Archive for February, 2003

The Seven Deadly Marketing Mistakes And How To Avoid Them

The Seven Deadly
Marketing Mistakes
And How To Avoid Them

Your ‘Blueprint’ For Generating Huge Amounts Of Profitable Cash-flow For Any Business

Today I am going to talk about dumb. You’ve heard the saying, “If it ain’t broke, don’t fix it?” Well. Let me tell you a true story.

There was once a bright young marketing hotshot who had many successes. He had created lots of very effective ads, letters and promotions for his clients and one of the best promotions he ever did was for …

… his best clients marketing manual.

Gosh, was it good. Every time the client mailed a few hundred letters, the phone started to ring hot and the cash was filling his pockets. In fact, for every $100 he spent on advertising he was getting up to $1,380 back in sales.

Flushed with success, our young marketing genius decided to “improve’ the promotion for his client (and his own glory). Wow! He spent days on it. He changed the headline, he added vital information. and he refined the layout.

Our marketing genius was really pleased.

However, the same couldn’t be said for his poor client. With each “improvement” and as months went by, he didn’t get nearly as many calls. Worse still, he even had to refund money to some of the people who had already bought.

When he told our young guru that his sales were going down the gurgler, our marketing genius went straight to work, ‘improving the improvements’ and creating an even greater masterpiece of a campaign than before.

Armed with the new ‘improved’ promotion, our trusting client decided to really get serious and started mailing 800 letters per week. He got people organized to hand-write the envelopes (this always helps to get extra response) and stuff the envelopes with this new promotion.

He mailed the first 800 letters and confidently started to write the envelopes for the next weeks 800 and the next weeks and the next. After all, this was the ‘improved’ version of his promotion. Confidently, he waited for his phones to start ringing, and he waited … and waited … and waited, until finally the phone did ring and he got …

One lousy order!!

Yes, my good friends, after all the “hard work”, all the ‘improvements’ and all the expense, the new mailing got a grand total of one order.

Rather sad, isn’t it? At least for the client, who by this time didn’t know what to do. How to get back to those ‘good old days’ when the orders were coming in thick and fast and the bank manager was smiling. Out of sheer frustration the client decided to take matters in his own hands and get to the bottom of all this. So he went back over all the promotions that his “marketing genius” created to analyse what had happened. Where it all went wrong and what he discovered was that ……

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