Marketing: Rules of Don’t…

… Forget the 3B’s – Benefits, Benefits, Benefits - from your customer’s point of view.

… Stop looking from your customer’s perspective in everything you do.

… Ignore your capacity and capabilities.

… Take your eye off your objective – make it SMART.

… Stop trying to know more about who your customers are and what they want / need.

… Underestimate the importance of continuity and quality in your approach, all interactions and promotions.

… Assume that your marketing mix and communication mix are right: test and adjust.

… Lose the chance for a “call to action”.

… Do any promotion that doesn’t count or support your brand.

… Under deliver on your promises. Always deliver what you say you can – and aim to over-deliver.

… Underestimate the importance of building loyalty through customer service.

… Fail to plan your marketing, including financial aspects – know your position and
strengths from your SWOT, where you are going and how you are going to get there.

… Try to be a “me too” if possible: Differentiate.

… Hide behind email. Build direct relationships with your customers as often as possible.

… Forget to communicate internally: ensure everyone within your company, from the secretary to the sales manager, knows what you are trying to achieve, why, and how they play a part in it. Ensure everyone is working in the same direction.

… Overcomplicate – marketing does not have to be complicated. KISS.

… Forget to set up a system to monitor and review all your activities. Growth > cost.

… Underestimate the power of networking. It’s not who you know, it’s who knows you !