In my recent TV interview with Rebecca Cooper on Washington Business Tonight, I talked about 3 common marketing mistakes I see pretty consistently with my small to mid-sized clients. These mistakes can be boiled down to three words: Do, Reach, Say.
1. Companies do not know what they are trying to DO, i.e., they have no marketing plan.
2. Companies do not know who they are specifically trying to REACH, except that, all too often it’s “everyone” or “females 5-50”.
3. Companies do not have one specific thing they SAY about their product/service and its benefits to its target audience (see point 2).
