Marketing Mistakes Clients Make

1. A penny saved is a penny earned:
a. The money boss makes the marketing decisions
b. Believing that not spending on advertising or PR is saving money
c. It seems so expensive so I am going to get the cheapest one OR
d. It seems so expensive so I am going to get the smallest quantity even though the cost per unit is almost double

So many entrepreneurs believe that the mere ingenuity of their idea is what will sell it. Most of them are right, but most of them also do not give any thought to how they are going to get that idea across to their target market. Just because an idea exists does not mean people know about it. Clients spend fortunes on setting up the most advanced operations with the most high-tech equipment and gadgetry and don’t even toss a quarter of an idea at how they are going to give this idea wings, how they are going to carry it across to the people they want to sell it to.
"The person who saves money by not advertising is like the man who stops the clock to save time."- Attributed to A Very Wise Man

2. I am the boss. Therefore I do everything the best
Including writing press releases and marketing material, despite the fact that there is a fully-fledged marketing department at my disposal to do it for me. Yes, you may have put your heart and soul into that new campaign or launch and, while you may have been the fire behind the company for the last twenty years, a press release is not your personal platform for sharing your expertise or thanking everyone you have ever had the pleasure of working with. Give a written or verbal brief and step back.

3. I placed an advert. Advertising doesn’t work
Yes, that is why advertising revenue has reached infinite trillions in terms of revenue generation the world over. Refer to point one. Did you let the money boss decide where to put the ad, how big it should be and where it should go? Did he also decide on a singular placement? Exactly. Advertising is a strange game, sure, but definitely one that has to be played properly. Consult a professional to get the most mileage out of your money when it comes to advertising.

4. The internet is the place to be. If I have a website I will make sales
Yes, you and the 300 billion plus other website owners out there. You have to make a bit more of an effort than that to be singled out. Find out about search engine optimisation, social media marketing and copy writing for the internet.

5. Editorial is not advertising
While great PR can get you good editorial in print, online and broadcast media it cannot get you free advertising. That fabulous package, special or promotion you are running doesn’t count as press release material and can’t be sent out as media release-worthy.

Modern Talking: Illiteracy in the Age of Information (a fairy tale for adults)

“The purpose of a fishtrap is to catch fish, and when the fish are caught, the trap is forgotten. The purpose of a rabbit snare is to catch rabbits. When the rabbits are caught, the snare is forgotten. The purpose of words is to convey ideas. When the ideas are grasped, the words are forgotten. Where can I find a man who has forgotten words? He is the one I would like to talk to.” Chuang-Tsu

In the beginning was the word and, once upon a time, in all human-populated areas of the world people adhered to a system of grammar and punctuation, so that the meaning of the word could be preserved.

There were good words and bad words, formal words and colloquial words, polite words and swear words. There were people who couldn’t spell, and there were people who couldn’t punctuate, but there were also people who upheld a system of consistency and, by extension, the integrity and overall intellect of the people who read the words because words shaped thoughts, and thoughts shaped actions; and words, the meaning that they inferred and expressed, contributed to an abstract called culture.

Then one day, along came something virtual. Unfortunately a large portion of how this virtual thing operated was based on words, and the codes of letters and words. Because this virtual thing was so limitless, so infinite and so huge, humans, already ‘dumbed down’ by a large degree, felt obliged to fill this void with meaningless words, misspelt words, badly connected words. And they did it on a scale referred to as the ‘global village’ so that these ‘wrong’ words could be read by global village idiots everywhere.

The global idiocy spread by something ‘viral’; it spread its sticky web through single countries, and then across continents; its ease and sociability making sure that everyone picked up on it.
It happened at a time when people already struggled to communicate- they got divorced, got retrenched, overspent, overindulged. And then, they stopped talking to one another directly altogether. And what of culture? If a culture of self is anything to go by, a self-reflexive, self-centred kind of culture, then that’s what happened. And they all lived alone, unhappily ever after.