Nobody ever said marketing was easy. No matter how successful you are, you've got to start over with every new customer. No matter how well you know your stuff, you're still vulnerable to the same mistakes.

Smart marketers and sales professionals know they have to stay on their toes to avoid repeating those mistakes. That's why I've compiled this list of the most common marketing mistakes--mistakes that waste time, money, and ultimately customers. Review these errors with an eye toward sidestepping any one of them when you see it coming.

1. Assuming you don't need to market yourself.

No matter how big or successful you become, you'll always need to make sure your customers--current and potential--know who you are and what you can do for them. Coca-Cola, for example, is one of the best-known brand names in the world, but it continues to market itself aggressively every day.

2. Focusing on your image instead of your identity.

The best way to stand out in the crowded marketplace is to differentiate your organization from all the rest. It's easier--and more cost-effective--to do this by concentrating on how you can really help the customer instead of building an image that's only distantly related to your product or service. Customers appreciate openness and sincerity more than gimmicks and contrived images.

3. Undervaluing your product.

Customers won't value what you have to offer if you don't value it yourself. Be fair when setting prices, but don't give too much away in the name of competitiveness.

4. Not measuring the effectiveness of your marketing efforts.

You have to constantly evaluate whether you're earning enough on your marketing investment. Set goals and track your progress in terms of sales per thousand brochures or hundred calls, or whatever other measure seems appropriate.

5. Providing insufficient information.

Conventional wisdom insists that prospects don't want to read lengthy marketing copy. While the majority of readers do give up after the first 50 words, you shouldn't give up until you've told your story thoroughly. Put the crucial '5W' information in your opening, but give the customer all the information he or she needs to make a decision.

6. Changing strategies too hastily.

Don't be in a hurry to switch the message or media of your marketing campaign. You may be getting sick of your own message, but key marketing messages need to be repeated again and again in order to make an impact on the customer's consciousness.

7. Relying too heavily on referrals.

Depending on referrals for new business limits your options. Design a marketing program that lets you target potential customers, and also gives them the opportunity to contact you directly. Otherwise you'll be at the mercy of whomever has the ability to refer customers to your company.

8. Failing to position your company as a leader in the market.

Being seen as a leader in your industry gives you a distinct advantage over the competition. Identify a niche where your organization can truthfully label itself the best. If you can't find a niche, create one. Then let your role as an industry leader be a powerful factor in your marketing campaigns.

9. Keeping your marketing materials to yourself.

Lots of companies spend big money on brochures and other marketing materials they keep in the office to hand out to prospects when they walk in the door. Develop a marketing packet of company data to send out to people who call your office. Offer a booklet of useful information in your advertising, and whenever you're interviewed for TV, radio, or the newspaper.

10. Not maintaining a mailing list.

Establish a mailing list of past customers, prospective clients, people who have referred business to your company, and other important business contacts. Be sure to communicate with these people at least quarterly. A simple one- or two-page newsletter with a few bits of useful information will keep your name at the top of people's minds. Would you like to learn more? For more information about how you might benift from coaching contact Greg at (760) 294-2117 or greg@zencoach.com. Greg Clowminzer is a Business and Life Coach serving the needs of individuals in their desire to live a higher quality of life with a deeper sense of meaning and purpose. Greg Clowminzer www.zencoach.com greg@zencoach.com (760) 294-2117

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