you about the vendors, where they are, how wonderful they are, what they do, how great their quality is, how great their service is, and all about them?95% of the ads are totally focused on the business andnot on what the business can do for YOU, the prospect!Take a look at the ads in the newspapers, on the TV, and listen to the radio. Youll find the same thing happening there, consistently, every day. This type of selfish advertising falls into the terribly wasteful category of institutional advertising.Institutional advertising produces, at best, deferred results. At worst, institutional advertising is ineffective, unproductive, and a wasteful expense that accomplishes no profitable purpose whatsoever.You know when its institutional advertising because institutional advertising tells you how great the company is, or how old and stable they are, or some other frilly, fancy, cutesy and other non-compelling foolishness.Your selfishness is what kills most of your marketing. From brochures to flyers, and sales letters to advertisements, your marketing message should let your prospects know that you are concerned ONLY WITH WHAT THEY WANT!Anything about you should always come last. Your clients, customers, patrons, patients...whatever you choose to call them, should always come first.Any marketing documents you create should start out by focusing on the prospects wants. Every sentence should show that you understand the prospects wants.Until your marketing efforts focus on the prospects wants, your marketing is handicapped.Mistake # 2: Failure To TestVery few companies ever test any aspect of their marketing, and compare it to something else. They bet their destiny on arbitrary, subjective decisions and conjecture. This is unfortunate for a number of reasons.First, we don’t have the right or the power to predetermine what the marketplace wants and what the best price, package or approach will be.Rather, we have the obligation ...
