Making Sales

What Works
By : Meir Liraz

       How do you judge the effectiveness of your small business marketing efforts?

  Easy. Does it produce results? Great looking ads, fancy logos and flashy web sites are worthless if they don’t bring business to your door. This list of 10 common marketing mistakes can help you produce better results.

  Not having a clearly defined USP

  Do you want to fit in or stand out? In order to thrive in today’s cluttered marketplace, every business owner must be able to clearly articulate an answer to the question, “Why should someone do business with you rather than your competitor?” “What makes you unique? Your answer to these questions constitutes your Unique Selling Proposition. Do you offer 24-hour, 7 day a week service? Do you offer the lowest price? Do you offer a no risk guarantee? A strong USP helps you to stand out in a crowded field.

  Selling features rather than benefits

  Someone once said, “No one ever bought a drill bit. Millions of people have bought a hole” People don’t buy features, they buy benefits. They are tuned into Radio Station W.I.I.F.M. (What’s in it for me?) Tell them ...

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