flexiblefullpage - default
Currently Reading

Why Your Marketing Isn't Working

billboard -

Why Your Marketing Isn't Working

Gone are the days of touting features and benefits and waiting for the phone to ring

By By Joaquin Erazo September 27, 2016

Sometimes business leaders hear about a new marketing tactic or media platform and immediately assign their marketing department the job of executing it. I like changing things up and testing new ideas, but often this can be an answer to a question that hasn’t been asked.

The real question is why isn’t marketing delivering the results we expected and what can we do about it?

Let’s start by accepting that every market is different. This is important because many business owners have a tendency to duplicate what similar companies are doing in other markets. That may be your first mistake, but let’s look at a number of others. 

You don’t really understand your target: A common marketing error is trying to be all things to all people when, in fact, you probably have a very targeted client niche. Rather than spread yourself too thin, consider digging deeper into customer segmentation tools that allow you to determine your target demographics and psychographics. Once you have this data, you can align your marketing tactics with your target’s behavioral tendencies.

You’re sending the wrong message: The days of self-serving marketing messages that do nothing but outline your features and benefits are long gone. Today’s consumers are smarter and more resourceful. Stop comingling sales messages with your marketing. Keep marketing messages pure and highlight your one differentiating value proposition (not features). It’s maddening to see businesses bombard consumers with features and benefits in the hope that something will stick. Simply answer why they should do business with you and only give them one indisputable reason.

You aren’t telling stories: Let your work speak for itself by highlighting why your clients retained you. Use case studies and testimonials; be transparent and show numbers (metrics or dollars); and, most importantly, highlight the emotional transformations your company has made, telling the story from the customer’s perspective—not yours.

You don’t have enough third-party validation: Many companies don’t offer validation for their products or services. Don’t assume that your target client is going to believe everything you say. Serious buyers will see what others have to say about your company. Seek a high number of reviews and in-depth comments. Remember that consumers don’t expect you to be perfect; the most powerful reviews are honest and transparent where bad experiences occurred, but your company handled them like a pro and made it right.

You’re stopping tactics too soon: Sometimes you have the right message in the right channel and it just hasn’t reached its tipping point. I’ve spoken to many business owners who say, “We tried that before and it didn’t work.” When probing deeper, I discover the tactic was executed over a very short period of time. Marketing takes time, along with consistency of message and frequency. Press through your pain spot and you’ll see results.

written by

Joaquin Erazo

Joaquin Erazo, CEO of Marketing Wing, has 20 years of experience in the remodeling industry.

Add new comment

Plain text

  • No HTML tags allowed.
  • Web page addresses and email addresses turn into links automatically.
  • Lines and paragraphs break automatically.

    This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.

Related Stories

Cause Marketing: What Is It and Why Use It?

Home improvement industry leader Brian Gottlieb breaks down cause marketing and why it should be a part of every home improvement company's budget.

A Deep Dive on Search Marketing for Remodelers

Understand your company's digital marketing opportunities. 

Ready for National Home Remodeling Month

Celebrate the industry and come together this May

6 Considerations for Using a Texting Platform in Your Business

Texting remains the most popular way to communicate. How can larger companies do it effectively through platforms?

Grow Your Business Through Collaboration with Remodeling Peers

Remodeling Mastery Forums offers a unique business opportuniy for remodelers

Lowe’s Study Identifies What Homeowners Think of Contractors

Lowe's new study asks homeowners the hard question: What's your biggest headache with contractors?

Marketing Lessons From The New American Remodel 2022

A local remodeler with a great project can use some of the same approaches to attract new business.

5 Tips for Getting More Good Reviews

Use these guidelines to gain new business through online reviews.

Looking Ahead: Preparing for the Worst

There will be a downturn again. Will it be in 2022?

A 7-Step Checklist for Refreshing Your Website

If you're looking to make small yet impactful changes to refresh your company website, follow these 7 steps.

boombox1 -
native1 -

More in Category

native2 -
halfpage1 -