Marketing Mistakes That Start Ups Make

Published: 5/16/2007 7:26:54 AM

One mistake that start ups make is that they are inconsistent with their marketing messaging, even after a creating a formally agreed upon strategy.

Start ups are constantly being pulled in numerous directions.  The world is their oyster and they usually want to get customers any way they can.  The temptation to change the message to suit previously unidentified customer types is strong.  Even if they get the messaging right, it can still lead to confusion in the marketplace, since it is impossible to "silo" messaging entirely.  It always spills over.

The result is that potential partners, customers and other market participants cannot identify with the new language, which may not be "their" language.  So it doesn't stick.

It's very difficult to build market momentum this way, or to "own" a market segment.  In my opinion, it is far better to focus on dominating a single market than to get sidetracked by a diluted message.

Don Jones


Don Jones
CEO, VentureDeal

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