It’s easy to get lost in the details when you’re putting together a new marketing effort – which is why we recommend you stop what you’re doing and take a moment to review the ten commandments of good marketing included below:
- Thou shall always use the right marketing medium
No single medium can be successful for all of your marketing. Direct mail is best for finding new customers and getting them to make a purchase. Email is ideal for getting them to make another purchase, provide a referral and otherwise interact with your business. Facebook, Twitter and other social media are great for encouraging feedback, having conversations and building long-term relationships.
- Thou shalt not be like thy competitors
In order to stand out from your competitors, you need to make your marketing unique – but not so different that you confuse or scare away prospective customers.
- Thou shall put the needs of thy customer first
The most successful marketers go to great lengths to try and predict the wants, questions and concerns prospects will most likely have – then make sure to address those issues clearly and concisely in marketing efforts.
- Thou shall be consistent
Companies that roll out a marketing effort only when business is slow never gain as much respect and name recognition as businesses that market on a regular basis.
- Thou shalt not be hesitant to ask for action
The easiest thing for a consumer to do is nothing at all. That’s why you need to use encouragement, warnings, deadlines and more in your marketing to overcome their do-nothing attitude (e.g. “Call before 3 pm today to schedule a free inspection before the weekend” … “Don’t make the same mistake: download this breakthrough white paper today” … “To receive more special offers and discounts, sign up on our website”).
- Thou shall keep it simple
Including too many details about your product, service, guarantee, business (or whatever), will delay the consumer from taking action. Keep your sales pitches simple and to-the-point – and encourage interested prospects to follow up for details.
- Thou shall combine forces with thy allies
One of the best ways to reduce costs (and get more exposure) is to roll out a cooperative marketing effort with a complementary company.
- Thou shall learn from others
Get on the mailing lists of companies you respect (both inside and outside your industry) and pay close attention to the marketing you receive: the words and images used, the special offers, the timing between marketing efforts, the variety of marketing efforts and more. Then integrate the best ideas into your own marketing.
- Thou shalt not be everything to everyone
Make your marketing highly appealing to your target audience and you will be richly rewarded. So long as it’s on target, it doesn’t matter what anyone outside that realm thinks about it.
- Thou shalt not give up
Too many novice marketers give up after a few disappointing marketing efforts. The Direct Marketing Association says that a single consumer must see a display advertisement at least nine times before considering making a purchase.