an East Bay new car dealership told me the same thing, as have many business owners and managers seeking marketing help. Helping them understand how to boost sales and compete more strongly usually starts with discussing the basics – the marketing fundamentals that are represented below by the most common mistakes I see when doing a brief audit of a business’ marketing communications.
The good news is that applying some smart marketing fundamentals to any business’ market outreach is easier and less costly than most people imagine (though many marketing consultants and agencies want you to believe the opposite). Fundamentals are fundamentals, regardless of the type of business or target market. When I review a company’s advertising and other marketing tools against the fundamentals, the same issues often appear:
- The advertising, brochures and other marketing and sales tools often fail to differentiate the product. They also fail to communicate competitive advantages, clear product benefits, or a clear target market.
- A low-risk call-to-action for the prospect is usually missing.
- Websites, even when attractive and informative, often fail in the same ways as the advertising. Also, they are often not designed to convert a visitor to a sales lead or fail to offer a compelling incentive for the prospect to take action.
Attention to these common but critical issues can transform your marketing tools and your sales results. With a brief audit done, it’s often just a matter of a little research and messaging to develop something far more effective. A slow economy is the perfect time to make your marketing smarter and more productive, which should actually lower your total marketing budget.
I’d like to offer you an opportunity to benefit from an audit. The first three Bay Area business people who email me referencing this article will receive a brief audit of one of their communications tools – an ad, brochure, homepage, etc. The audit will provide specific recommendations to elevate the effectiveness of your marketing communications. Don’t be surprised to see some of the fundamental issues above referenced in the recommendations. Email me at:
Vision Hispana Newspaper | Tel: 510-863-4982 P.O. Box 1411. Alameda, CA 94501