Marketing Success Needs Focus
One of the biggest reasons people fail in marketing is that they don’t focus.
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By this I mean, they don’t focus on what they need to to get the results they want from their website, direct mail campaign, advert or whatever their marketing activity is.
You need to be totally laser beamed and locked in what you want to achieve from your marketing and your target customer if you want to get results.
As an example in the past two weeks I have received emails and direct mail on the following:
- Management of my fleet of cars – there is no fleet of cars
- Print buying – I am a marketer not a designer and haven’t bought any print in the last 10 years
- Employee uniforms – I don’t have workers in a shop etc and have no need for uniforms
- and finally a postcard inviting me to a tax seminars for accountants – which was just plain strange seeing as it was for accredited accountants
All these campaigns were a complete waste of money, sure I am a small business, but that’s all they seemed to have targeted me for for, and not much else.
The thing is, you need to make sure that whatever you are sending out has a focused message for a focused audience. It’s always better to send out just a handful of emails or direct mails with a headline that really connects to a small focused audience. I have seen much better results from direct mail campaigns that went out to 50 prospective customers than a campaign that went out to 5,000 people who might be interested.
So I might have used the word focus around 10 times in this post, but that’s exactly what you need to do if you want your marketing campaigns to succeed.
