Bruce Goldman Bright Orange Advertising 3709 Blue Lake Drive Richmond, VA 23233 804.767.7180 Mobile 804.921.2310 Fax 866.397.6618 www.BrightOrangeAdv.com BGoldman@BrightOrangeAdv.com

3. 15 Stupid Marketing
Mistakes
(and how to avoid them)

4. Mistake #1:

5. The Field of Dreams syndrome

6. Mistake #2:
The better mousetrap fallacy

7. Mistake #3:

8. Hiding from your customers

9. •16-20 million US businesses

10. •16-20 million US businesses
• Only 2-3 million actively
manage their online listings

11. •16-20 million US businesses
• Only 2-3 million actively
manage their online listings
• 8 million haven’t even
claimed them

12. How do customers find
products and services?
82% Search Engines
57% Yellow Pages (paper)
53% Newspapers
49% Internet Yellow Pages
32% White Pages
Source: Webvisible & Nielsen, 2008-9

13. Where do they look first?
50% Search Engines
24% Yellow Pages (paper)
Source: Webvisible & Nielsen, 2008-9

14. Compared to
2007
72% of consumers use Search
Engines more
23% use Yellow Pages less
Source: Webvisible & Nielsen, 2008-2009

15. Mistake #4:
Expecting your marketing
to do too much

16. •Marketing techniques can
create the traffic

17. •Marketing techniques can
create the traffic
• You have to turn that traffic
into sales

18. Mistake #4:
Expecting your marketing
to do too little

19. “Building awareness” is
too little

20. For example, are you
aware of…

22. Would you hire him
as your lawyer?

23. The purpose of marketing is
to change people’s behavior
(get them to buy from you).

24. Mistake #5:
White Pages thinking in a
Yellow Pages world

25. •Consumers are looking for
what you sell, not you

26. •Consumers are looking for
what you sell, not you
•82% find products and
services with search engines

27. •Consumers are looking for
what you sell, not you
•82% find products and
services with search engines
• 50% use search engines first

28. So your URL, metatags,
keywords, etc.,
should be about what you do,
not who you are

29. gce-llc.com
vs.
customhomesva.com

30. Mistake #6:
Ignoring the
hierarchy of sales points

31. •End benefit
•Benefit
•Attribute
•Feature

32. Mistake #7:
Failing to measure

33. Mistake #8:
Talking to an audience of one

34. What
you
have
What
they
want

35. Mistake #9:
The “And then what?” effect

36. (Company name) is a business solutions provider
focused on assisting decision makers and senior
management with transforming data into actionable
information so they can more effectively utilize and
leverage their information assets.

37. Mistake #10:
Trying to emphasize
everything

39. Mistake #12:
Endless scrolls
and other verbosity

40. People
•People don’t have all day to
spend on your website

41. People
•People don’t have all day to
spend on your website
•Even 30 seconds is great

42. People
•People don’t have all day to
spend on your website
•Even 30 seconds is great
• So be focused and to the
point

43. People
•People don’t have all day to
spend on your website
•Even 30 seconds is great
• So be focused and to the
point
•More, shorter pages (nothing
below the fold) are better

44. People
•People don’t have all day to
spend on your website
•Even 30 seconds is great
• So be focused and to the
point
•More, shorter pages (nothing
below the fold) are better
•Text links increase time on
site

45. Mistake #13:
Assuming all competition
is direct competition

46. People
Example:
Chiropractic practice

47. People
Direct competition:
•Other chiropractors
• Medical doctors

48. People
Indirect competition:
•Analgesics
• Ice packs
•Heating pads
•Putting up with the pain

49. People
Another example:
Hot yoga studio

50. People
Direct competition:
•Other hot yoga studios
• Other yoga studios

51. People
Indirect competition:
•Pilates studios
• Health clubs
•Aerobic exercise
•Weight training
•Other forms of fitness and
exercise
•Being overweight or out of
shape

52. Mistake #14:
Making a cheap website
look cheap

53. People
•People equate production
quality with quality of product
or service.

54. People
•People equate production
quality with quality of product
or service.
•Literally thousands of free or
low-cost WordPress
templates

55. People
•People equate production
quality with quality of product
or service.
•Literally thousands of free or
low-cost WordPress
templates
• All are professional and
better than what you could
design yourself

56. Mistake #15:
Forgetting the
First Law of Holes

57. “When you’re in a hole,
stop digging.”
Dennis Healey

58. “Insanity is doing the same
thing over and over and
expecting different results.”
Albert Einstein

59. People
•So use your metrics

60. People
•So use your metrics
•Learn what works and what
doesn’t

61. People
•So use your metrics
•Learn what works and what
doesn’t
• And follow this Red Army
doctrine:

62. “Reinforce victory,
not defeat.”
Red Army doctrine

63. And you’ll have lots of
victories to reinforce