Alan’s Promotional Potholes
Don’t Drive Near These
- Failure to use compelling words and phrases. “We assist in growth…” is weak compared to, “We are your partner in dramatic growth…”
- Lack of third-party testimonials and support. It’s much more effective to allow someone else to tell your story.
- Degrading others rather than elevating yourself. Don’t disparage the competition…ignore them.
- Inconsistent promotion. Your brand, value proposition, values, and messages must be uniform and consistently applied across electronic media, press kits, collateral material, conversation, speeches, third-party references.
- Associating yourself with “names” as if osmosis will promote you. Being in a book with “famous authors” or sharing a media event for a fee with “experts” only impresses the people who cashed your check for the dubious distinction.
- The belief that your “message” is sufficient. Aphorisms, affirmations, and adages all cool in the noonday sun. You must bring pragmatic ideas which demonstrably improve people.
- Ignoring the true, economic buyer. Promoting to non-buyers, gatekeepers, and intermediaries is a waste of marketing money and time.
- Being inarticulate in your own value and outcomes. Most speakers and consultants become tongue-tied if they’re doing anything beyond describing their own methodology. But you must answer this question: “What’s in it for the buyer?”
- Conformance. Everyone has the same video, the same stories, the same coaches, the same web design. BORING. You’re better off being an imperfect original than a perfect copy.
- Lack of long-term focus. You must promote daily, consistently, and relentlessly. Every highly successful person you meet in the business is constantly promoting and marketing. Think about it.
© Alan Weiss 2006 All rights reserved.