Fusion Blog

I recently came back from sharing some time with Jay Abraham in Los Angeles. It was one of the most amazing experiences of my life. Jay is considered to be the most successful marketing consultant in the world and he shared with me what he believes are the top marketing mistakes. These are mistakes that nearly every business is making and they can be easily fixed. Now I want to share this information with you.

Mistake # 1: Not Asking for What You Want…

Most businesses spend valuable time and money using various forms of direct mail and advertising. Unfortunately much of this money is wasted. Why? Because the advertisements are so busy telling the clients unimportant information that they fail to communicate a strong and compelling call to action. Whether it is direct mail, email marketing or advertising you must direct your clients and prospective clients to respond to you…and to do so NOW.

Direct response advertising is salesmanship in print or over the air. Just like a sales person, the advertising must make a complete case for the business, product or service. It must also overcome any objections, answer questions and provide proof that you (or your product or service) can do what you say it will.

Here is an advertising and direct mail checklist of the key points that will attract your clients like bees to honey…

1. Does the advertisement, email or letter present a complete case for why a customer should use your products, services and business?
2. Does it overcome the common sales objectives your clients have?
3. Does it clearly outline the benefits (not the features…features tell, benefits sell!)?
4. Does it answer the most frequently asked questions?
5. Do you back your claims with a confident, risk-free guarantee?
6. Do you clearly and boldly tell the client, exactly what they should do next?

Most advertisements and direct mail fail to bring the horse over the line. They start off strong and then have a very weak and passive ending with a less than optimal call to action. Ensure you are telling your clients exactly what you want them to do, how you want them to do it and that you want them to do it NOW!

If you would like to learn how you can stop making the other most common marketing mistakes (there are at least 10 being made by most businesses) join us at our Business Masters Club workshop, “The Five Biggest Marketing Mistakes Every Business Is Making.” If you haven’t visited The Business Masters Club before you can come along as my guest, free of charge (valued at $129). The workshop is taking place on Thursday 1st October 2009, 4.30pm – 7.30pm at The Function Centre, Technology Park, Bentley. Only a handful of seats are left so please book yours now by clicking here.

This article was provided by Anthea Moffat MBA (adv), MIMC, founder and Managing Director of Business Fusion and The Business Masters Club.