This discovery may surprise you because of its simplicity: there are 7 mistakes in direct marketing that make you waste time and money, and the first one is the most serious of all.
Davi Arbelo is a Brazilian writer, editor, ghostwriter, webmaster and speaker who has published more than 10 books in 4 languages. His main works include topics such as digital marketing, personal development and spirituality. A little over a year ago, Davi also began working as a digital marketing speaker.
The main topics of his lectures include direct marketing, content marketing, building a personal brand and sales strategies. However, what has been attracting the most interest lately is the approach of the 7 mistakes of direct marketing.
According to Davi Arbelo, these 7 mistakes form a cycle composed of a sequence of steps that can be identified and avoided to improve a company’s sales and performance, whether in digital or traditional marketing.
How to divide the 7 mistakes of Direct Marketing
The first point that makes the 7 Direct Marketing Mistakes so intriguing is their scope: regardless of your background or the market in which you operate, the ability to communicate effectively, know how to sell and understand the fundamentals of Marketing are essential. The key to this is knowing your audience well and mastering the various sources of traffic.
These elements are crucial in the world of Direct Marketing. According to the author, the 7 most common mistakes are categorized into the following areas:
– Marketing and sales
– Marketing plan or planning
– Traffic
– Copywriting
– Offer
– Product
– Problem or solution
The author highlights that, most of the time, companies end up focusing intensely on a few aspects, such as traffic and copy, or on offer and traffic; others fail to focus only on the product, falling into repetitive cycles.
Although digital Marketing is the present, the author notes that the future lies in hybrid Marketing. And how did he come to this conclusion? Through testing, questioning and applying a Growth Marketing-oriented mindset.
Marketing and sales
The author states that every company, before being anything else, is a marketing and sales company. In other words, its main activity should be secondary to the ability to promote and market its products or services.
Marketing plan or planning
Many organizations still neglect the importance of developing a marketing plan or planning, even a basic one. Having a plan means creating tactical actions that can be evaluated, adjusted and implemented to ensure results.
Traffic
When analyzing the market, especially in Brazil and countries with economic levels 1 and 2, the author noticed that even more developed regions suffer from limited testing or depend exclusively on a single source of traffic. It is important to emphasize that, in addition to digital traffic, organic sources and offline strategies still present significant results.
Copywriting
A good copy goes far beyond simply writing well; it is about understanding human behavior and motivations for purchase. Persuasive copywriting is about people. However, basic mistakes continue to prevail, such as the lack of a deeper understanding of the consumer.
Offer
Putting together a good offer is still a major challenge for many companies. Interestingly, those that sell the least are also generally those that conduct the least testing to improve their offers.
Product
Solving problems related to the product is relatively simple, since there is constant feedback from consumers. However, even though it is something that can be adjusted continuously, mistakes persist in the market due to the lack of effective actions based on this feedback.
Problem or solution
Start-up companies and entrepreneurs often hear the same question: “What pain do you solve?” This reflection is vital to help position themselves in the market, whether in the sale of products or services. Solving a specific problem of the public is a fundamental part of this equation.
The points presented by the author make it clear that success in Direct Marketing depends on a broad strategic vision and the constant ability to evaluate, test and adapt.
Final Considerations
The 7 direct marketing mistakes form a cycle: whenever your company faces difficulties, it is likely that you are making one of these mistakes. Solving them all at once can be a difficult task. Davi Arbelo suggests prioritizing and evaluating which of these points has the greatest impact on your business at the current moment.
With qualified traffic and a good offer, it is possible to achieve great results. However, as your business grows, it will be necessary to continually improve each aspect of the 7 mistakes that can consume your time and financial resources. As the author states, digital marketing is a pillar of the present, but the future is hybrid.
To understand this reality, it is essential to adopt the vision of a Growth Marketing professional.
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