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Tired of poor marketing results? Here's how to improve them! 

by June Van Klaveren

While watching the waves crash onto the rocks at a beach on Barbados, it occurred to me that the way the waves end up on the shore is a lot like marketing. How's that, you wonder?

The waves that come onto the beach, unobstructed, travel farther up the beach. The shore is smooth and open with nothing to slow down the momentum of the water. The beach is prepared for the wave, in other words, and carries the water a long way up onto the beach. On the other hand, on the section of the beach lined in huge rocks, the momentum of the waves stops as the water crashes on the rocks and travels no farther.

When you market your product or services, preparation will make your marketing reach farther as well. Lack of preparation acts like the rocks on the beach and stops the marketing momentum and renders your efforts ineffective, or at least short-lived.

How do you prepare?
1) Determine the message that will attract the most customers. Test your message and go with the one that produces the best results.
2) Pay attention to the "look" of your marketing. A popular marketing guru says that ugly sells but I don't agree. If you are a professional company, your marketing needs to look as good as you are.
3) View each marketing effort as preparation for the next one. That way your customers/prospects will be prepared to get your message and, ideally, buy your product or service.