Marketing Mistakes by Non-Professionals

Source: The Marcus Perspective

Bruce Marcus lists some intriguing mistakes made by non-professional marketers in professional firm marketing. Here are some:

• Mistakes made by not understanding the marketing process:
  • Incorrectly using professional marketing personnel, and therefore, losing them.
  • Selecting the wrong marketing programs.
  • Abandoning a program too soon.
  • Failure to make adjustments to a marketing program to meet changed circumstances.
  • Not using feedback.
• Mistakes made by not understanding marketing techniques:
  • Blaming a failure of technique on the marketing program.
  • Expecting unrealistic results from good techniques, then abandoning the techniques.
  • Thinking that writing letters is the same as direct mail—therefore, not using a professional.
• Mistakes in judgment:
  • Refusing to take any risk.
  • Trying to sell what you want to sell rather than what the market wants.
  • Eschewing originality because you would rather do it the way it used to be done.
  • Implementing a program solely because it worked in the past.
  • Refusing to consider new techniques like cold calling, telemarketing, or e-commerce, even though others may be using them successfully.
  • Viewing ideas from your perspective rather than from others’.

For the complete blog entry, click here and select the May 17, 2008, entry “NO PAIN, NO GAIN: Is The Marketing Return Worth The Risk?”

From The Marcus Perspective, a Contrarian’s View of Professional Service and Marketing, http://www.themarcusperspective.typepad.com/.

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