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The Easy Way To Catch A Marketing Mistake

July 10, 2012 | Comments: 0 | Views: 170

A couple of weeks ago, I was critiquing a marketing piece. When something about it made the hair on the back of my neck stand up. I couldn't put my finger on what it was. So I took my dog for a walk to clear my head. And when I got back to my desk, it hit me like a fart in an elevator. The phone number was off by one digit. This is a silly mistake that, had it gotten by me, could have spelled dire results since 80% of my client's prospects buy by phone.

And if the phone number is wrong, how can anybody buy?

It goes to show why you must rake a fine-tooth comb over every marketing campaign because you never know when a mistake like this can lurk in your campaign like a booger stuck in a mustache. And when it does, you'd better remove it fast. Or suffer like I almost did. The good news is there's an easy way to catch these mistakes.


Have a software program read your piece out loud. I like to use the program built into my Mac. All I do is press <Control> and <Esc>. And presto. My Mac's reading to me like a Kindergarten teacher telling a Dr. Seuss story.

But what if you have a PC?

No problem.

Simply do a Google search for "read it to me software".

And you'll find a gazillion options. Choose one you like. Download it. And then run your sales copy through this software program (so you hear what it sounds like out loud) BEFORE you send... launch... print... or email anything. Trust me. Taking this extra time will be worth your while. Not only will it help you smooth out any rough edges.

But it'll also help you catch any WHOPPER mistakes before they make their beady little way into your next marketing campaign. And if you want to take this a step further... or as Chef Emeril says, "Let's kick this up a notch"... then do this:

Read your marketing piece out loud to yourself.

At first, you'll probably think your voice sounds weird. And if there's anyone within earshot of you, they'll more than likely wonder why you're reading out loud to yourself. But so what. Just tell them that what you're doing can mean the difference between crafting a small business marketing campaign that creates a surge of business into your business fast. Versus making a crucial (and silly) mistake like I almost did that can certainly be the death of dramatic results.

Wesley Murph is the author of "The Little Black Book of Small Business Marketing Secrets: 10 Proven Ways to Add New Customers, Repeat Sales and Referrals to Any Small Business!" which includes a campaign he wrote for a client that pulled a whopping 35.7% response to an ice-cold list. And even though Wesley rarely accepts new clients, you can get more tips like the one you just read by going to...

Source: EzineArticles
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Small Business Marketing


Business Marketing Campaign


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Direct Response Marketing

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