This DIY Was A Mistake!

When changing your car’s oil, doing it yourself is fine.

DIY’s a bad idea if you need brain surgery.

That’s why I’ve always hired professionals when I lack certain skills.

Consider my marketing. True, I can write and strategize, but as a confirmed stick figure guy I can’t design anything. Therefore, I hire designers to make my ideas look pretty.

Not recognizing your skills deficit can be disastrous.

Like the carpet cleaning sales flier my friend Candace handed me. The word “atrocious!” hung in the air like the smell of yesterday’s garbage.

The offending item was photocopied in black on green copier paper and sported:

  • Prices, special offers and expiration dates that were typed, crossed out and rewritten by hand
  • Sketchy testimonials apparently written by one person whose first language wasn’t English
  • Misplaced grammar, punctuation, and capitalization
  • Phrases like “No Bubba carpet cleaners here!” sprinkled throughout

Their announcement “We have reviews” wasn’t very compelling.

Candace observed if this indicates the company’s quality, she’s unlikely to hire them.

Mom always tells me you get one chance to make a first impression. It applies with dating, job interviews, and marketing your business.

And if that first impression is sloppy, you’ve blown it and won’t recapture the Candaces of the world.

Three misconceptions guarantee you’ll have this headache:

  • Ego (believing only you can properly present your message)
  • Budget (not recognizing you’ll pay for your savings with lost opportunities)
  • Misunderstanding (thinking your marketing doesn’t really matter)

Marketing comes in many flavors, including fliers, web sites, newsletters, business cards, and pistachio. Each tool’s there to whet a prospect’s appetite and invite inquiries for additional information.

True, we’ve all seen print ads, sweepstakes, and emails with typos and still do business with the offending company. Design, photography and existing relationships all help to compensate for those mistakes.

Yet an exploratory email starting out “Dear Recipient” cannot possibly create warm fuzzy feelings and encourage potential customers to pursue a relationship with you.

Apparently, the green flier guys created their own marketing materials. This resulted in their chasing away Candace and (probably) other sales prospects.

While for the price of one additional sale they could have hired someone who could present them in a compelling and professional manner.

Contemplate this when strategizing your next marketing campaign.

With that said, I wish you a week of profitable marketing.

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