Marketing Trap #12: Complicating Your Way Out of the Sale

From 99 Marketing Traps and How To Avoid Them ...*


Even the hardest working people have an aversion to work when it comes to making a purchase. And how can you blame them? If you want me to work at buying something from you, I have to wonder why I would go to the trouble.

It’s enough that I am going to give you my money, but money I can replace. The complications you put between me and the close are costing me two intangible commodities I cannot replace: my time and my attention.

Don’t overcomplicate your story, your offer or your close. If you want to keep me as a buyer of your product or service, respect my time and attention. Keep it simple.

How To Help A Brand That Has Fallen Into This Trap ...

“It’s just not that simple,” is the lazy marketer’s excuse for not wanting to make it simple for the buyer.

Your prospects want simple. Why would you subject them to anything else? Because complicated is better for them than simple? Because protecting a complicated process from user-friendly streamlining is more important than attracting more buyers and generating more sales?

Or is it because you believe you have more important things to do than make buying easier for people who want to give you their money?

How does your resume look?


*Available now at Amazon.

Marketing Trap #85: Shoot From The Hip Marketing

Lazy marketers fall into this trap so easily. They don’t like to waste time planning. In a marketplace that is almost continuously in flux, what does a marketing plan really mean?

They have a point there. No marketing plan will successfully translate to marketplace success without in-flight adjustments along the way. But what do you adjust when you don’t have a plan?

How do you measure what works against what doesn’t? Any success you may realize from shoot-from-the-hip marketing is going to come from luck.

How do you duplicate luck? How do you manage it?


How To Help A Brand That Has Fallen Into This Trap ...

Marketing is about discipline. It’s about doing the right thing at the right time for the right reason … and being justly compensated for it.

Marketing without a definite plan is like making a vacation trip without a destination or itinerary. Wherever you end up will be the right place, but will it be where you really want to be?

99 Marketing Traps and How to Avoid Them is available now at Amazon.