We all try hard not to make fools of ourselves or our organizations, but every now and then, something gets by us on a marketing piece. An extra period at the end of a sentence. An odd indentation. A minor typo.
It happens. No matter how good our proofing processes may be, tight deadlines, unexpected or last-minute changes, or the sheer chaos of a busy office sometimes distract us and cause us to create imperfect pieces. In most cases, prospects, customers, members, and donors can overlook these little gaffes.
But there are times they can't. Here are three of the worst mistakes you can make--and avoid, with the right preparation--in marketing:
1. Mail a good offer to the wrong audience. This is basic marketing, but it's also an easy thing to mess up. It requires researching prospect lists thoroughly--beyond what you see on the datacard--and knowing your house list. The more you can segment your lists and identify your recipients' habits and needs, the better match you'll make and the less likely you'll leave recipients wondering why they got your offer.
2. Fail to include a call to action. Announcing a new product or website or service may seem to imply a call to action, but unless you direct your recipients to call an 800 number for more information, visit a specific URL to receive a discount on the next order, or return a business reply card to receive a free estimate, your recipient may not respond. Identify what you want your prospects to do, and give them a little incentive to do it.
3. Personalize your marketing piece with incorrect or outdated information. Recent renewals don't count here. Most people realize that marketing takes time, and a request for a membership renewal, new edition update, or annual drive may arrive shortly after they've already completed their renewal. We're talking about, "Garbage in, garbage out." To effectively use personalization, you must have a clean, current database. Nothing says "this company is clueless" like a mailing addressed to a deceased individual or an offer made to an someone with no prior interest--even remotely--in a given area.
