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Mistakes 96% of Biz Owners Make

by tanya7zhou
32 replies
Hey Guys,

The following are some of the most common business growth marketing mistakes business owners make.

I have come across the following plus more:

  1. Marketing To Everyone
  2. Foolish ads with no call to action and poor headlines.
  3. No usp or positioning strategy in place
  4. Not capturing customer details
  5. Not staying in touch with customers once a month
  6. Not reactivating past clients
  7. No back-end products in place
  8. No joint venture deals in place
  9. Not using risk reversals to increase conversions
  10. Ignorance of taking advantage of latest technology (Only Using A Small Number Of Marketing Tools)
  11. Not Having A Sales And Marketing System
  12. Failing To Use Testimonials
  13. Not Having A Referral Process Or System
  14. Sending Brochures Without A Sales Letter
  15. Failing To Calculate The Cost Of Losing A Customer or keeping one (LTV)
  16. Failing to ask customers for feedback regularly
  17. Poor telephone manners
  18. Failing to upsell, downsell or cross sell
  19. Not optimising their database effectively (collecting birthdays, anniversary details, segmenting customers based on who spend more than the other, etc
Okay, you tell me what you have discovered as the common mistakes businesses owners continuously continue to make.

You can repeat what I have suggested if you want!

Oh by the way, I made good money today when i spoke to a business owner and realised they don't capture customer details. I have fixed their problem. I'm in the process of helping them create their monthly newsletters. Next week, I will scouting for possible joint venture partners for them. We might probably create gift vouchers to include in the newsletters.

It is simple guys. Go out there and make money.Stop convincing yourself that it's not easy. It is.
#96% #biz #make #mistakes #owners
  • Profile picture of the author myaffiliatebiz1
    Great post, This is so true. You must work hard to make the money. Also keeping in touch with your clients will produce new money in the future.
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    • Profile picture of the author jrobconsult
      Lots of good points. I like to add
      1. Fear Of Failure- Too many small business owners worry about what can go wrong instead of right.
      2. Educating employees- Best asset for any business is a collection of great employees. Must always be looking for ways to make them better.
      3. Marketing is not Aggressive Enough- The businesses who make outrageous offers to customers are often rewarded many times over. Instead, many businesses use the safe marketing approach. ( Goes back to fear of failure or customers taking advantage of them)
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      • Profile picture of the author tanya7zhou
        Originally Posted by jrobconsult View Post

        Lots of good points. I like to add
        1. Fear Of Failure- Too many small business owners worry about what can go wrong instead of right.
        2. Educating employees- Best asset for any business is a collection of great employees. Must always be looking for ways to make them better.
        3. Marketing is not Aggressive Enough- The businesses who make outrageous offers to customers are often rewarded many times over. Instead, many businesses use the safe marketing approach. ( Goes back to fear of failure or customers taking advantage of them)
        Oh boy that is sooo true. I agree!
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    • Profile picture of the author tanya7zhou
      Originally Posted by myaffiliatebiz1 View Post

      Great post, This is so true. You must work hard to make the money. Also keeping in touch with your clients will produce new money in the future.
      Even though it seems obvious that business owners need to keep/stay in touch with their customers; they carry on making the same mistake of not doing so.

      Guys go out there; help them make so more money
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      • Profile picture of the author tanya7zhou
        When it comes to employee training and stuff, what strategies or procedures do you guys put in place?

        Do you outsource training companies to come and train their employees, or do you guys do the training?

        As for me, I do sales training myself, but i am thinking of other departments that might need help, especially customer service dpt.
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  • Profile picture of the author Workaholic1
    it is not easy but when you put focus and hard work, it pay off. that is the mistake i need to check when i do new project ot current project. thank
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  • Profile picture of the author WillR
    Number one is so true of many offline AND online marketers. So many people think that the best way to get more business is just to get more exposure. It's no true. All you'll do is throw away a ton of money.

    You can get a lot more business from one well placed and well targeted advertisement than a whole heap of ads targeting a general audience.
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  • Profile picture of the author Jody_W
    I also see a lot of

    3. No usp or positioning strategy in place

    Businesses need to answer the eternal question: why should I buy from you and not the other guy? And price can't be the only answer if you want to stay in business.Nice post, Tanya!
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  • Profile picture of the author V Michael Santoro
    This is a great and comprehensive list.

    I'd like to add that in my experience, most local and small businesses are so busy with the day-to-day operations, that they do not pause and realize that they need an effective marketing plan with a system in place to test their results.

    They spend money on advertising and marketing and have no idea if its even profitable. That coupled with their not understanding and sometimes fearing online marketing because its viewed as an abstract topic, they continue to do what they feel comfortable with.

    Most of our clients hire us to evaluate their current environment and then make suggested changes. The biggest issue I see is that do not cultivate their current customers and spend more time and money trying to obtain new customers.

    Hope this was helpful,
    Vito
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    • Profile picture of the author ChristopherDittemore
      Here's 17 more to add to the list:

      1. Don't have a long-term strategy.
      2. Don't test different tactics.
      3. Don't capture data for measurement/future projections.
      4. Don't innovate.
      5. Don't educate/nurture current relationships.
      6. Don't differentiate (USP).
      7. Don't manage cash flow.
      8. Don't improve systems.
      9. Don't focus on time freedom.
      10. Poor utilization of capital/assets.
      11. Don't look for relationships.
      12. Don't know what they are selling.
      13. Don't dimensionalize benefits.
      14. Don't garner/keep attention through advertising.
      15. Don't create processes.
      16. Don't focus on important, non urgent tasks.
      17. Don't implement best use of time processes.

      Compile the opposites for a good monitoring tool.

      Christopher
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      • Profile picture of the author tanya7zhou
        Originally Posted by ChristopherDittemore View Post

        Here's 17 more to add to the list:

        1. Don't have a long-term strategy.
        2. Don't test different tactics.
        3. Don't capture data for measurement/future projections.
        4. Don't innovate.
        5. Don't educate/nurture current relationships.
        6. Don't differentiate (USP).
        7. Don't manage cash flow.
        8. Don't improve systems.
        9. Don't focus on time freedom.
        10. Poor utilization of capital/assets.
        11. Don't look for relationships.
        12. Don't know what they are selling.
        13. Don't dimensionalize benefits.
        14. Don't garner/keep attention through advertising.
        15. Don't create processes.
        16. Don't focus on important, non urgent tasks.
        17. Don't implement best use of time processes.

        Compile the opposites for a good monitoring tool.

        Christopher
        Great list Christopher.
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    • Profile picture of the author tanya7zhou
      Originally Posted by V Michael Santoro View Post

      This is a great and comprehensive list.

      I'd like to add that in my experience, most local and small businesses are so busy with the day-to-day operations, that they do not pause and realize that they need an effective marketing plan with a system in place to test their results.

      They spend money on advertising and marketing and have no idea if its even profitable. That coupled with their not understanding and sometimes fearing online marketing because its viewed as an abstract topic, they continue to do what they feel comfortable with.

      Most of our clients hire us to evaluate their current environment and then make suggested changes. The biggest issue I see is that do not cultivate their current customers and spend more time and money trying to obtain new customers.

      Hope this was helpful,
      Vito
      I totally agree Vito. This is why, it's important for us warriors to go out there and help these guys before it is too late.
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      • Profile picture of the author tanya7zhou
        They don't even know nothing about expert positioning or product creation. I have helped a lot of business owners create products to position themselves as experts.

        To be perceived as authorities. This also helps them attract quality joint venture partners.
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  • Profile picture of the author Bayo
    Great lists and I would like to add:

    'Not seeking help because they believe they can solve the problem by themselves by doing even more of what isn't currently working'

    BAYO

    Credibility holding you hostage?
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    • Profile picture of the author tanya7zhou
      Originally Posted by Bayo View Post

      Great lists and I would like to add:

      'Not seeking help because they believe they can solve the problem by themselves by doing even more of what isn't currently working'

      BAYO

      Credibility holding you hostage?
      That sort of pride is what is costing them too much money Bayo.
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    • Profile picture of the author jrobconsult
      Originally Posted by Bayo View Post

      Great lists and I would like to add:

      'Not seeking help because they believe they can solve the problem by themselves by doing even more of what isn't currently working'

      BAYO

      Credibility holding you hostage?
      That is so true. By the time they realize, they need help it is too late for their business.
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      • Profile picture of the author tanya7zhou
        Originally Posted by jrobconsult View Post

        That is so true. By the time they realize, they need help it is too late for their business.
        Then they still wonder why businesses fail within their first year of trading and many fail in under 5 years.

        They want to believe it's other factors that have nothing to do with them.
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        • Profile picture of the author DanThor
          I would add:

          -- Not doing proper market testing for their product/service before going to market

          -- Not measuring ROI from any and all forms of advertising/marketing frequently and carefully
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  • Profile picture of the author MaxReferrals
    - Not having an organized Word of Mouth/Referral marketing plan and investing in it.
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    • Profile picture of the author tanya7zhou
      Originally Posted by MaxReferrals View Post

      - Not having an organized Word of Mouth/Referral marketing plan and investing in it.
      Some of these proffessionals they really shock me. I now I believe what Dan Kennedy used to say about them. They are good at what they do but terrible when it comes to marketing.

      If you ask them, they will tell you about getting business via word of mouth. Then you ask if there is a system in place to manintain the flow of the process, they go Nada!

      They live it in the hands of their customers. Though this may sound cool, it's still not strategic enough to me.

      I believe they should have a properly organized referral system.
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  • Profile picture of the author tkhowse
    Here are some others that I've seen:

    -Giving up on a certain method of marketing because they said, "We tried that and it didn't work"
    -Not defining the kind of marketing that works for them
    -Not having a strong commercial at networking meetings
    -Not spending much money on advertising or marketing
    -Viewing a website as a "brochure" to talk about their company - rather than a place to engage the customer
    -Not measuring the amount of traffic that comes to their website
    -Not speaking the "language of their customers" on their websites
    -Not understanding the value of education-based marketing
    -Not having enough proof to back up their claims
    -Not utilizing case studies in their marketing
    -Relying exclusively on word-of-mouth marketing
    -Not advertising a free offer on their website (like free estimates or free consultations)
    -Not describing who their ideal customers are
    -Thinking that Facebook and Twitter are places to "sell" their services rather than engage their customers
    -Making their website look too impersonal.
    -Not writing good copy for their websites
    -Not including pictures of their staff on their business website
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    • Profile picture of the author High Horsepower
      Believing they know marketing better than we do.
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      • Profile picture of the author tanya7zhou
        Originally Posted by High Horsepower View Post

        Believing they know marketing better than we do.
        Typical. They actually believe that you know!!! Bless them.
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    • Profile picture of the author tanya7zhou
      Originally Posted by tkhowse View Post

      Here are some others that I've seen:

      -Giving up on a certain method of marketing because they said, "We tried that and it didn't work"
      -Not defining the kind of marketing that works for them
      -Not having a strong commercial at networking meetings
      -Not spending much money on advertising or marketing
      -Viewing a website as a "brochure" to talk about their company - rather than a place to engage the customer
      -Not measuring the amount of traffic that comes to their website
      -Not speaking the "language of their customers" on their websites
      -Not understanding the value of education-based marketing
      -Not having enough proof to back up their claims
      -Not utilizing case studies in their marketing
      -Relying exclusively on word-of-mouth marketing
      -Not advertising a free offer on their website (like free estimates or free consultations)
      -Not describing who their ideal customers are
      -Thinking that Facebook and Twitter are places to "sell" their services rather than engage their customers
      -Making their website look too impersonal.
      -Not writing good copy for their websites
      -Not including pictures of their staff on their business website
      Super cool discovery man. Now we all can see why we should help those guys not to make anymore costly mistakes.
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      • Profile picture of the author Bennette
        1.Not taking customer surveys
        2.Getting the same suggestions repeatedly from their customers and then saying that their customer doesn't know what they're talking about
        3.Not doing something because their competition isn't "doing it yet"
        4.Not utilizing video
        5.Not using their common sense
        6.Not being open minded to change what's not working
        7.Not listening or understanding it's not about them
        8.Not willing to reward loyal customers
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        • Profile picture of the author philboy uk
          Originally Posted by Bennette View Post

          1.Not taking customer surveys
          2.Getting the same suggestions repeatedly from their customers and then saying that their customer doesn't know what they're talking about
          3.Not doing something because their competition isn't "doing it yet"
          4.Not utilizing video
          5.Not using their common sense
          6.Not being open minded to change what's not working
          7.Not listening or understanding it's not about them
          8.Not willing to reward loyal customers
          and not claiming their google listing, even after they are told !"
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        • Profile picture of the author tanya7zhou
          Originally Posted by Bennette View Post

          1.Not taking customer surveys
          2.Getting the same suggestions repeatedly from their customers and then saying that their customer doesn't know what they're talking about
          3.Not doing something because their competition isn't "doing it yet"
          4.Not utilizing video
          5.Not using their common sense
          6.Not being open minded to change what's not working
          7.Not listening or understanding it's not about them
          8.Not willing to reward loyal customers
          Great list here Bennette.

          Code:
          Not doing something because their competition isn't "doing it yet"
          I like that. Great list.
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  • Profile picture of the author philboy uk
    Using poor quality images on websites.
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  • Profile picture of the author danielkanuck
    Great post tanya7zhou. I would like to add the fact that these business owners fail to stay on top of the marketplace.
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  • Profile picture of the author Razarulz
    i think it's a niz way to telling people for hardwork..
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    • Profile picture of the author tanya7zhou
      James Caan From UK Dragons Den Show Said The Following
      Surround yourself with the right people!

      From working with professional partners to hiring employees, your business depends on who's involved.

      "A business is only as good as the people in it so attracting the right people is really key," says James. "Recognise that you need to have people around you who complement your weaknesses."
      Some business owners are terrible at hiring the right people. Our duty is to help them cover their weaknesses. We can do that by helping them recruit the right people.
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      • Profile picture of the author tanya7zhou
        AS For Restaurants & Pizza Places

        If they are not doing sms marketing, I think they are making a mistake. You see, I don't mind receiving a coupon from my favorite restaurant. That will get me out of the house.

        They can earn more money from me, for the duration of my patronage to them, if they conduct their business in a certain way.

        Most of these businesses have the ability of increasing the LTV of each of their customers, only if they conduct their businesses in a certain way.

        Most Pizza places are sending flyers through the doors weekly. Kudos to them for that. But what about them offering incentives to obtain phone numbers and then begin doing sms campaigns?
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