Like all areas of business and life there are loads of myths around that can lead you into places you do not want to be.
Marketing, especially today seems to have its share of what you should do in order to be successful and unfortunately many are just myths.
Here are 6 myths that I think you should ignore:
Set your marketing objectives without setting your sales objectives
For some reason people think that the two are not aligned and often go off and plan what they want to do with their marketing activities and not think about the sales affect.
They have to match up as your marketing objectives actually define what is required of your target market to achieve your sales objectives. So set your sales objectives first then look at your marketing objectives.
It is best to target a niche that no one else is
Okay I will call this a half myth, because you can if you absolutely know that there is demand, which in most cases unless you do solid research you can’t be sure. When marketing your products and services this is the tough way to go, because you have to do all the heavy work alone.
It is far easier to enter a market that already has competitors, not too many mind you as it means that customers are already buying similar products or services so you know there is demand.
You need to do at least 8 marketing tactics to succeed
Not sure where this came from but it is a myth as the number of tactics depends on what you want to achieve, your marketing strategy and your time and/or marketing budget. Unfortunately there is no magic number.
Always take action on customer feedback
You can listen to them and then you need to consider the implications for your brand. Sometimes customers say one thing and actually mean something else. You should not just take what feedback they give literally as it can lead to wrong marketing decisions.
You need to be an expert
I think you need expertise which comes from your skills and experience but you do not need to be an expert. It is a myth that unless you call yourself an expert you can’t succeed. Also just think how confusing it is for potential customers when confronted with 20 people all saying they are the expert in the market.
You should just focus on your own race
I have often heard that you should ignore competitors which is not true. You should not concentrate on them but the reality is they are in competition with you for customers so you do need to keep tabs on what they are doing.
Over to you and please share any other marketing myths you have heard or read about.
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Susan:
Your post was music to my ears. There are so many myths out there that need to be challenged and squashed.
Rob
Rob Berman recently posted..Working With A Publicist
Hi Rob,
I agree and the worst part is that there are so many small businesses that have no experience and can be lead down the wrong path which can harm their chances of success.
Thanks for your comment.
“You need to do at least 8 marketing tactics to succeed
Not sure where this came from but it is a myth as the number of tactics depends on what you want to achieve, your marketing strategy and your time and/or marketing budget. Unfortunately there is no magic number”
Agree comepletely. What also determines your tactics is how well a particular method will mesh with your goals. Some methods may be great for building a social following, but absolutely useless for creating a primed customer.
Hi Paul,
That is very true and your last sentence is spot on. I also saw this morning a marketing consultant actually saying you need to do 10 -14 tactics. Makes me tired just thinking about it.
6 Marketing Myths You Should Ignore…
Like all areas of business and life there are loads of myths around that can lead you into places you do not want to be. Marketing, especially today seems to have its share of what you should do in order to be successful and unfortunately many are just…
Susan,
Another fine article!
You are right about the myths and they really pertain to almost every are of business. Oftentimes they are intimidating and frightening, but they are like balloons which just need a good needle to pop them.
I was told by many when I became a writer that without years of hard experience and training I would go down like the Hindenburg. Myth.
Finding reality in any profession is the way to succeed!
Thanks for more great thought-provoking points and commentary filled as always with your wisdom!
Yoni
Hi Yoni,
Loved the ballooon and needle illustration. Good point about myths in any profession and you sure have broken through the writers’ myth.
Susan I agree with you completely. Excellent article.
Why on earth marketing and sales/business development are separated I have never been able to understand. The two work together and you have to coordinate them completely to get results. So why do companies use one person for marketing and another for business development? But I believe that’s something that will change now as a result of the recession.
You only need to check out titles on Linkedin to be amazed at the number of experts there are. Some of the almost kids. But they claim to know everything there is to know. One once wrote to me that there’s lots he could teach Richard Branson (!). Unbelievable considering how exceptionally successful Richard is and that the guy in question is unlikely to be as successful.
Catarina Alexon recently posted..Would you read an article about yourself
Hi Catarina,
The two are usually separated due to different skills but they must work together otherwise it falls apart. One thing in the past I got my product managers who did not have sales experience do is to regularly go out in the field with the salesforce.
I know what you mean and only experience and time will teach them they have a lot to learn and do not know it all.
Thanks for your comment.
I’m breathing a sigh of relief! A good number of marketing “experts” preach about implementing multitudes of tactics. Reminds me of the saying “jack of all trades and master of none”.
I’ve never heard about marketing to one’s own race and I’m glad it is a myth!
Keyuri Joshi recently posted..Sara Tucholsky- 5 Minutes of Must See Inspiration for Parents and Children
Hi Keyuri,
I have a feeling the myth especially these days is due to the number of tactics that we can do that do not cost money. When I hear them say this I never hear any rationale to back it up. Great saying Keyuri and it is very true.
Susan, Great article debunking common marketing myths. Years ago, I wish I had listened when I was warned that a niche without a lot of competition can be difficult to break into. I had to spend enormous amounts of time building awareness. In retrospect, it would have been easier to differentiate from a lot of competitors. In fact, we still had to differentiate ourselves from a niche competitor that sold an inferior version. Wish we had known then what we know now.
Sherryl Perry recently posted..Tips to Organize & Manage Your Documents and Email
Hi Sherryl,
At least you went through it years ago as I see a number of small business still trying to do it. You point about building awareness is so right that it is forgotten how much it takes to do it. Why do you think some consultants still advocate going into niches that do not have competition?
Hi Susan
Nice to see a few myths debunked.
Love “It is best to target a niche that no one else is in” – as you point out, perhaps that’s because there is no demand.
Need a niche, but one that has a decent demand for your niche product.
Funny how these myths gain strength – thanks for redressing the balance.
Keith Davis recently posted..Two way traffic
Hi Keith,
You are right about decent demand, otherwise is can be very frustrating. One reason they gain strength I think is when a few high profile people write or say it and others agree. It is funny no one in any of the posts I have read this in has disagreed.
Thnkas for your comment.
If I tried 8 marketing tactics I would fail at all 8. I would rather have 1 or 2 that I do well and then add anther when I have the first 2 working for me. I think small business owners can water down their efforts by trying to do to many things.
Hi Julia,
You summed up the problem very well with your last sentence. I also think it is difficult to know what works if you have too many.
Thanks for commenting
Yes I agree what the statement above, you can avoid marketing myths that threaten your sales. A far of, in making a business, this is very tremendous to those people who wants to success.
Tamara @ woody costumes recently posted..Woody Child Costume
Tamara thanks for your comment and if we can avoid the myths business does become easier.
Myths are myths it is not proven so, why should I believe in it.
Hasham from Sell Property Fast recently posted..How To Sell Property Fast In Uk
Great article! Thanks for the reminder that sales & marketing really do hand in hand. Too often we forget that.
I also agree with you that having at least 8 tactics won’t necessarily work. We also need to consider what works with who we are, our personality, our energy level, etc. It’s not just a matter of having tactics, it’s a matter of learning what works for our target market and ourselves.
Hi Maureen,
Great point about personality and energy levels. If it does feel right for you then it may not be as effective, especially of you have to do it on a regular basis such as an email newsletter.
Thanks for your comment.