Direct Sales – Marketing Madness

Every successful entrepreneur knows that one of the keys to having a profitable business is getting exposure for your products/services. If people don’t know about your business, your business will not grow. That is why marketing is such a critical part of any business plan. You definitely can’t overlook it. But, just as importantly, you shouldn’t overdo it.

The truth is that it is actually easy to go overboard with marketing. This is what I will refer to as marketing madness. Not only can going overboard on marketing cut into your profit, it can actually turn off your target market.

So…why do some people succumb to the dreaded Marketing Madness?

1. They are overly concerned about “cornering the market” and outdoing their competition. Yes, it is important that you try to stand out from the crowd. But if you spend all of your time (and money) trying to get rid of them, you are likely to end up broke and frustrated.

2. They operate by the “more is better” mentality. They feel that if some advertising is good that TONS of advertising must be great. So they go all out on their advertising campaign, always doing it as “big” as possible. While it is great for your name to be recognizable, oversaturation can be counterproductive as your target audience will become tired of hearing your name and what you have to offer.

3. They feel that every single change needs to be announced to the world in the biggest way possible. While introducing new products, services, and other things related to your target audience is a good thing, you don’t want to overdo it. Not everything is going to be relevant to your audience. Put yourself in their shoes and ask yourself “if I were a client, would this excite me?” If it would, tell them. If not, keep it to yourself.

4. They are targeting the wrong audience. Some people waste a lot of money directing marketing towards those who are truly not interested in what you have to offer. If your marketing falls on deaf ears, you just wasted your time and money. It is critical that you know who your target audience is and where they hang out.

5. They chase after dead leads. I understand that persistence is a great quality to have if you are an entrepreneur. But there is no sense in (as they say) beating a dead horse. You have to know when to cut your losses and walk away. When it comes to leads, you want quality over quantity. If you are buying 1000 leads a month but none of them convert, you are wasting money.

6. They are not tracking the results of their campaign. If you don’t have some type of accurate marketing analysis system in place, you may as well just be throwing your money in a well. Tracking your results allows you to understand which techniques are working and which are not. If you don’t know this, you may be spending money on something that is not even getting results.

As you can see, marketing madness can cause you to lose money as well as lead to burnout. And those are two things that cause many would-be success stories to come to a crashing halt. Make sure this does not happen to you .



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