So what if you don’t think you have the patience to persevere until your target has been exposed to your marketing message up to 24 times? In a fitful quest to hurry things along, too many amateur marketers (and too many professional ones as well) stuff as much information into each message as they can.

Big mistake. More information in each message is not a substitute for the number of times a target is exposed to it (frequency). In fact, all this does is drive them away. In a targeted marketing campaign there simply is no substitute for having a simple, clear message and delivering it frequently, and in several different ways to a targeted audience.

Don’t fall into the trap and fill your marketing messages – online and off – with information on as many of your products and services as you can in the hopes you’ll touch a button that’ll generate a call.

And while we’re at it, Web designers can also be guilty of overstuffing the bird. Do you really need those wiz bang graphics and flash animation for your website to do its job or do you just really really want them?

Designers and printers do it too when suggesting that you spend the big bucks on 6 color sell sheets, brochures, or other marketing materials when 2 color may prove just as effective at half the cost. Or better yet, maybe you don’t even need printed marketing materials at all. It just depends on what you really need. Take a quick look at this page – it talks about setting priorities and sticking to them.

On the surface, more sounds better doesn’t it? But sometimes, more is just more. More confusing, more expensive.

An excellent marketing adviser knows it’s just as important to tell you what you DON’T need as much as what you do. They protect you from yourself. Wouldn’t you rather let your competitor’s marketing budget loaf around while your bucks are hard at work growing your business?

Posted by: Steve Banis