by Tom Trush

~~ TAKEAWAYS ~~

>> Successful marketing isn't determined by the number of people who see your message.

>> Most marketing doesn't work because it targets broad audiences of people who have no interest in buying your product or service.

>> Prospects -- not people -- merit the focus of your marketing efforts (as do your previous clients/customers).

~~

It's astonishing how many business owners become victims of a marketing misconception that steals your time and squanders your money.

The problem has to do with numbers.

More specifically, equating successful marketing with the number of people who see your message.

Let me explain ...

First, understand there's a difference between marketing to people and marketing to prospects. People become prospects when they take action that demonstrates interest in your product or service (or something similar).

Problems arise when you direct too many marketing resources toward people.

What amplifies the issue are representatives who flaunt advertising and marketing opportunities (e.g., newspapers, radio, TV, Yellow Pages, outdoor displays, etc.) using the number of people the mediums reach. The lure of a large audience then becomes too strong for many business owners to resist.

Now, don't get me wrong.

Sometimes marketing to people is necessary so you can qualify a select few as prospects. But realize there's zero value in marketing to people who see your message and don't take any action.

In effect, these people are blind to anything you put in front of them. Regardless of what you write, say or display, you'll never convince them to act on your offer. So don't blow your budget on people.

On the flip side, prospects -- because they expressed interest in what you offer -- often become buyers. Therefore, they merit the focus of your marketing efforts (as do your previous clients/customers).

Websites are an especially common place for confusion. Some business owners are fanatical about hits, or the number of times visitors view pages on your website. They assume if hits are high, the website is successful.

A better success indicator is the percentage of visitors who took action and became prospects (i.e., the visitors signed up for an educational guide, requested your newsletter, submitted a question, called your office, etc.).

When your website converts well, hits become a small factor in your site's success.

This quality over quantity principle carries over to other marketing mediums as well. For example, I recently ran a small direct-mail campaign responsible for a boost in my own business during the last two months. In fact, the list is so small most business owners would brush it off as a waste of time.

The campaign only targeted 86 contacts.

My point is this: Most marketing doesn't work because it targets broad audiences of people who will never buy. You're better off using your marketing to qualify your prospects, follow up with consistent communication to establish credibility and trust, and then go after a sale.

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© Trey Ryder

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