The 7 – no 8 – Deadly Sins Of Marketing
Most of us have heard of the 7 deadly sins: Vanity, Anger, Envy, Lust, Greed, Sloth & Gluttony. But did you know that these could be applied to marketing? In fact learning how these sins can negatively affect your marketing can be a great help.
We’ve also come up with an 8th sin, that is, in our belief, as big a sin as the other 7. We’re saving this one for last. Over the next week or so, we’ll cover each of the 8 deadly sins and how they can kill your marketing and your company.
Deadly Marketing Sin #1 – Vanity
One of the worst things a company can do is produce what we call “the vanity ad”.
The vanity ad is an ad made to please company executives. Maybe the owner of the company likes Harley’s. So their ad agency makes an ad with hogs everywhere. But the client is selling lipstick (or coffee cake or soda or anything but a motor cycle).
The executives and ad agency folks sit around the conference table smiling & clapping. It’s a hit! With who? With the corporate execs. After all, that’s who pays the bills right? Wrong. The customer pays the bills. And if your ad doesn’t sell them, they won’t pay.
So stay away from vanity ads & vanity campaigns & stick to what will appeal to your customers.
Toli Cefail
Toli Cefail has been a marketing professional for more than 20 years in addition to having a strong administrative and regulatory background. She has overseen the marketing, legal and regulatory affairs for what became a top provider of specialized telecommunications services against competitors such as AT&T, MCI, Sprint and the Baby Bells.
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