Five Marketing Myths

With the wealth of articles and how-to guides available online, it would seem that almost anyone with a modest budget could run a successful marketing campaign. Unfortunately, many of these resources repeat outdated—and sometimes just plain misguided—information. Familiarize yourself with these five marketing myths to make sure you avoid these common missteps.

1. “Just make it pretty.”
   Visual aesthetics should enhance your marketing efforts, not define them. After all, you can design the world’s most beautiful advertisement—which may capture the attention of potential clients—but if you do not deliver clear information identifying the value of your products and services, customers will be quick to move on to competitors who can demonstrate these benefits.
2. “We don’t need a marketing plan.”
   You wouldn’t drive blindfolded, would you? Launching a marketing campaign without a plan can be just as reckless. Too often, companies invest significant sums of money into campaigns that miss the mark. Perhaps they failed to reach their target demographic or did not realize that the competition was offering comparable products at a fraction of the cost. A solid marketing plan contains all the information you need to understand the factors affecting your business’s ability to operate effectively in the marketplace and to maximize ROI.
3. “Let’s just build the product (or service) first.”
   If you build it, they will come. Or will they? Startups are prone to the misconception that all they need is a great idea and a consumer base will develop all on its own. Once again, we’re back to driving blind. Market research needs to happen before a product hits the production room floor. The alternative—assuming there is a market for your latest goods and that you already have an innate understanding of this market’s desires—can lead to disappointing returns.
4. “Don’t waste time on messaging.  Let’s just get out there.”
   Your message is the bridge between your product and your customers. Without it, the two will have a hard time reaching each other. In inbound marketing, your message provides an opportunity to appeal to your target market’s particular wants and needs. It helps potential customers answer the question, “What’s in it for me?”
5. “We have to include every feature and benefit in our materials.”
   Sometimes, less is more. Your customers are busy and already bombarded with a flood of advertisements. If you want to make a lasting impression, you’ll have to be clear and concise. Highlight only the most important features of your product or service. Design your sales pitch so it can be absorbed in a split-second. Chances are, that’s as much time as you’ll have to convince a prospective buyer. You can provide more information after you’ve generated the lead.