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Top 20 Marketing Mistakes: Number Two- We Vs. You

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Photo Credit:  ActionCOACH

There are a lot of trade secrets when it comes to marketing. Most entrepreneurs aren’t too interested in sharing tips with the world at large. But that’s where business guru Brad Sugars comes in with the “Top 20 Marketing Mistakes” series. We’ve already talked about the number one marketing mistake—not having a marketing team. Now, we’re on to Mistake Number Two— “We” VS. “You” Focus.

Essentially, every piece of marketing collateral that touches your target audience needs to be focused on them, the customer, not you, the business owner.

For example, if your website says “WE have been serving the valley for more than 20 years,” that’s a mistake. It should instead read something like, “YOU will benefit from our more than 20 years of experience.” Remember, focus on the audience, not you or the business. Outline how you can meet their needs.

Sugars has created a formula for writing copy that will meet these standards: the FAB Formula.

List a fact, advantage, and then the benefit of to the audience.


I am a certified Business Coach with ActionCOACH, the World’s #1 Business Coaching Franchise (Entrepreneur Magazine, Jan. 2004 & 2005). I have directed customer service, project management, marketing, sales training and business strategy development functions throughout my career. My business accomplishments include award winning business strategies and business transforming process improvement initiatives. This broad based business development expertise combined with ActionCOACH time proven methods gives me the wherewithal to help clients to significantly strengthen and aggressively grow their businesses. As your coach, I will be working with you in six key areas. The emphasis on each area depends on your needs, the type of business you have, and your goals. The key areas are: 1) Strategy, Planning & Goal Setting 2) Marketing & Business Development 3) Sales & Customer Service 4) Operational Efficiency & Productivity 5) Leadership & Team Building 6) Profitability & Cash Flow My goal is to help small business owners, such as yourself, spend less time working in your business and more time working on your business. In the end, you’ll be spending less total time working and will be making more money. I’d also like to help you put the FUN back in your business and your life.