Mistake #1 – Not testing all of your marketing ideas. Corollary: Test all your marketing. Mistake #2 – Running Institutional Advertising. Corollary: Run Only Direct Response Advertising Mistake #3 –Not articulating and differentiating your Business. Corollary: Develop a powerful USP and use it in all your marketing. Mistake #4 – Not having back-end product or service. Corollary: Create a profitable and systematic back end. Mistake #5 – Not understanding your client and their needs and desires. Corollary: Always determine and address the real needs of your clients and prospects. Mistake #6 – You must educate’ your way out of business problems…you can’t just cut the price. Corollary: Always recognize that you must educate your client as a part of the marketing and sales process. Mistake #7 – Not making doing business with your company easy, appealing and fun. Corollary: Make doing business with your business easy, appealing and fun. Mistake #8 – Not telling your clients the “Reason Why.” Corollary: Always tell your client the “reason why.” Mistake #9 – Terminating marketing campaigns that are still working. Corollary: Don’t stop marketing campaigns that are still working just because you are tired of them. Mistake #10 – Not specifically targeting your marketing. Corollary: When you prepare your marketing, focus on the intended prospect and no one else. Mistake #11 – Not capturing prospect & addresses, email addresses as well as pertinent contact information. Corollary: Capture everything on a prospect or client that you can in an organized, retrievable system. Mistake #12 – Not being strategic. Corollary: Always having a strategy which tactical actions and methods are integrated into. Mistake #13 – Not having a marketing or sales system. Corollary: Have a marketing and sales system in place and refine it continuously. Using letter/call/letter call or email/letter/call strategies. Mistake #14 –Not taking advantage and integrating the Internet into every aspect of you marketing and sales efforts. Corollary: Integrating the Internet into all your Marketing and sales activities. Mistake #15 – In sales situations, shooting from the hip. Corollary: Constantly using and refining a sales script. Mistake #16 – Being stuck doing “what works.” Corollary: Always be willing to change. Mistake #17 – Not reinvesting your profits. Corollary: Always parlay your success and momentum into greater achievement. Mistake #18 – Not knowing and leveraging the lifetime value of a client. Corollary: Always understand the lifetime value of your clients. Mistake #19 – Not maximizing your assets, relationships, opportunities, resources, etc. Corollary: Always explore and maximize your resources, assets and opportunities. Mistake #20 – Treating marketing and sales as operational “silos.” Corollary: Do your best to integrate marketing components into all your operational and backend processes.