Some people have halitosis and it kills their love life, distants friends and is as well dangerous in business. Nothing is more ruinous of a interview or presentation than bad breath or body odor.
And so it is with marketing. I call it marketing halitosis. This type of marketing does not simply "not work", it actually drives business away and can label you for life as someone to never do business with - ever.
I saw an instance of this today when I suggested to someone who had this malady, that simple changes could be made to make their marketing and promotion more effective. And just like most people who have a personal bad habit, they resent the fact that you pointed it out and even may defend it as a benefit. At best, we could call this denial. And that is what bad marketing will achieve, denial of business and revenue.
In today's image-conscience world, you cannot afford to not change your personal bad habits, in life and in marketing.
I spoke with a web designer friend of mine who is regularly asked to fix web sites that produce no leads or very low revenue. And the continual problem is the customer resisting changes as they, "really like the way it is." Yet they are making no revenue, generating very few new leads with they have had it in the past. Personal preferences, which generate no or very little money, should not be defended. Unless being broke is your goal in life.
Change is life. And to succeed in life you may just have to change your positioning, your web site, increase your know-how and skill sets, and address your marketing halitosis.
Best, Edwin Dearborn
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