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March 27, 2012 at 12:00 AM
What is the number-one marketing mistake business people make? Not messaging themselves and their businesses properly. You can set your marketing budget as high as you like, but if your messaging fails to properly position your firm, you have wasted your money.
Many business people assume that they need to be doing more if they want to win more business. Sometimes, it is just a matter of rewording and better defining the core of who you are and what you do as a company that makes all the difference.
I hear from businesses all the time complaining that their website isn’t working, their website bounce rate is high (people leave the home page without clicking on any other pages in the site), the phone doesn’t ring, no one comes to their events and referrals aren’t coming in they way they once did.
For solutions, we look first to the firm’s website and specifically at the messaging on the website. If a firm has not explained who they are by focusing on short, memorable and clear descriptions of what they do and the compelling benefits, the results are often lacking.
