Just don't do it
Don't let your personal marketing suffer from these six common blunders.

Expecting instant results. When was the last time you bought a product after seeing only one ad for it? People must view your advertising and other marketing and public relations efforts many times, form a favorable impression of you, and be in the market for your services. Only then will they act. Getting poor results on one postcard mailing or magazine ad is not a good reason to abandon your advertising program.

Not matching the experience to the promise. The recorded message tells you your call is very important, yet you remain on hold minute after minute. Making the same type of unfulfilled promise in advertising alienates prospects and clients.

Not integrating ads into your overall marketing plan. You do have a marketing plan, don’t you? Your advertising should support those goals, strategies, and tactics.

Using vague language. Do you offer “quality service”? That term—and others like it—means very little. Tell consumers specifically what you offer them, how you can solve their problems, and make their lives better.

Spreading your campaign too thin. Don’t extend your reach if you can’t maintain an effective frequency. In other words, if your budget can pay for producing and mailing 10,000 postcards in a year, you’re better off sending cards to 500 people 20 times than 10,000 people once.

Fixing what isn’t broken. Some people get bored with their own advertising and, with no indication it is not still effective, start from scratch. Don’t squander the recognition you’ve built up over the course of the campaign until you have reason to believe it is no longer working. Then make a change if you have reason to believe doing so will produce better results.

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