COMPANY KILLER # 2 – FRAGMENTED MARKETING
Updated: Apr 26, 2019
Do you know that there may be 12 company crushing killers roaming loose inside
your business right now!
It’s true! We call them the Deadly Dozen and it doesn’t matter if you’ve been doing
business for 5, 10, 20, 30 years or more, and have been getting what most people
would consider pretty good results—I’m here to tell you that these CULPRITS are
costing you a lot of money in lost opportunity and lost business.
The Deadly Dozen is a 12 part business insight series.
THE DEADLY DOZEN – A 12 PART INSIGHT SERIES FOR BUSINESS OWNERS
In this “Insight Series” every day we will be sharing one of the company crushing
killers we have identified and then will provide a simple solution for ridding the
culprit from your business. If at any time you decide you don’t want to wait and
would like to access the entire series all at once you can just click this link
COMPANY KILLER # 2 – FRAGMENTED MARKETING
Think back to the last advertisement or marketing piece created for your company -
brochure, website, printed ad, radio spot. Who created the final product for you?
Chances are the radio station created your radio spot. The magazine created your
magazine ad. The design company created your brochure. The web design company
Created the website. The video production company developed the content for your
video. Sound about right?
Now think about how fragmented that makes your marketing efforts. All those
different companies have different ideas about your marketing message based on
their limited experience with your business. Inevitably, they use platitudes (space
and time fillers), perhaps seasoned with a dash of their medium’s brand of
Fragmented Marketing is one of the greatest wastes of money for businesses
today. Business owners often invest time and money in individual marketing pieces
that can’t be pieced together into any kind of effective process because they’re
usually produced by separate companies or teams without a strategic plan. And if
they aren’t part of a cohesive process, they are probably ineffective.
Random unrelated ads, videos, emails and messages don’t work together, don’t
lead the prospect to a clear and specific outcome, and don’t lead to success.
Unfortunately, this is the most common marketing approach in business today.
Everybody is doing it, but it’s a killer just the same. (Hey, everyone used to smoke,
Systematized marketing defeats fragmented marketing every time. Fragmented
marketing is marketing with no cohesive message or comprehensive system.
Systematized marketing dictates the content of your advertisements, no matter
what form they take. It dictates the sequence and content of the messages your
prospects receive as they are led right to your door. It actually facilitates the
prospect’s decision-making process by providing a clear picture of what you offer
And why they should buy from you and not your competitor.
A systematized marketing plan considers and develops the message first. It then
incorporates the message into a comprehensive marketing system which drives the
prospect’s decision- making process. Finally, it chooses the best media (radio ads,
television spots, video, email, etc.) to get those messages in front of prospects,
actively generating leads into your business rather than relying on a scattershot
You paid to have an advertisement produced or designed. You paid for the space or
the airtime. Did you pay for the content, or was it just thrown together by the
designer, production team, or your sales staff? The message - your message – is the
most important part of your marketing campaign, and it needs to be specific,
Coherent, and based on your knowledge of your industry and company. Most
importantly, it needs to function as part of a cohesive strategy to demonstrate your
superiority to prospective customers regardless of medium.
So if you thought this insight was helpful and would like to learn more and see how
it is actually part of an overall Done-For-You marketing system called
a CyberFunnel . . . just CLICK BELOW to watch a short 5 minute video to learn more.
Otherwise be on the lookout for the next company crushing killer tomorrow.