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.