Increase your profit potential by identifying - and avoiding - these 11 marketing mistakes.

MONSTROUS Marketing Mistake Number 1: Sinking a Fortune Into an Unproven Product

Is your business idea built on market research or a hunch?

Entrepreneurs often fall in love with their products or services before they determine if there’s a real market, and they throw fistfuls of money into the venture. If you, your spouse, your uncle, and your neighbor think you’ve got a winning idea, that’s simply not enough qualified input to run to the bank and drain your savings account!

Avoid this mistake by:
Conducting your detective work (research).
Testing your business idea with the real marketplace.

MONSTROUS Marketing Mistake Number 2: Believing That “If You Build It, They Will Come”

Do you think you have a product or service that will practically sell itself?

Trust me - you don’t.

There is a misconception among small business owners that, with the right product or service, your customers will simply “find” you when you open your doors for business. Whether you have a physical storefront on a corner lot in the busiest part of downtown, or a graphically pleasing online storefront offering easy access to your hot products and services, your customers will not find you if you do not market to them.

The day you open for business is the day you put on your “marketer’s hat” and never take it off. You must consistently move product, or schedule service time.

To stay in business you must profit.

To profit you must sell.

To sell you must market.

The good news is that, with a marketing strategy, you take the control out of your potential customers’ hands and put it into your own. If you have a product that will “practically sell itself,” then your marketing job will be easy. Just remember that the job must still be done.

Avoid this mistake by:
Defining your niche market and USP (Unique Selling Proposition) that differentiates you from your competition.
Developing a marketing action plan and strategy to reach your niche market with your USP message.

MONSTROUS Marketing Mistake Number 3: Trying to Reinvent the Wheel

Marketing is an age-old practice with some very basic principles. Yet, I’m sure you’ve read many marketing information products that stress the importance of being innovative and creative with your marketing efforts. It’s easy to get caught up in the innovation process and forget that the REAL focus should be on results.

Avoid this mistake by:
Emulating success instead of trying to create something completely new. Please note that I am not saying, “copy” what others are doing. Look at the basic structure of a tactic, campaign, advertisement, or event and use the same formula as a basis for developing your own tactics.
Realizing great marketing ideas are used over and over again with just the right twist to make them fit a specific business. Focus on results, and choose imitation over innovation to create your own twist on a proven, winning technique.

MONSTROUS Marketing Mistake Number 4: Over-Preparing and Doing Nothing

The fear of failure can be powerful. So powerful that we do everything we can think of to prevent it. Yet, there is a point at which we are so busy preparing, organizing, and researching to prevent failure that we never get around to the actual marketing of the business. Here are two things to remember:
Activity is not productivity.
In order to sell a million of something, you have to sell the first ONE.

Avoid this mistake by:
Doing something! If you believe in your business and have done your detective work, it’s time to dive into the marketing pool. Start small, track results and build from there.
Not being afraid to make a mistake. Mistakes are the entry to success. At the very least, a failed promotion means you have SUCCESSFULLY determined what promotion does not work. And, to learn what does NOT work is a valuable tool in getting you closer to discovering what WILL work.

So, go ahead. Fail a little. It will make your eventual successes even sweeter.

MONSTROUS Marketing Mistake Number 5: Boredom

When I was working for an ad agency many years ago, I had one client that was running an extremely successful ad campaign. After about six months, I received a phone call from the client. He wanted to develop an entirely new campaign. When I asked, “why?” he simply said, “I’m bored with the one we have.”

What?

That client may have had the money to spend on a new campaign due to “boredom” but you and I usually don’t. Yet, I’ve often seen my small business clients switch promotions for the same reason. This is detrimental to your business!

“Losing money” is a reason.

“Boredom” is not.

Avoid this mistake by:
Remembering that, what is old to you, is new to an untapped target market. If you have a promotion that is consistently getting you results, stick with it until results show you its time for change.
Testing new promotions without abandoning the current one. Then track results. Never swap a current promotion with a new one that hasn’t been tested.

MONSTROUS Marketing Mistake Number 6: Relying on Networking to Generate Sales Leads

Joining the Chamber of Commerce and schmoozing at association meetings can put you in contact with vendors and possible joint venture partners, and will be invaluable exposure for you as a community supporter - but it will rarely generate substantial sales leads.

Everyone else who attends these “meet and greet” assemblies is there to do the same thing you are. You may be able to make some valuable contacts for future ventures and promotions, but one-on-one networking is time-consuming and results are unpredictable.

Avoid this mistake by:
Treating networking opportunities the same as any other marketing tactic. Track results by determining your costs and measuring your payback.

MONSTROUS Marketing Mistake Number 7: Doing What Your Competitors Do

It’s important to be aware of what your competitors are offering, but do not let it dictate the strategy you use for your own business.

If your competitor wants to be the low price leader, let him. Don’t try to become the “lower price” leader. Chances are this will lead you to financial problems because it will thrust you into an ugly price war.

If your competitor wants to tout low prices, then you focus on value. Bargain hunters don’t necessarily want the lowest price. They want the best VALUE. Make what you have to offer something of value.

Avoid this mistake by:
Finding an unmet need or want of your target market, and fill it to differentiate your products and services from your competitors.
Giving customers a reason to choose you over your competitors. Define your USP, and identify your niche market.

MONSTROUS Marketing Mistake Number 8: Not Targeting a Specific Market

If you believe your market is “everybody,” you will struggle to attract people who will buy from you. The value of target (niche) marketing is one of the toughest sells I make to my clients. They understand the logic of it, but the “fear of losing a potential customer” gets the best of them.

Avoid this mistake by:
Viewing the practice of niche marketing as inclusive, not exclusive.

Think of your business as part of a person’s support group. It’s logical to say, “Everybody needs a support group so my business should attract everyone.” But, will it? People - your customers - want to go to a support business that understands their specific concerns, needs, and wants. Make sure you ARE that business by targeting a niche market.

MONSTROUS Marketing Mistake Number 9: Targeting a Market You Can’t Reach or One That Can’t Afford You

Targeting a niche market is the smartest way to market. Yet, targeting a market that is too specific will limit your ability to succeed long term. For example, a market that might be too specific would be: female pilots under the age of 35 who fly ONLY New York to London flights. That’s a pretty narrow market to sustain your business in the long term unless you can capture the ENTIRE market with a product or service that has a high profit point and customers need to use or replace it often.

In that same vein, a market that is begging for the service or product you have but cannot afford it will also be a business impossible to sustain. Never compete for someone’s rent money. Your target market must have the means to buy your products and services.

Avoid this mistake by:
Creating your customer profile to identify characteristics of your potential buyers,
Identifying a niche market,
Examining the long term potential for new and repeat sales.

MONSTROUS Marketing Mistake Number 10: Focusing On Acquiring New Customers Instead of Promoting to Current or Previous Customers

When you first start a business you have little choice but to focus on gaining new customers. The cost of finding those new customers can be expensive, which is one reason it is so important to really target a specific niche. However, once you’ve made just one sale, you’re ready to start looking at other marketing options.

Wouldn’t you like to:

… slash your marketing costs by half or more?

… reach proven buyers for your service or products?

That little goldmine of proven buyers available to you “on the cheap” is already yours in the form of current and previous customers.

Any respected marketing guru, past or present, online or offline, will tell you that the biggest asset your company has is your customer base.

Avoid this mistake by:
Realizing that, when a sale is finalized, it is the beginning of your relationship with that customer, not the end.
Offering additional products or services to current customers. If you don’t have your own to offer them, then develop a referral, joint venture or product bundling program so you can reap profits from your already-interested (and buying) customers.

MONSTROUS Marketing Mistake Number 11: Not Systematically Following Up on Leads

The least expensive part of business is making the sale. The most expensive is generating leads - finding the people who are interested in what you have.

Once you find people who express an interest in what you have to offer - whether they buy from you or not - you MUST develop a follow up system that will keep marketing to those interested prospects. A person who has expressed interest in your products and services is far more likely to eventually buy from you than someone who did not respond at all!

Avoid this mistake by:
Curbing the tendency to become obsessed with generating more leads until you have exhausted the ones you already have.
Developing an easy, systematic follow up for leads, designed to convert a “maybe” into a “yes.”

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Wouldn’t it be great to have a year where your marketing efforts were streamlined and got the results you were after? None of us want to struggle with marketing, and yet this is the one topic that continues to be highest in the minds of small business professionals.

Let’s really consider some of the reasons that can sabotage our marketing efforts, and how we can turn that around.

Lack of a marketing mindset

We don’t see ourselves as in the marketing game. The truth is, if you are out there running a business, thinking like a marketer has to become your priority. It’s no use having a great service if nobody knows about it, or you.

Lack of knowledge is your enemy. Start by reading whatever you can. Speak to successful people in your field and ask them what strategies they use. The information you need is out there for you to take.

Lack of investment

For many small business owners, the focus on cost control prohibits them from ever investing enough money into marketing and promotion. These activities are seen as costs rather than as an investment. So this year I encourage you to reframe your attitude towards marketing. Once you know what marketing activity to do, and have confidence that it will bring results, spend the money enthusiastically.

Lack of focus

Perhaps you do spend time and money on marketing, but you aren’t happy with the results. Or your efforts are ad-hoc rather than carefully planned. Whatever it is, 2005 is the year to take charge. If what you are doing isn’t working - stop doing it! Ask a professional for help (not your friends or associates!). Or put yourself in your customers shoes and work out what’s going to attract them to your business. If an ad-hoc approach is the problem, take the time to complete the marketing plan in the ‘How to…’ section and become ruthlessly systematic this year.

Lack of over-riding marketing strategy

Marketing activity and tactics are all well and good but it is like driving a rudderless ship if there is no grander plan. Part of creating a marketing strategy is to clearly understand exactly where you are right now, and where you want to be. Your goal may be to have sales of $1,$5 or $50 million. Or you may want to revolutionise your industry. Or you may want your company to be acquired within 5 years. What matters most is that you have a clear, precise vision of where you are, where you want to be in 1year, and where you want to be in 5 years.

Not surrounding ourselves with the right people

All of the great books on success advocate spending time with people who are already successful at what you want to do. Why? By surrounding yourself with people several steps ahead of you, you can absorb the attitudes and values that made them successful, as well as picking up new strategies and ideas. So If you are hanging out with people who also lack a marketing mindset then it’s time to think about expanding your professional network to include those who are already down the track to success.

Marketing is more of an art than a science. Often times you learn by systematically trying different activities and approaches. The experts don’t always have all the answers . . . and this is exactly why you need to give plenty of personal attention to make sure your marketing is working as hard as it possibly can. If you want to get serious about success in business, then understanding marketing is an ongoing priority.

Here’s a quick list of 10 ideas to get you into the marketing groove:

1. Commit to reading one new marketing book per month

2. Start learning about how to market online

3. Make a list of people whose businesses inspire you, and carefully study their marketing techniques. How many of these are you using?

4. Make a list of successful people in your industry and check out their marketing strategy. Why not offer to take one of them out for coffee to learn more about how they got where they are (what’s the worst that could happen?)

5. Revise your marketing budget. Look at your previous investment in marketing, and ask yourself if this is the amount a truly successful business would be spending

6. Review all of last year’s marketing activities. Work out which ones brought new business in the door, or were successful in some other way (building credibility for example). If you can’t quantify how successful the outcome was, stop spending the money!

7. Implement an ongoing ‘keep in touch’ program with existing customers

8. Ask 10 or more of your most loyal customers for a referral

9. Stop doing those marketing activities that you know don’t work, but you do them anyway

10. Market research - ask 20 of your customers what value you provide to them. Use what they say in your own marketing materials
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Network marketing is hard. Don’t kid yourself and truthfully don’t even attempt a network marketing venture unless you either have or plan to put into place a highly potent and highly duplicatable network marketing system
geared for 2005 and beyond.

Before I tell you what a perfect network
marketing system
should look like let’s talk about what doesn’t
work for most
network marketers. As I’m sure you probably
know, network
marketing is notorious for having a 95% failure
rate. Let’s
talk about why.

Have you ever heard of Occam’s razor?

Basically it states that the simplest
explanation for a
phenomenon is usually the best. We’ll use this
theory to
explain why more than 95% of network marketers
fail.

Ready?

Most network marketers fail because the
marketing methods
that they are taught don’t work 95% of the time.
Pretty
simple right?

So we’re led to ask the logical next question,
what are most
fledgling network marketers taught?

Well, I can only speak from my experience, but
what I was
taught was to buy and cold call leads.

Now, I’m not going to say this doesn’t work, but
I will say
is that after six months of cold calling leads
for 3 hours a
day with very little success this tactic doesn’t
work for
me. Don’t get me wrong some people are very good
at cold
calling leads, but most people aren’t.

What happens to most people after they’ve spend
thousands of
dollars on leads with very little success after
months of
effort?

They give up.

Another factor contributing to why most network
marketers
fail is the type of leads they use. Why does the
type of
leads make a difference?

Business opportunity leads, the leads most new
network
marketers are told to use, are generic. These
leads answer
an ad that just asks them if they want to be
financially
free, or make money from home or something like
that.

Well . . . of course they do!

But that doesn’t mean they want anything to do
with YOUR
network marketing program. When the average
network marketer
calls these generic bizz opp leads the leads
don’t know
anything about the network marketer’s business
and for the
most part honestly don’t care. This leads to
the fledgling
network marketer hearing a lot of “NOs”.

Hearing NO all the time leads to quite a bit of
self doubt,
both about the network marketers own ability and
the
validity of their association with their network
marketing
company. Negative feelings begin to harbor and
as I said
before eventually the network marketer gives up,
usually
with 3-6 months.

The fledgling network marketer’s perception of
their
business goes from one of opportunity to one of
complete
doubt and negativity. Reality follows
perception, so because
the fledgling network marketer believes both
themselves and
their business as having little hope this
becomes TRUE.

That’s basically why 95% of network marketers
fail if you
asked me.

So how do we change this paradigm?

We build a Perfect Network Marketing System!

Now we get to the good stuff! What does a
perfect network
marketing system look like?

For the average home based network marketer to
be successful
certain thing MUST be in place. I will list them
here:

o Lead capture page designed specifically for
specific
Network Marketing Company:

This page must contain strong sales copy that
tells the
prospect why he wants to opt in for more
information. The
best way to do this is to offer a High Value
Free Report in
exchange for there contact information.

o Free Report specifically designed for Network
Marketing
Companies Opportunity:

The free report must be highly informative. It
must explain
all of the features and benefits of joining the
network
marketing organization as an independent
distributor and
must focus on the support and resources
available to the new
recruit should they choose to purchase a
distributorship.
The company’s products and compensation plan
must be clearly
explained here as well. If possible,
testimonials should be
used, as they are extremely powerful sales
conversion tools
in this portion of the sale process.

o Follow up Email System:

Attached to the Free Report there must also be a
follow up
system that continually markets through email
the program to
the lead. Most leads don’t act immediately and
must be
marketed to at least 7 times before they take
action. The
email follow up system must have strongly worded
sales copy
and must have a system for getting through spam
filters.

o A Continual Feed Back System that uses the
Fear of Loss:

Along the with email follow up system there must
be a
feedback system that will alert the prospect by
email when
new prospects opt into the system and invoke the
fear of
loss during this process by telling the prospect
that if the
next prospect in line upgrades to a paid
position before he
does then he will forever loose commission on
that prospect.
This is an extremely powerful psychological tool.

o Strong Support:

It’s one thing to get someone to buy a
distributorship, but
it’s a totally different thing get them to work
the business
effectively. There must be an email follow up
system once a
new distributor signs on to ensure that he
receive adequate
training on how to market successfully. There
must also be
human support at this point. So, there must be
strong
relationships built between upline and new
distributors.

o A Good Product or Service:

In order for this entire marketing process to
work, the
system must be back by a strong and ethical
network
marketing organization that sells a high demand
product that
people need and would purchase even if there
were no
compensation plans attached to it.

o You:

You must be an active part of your business. You
must be
willing and open to learn new ideas and tactics
at all
times. You must have a passion for your business
and truly
believe in the product that you plan to build your
organization around.

In Conclusion:

I’ve listed the basic component’s a of a perfect
network
marketing system. This system will involve NO
cold calling
because the prospect will opt in to request more
information
specifically about your business before you even
talk to
them.

Cold calling generic bizz opp leads and hearing
a lot of
NO’s is what causes most network marketers to
fail. We want
to avoid this at all cost. This is what this
system is
designed to do!

By having your prospects opt in specifically for
more
information about your product and business plan
and then by
giving them a detailed report explaining all of
the above
before you even speak to them your chances of a
successful
sales conversion will greatly be increased. The
email
follow-up and fear of loss systems will increase
your
chances successful sales conversion even
further. These
factors will cut down on the number of NO’s that
the you
must endure before success. This will increase
your home
business’s duplicability vastly.

Further, having uniform training and exceptional
support are
the basics and must be present.

So,

Before you spend another dollar on your network
marketing
efforts ask yourself if you’re using a perfect
network
marketing system. If your answer is no and you
aren’t having
any success then ask yourself what you can do to
change your
system to one that will work for you and your
future
distributors using the principles that I have
detailed
above.

I struggled with network marketing myself using
the old
fashion methods, but as soon as I studied
internet marketing
and how to apply it to network marketing things
got a lot
easier. I was able to spot network marketing
organizations
that were specifically positioned for internet
marketing and
earmark what I thought to be the best of the
bunch. After
that, it was simple a matter of choosing the one
that with
what I though had the “best product”.

Perry Belcher is known for it’s great product marketing, visit Perry Belcher site to know more about Perry Belcher

Marketing successfully requires not only insight into how a product or service can be successfully marketed but also flexibility into the marketing of a product or service.

This is one of the marketing principles that doesn’t seem to be taught successfully. Too many times, the “marketing gurus” will promote a type of marketing that has worked for them to the exclusion of all other types of marketing.

Now the type of marketing they promote may very well have worked well for them, but it is folly to believe that one marketing method and one marketing method only will work for every product or service everywhere. This just is not the reality as marketing methods can be as unique as the products and services that are marketed.

Innovation, creativity and flexibility are needed in any type of marketing efforts. Trying several types of marketing is usually the best method of eliminating marketing methods that fail, and determining which marketing methods are successful.

Online business or any type of business for that matter demands perseverance and determination. Perseverance and determination are also promoted heavily by the marketing gurus. However, perseverance and determination does NOT mean sticking with a marketing method that is incorrect for the product or service or NOT producing any results. It does not mean continuing self-defeating marketing methods over and over at a loss each and every month.

To prove a point about the misconceptions sometimes promoted by the marketing gurus and the misconceptions others may have about perseverance in general, I’ve used two actual case studies below:

A. Case Study #1 is a young male who started an online business many years ago promoting marketing resources and marketing strategies. He had many fine offerings that were of great value, as he spent much time and energy researching and developing resources. He read many manuals from marketing gurus, who stressed a lot on list building and e- mail marketing.

This young man, following the marketing guru’s advice, spent much time and energy for years, e-mailing others relentlessly, swapping ads for further exposure, writing articles in other newsletters and e-zines, and trying every “trick” of e-mail marketing to no avail. He also persisted in this strategy as he had taken to heart the principle of “never quitting” quite literally, which the gurus had promoted so heartily to him.

He lost quite a great deal of time and money until he noticed that his Web site had been ranking quite well in the Search Engines (after all, he had great content). Most of the few sales he had been making were coming directly from his Web site, despite the fact that he did not believe in (and dreaded) Search Engine marketing! He rethought the whole process and his approach, and began focussing on marketing his resources strictly from his Web site, applying his perseverance and determination to that, with incredible success ever since!

B. Case Study #2 is a middle aged female who approached the marketing somewhat differently, as she had read a manual from a different marketing guru. She was promoting a customized service, rather than a product, and the guru, whose advice she followed, firmly believed in Search Engine marketing, and Search Engine marketing alone. She spent literally tons of money, and tons of time, getting her Web site to the top of the Search Engines.

Like Case Study #1, she felt that if she only gave it enough time, and persevered, sales would be made. As time went on, she discovered that most of her sales were being made through her e-mail marketing. Her articles, ad swapping, and other e-mail marketing efforts (she published routinely her own newsletters and e-zines), were leading to more clients than those which were attained off her Web site. In her case, e-mail marketing was the “key” to success, but she also was following the mandates of the wrong marketing guru.

The above two studies highlight the folly of blindly following the mandates of any marketing guru. While many do have good solid advice to give, the business owner must possess enough flexibility to test many methods. Creativity and an open mind help immensely when determining marketing methods.

Perseverance and dedication are important, of course. But they must be applied correctly, along with flexibility and innovation, for success to occur in a business. All avenues should be pursued with perseverance and dedication and then choices of marketing methods made based upon the results. After all, results are what make a marketing method successful! Without results, any marketing method is a dismal failure.

Perry Belcher is known for it’s great product marketing, visit Perry Belcher site to know more about Perry Belcher

Set up multiple simultaneous marketing campaigns with database marketing automation email software that get results exploding your internet business marketing while growing multiple optin lists, prospects consistent follow, increasing Back End Sales, and bottom line profits.

When you don’t follow up your prospects or customers with additional information, you are allowing valuable customers and prospects to skip from your grasp, go to your competitors, and satisfied their needs, at the expense of what should have been you’re your profits.

Those are customers that may have been very interested in your products, but simply lost your information, or were too busy when your information was sent. Some customers will purposely wait to see if you find them important enough to follow-up their inquiries. When they don’t receive a follow up message, they take their business elsewhere.

I don’t know about you, but just about everyone doing business on the Net been in that position, because of failing to automate their follow up. Though it’s been found that customer follow up at preset times with pre-written messages, dramatically increases sales.

The exception, those who automated their marketing campaigns, their list and database management, and automated their follow up with personalized email marketing software; and, they dramatically increased their back end sales and bottom line profits.

But, just as important as the increase of sales and profits, is the time saving features of marketing automation, as is the case with email marketing, the single most important aspect of database marketing and back end sales.

Other benefits of doing internet business with email marketing automation is the ability to follow up with prospects, while following through collecting leads, prospects, and customers email addresses and personal data, from a target market; growing an opt-in list of subscribers, managing multiple lists as a list server, and setting up multiple marketing campaigns with unlimited autoresponders.

Regardless of the spam problems of these days, email still remains most effective medium for:

o Keeping customers posted on new products and specials

o Ongoing personalized dialogue with website visitors

o Proactively getting customer satisfaction and testimonials

o Prospects follow up and requesting more information

o Keeping track of all contacts and email communication

o Introducing new products to your contact database

o Motivating and training your employees and associates

o Educating your customers and prospects

And the list could go on and on with no other limitation than the marketer’s creativity and imagination, or the email marketing automation software he’s using to automate his customers follow up.
.
Automated prospect follow up is the solution to selling more on the Internet, and specifically, for more back end sales. There is a wide range of email marketing automation software on the market now a days, some more sophisticated, easier to use, and more expensive than others.

To make a good selection of the wide range of available choices, there’s a minimum of features you must consider.
\
From the marketing stand point the minimum features would be: automated database management and list server for multiple list management; manage and track, import and export, contact data from-and-to its database; and multiple autoresponders for sequential follow-up.

As important, is the ability of data merge for personalized email to potential customers, prospects, newsletters subscribers, clients, colleagues, organization members, affiliate or associates, and network marketing downlines; and, automated add and remove contact data from its database.

Other than the above, the software should allow for the seamless input of prospects on the front end, and when they come out the other end, they have all the information they need to make an intelligent decision to buy, to join an affiliate program, or sign up to a Network Marketing downline.

From the technical point of view, the software should feature: the capacity to operate sending email through your regular ISP server, or through its own integrated mail server to by pass your ISP servers, and avoid using up its band width - this is a must feature if you have a list of more than 1000 contacts.

Other important technical features for the email marketing software of your choice would be, the capacity of sending email through multiple simultaneous threads (at least 10 threads), at a sending average rate of 15 emails per thread; and an email address verifier, to verify new contacts email addresses and keeping your list clean from those entering a fake email address only to download your bonus.

Finally, the email software must have the capacity to handle the entire user unknown, undeliverable, and bounce back messages. This feature is very important to keep a clean list, and avoid being filtered by the ISP’s servers as Spam, because of too many undeliverable taking up their band width.

With an email marketing and database management software with all the above features, a Marketer or internet business operator you can set up, operate, and manage multiple programs, multiple marketing campaigns; and, also running multiple special offers, simultaneously and effortlessly.

For Netprenuers with an affiliate program, or into network marketing, this kind of software can help training associates, affiliates, and downlines, via email, on subjects such as distributor handbooks, marketing materials, or instructions for a quick jump start.

Finally, if you’re an e-publisher, this software provide the capacity for multiple broadcasting of newsletter or ezines; as well as to automatically submit article to hundreds of ezines editors at once..

Automated email and database management automation could afford business owners and marketers the means to capitalize on the full power of the internet, by consistently following up on customers, prospects, affiliates, and downlines; and, launching multiple and simultaneous marketing campaigns, while dramatically increasing their back end sales and bottom line profits.

Email marketing automation generates interest, traffic, and sales for an online business; and, its just amazing the amount of work and time that it saves. I cannot imagine someone marketing or doing business on the internet without email marketing automation software like this.

Perry Belcher is known for it’s great product marketing, visit Perry Belcher site to know more about Perry Belcher

Recently I was talking with a very bright traditional marketer on the value of integrating Internet marketing into an enterprise’s marketing mix. Personally, I have witnessed significant and measurable increases in the online results of an enterprise when they include traditional marketing strategies like direct mail, radio, television or publicity with their internet marketing strategies.

Although he did not disagree with the concept, he re-focused the discussion on the importance of an enterprise establishing their marketing message and objective even BEFORE contemplating their traditional or Internet marketing strategies. What an excellent point! What about you…

o Have you created a clear and concise marketing message?

o Have you defined your customer benefits and integrated them into your message?

o Have you established a measurable objective to determine your success by?

Your Marketing Objective Defines Your Results

Business owners and marketers have a tendency to think in broad terms about their marketing objective by focusing on ones such as “generating traffic” or “designing a website.” Instead, the effectiveness of their internet marketing strategies should be driven by specific marketing objectives established from the end result required of the business to be economically sustainable.

For example, “generating traffic” is not directly tied to a financial objective like “generating a cost per sale of $75.” The common misperception of “traffic equals sales” has wasted tremendous amounts of business’ capital on poor quality website traffic. In addition some businesses have developed negative attitudes towards Internet marketing by falsely associating poor results to it instead of to a lack of an objective.

Recently a new client described his horror story of spending a significant part of his budget on contracting with a paid search service provider. The resulting paid search campaign was a major failure in terms of satisfying the client management’s net profit objective. Actually, to be precise, the campaign caused a massive negative net profit.

After asking further questions to understand why the situation occurred, I discovered that the blame could not be attributed to the service provider’s failure to perform but instead to the client’s failure to define the correct marketing objective.

The client contracted with the service provider under an objective of “generating traffic” versus “generating a positive net profit.” The goal of “generating a positive net profit” involves a more strategic performance-centered setup and management of a paid search campaign which this particular service provider was not capable of delivering through their business model.

Unfortunately, directed by the client’s defined objective, the service provider delivered massive volumes of paid search “visitor traffic” which failed to satisfy the client’s non-communicated but expected increase in positive net profit.

Your Marketing Objective is the Balance between Determining Success and Failure.

By defining a measurable objective, an internet marketing strategy is regulated by the resulting increase or decrease of it. From this perspective, a simple “yes/no” decision is made as to the success of a particular strategy: “Yes” it achieved the marketing objective and should be maximized; or “No” it fell short of achieving the marketing objective and should be dropped or the message adjusted and tested again. Without a measurable objective, the success of an internet marketing strategy is determined by subjective means versus real data.

A Clear and Concise Marketing Message Ensures Achievement of Your Objective

The marketing message is essential for generating performance from your Internet marketing strategy. Rather on your website, landing page, or paid search ad, the message attracts visitor attention, qualifies the type of visitor and persuades the visitor to complete your defined marketing objective.

An excellent book written by Doug Hall titled, “Jump Start Your Business Brain” outlines three essential components every effective marketing message should include. They are:

1. Overt Benefit: answers the customer-centric question of “what’s in it for me?”

2. Reason to Believe: what persuasive credibility shows that you will do as you promise?

3. Dramatic Difference: what is your uniqueness to the customer?

The rudimentary knowledge gained from these three essentials is that you must focus on your visitor and answer their buying questions. By satisfying your visitor’s needs in a manner that persuades them to buy, they will correspondingly satisfy your needs.

Are You Satisfying Your Visitor’s Needs?

An easy way to assess whether your marketing message is even capable of satisfying your visitor’s needs is to count the number of times your website copy states “you or yours” versus “we and us”. Although primitive, this exercise will immediately tune you in to where your marketing message is directed. If you’re talking more about “we” then about “you” then you’re focusing on the wrong message.

Instead of spending more time on developing a traffic generation strategy, re-focus your time and thinking on developing an effective marketing message with a measurable objective. Ultimately your traffic generation strategy will achieve higher returns and stronger results when you attract the most qualified visitors through an effective marketing message and gain “data-driven” insight from a measurable objective.

Perry Belcher is known for it’s great product marketing, visit Perry Belcher site to know more about Perry Belcher