Why “Good” Marketing Fails.

I see it all the time.  Or I should say, I hear it all the time ...

“We hired this person/consultant/expert/agency/copywriter/DM expert/marketing guy ... paid them a ton of money ... and the results were terrible.”

Maybe you’ve been there. Or know someone who has.

And it begs the question ... How does that happen so often, to solid companies, run by smart people?

My answer and expert opinion ...

It happens, because in an effort to get something different or better than what they had, they listen to a sales pitch from a “pro” who first talks them into a huge paycheck with a “loose” plan. 

And then they poorly execute a marketing effort that was doomed from the start, due to a sheer lack of deep marketing understanding.

Do you agree?

The fact is, if any marketing effort is not built on solid ground, with:

? A firm understanding of the buyer

? Appropriate, persuasive copy and content

? A clear advantage the product has over competing products -- stating how and why it works better

? A good offer

? Correct pricing

? Excellent customer service

? Solid data

? A well-thought out sales funnel

? Eye-catching design that enhances the sales copy

? A call center staffed by people who can answer the phone AND close the sale, rather than just take an order

? A good refund policy

? Sales copy that does the job of educating the buyer

? And a dozen other factors ....

The risk of a poor result goes up.

And as you can see, there’s a lot that can go wrong.

The problem is, in the mix of all those people I listed before, from the consultant to the agency, rarely do they have somebody who really understands this entire marketing process, as a result of years of hands-on experience.

And unfortunately, these companies only realize that they got duped after the money was spent, and the entire marketing effort lost money.

So how do you avoid this?

There are a lot of people out there who call themselves “marketing experts.” And there are a lot of people who have marketing degrees, or who simply landed a job in the marketing department.  

But I’m convinced that some of the smartest, most intuitive marketers on this earth are those direct marketers who have actually been doing it with strict accountability for decades. 

People like myself who absolutely must understand the essentials of good, effective, smart marketing, with the intention of getting a sale that the buyer feels good about. 

If you want outside marketing help you can trust, make your own list of “Smart marketing criteria.” 

In fact, you can make a list using the things I have listed above, and make them tell you what they know about your customer.

Make them tell you what they know about effective pricing structure. Make them tell you what they know about good graphic design. Ask them what they know about human nature, about buying habits, about greed, love, fear, freedom etc.

Most of them will fall short. And maybe everyone can’t be an expert on ALL things marketing. And I’m not trying to disparage companies from working with people they know and trust. But they should have good answers to your marketing questions before you start.

Otherwise you’ll end up like new clients who come to me ALL THE TIME ...

Gun shy clients who have been raked over the coals, robbed blind, lied to, and cheated by someone who convinced them that they knew “for sure” how to help them.

If you want the best results, and you want to make more money, and you want repeat customers, and you want the job done right by a person who can get all this done for you ...

Whether you operate online, offline or both, my suggestion, find a veteran direct marketer who can show you proof of success 100 times over, and not someone who just says they can do it.

The bottom line: Good marketing fails because it wasn’t well thought out and executed properly by anyone who really knew what they were doing.

Some extra time getting good answers to your questions will help you find the right person to work with.

Phone: 330-671-5920

[email protected]

www.skcopywriting.com 

LinkedIn: www.dhirubhai.net/in/stephenkimb/

Skype: Stephen.Kimball5

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