From 99 Marketing Traps and How to Avoid Them
It’s amazing how many companies operate as if they were marketing in a vacuum. They won’t admit it, even to themselves. They know they have real competitors. They know they need to know their buyers thoroughly, even intimately. They know all that. But their actions speak otherwise.
They live on short-cuts and hunches. They act as if yesterday’s results remain the best guide for tomorrow’s strategies.
They focus more on what is on their desks than on what buyers are really saying and thinking (online and in person). They assign pigeon holes to their competition and draw invincibility from their assumptions.
They revel in what they have determined are the critical differences between themselves and their competitors, and they confidently assume that those differences really matter to buyers. (Ironically, most of their competitors believe that they have the same differences.)
What’s driving this vacuum? Is it ignorance or arrogance? Doesn’t matter. Both are deadly to growth. Nothing that lives can survive in a vacuum.
How to Avoid this Trap:
The problem with this trap (as with so many of these marketing traps) is that the victims don’t know they are in it. Ignorance can be comforting, even if it comes at the price of business slipping away.
Wake up! The more you actually interact with buyers, the harder it will be to operate with a vacuum mindset. The more that practice becomes a habit throughout your organization, the more you will be swept out of the vacuum and into a state of sustainable momentum and profitable growth.
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