Tuesday, December 29, 2009

90% of Your Potential Customers Should Respond To Your Advertising

Many would disagree, but my theory is that 90% of your potential customers should respond to your advertising. They may not necessarily buy from you, but they should be responding by either visiting your web site or contacting you for more details.

If this can not be said of your marketing campaigns, it's likely because of one of the following reasons:

1) You are marketing to the wrong audience.
Marketing to broad and general audiences is a classic mistake that many companies make. Every product and service appeals more to a specific group of people than to any others. Find out who they are, and find a creative way to target them in your marketing. Remember that not everyone is a potential customer, just the people within this group.

2) You are selling the wrong product.
If you are unsuccessfully marketing to a very targeted audience that should have an interest in your product or service, it could be that your product or service sucks. No one ever wants to believe this, but in many cases, it can be true. Conduct some market research, and ask your potential buyers for honest opinions. Even the most unique products and services can prove to be something that your potential customers just don't want or need.

3) Your pricing is off.
If your price is too high, people will feel that they can't afford it (even if they can). If your prices are too low, people will feel that your products or services might not be of good quality. Experiment and find the right price that people are comfortable with.

4) Your presentation is weak.
If your presentation is unprofessional or amateur-looking, it doesn't matter what you're selling - people won't buy it. Your web site, brochures, business cards, etc. absolutely must look modern and professional. If even if your actual product and services are up-to-par, consumers will penalize you greatly if your presentation looks like garbage. Don't try to design your own materials if you are not a professional graphic designer.

1 comment:

  1. Great Post.. I always mention in conversation with others that a professional design in absolutely critical...Your marketing material (i.e. website & brochures) are your Modern Day Business cards...

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