AddThis Feed Button
AddThis Social Bookmark Button
Free Newsletter Signup

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. Peter Drucker

People fail at marketing for a variety of reasons. This list is not meant to be all-inclusive but here are the most common reasons I encounter:

  1. Never been trained in marketing
  2. Don’t understand the psychology of marketing
  3. Are not consistent in their marketing message
  4. Don’t ask for help because they don’t know who to trust
  5. Don’t want to do it for themselves
  6. Don’t know what works and do not want to spend the money

Let’s look briefly at each reason.

Never Been Trained in Marketing

Many of my clients have not been trained in marketing. They are engineers, cleaning companies, payroll specialists, merchant service providers or insurance specialist. They are experts in their field but not in communicating their value to others. The words they use reflect a lack of clarity in who they are and the value they provide. These small business owners are too close to see clearly their value. Because they are too close and cannot see themselves and their value as others see them, they talk in platitudes: many locations, peace of mind and financial security, without context.

Don’t understand the psychology of marketing

Marketing is nothing more then explaining what you do, why it is important and who should care. Always remember most people take action to avoid pain. Marketing is helping other understand how their life will be better when they buy your product, go to your restaurant, use your services.

Are not consistent in their marketing message

Marketing is about communicating your value proposition consistently. You cannot do a post on Facebook one time and expect to get results. One blog post won’t do it not will sending one postcard. It is about defining the buyers journey and walking with the prospect along the buyer’s journey.

Don’t ask for help because they don’t know who to trust

There are so many people who claim to be marketing experts that do not promote their product or service well. They love social media and expect others to see the same value. I can see why people are concerned about making a bad decision. I am appalled by some of the marketing messages that come across my desk by other marketers who want me to use their services.

Don’t want to do it for themselves

Many people know what to do and do not want to do it themselves. Dan Kennedy said it best, “do not outsource your marketing until you know what works. Otherwise, you are wasting money.” No one knows your business like you do. You may need some help with the message, strategy or tactics but you are the final decision-maker.

Don’t know what works and do not want to spend the money

There are so many choices a small business owner has when marketing his business. Ask yourself this question, “where does of my business come from today?” and do more of that. Don’t look for a social media expert, direct mail expert or SEO expert until you know where you should spend your time. After that continue to add one option until you know that works. Then consider outsourcing.

Ron Finklestein

About Our GE Network Expert - Ron Finklestein

After a successful consulting career, Ron Finklestein has spent the past 6 years building his business AKRIS Inc and helping entrepreneurs and business owners build their businesses by helping them solve the tough problems that hold them back. Ron is called The Small Business Success Expert by his clients because of his passion for their success and his knowledge of business. Visit Ron’s website at http://ronfinklestein.com.


 
 
 

 
 

Comments are closed.

Have an expert opinion on issues entrepreneurs and small business owners face everyday? Join the GetEntrepreneurial.com Experts Network and share your expertise with the community!

The new GE Experts Network is inviting seasoned entrepreneurs and small business owners to come on board and contribute small business advice to our community of aspiring entrepreneurs. If you have an effective way of generating sales or you know how to use social networking to connect with your customers, join us in providing wider entrepreneurial content that would benefit small business owners worldwide.

Click Here to Learn More >>



Free BIZNESS Newsletter
Enter your name and email address below to receive updates whenever a new article is posted on GetEntrepreneurial.com Experts Network, a small business blog dedicated to providing business advice and resources to our community of aspiring entrepreneurs.


  Meet Our GE Network Experts!

Meet Our GE Network Experts!
 

Recommended Resources


Newsletter

  • Enter your name and email address below to receive updates whenever a new article is posted on GetEntrepreneurial.com Experts Network, a small business blog dedicated to providing business advice and resources to our community of aspiring entrepreneurs.

Recent Comments

About GetEntrepreneurial.com

GetEntrepreneurial.com is a small business blog dedicated to providing business advice and resources to our community of aspiring entrepreneurs. Our specially hand-picked panel of GetEntrepreneurial.com Network experts regularly contribute entrepreneurial content and professional tips for small business owners worldwide.
 



Newsletter

Enter your name and email address below to receive updates whenever a new article is posted on GetEntrepreneurial.com Experts Network: