Saturday, June 12, 2010

What I Have Learned You Shouldn't Do in Marketing

One of the things I've learned that you shouldn't do in marketing is nothing.  When you do nothing, you get nothing.  As a marketing professional for more years than I care to discuss here, I have seen clients do the wrong things, do the right things the wrong way and sometimes just do nothing.  Those that did no marketing fared the worst.

What does this tell me?  That everyone needs to be marketing.  No matter where you or your business are in life, you need to market it.  Better to do it the wrong way, than not to do it at all.

But the second thing I've learned is that doing it the wrong way costs you time and money.  A lot of small businesses, especially, think that they can do their own marketing.  Why? Because it saves them money.  Then they don't have to pay someone to write and submit that press release, write and design that Web site, direct mail piece or any number of other tactics.  The problem is that most people don't realize there are right ways and wrong ways to market.

It isn't enough to know the right places to advertise.  There are certain ways to write copy and correct usage of words for different types of media.  Design is specialized.  There is a science to the right colors to use.  Publicity needs someone that knows how to get the word out the right way and to the right person.  Research takes knowledge of proper questions and understanding the results.  It goes on and on.  Marketing is a profession and unless you are in that profession, you are going to make mistakes.

While it is POSSIBLE for you to do your own marketing, I don't advise it.  Let the professionals do it the right way.  Doing it yourself is better than nothing, but that doesn't mean it is the best way or what will get you the biggest return on your investment.  Dollar for dollar, it will be less expensive to use a professional because the results will be better.  Consequently, you will make more money. 

Cindy Neky

Email Cindy
Marketing Pathways Web site