Welcome to Compositions, James DeKoven's column about brand communications. This time around:

- 15 years of marketing mistakes
- Album of the month

---------------------------------------
15 years of marketing mistakes
---------------------------------------

July 28th, 1999 was the last day of my last “real job”, and somehow I’ve been flying solo for 10 years. And with 15 years of marketing experience under my belt, I guess I’ve learned a bit about what does and doesn’t work. Here are some of the major mistakes that waste a company’s marketing dollar and how you can avoid them:

Fear of change: The company wants to grow, and to do so they’ll have to broaden the message. But they fear alienating the loyalists. So they don’t change and don’t grow and wonder why nothing ever changes.

Solution: Some believe change requires a revolution when it’s really about evolution. A few subtle shifts - a simplified (and thus stronger) message, a more descriptive tagline, an updated identity or visual direction - can expand the appeal and increase sales.

No effective call-to-action: The company develops a marketing campaign to promote their new product. The creative is brilliant, the message crystal clear. But they didn’t bother telling people what to do next, or more importantly, why they should do it.

Solution: People need to be told what to do. But it isn’t enough to say “Visit our site for more information” or “Call us today at 1-800-555-1212”. Pair every call-to-action with the benefit of taking action: “Click here to save 30% on your first order.”

Corporate myopia: The company’s communications only come from their perspective. They constantly refer to their legacy of innovation while ignoring what we really care about. That’s how empires collapse. That’s how marriages fail. That’s how companies disappear.

Solution: Stop pounding your chest about your awards or best-of-breed solutions. No one’s interested. Tell us what you’ll do for us and why we’ll benefit from the relationship.

Conformity: The company insists on doing their marketing this way or that way because that’s how their industry does it. It’s tradition. Standing apart would be nice but they’re more comfortable running with the pack. Which is why prospects think they’re the same
as the rest of the pack.

Solution: Conventional thinking usually leads to conventional results. For extraordinary results, study the competition, notice the similarities and avoid them. Amplify a message they haven’t. Approach things from a different angle. Try something new.

Commodity shopping: The company hires a consultant the way a homeowner hires a roofer: they’d rather not spend the money but it’s a necessity. And since it’s all the same, they search for the lowest price. The homeowner gets a leaky roof. The company gets a broken strategy. Both get what they paid for.

Solution: Cost is a legitimate concern, but when shopping around, don’t just compare price  - compare what you get for that price. It’s not apples to apples. One consultant is an advisor thinking of the long-term, another consultant is a glorified order taker. When it comes to your success - your livelihood, your family’s security and your future - it’s best not to skimp.

No messaging: The company’s current site isn’t generating enough leads, so the executives decide to re-design things. The new site looks great - it’s clean, contemporary, there’s a fluid user experience. But people still aren’t buying. They forgot to create desire. They forgot the messaging.

Solution: Smart design is crucial, but carefully crafted messaging is what informs, creates desire and inspires people to buy.  This isn’t a competition between design and copy. Plain and simple, copy is what sells. Design helps the copy do its job. But it’s not a matter of any-copy-will-do.

Create a messaging platform before every project. Doing so allows you to clearly and persuasively communicate your value proposition and the benefits of your offerings. It’s the most important aspect of any marketing effort.

Inconsistent marketing: The company spent considerable time and money on their marketing plan. Messages, targeted audiences, web sites, publications and trade shows have all been determined. They run one campaign, get “too busy” to follow up and convinces themselves that “marketing doesn’t work for us.” Nice investment.

Solution: You can’t prepare for a marathon by running around the block every now and then. Likewise, prospects won’t remember you if you don’t maintain consistent awareness. And with so many digital marketing options literally at your fingertips these days, there’s no excuse. Stick to your plan - it’ll pay off.

------------------------------
Album of the Month
------------------------------

In 1970, Alice Coltrane released the album Ptah The El Doud, three years after the death of husband John. It’s almost 40 years later and this record is still ahead of its time. There’s Alice on piano and harp, with Pharoah Sanders and Joe Henderson both contributing tenor sax and flute work. Progressive and spiritual, It’s one of the most beautiful collections of music in this or any other universe.

Until next time,

James