Most Common Marketing MistakesOver the past decade or so, I've reviewed dozens of marketing plans and hundreds of sales messages, and watched thousands of companies try to establish themselves in some of the most competitive markets in the world.
My main take-away from this experience is: there's an incredible amount of really lousy marketing out there. I'm not just talking the "inept" kind of lousy, I'm talking the "would stink in a deep space vacuum" kind of lousy.
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1. No Concept of the Ideal Customer
Many marketers have a completely product-centric view of the world. They know their product up, down and sideways, but have only a vague idea of who might actually want or need it, or how they'd actually use it. Worst case, the marketers don't think that's important because their product is so "state-of-the-art" that it's obvious why it's a good thing to buy.
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2. No Time Spent Listening to That Type of