Stop what you’re doing. Close your email, put your phone on flight mode, and close the door. This needs your full attention – it’s worth it, we promise.

There are two MASSIVE marketing mistakes that are made more often than any others. We want to tell you all about them, and show you how to make sure YOUR business isn’t falling into the same trap.

The bad news is this: these mistakes can have a devastating effect on the effectiveness of your marketing. They can send your customers straight to your competitors, waste your money, and stunt your business growth.

The good news, however, is this: they’re REALLY easy to fix. Once you know them, they’re simple to spot – and that means you can do something about it.

Still with me? Great. Let’s start.

Mistake #1: You’re BRILLIANT at describing what you do, not describing how your customers benefit

We’ve all done it – and it’s a big problem. When it comes to talking about your business, we all naturally default to explaining what we do – or how we do it.

“We do SEO for businesses.”

or

“Oh, yes, we’re in financial services.”

The problem with this approach is we are expecting potential customers to do all the hard work for us; we need them to hear what we’re saying, understand the broader picture, decide if this is something that would benefit them (and how would they know?), then approach us to ask for more information.

In short, we expect this to happen:

“What do you do?” we’re asked.

“We do SEO for businesses,” we say.

“Right,” thinks the customer, “well, I have a business. I think I know what SEO is – that’s something to do with appearing on Google results, isn’t it? That sounds like a good thing. That might be a good thing for MY business. I should probably explore this more. And this person in front of me seems to be the perfect person to hire to do this for me. Best get my credit card ready.”

Except this never happens.

Never.

Instead of just stating what we do, we should have explained why our customers use us – and how they benefit. Let’s reimagine:

What do you do?“, we’re asked.

We help businesses win new customers,” we say, “by making sure their website has everything in place so customers can find them – instead of finding the competition instead.”

Right,” thinks the customer, “well, I have a business, and a website. I want new customers. I want to know more.

The difference is in how we talk about ourselves:

Speak from your customer’s perspectivenot your own.

As we say in our training sessions, no one EVER searches google for “Baked potatoes in Walthamstow“, but they might search for “Healthy lunches in Walthamstow” – so stop writing about baked potatoes.

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Healthy lunches - not baked potatoes.

Mistake #2: You’re more focused on getting better at what you do than how you market yourself

We regularly work with new businesses to help get them up and running – businesses at the very start of their journey. Almost without exception, they have one thing in common – and that’s a strong inward-focus and determination to get better at what they do.

Obviously, this is important. A good business always seeks to get better at their craft – and develop their staff, and grow, and deliver the best service to their customers.

We’re like sharks. We need to keep moving, or we die. :)

But the mistake comes when this happens instead of, or at the expense of, your marketing – and it does, time and time again.

And we can distill this down into one simple statement:

It doesn’t matter how good you are, if no one knows you exist.

So, go and compare the amount of time and money you’re spending on learning your craft – and compare it to the amount of time and money you’re spending on marketing. Notice a difference? If so, ask yourself if the balance is right.

And marketing spend doesn’t have to be excessive or scary – there are all sorts of simple, low-cost marketing opportunities out there just waiting for you to jump on; the best time to start marketing is right now.

And if you to throw some ideas around over a coffee, give us a shout. We can help you get your marketing up and running – and grab some of those marketing quick wins to give your business a proper rocket boost. Pop your email below and let’s get started.

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Want to give your business a marketing BOOST? Of course you do!

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David has worked with countless UK charities, businesses, and schools - with a brilliant track record of helping them with their biggest challenges. David is the founder of the Impact group - including Impact Charity Advisors, Impact Business Advisors, and Impact Education Support.