Avoid these fatal marketing mistakes which might kill your conversions

Stay Focused

The fall and rise of Apple

Let’s take a look at Apple during the mid 90’s when it was crumbling. Despite making numerous products, nobody was there to buy them. Their products included the Macintosh Quadra, Centris and Performa. Ever heard of them? We are pretty sure you haven’t. It was on the verge of collapsing because their marketing was a mess and their products were not being advertised in a proper manner. Along with this, there were also losing at the hands of Microsoft products. This is the point where Apple needed a savior to save a drowning ship.

This savior came in the form of Steve Jobs.  He returned to the business in 1997 and the public believed that the condition that Apple was in was beyond repair and had given up on the brand. However, this was not the case. The first step taken by Steve Jobs was to rip apart the product line of Apple. At that point, the business was selling the same computer in different versions in order to appeal the retailers. Jobs was smart enough to notice that this was not doing any good and providing a lot of options was only confusing the consumers and not increasing the number of sales.

The next step he made was to reduce the product line to only four machines which includes a desktop and laptop for professionals and for consumers. From dozen products to only four, he simplified the business.

As Job said, “Deciding what not to do is as important as deciding what to do.”

Another thing that Apple did was to stop the license of their hardware and software products which meant that anything that had the Apple logo was theirs. It was their form of taking back control over the market. The decision to focus on control and on lesser main products helped Apple to stand back up on its own, stronger than before.

The business was able to do what they were good at, and this resulted in them revealing products that transformed the entire sworld which included products such as iMac, iPad, iPhone and iPod.

Stay focused

The key marketing strategy of Apple is to always look forward and focus at all times. By focusing on the things that you are good at, you would be able to attract more attention rather than providing more and more products. When you focus on the things that you are good at, you will be able to produce higher quality products and your innovation levels will also go up as you would be able to manage your resources in a better way.

Another inspirational story involves that for Nike in 2006 that was facing a downfall and the CEO of the business called up Steve Jobs to get help.

The reply from Jobs was something like this,

“Nike makes some of the best products in the world. Products that you lust after. But you also make a lot of crap. Just get rid of the crappy stuff and focus on the good stuff.”

The gist of his answer was to get rid of all the extra products that they were producing and focus on your strengths.

When you ask yourself the question of what your strengths are, also ask yourself what you can do that will allow sales to double as soon as possible. Once you find the answers to these questions, you will be able to find your focus and once that happens, all the good things will start to take place.

When marketers talk about focus, what are they really pointing towards?

There are a lot of directions in which you would be pulled towards which can include blog posts, videos, live broadcasts and so much more. As much as these channels are effective, you need to be able to decide your focal point. This can include either the written word hinting towards blogging, or if you are good in front of the camera then live broadcasts is the way to go. Once you are focused single mindedly on what you want to do, you will be producing gold.

However, with focus comes unfocused marketing and its dangers. You need to not only focus on your strengths and capturing marketing opportunities but you also need to present yourself in a way which will not overwhelm the audience with numerous choices. The idea of having too many choices leads to confusions and while having options might seem like a good thing, it is not a good idea when making sales. This is because a lot of choices lead to indecision. The more choices that you give to people, the lesser action they will take.

Keep it short and simple

This is why, if you want your prospects to actually make a move, you need to make everything simple. Offer one choice and that is all. Even when you are sending out an email to your prospects, do not ask for too much and allow them to focus on one single action rather than asking them to like, subscribe and follow your page on Facebook. Your prospects do not have the time to do everything that you ask them to do which is why you need to choose wisely when asking them to do something.

Your goal at the end of the day is to sell your product and business which can be done by giving those simple choices rather than many.

There is no need to get scared or seek perfection. All you need to do is search for your focus and set yourself on that path. Go out there and look for your strengths which will allow you to become a better marketer.

You need to put yourself in the marketplace and experience the world in order to truly find your focus and remember, do not provide your prospects with too many options otherwise they will be like the kid at the ice cream truck unable to make a decision on which ice cream to buy. Indecision will not make sales for you.

As you put forward your marketing message, it will allow you to get leads and opportunities which will make you understand what makes your prospects interested benefitting you at the end.

To your massive success

Volker Schaefer

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