Marketers learn from what some do well and from what others don’t. Either way, they learn. Let’s look at five “don’ts” we can take away from the mistakes of others. See any you need to fix in your marketing?
1. Don’t complicate.
Not every marketing communication needs to provide a lot of detail. When you’ve got a great product, loading up your communications with a ton of information is tempting. The risk, however, is that your audience will get overwhelmed and buy nothing. Keep it simple! Focus on a few compelling points.
2. Don’t bombard them.
You want to communicate with your audience frequently using the right channel mix (direct mail, email, mobile marketing). Don’t bombard them so they get annoyed and tune you out.
3. Don’t go rogue.
Don’t try to do everything on your own. Get fresh, objective perspectives on your marketing message, delivery, and approach. Ask your team. Solicit the opinion of others inside the company. Ask objective experts. Ask your customers! Just because your message is clear to you doesn’t mean it’s clear to everyone else.
4. Remember the call to action.
Once recipients have read your marketing piece, tell them what you want them to do. Do you want them to call for more information? Buy a product? Sign up for a seminar? You’d be surprised how many marketers forget to do this. Without a call to action, prospects can set the communication aside for later, then it can get lost or forgotten and never acted upon.
5. Don’t rush.
When you’ve got a great idea, getting it out there quickly is tempting. But take your time to get it right. We can often offer suggestions on targeting, mailing formats, specialty finishes, and other critical mailing elements that you might not have thought of.
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