Top 5 Reasons Why Your Marketing Isn’t Working

Over the years, I’ve met a lot of women entrepreneurs  who are really struggling to get clients. Often, they can’t seem to generate enough quality leads to sustain their business and increase their sales. It’s not because they have some type of character flaw.  And it’s not because they aren’t working their butts off—believe me, they are. In fact, they are working really hard at marketing, but they are still struggling with getting clients. It’s enough to make them want to pull their hair out!Pullinghairout

After working with many of them, I’ve noticed there are several common factors that lead to ineffective marketing. If you’re struggling to generate hot leads, maybe you’re dealing with these, too.

Here are the Top 5 Reasons Why Your Marketing Isn’t Working:

  1. You’re not marketing to your ideal clients. In social work school, the first thing they teach you is to “meet your client where they’re at.”  You have to do the same thing in marketing.  Not only do you have to speak their language and hone in on their desires and challenges, but you also have to physically “meet them where they’re at.” You have to hang out where your ideal clients hang out.  Speak where they listen, write where they read, and teach where they learn.
  2. You’re selling your product, service, or program a little too much. Do you spend a lot of time telling people what they get in their package, or do you focus on what they get as a result of the package.  Imagine you invented the iPhone.  In your marketing do you say, “You get this little piece of black or white metal that is basically a tiny little computer/phone/camera?”  Or do you say, “The iPhone will allow you to instantly access your bank account, listen to your favorite music, and capture your most precious moments, which you can then upload to facebook, youtube,  etc. etc. etc…?” My point is: Focus on the benefits. It’s ok to mention the features of your product or service, but remember to emphasize the benefits because that’s truly what people are buying.
  3. You don’t have a well-defined strategy. Many entrepreneurs struggle with marketing because they try every tactic known to man without thinking about how they all fit together.  Every element of your marketing should work seamlessly together as a system.  Get clear on the outcome you want from each element and don’t add another element until you are sure how it integrates into your overall marketing and sales system.
  4. You’re not marketing consistently.  You have to market on a consistent basis in order to have a steady stream of leads, a steady stream of clients, and a steady income.  It’s not a “now and then” type of thing.  I know some business owners who were actually taught that you market more when you have income lulls, and you market less when you have more clients. The truth is you market consistently so you never have major fluctuations in your income. You can change your marketing strategy to fit your situation, but you never stop marketing altogether.
  5. You’re afraid to step into the spotlight. Marketing is all about getting eyeballs on you and your business so that people have the opportunity to learn more about you and what you have to offer.  This means you have to be willing to step up to the plate and put yourself out there.  You have to be willing to stand out from the crowd in order for people to take notice, so don’t be shy and don’t hide behind your computer.  You don’t have to be someone you’re not; but you do have to be proactive and grab attention.

I would love to hear your thoughts on how to market effectively and generate a steady flow of hot leads, please leave your comments below.

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About Tiffany deSilva

Tiffany deSilva is the founder, CEO, and visionary leader of BrightFire Women’s Business Network, LLC.

BrightFire Women’s Business Network is the premiere sales training and coaching resource for service-based women entrepreneurs who want to increase their sales, serve more people, and change more lives.

Feedback & Comments:

  1. Tiffany, these are excellent tips. Since you asked for my thoughts I would add to #5 by saying that public speaking engagements in your field are a great way to be seen as an expert in your field. I know that when I speak at conferences it immediately elevates your status among the conference attendees.

    • Absolutely, Mary Ellen. I call speaking a “High-Octane” marketing strategy because it is so effective in helping entrepreneurs to grow their businesses, especially service-based entrepreneurs. You can’t afford not to speak! You’re absolutely right on about it positioning you as an expert in your field.

  2. Of all these, being afraid of the spotlight is one I see lurking under the others as a root cause. And I would add that in some cultures tooting your own horn is seen as impolite, so you have to get over that one, too.

  3. #2 is an eye-opener. Focus on the results not the product. Thank you!

  4. Marketing consistantly works. I have a friend who is a realtor and during the downturn he still had business because he had kept his pipeline full. He also made an interesting observation that a lot of realtors cut back on marketing during the downturn because the market was dead. I think that is a common error many businesses make.

  5. Marketing constantly and consistently WILL produces results when done the right way :) But, consistency isn’t just about how often you market. It also applies to your message and how you show up.

    Your design, voice, copy, message, etc. must be consistent across all of your marketing efforts as well — otherwise you’ll confuse people!

  6. I think getting personal helps. When your potential clients can get a feel for your personality and like you before you ever work with them, you are doing things right!

  7. Great list on how to more effectively market and obtain business.
    You might weave into 1,2, or 3 trying to be too much for too many people.
    If you are the best, the one who provides x,y,z. Then market for it and
    be consistent when you write, speak and meet with people.

  8. Heidi Alexandra Pollard says:

    I agree with all 5 of your list – in particular I see many of the women I work with at Leading Ladies International struggling with the last one – “You’re afraid to step into the spotlight.” For many they feel like a fraud or question how they can talk like an expert when in fact they have all the knowledge and experience necessary. Creativity, consistency and courage are key!

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