1. A pinch of this, a pinch of that. This mistake is often made by entrepreneurs with big appetites and small budgets. They want to try a little bit of everything advertising in multiple magazines and newspapers, online ads on a variety of sites, and a list of special events- but with limited budgets, they end up with a tiny presence in each. To maximize results from your marketing program, narrow your media choices and consistently run larger ads with enough frequency to get noticed.
2. Tossing out the rule book. If you think most rules were made to be broken, you may want to think again. Sometimes thinking outside the box can produce surprisingly positive results, but generally not at the expense of tried-and-true rules for effective marketing. Thanks to the billions of dollars businesses invest in advertising every year, all aspects of it have been studied.
3. Focusing only on what's happening inside your business. Some entrepreneurs get so inner-focused that they lose sight of all else, while others are constantly listening, looking, and learning fromt he changing marketing environment outside their own comnapnies. Entrepreneurs who are too inner-focused often become complacent.
By Kim T. Gordon. Excerpted from 'The Great big Book of Business Lists by Entrepreneur Press.
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