{"id":57328,"date":"2021-12-21T19:03:00","date_gmt":"2021-12-21T23:03:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=57328"},"modified":"2021-12-29T10:23:10","modified_gmt":"2021-12-29T14:23:10","slug":"marketing-failures","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/marketing-failures\/","title":{"rendered":"How to Overcome 4 Common Marketing Failures"},"content":{"rendered":"\n

Have you always hit all of your marketing goals? What do you do when you fail?<\/p>\n\n\n\n

Failure in marketing is inevitable. The main thing is to understand where you went wrong. Seth Godin discusses four common marketing failures and what you can do to turn things around.<\/p>\n\n\n\n

Read more to learn how to grow from marketing failures and mistakes.<\/p>\n\n\n\n\n\n\n\n

Overcoming Common Marketing Failures<\/h2>\n\n\n\n

You\u2019ll no doubt encounter some bumps in the road on your marketing journey. Let\u2019s say you used Godin\u2019s tips, told a good story<\/a>, and it failed. We\u2019ll discuss some stages where you may have gone wrong. <\/p>\n\n\n\n

Grow From Failure<\/strong>

Godin is open about the importance of failure and why entrepreneurs who fail often are more likely to succeed<\/a>. In a blog post about how to fail better<\/a>, he advises that whenever you fail, take ownership of it, and identify exactly where you went wrong. That way, you won\u2019t make the same mistake twice. Also, never blame someone else for your marketing failures<\/strong>.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

They Didn\u2019t Pay Attention<\/h3>\n\n\n\n

It’s difficult to get a consumer\u2019s attention. Even if you have a great product and a great story, your target customers may not notice it among all of the other products vying for their attention.<\/p>\n\n\n\n

Let\u2019s say your product is a new brand of deodorant. Customers may not have noticed your new deodorant among all the others available in the deodorant aisle. To make it stand out, you could give your deodorant more eye-catching packaging that\u2019s different from your competitors\u2019.<\/p>\n\n\n\n

Get Their Attention Online<\/strong>

Getting a customer\u2019s attention online presents a different set of challenges. In Building a StoryBrand<\/em>, Donald Miller stresses the importance of an effective website<\/a>. Here are five tips to overhauling your website:

Be explicit about what you\u2019re offering your customer. This might be satisfying an aspirational identity or fixing a specific problem.

Provide a clear call to action. Often, this comes in the form of a button for adding something to your cart or signing up for emails. Use colors or fonts to make this button distinct, and put it at the top right of your page.

Use images to show customer transformations. This is how you promise your customer that your product will satisfy their needs.

Simplify your explanation of your revenue streams. If your company offers a range of products, create a message about your market as a whole, or sell different products<\/a> on their own websites.

Cut down your text. One of the biggest mistakes brands make is bombarding consumers with too much information in large blocks of text.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

They Weren\u2019t Interested<\/h3>\n\n\n\n

If someone noticed your product but didn\u2019t try it, Godin suggests that you 1) may not have addressed the right worldview with your story, 2) may not have told your story using the language this worldview expected to hear, or 3) didn\u2019t compel them to change a bias that favors another product. <\/p>\n\n\n\n

Maybe your deodorant caught someone\u2019s eye, but they didn\u2019t buy it. Your deodorant probably didn\u2019t compel them to switch from buying their usual deodorant. In this instance, you\u2019d want to narrow your niche to appeal to a more specific subset of people who wear deodorant, since deodorant appeals to a large proportion of people.<\/p>\n\n\n\n

The 10-Person Test<\/strong>

In his chapter in Tools of Titans<\/em><\/a>, Godin advises marketers to start by telling 10 interested people<\/a> about your new idea or product. They should be people you trust, who trust you, and who would probably love your new product. They could be friends or people who follow your blog. If they like it, they\u2019ll find other people to tell, and your product will spread; if they don\u2019t, you should probably spend some time rethinking your product. <\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

They Didn\u2019t Like It<\/h3>\n\n\n\n

If someone didn\u2019t like your product, Godin argues that it probably didn\u2019t address their problem or worldview like you thought it would. This has more to do with the product itself than the marketing. While Godin notes that this isn\u2019t the marketer\u2019s fault, he believes this doesn\u2019t happen often because bad products are rarely manufactured. <\/p>\n\n\n\n

However, if your product isn\u2019t popular, a feature that didn\u2019t work as promised may be to blame. Perhaps you touted your new deodorant\u2019s clear formula as eliminating white marks on clothes. Maybe consumers tried it, but it still left marks on their clothes. The issue is the formula of the deodorant itself. <\/p>\n\n\n\n

Your Purple Cow Still Matters<\/strong>

There\u2019s a popular phrase in marketing: \u201cNothing kills a bad product faster than good marketing<\/a>.\u201d Good marketing generates consumer attention, but if the product doesn\u2019t work, that attention will quickly turn to how bad the product is. That means your great marketing story won\u2019t save a product that doesn\u2019t work. 

For more insight on market success, it\u2019s useful to pair Godin\u2019s ideas on marketing stories in All Marketers Are Liars<\/em> with his ideas on remarkable products in <\/em>Purple Cow<\/em><\/a>. Even though you should have a good story, it\u2019s important to also have a \u201cPurple Cow\u201d (Godin\u2019s name for a remarkable product<\/a>). But how do you come up with a \u201cPurple Cow\u201d?

Godin suggests that passion is the key to thinking of remarkable products. If you create something you\u2019re passionate about, there are likely other people who will like it too. If you make something other people are passionate about, you\u2019ll already have a market. If you find yourself marketing a product you\u2019re not passionate about (which is inevitable), try looking at it from the perspective of someone who is passionate about it and understand why they like it so much.  <\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

They Didn\u2019t Tell Anyone<\/h3>\n\n\n\n

Does everyone who tries your product like it? If someone noticed your product, tried it, and liked it, but didn\u2019t tell anyone, they may not have felt compelled or comfortable talking about your product. Or you may have tapped into a worldview that doesn\u2019t have a cohesive community. <\/p>\n\n\n\n

Let\u2019s say people are noticing and liking your new clear deodorant. But your sales don\u2019t reflect as much growth as you expected. Because you\u2019ve tapped into a worldview without a cohesive community (people who like to wear deodorant that doesn\u2019t stain), your consumers aren\u2019t recommending it to their friends. You could try to market your product to dancers, performers, or models (who need to present a clean image with their clothing), who are a more cohesive community.<\/p>\n\n\n\n

Word of Mouth<\/a> Marketing <\/strong>

Word-of-mouth marketing<\/a> or viral marketing<\/a>, in which members of a community spread the word about an idea or product, became popular around the time of this book\u2019s publication. But how can a marketer control whether consumers spread the word? In Contagious<\/em><\/a>, Jonah Berger offers ideas for fostering word-of-mouth marketing<\/a>:

Give people \u201csocial currency:\u201d Create a remarkable or exclusive product that people can brag about.

Create effective triggers: People will talk about your product as long as they\u2019re thinking about it. You need to stimulate and remind your consumers about your product. Make sure your triggers are relevant, frequent, and actionable.

Generate an emotional response: Give potential customers the basics about your product, and focus the rest of your marketing on making them feel something.

Create public visibility: If you find a way to make it clear publicly that people use your product, the product will be more likely to sell itself.

Provide practical value<\/a>: People want to share things they find value in. Create value by applying a discount to your product or by providing helpful information once they\u2019ve purchased your product.

Tell a story: As Godin emphasizes in this book, people like to tell stories, so weave a narrative into the information about your product. <\/td><\/tr><\/tbody><\/table><\/figure>\n","protected":false},"excerpt":{"rendered":"

Have you always hit all of your marketing goals? What do you do when you fail? Failure in marketing is inevitable. The main thing is to understand where you went wrong. Seth Godin discusses four common marketing failures and what you can do to turn things around. Read more to learn how to grow from marketing failures and mistakes.<\/p>\n","protected":false},"author":9,"featured_media":57332,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,104,103],"tags":[556],"class_list":["post-57328","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-marketing","category-sales","tag-all-marketers-are-liars","","tg-column-two"],"yoast_head":"\nHow to Overcome 4 Common Marketing Failures - Shortform Books<\/title>\n<meta name=\"description\" content=\"Failure in marketing is inevitable. 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