Five Myths to Marketing (part 1)

Myth #1 - Everyone is My Customer

Now you may be treading on thin ice. Unless you have a multi-million dollar marketing budget, it is dangerous to think like this. Can you think of at least three customers you have had since you opened your business who you wished never were your customers in the first place? Can you think of customers who have cost your business money, instead of contributed to your overall profit? Not everyone is your customer. You can’t please everyone or everybody, nor should you try to.

If you want to be a smart marketing person and spend your money wisely, you need to consider identifying who your fans are. Those fans are your ideal customers.

When you focus on our ideal customers, you are likely to make more money, more quickly and with more ease.

Myth #2 - The More Marketing I Do, The Better

Actively marketing your business is very important. If you are focused on marketing using a number of different mediums then you are on the right track. These mediums could include things like your website, print advertisements, thank-you cards, promotional postcards to your existing customers, cross promotions with other businesses, and signage.

What we want to avoid is having too many marketing initiatives – or “layers” – and then not paying as much attention to each of these layers as is necessary to generate the greatest level of impact possible within our financial means.

It can be tempting when sales reps call up and offer you a great deal on advertising. You may hope that this will be the “magic” marketing pill to get the customers lining up outside your door. In actuality, there is no one thing that will do this. Rather, it is a combination of layers with the right message, the right medium and the right frequency that makes it work.

Jen DeTracey - One of Canada’s Top Marketing Strategists
www.liftstrategies.com

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