Background:   The successful advertisers we work with avoid these common errors -- and you can too.

In the world of church product and service providers, there's an abundance of effective marketing. We could examine several case studies that showcase creative approaches to direct mail, print ads, online banners and e-mail.

In this brief article, however, I'd like to look at four common mistakes made by some small and mid-size companies. These pitfalls are just a few among many. If you can avoid them and build on your company's strengths, success will follow.

MISTAKE #1 - Assuming your product will sell itself.

Let's say you specialize in manufacturing paper clips. In your opinion, you make the shiniest, most durable aluminum-alloy connectors on the market.

I have a question for you. Why should customers buy them from you and not someone else who also has equally high-quality clips?

Or let's say your software application is best in class. Churches need look no further for a ministry management solution.

While you may think you have the best product in the world, it will not always speak for itself. You must promote it. You must differentiate it. You must make it memorable.

I'm sure this is not news to you. But you'd be surprised at the number of vendors that spend so little time, effort and money promoting their products and services. They invariably wonder why their sales are lackluster.

The lessons they've learned are that 1) they must project a message explaining how their product is different and better than their competition's; and 2) they must push this message through multiple channels.

While you may produce the best paper clips, or the most robust software, someone else probably does, too - at least in their own mind. Buyers will listen to the loudest voice first when they're shopping.

Speak first, speak loudly and walk tall in the church supplier marketplace. Don't be afraid to toot your own horn.

Many churches will benefit from your products. Why not tell them what you've got?

MISTAKE #2 - Expecting immediate results.

Another problem some advertisers encounter shuts them down before they really get started.

We've worked with a few people over the years who say, "I'll try this advertising for a couple months, and if it works, I'll spend a lot more." They invest just enough to establish a minimum presence, and if the results don't meet their high expectations, they try something else.

This is like spending years test driving various makes and models but never actually buying a car. It's like trying all 31 flavors at Baskin-Robbins and refusing to get a full scoop of your favorite.

These companies never taste success, at least not the satisfying kind. When they practice patience and stick with the same media for a year or more, they find that their results build over time.

Why?

The experts say people need to hear or see the same message multiple times before it motivates them to action. If you don't need a car now, you might decide to get one in six months. The manufacturers know there are several types of potential buyers:  those that are shopping, thinking, or will have a future need as yet unknown.

The same could be said of your customers, couldn't it? They either want the type of service you sell right now, are starting to think about shopping around, or may find a need several months or years from now. If your name is in front of them regularly, why wouldn't they think of you when they start their search?

It's called "share of mind." You want to own a piece of their gray matter. If you sell buses, you should be the only name they can think of when someone asks them to name a bus dealer.

That kind of name recognition takes time, or what's called "long-term frequency." It takes diligence and patience. It requires creative messaging through multiple media channels. These channels can include various magazines, Web sites, direct mail, e-mail, etc. 

The point is that you should carefully choose a few media outlets and stick with them. After you give them a fair and strong effort, evaluate where you got your best results and invest more in that media, while replacing your poorest performer with something new.

A good strategy is like a diversified stock portfolio: some of your returns will be short term, while others will build over time and earn compounding interest.

If you temper your expectations to anticipate both kinds of results, you'll enjoy more significant success now and in the future. You'll spend less time on media planning and more on running your business.

MISTAKE #3 - Designing, writing or appearing in your own ad.

Have you ever had an idea for an ad that you knew would catch everyone's attention? Do you have a tendency to dictate the creative content of your advertising - even insisting on including a photo of yourself?

Most of us admit - privately, at least - that we enjoy being creative. We also might crave the spotlight in a humble sort of way. I have to say I've been guilty of both over the years.

But I've learned that people who aren't as close to my products, and who are less biased, can many times create more compelling ads. When I let someone else take the creative reins I usually admit their idea takes my thinking to a new level. (Or in a better direction!)

If you have a marketing person on staff, or work with an ad agency or consultant, we would be wise to let them earn their keep.

Have you seen ads that depict the owner of a company as the main attraction? I doubt that company is actually trying to sell its leader. They may be gunning for extra credibility or exhibiting the CEO's sincerity ... but unless you've got an image like the late Dave Thomas of Wendy's, it's advisable to get out of the way, especially when you're selling to churches. They may perceive your ad as prideful.

The same is true of copywriting. You can certainly provide direction, but as business owners we need to remember that people aren't as interested in reading what we have to say about ourselves.

One key I've learned from a great copywriter: write as if you're talking to a single person, preferably your ideal customer. Speak in personal terms, not in high-level language meant for a large audience.

If I allow the experts to exert more influence on my advertising, my message will:

1)      Come across less egotistical

2)      Be easier to understand

3)      Seem more professional

Most importantly, I'll sell more.

MISTAKE #4 - Doing what you've always done.

Many suppliers send out direct mail or buy print ads because that's what they're used to, or what everyone else seems to be doing.

I learned an advertising maxim that has rung true again and again. "If you do what you've always done, you'll get what you've always gotten."

Don't spend your hard-earned money without some assurance of results. If you're like most companies, you can't afford hit-and-miss marketing. You want a maximum return on your investment - every time. After all, you're not in business just for the fun of it, are you?

What marketing ploy have you always wanted to do? Maybe an exhibit booth, event sponsorship, edgy direct mail, Christian radio, online banner? I believe in trying new strategies as long as you have some guarantee of success - and if you maintain a conservative business mind.

Striking into new advertising territory can be dangerous. Following are a few warnings when you decide to spread your wings and jump-start your revenue.

1. Don't pounce on the first opportunity.  Salespeople can be convincing. Never purchase an ad on a whim without comparison shopping with other magazines. Always try for a lower rate.
   
   
2. Push for guarantees.  You've heard there are no guarantees in advertising. The truth is if you know what to ask for, you can greatly improve your chances of success. The types of things your media reps can guarantee:  ad location placement, free color upgrade or design, longer payment terms, number of online impressions or leads, or some kind of money-back assurance if your ads don't perform to your satisfaction. Ask ... and you just might receive.
   
   
3. Do some due diligence.  Any new marketing medium is risky. Find out how other vendors rate its effectiveness. Investigate the solvency of the provider - how long has the magazine or Web site been in business? Do they have credible readership statistics? Listen to your intuition before you sign any agreement. If the provider is not professional in every aspect of your relationship, don't be surprised if promises aren't kept or your customer service goes out the window after the contract is signed. Make sure you have an "out" - read the fine print.

A new marketing strategy may be exactly what your company needs to get to the next level - or even save a floundering product.

When you step out, be careful, conservative and creative. But don't be afraid to try something new.

NEXT:  Ten Minutes to Generating Prospective Customers
How church suppliers can grow their businesses - guaranteed