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Follow on Google News | Why So Many Business Owners and Entrepreneurs Go Broke When MarketingBusiness owners and entrepreneurs who actively market their companies have one goal in mind -- bring in more business. But this goal is rarely achieved because attention is directed toward the wrong subjects.
By: Tom Trush “So many marketing messages are ignored because they don’t deliver what prospects want,” said Trush, a direct-response copywriter and marketing strategist. “Instead of delivering information prospects can use, brands blast out one-way, ego-based messages about their companies or their products and services. This problem is easy to spot because the messages scream, ‘Look at us … look at us … we’re great and we want to help you.’” Unfortunately, these types of messages aren’t the only problem destroying marketing efforts. Trush also points to targeting the wrong audience as another critical mistake. He believes the best bet when marketing is to communicate with people who already expressed interest in what you offer. Trying to convert people’s beliefs about why they need your product or service is a no-win battle. “Once we make up our minds about an issue, we naturally prefer to stay consistent about that thought,” Trush emphasized. “Furthermore, when that belief gets attacked, the instinctive reaction is to take a stubborn stand and fight stronger for your thoughts. The greater the push, the stronger the belief becomes.” Instead of focusing time and money on people who you think need what you offer, Trush recommends directing efforts toward those who already demonstrated desire for the solution provided by your product or service. Tom Trush is a Phoenix-based direct-response copywriter who helps business owners craft lead-capturing marketing materials. He is the author of the new book, “The ‘You’ Effect: How to Transform Ego-Based Marketing Into Captivating Messages That Create Customers.” He is also the author of “The Reluctant Writer’s Guide to Creating Powerful Marketing Materials: 61 Easy Ideas to Attract Attention and Get More Customers.” Several of Trush’s educational articles, videos and expert interviews are available on his website at http://www.writewaysolutions.com. To interview Trush, call 602-305-6755 or e-mail tom@writewaysolutions.com. End
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