For a small or medium-sized business, one of the biggest challenges is knowing where to spend money on advertising and, above all, how to use it well. StoryBrand’s Donald Miller advises over 3,000 clients each year and has seen countless cases of money being wasted in the marketing department.
According to him, this waste of money in promotion usually happens in three main ways, so we are going to elaborate each one of them to prevent it from happening to you too.
1: Redesign the web page without first being clear about the message
Improving your company’s website is very good, especially if you find someone to make it good, beautiful and cheap. You see it and you feel proud of how it turned out. But then it happens that, after the launch, the sales do not increase, you do not get more visits or more clients.
It often happens that web designers are very good at design, but they are not necessarily sales experts or do not know how to use the right words to sell a product.
If you go to a graphic designer or an agency to create a website and they haven’t been trained in how to sell a product, you’re probably losing money. Pretty websites are not enough to sell and a pretty website is not necessarily an effective website.
2: Sponsoring a booth at a trade show without a strong tagline
Taking part in a trade show can be a great way to interact face-to-face with potential customers, so it’s common for companies to spend up to a third of their marketing budget on such events.
It is also likely that you have spared no expense to have the best shed, including the best furniture in the latest fashion.
And all of that is great, it will surely attract customers to your booth, but the question is: when one approaches, do you know what words to use to describe what your company offers and what problems it solves?
Because if you don’t know, they’ll be wasting money. You need to have a clear slogan that invites customers to buy your product.
3: Create a newsletter that nobody reads.
If you ask your customers to sign up for your newsletter, it is very likely that you are wasting money on creating it. Think about it: how many newsletters do you sign up for each year because you are really interested? And of those, how many do you read regularly? Moreover, how many times do you click on links in those newsletters? Well, for that reason, it is better not to spend time and money creating one.
