There Are No Marketing Mistakes – Except This One

A company I work with is clearly on track to achieve a 20% increase in sales and profits. This business sells physical products on line – a traditional eCommerce business model. I noticed a slowdown in the rate of improvement in sales and profits earlier this year and a plan was developed to stabilize and then increase the rate of sales improvement.

A pay per click promotion was being used the three major engines. The campaigns needed a tune-up to improve return on investment and help improve the sales and profits trend line. Pay per click was the immediate focus since the projection was that it would have the fastest and most measurable influence on sales and profits in the near term.

Over the subsequent 3-4 months, a significant improvement in sales and conversion from pay per click advertising was recorded. The return on investment on net profits (revenue less cost of goods divided by pay per click costs) was very impressive for each primary keyword and ultimately for every secondary keyword. After about 4 months of working the campaigns, the performance, while very good, seemed to be nearly optimal and we went into maintenance mode. The improved ROI was not sufficient to ensure the Company’s sales targets for the year would be achieved. We implemented the next step of our marketing plan.

Marketing is about using appropriate channels for developing and maintaining customers. Direct mail and email are the “hands down” best ways in most instances to develop relationships with customers and targeted buyers. When done right, the business benefits tremendously because the customers know they are valuable. They respond by buying what you are offering. With a meaningful email database, marketing with email campaigns was viewed as the fastest way to further improve sales and profits.

Let me short cut the story to tell you that the email campaign is enormously successful. In total, the results exceeded projections. Here are the key points:

Every promotion needs to be evaluated on its own. We had pay per click campaigns and email marketing promotions fall flat. None of those were mistakes. The only mistake companies make is not marketing, not measuring what they market and not learning from campaigns that didn’t meet the mark.

In order to evaluate any marketing initiative, it must be set up so you can measure results. If this is the first time you are reading about testing, tracking and measuring ROI, congratulations. You now know the fundamentals of successful marketing. If you have read this before and are not implementing your marketing strategy using these principles then guess what – look in the mirror when you say your business is not performing or your marketing program is not delivering.

BONUS: I learned the value of having a technical person who understands the marketing objectives on the team. Setting up the tracking codes that allowed us to measure ROI for each keyword and email campaign was invaluable and work I prefer to have done by a person with those skills. In this case the company has qualified in-house resources. This is not always the case. If you are not confident you have or have access to the skill set required to set up the tracking codes then find those skills. There are independent consultants who have these skills at reasonable rates.

The Only Mistake In Marketing:

The only mistake in marketing is not setting up measurable campaigns. Dan Kennedy pounds on the importance of direct response marketing. Dan is absolutely right. John Reese is the master of testing. John is absolutely right. Learning from the masters is useless unless you act upon the lessons you learn.

Be well and prosper,

Steve Pohlit
Business Development Consulting

Steve Pohlit has more than 20 years experience running very large and medium sized companies. Steve now consults with clients to design and implement processes that will deliver improved business performance for the long term. Most projects are self-funding within 90 days. The client then experiences a very high return on investment. Learn more about the process of Increasing Profits by 30% or More In 90 Days or Less by visiting or you can call 727-587-7871 and speak with Steve directly. Have a question? Click Here To Visit Ask The Consultant

I Am Not Psychic – Repeat I Am Not Pshycic – Repeat – Well Maybe

Do you remember any of the predictions made for 2007?  I made it a point to track what I said on December 30, 2006 . For the record the December 30th post is published and I am repeating it below along with the first report on what actually is happening now vs. what was predicted.(2008 predictions will be published on December 29th. There will be some astonishing forecasts and if you pay close attention, prosperity will be yours in the next 12 months.)
Summary: the most obvious prediction that came to be true was Frank Kern’s hair – there simply was no doubt it then or now. Let’s look at what was said on December 30th 2006 and how it turned out!
December 30, 2006
The Key Was Found That Unlocks The Secret Vault With The Report On What 2007 Business Development Predictions Will Come True. Here Is The Report!
20% of the people having a goal of making money on line in 2007 will make money on line in 2007. 20% – 40% of those will make enough money to consider it their full time work. 
12-07 Update: I was wrong. The latest reports indicate 10% of those having a goal of making money on line actually do and 5% actually make enough money to stay at home and pay their bills.
Frank Kern will be more even more blond by the end of 2007.  
12-07 Update – just look at Frank. I called this one. I rock!!

80% of the people on line today trying to make money will not make any money on line in 2007.
12-07 Update: Unfortunately this is accurate

The rate of business failures in 2007 will accelerate. 80% of those failures could be avoided with the experienced guidance.
12-07 Update: 110% accurate The rate of failures has accelerated and most could have been avoid with the right advise.
Ken McCarthy and Ken McArthur will continue to rank the highest in the group of people offering the best seminar training.
12-07 Update: 100% accurate There is great content at seminars but these guys are at the top of the mountain.
The rate of new business starts will increase. Those starts will be added fuel for the rate of failure. 
12-07 Update: 100% accurate This is a mathematical fact.
2-5% of the people on line in 2006 will make 90-95% of the profit on line in 2007. 
12-2-07 Update: 100% accurate ( The composition of the 2-5% might change but the stats don’t)
President Bush will not be re-elected. 
12-07 Update: 100% accurate (He can’t run again)
Dan Kennedy and Bill Glazer will send out a big box next year to their customers wishing them the very best Christmas ever. In the box will be at least 10 opportunities to spend money on one or more of their in-house study programs or seminars. Read the Christmas card first of course. (Did you receive one of their cards in 2006. Was it just me thinking their mailing was tacky at best? ) Do not ignore Dan and Bill’s training unless you are netting more than $10 million a year from continuity programs. 
12-07 Update: 100% accurate (I received mine – did you?)
There will be no more than 4 new players in 2007 that will achieve public recognition of being an Internet guru. Five currently recognizable gurus will leave to find off line jobs to pay their bills.  
(Statistics Still Being Compiled -Unfortunately I am right.)
More people will figure out how to use Blogs and Social Networking sites to effectively market their business. 5% of these people will develop courses to teach use these skills. 20% of the courses will have valuable content. 5% of those not publishing courses will be making the most money and we will never know who they are.
12-07 Update: 100% accurate ( No – I am not taking consultation fees for what your 2008 will look like. )
Next year the number of people you don’t personally know who will send you emails wishing you everything you ever dreamed of during the holiday season will triple.
12-07 Update: 210% accurate

The burst in the housing bubble is over and the housing market will be on a steady incline throughout 2007. 
Completely missed this one.

90% of the people buying new programs, memberships and training will not use any of what they purchased and learned.
12-07 Update: 210% accurate

Google Adsense is not dead and there will be a surge in people telling you how much money they are making with Adsense.
12-07 Update: 210% accurate

There will be an increasing number of public companies that will go private as they are tired of the cost of complying with SEC and Sarbanes-Oxley.
12-07 Update: 210% accurate

Website buying and selling will accelerate. Ed Dale’s latest training topic is in front of the curve.
12-07 Update: 210% accurate

Direct mail will be used more by the top 5% of the Internet Marketers in 2007 as they recognize that a people still like paper and ink. 20% of the remaining 95% will try direct mail and wonder why it doesn’t work for them. None of the 95% pay close attention to Dan Kennedy and Bill Glazier. 
12-07 Update: 210% accurate

John Reese says that long sales letters are on the decline and using a combination of Camtasia, live video clips and sales copy on your sales page will be most effective. John is right. Actually John is nearly always right and will continue to be so in 2007. Why is that? He tests and validates before he opens his mouth. If you don’t read his monthly report you are not serious about making money on line. (Frank Kern is nearly always right even with blonde hair.)

The gap between those building wealth and those not increasing net worth will widen in 2007.

12-07 Update: 110% accurate Those not building wealth will blame those who do with even louder voices and will want the government to step in. Those building wealth want the reinforcement of our country’s constitutional principles which basically says we have the right to build our business and build wealth and who we help is our choice not a government mandate. People still don’t get the fact that jobs are created and more money flows into the federal and state tax accounts when we let people who know how to build business do just that. The number of those not getting this point will continue to increase in 2007.

Portal Feeder will win the Grammy for the longest running program to have people pay for the development of a new version that should have been offered when the original version was offered but was not, and still is not over a year later. The Grammy will be awarded for best supporting actors in a major film that has not been released. By the way – I love the PF team.

12-07 Update: 210% accurate. Portal Feeder not only one the award but released a sequal that is awesome.
More people will recognize that all of this is a game and will turn increasing levels of attention and energy to the purpose and quality of human game. (Read Bob Scheinfeld’s Busting Lose From The Money Game. Read Joe Vitale’s The Key, Read all the material developing at Prosperity Now)  
12-07 Update: 210% accurate

Stomper Net will emerge as the best “I wish I were in that group” program. However, 80% of the people in Stomper Net will not take any action on what they have learned. 
12-07 Update: Partially True – Stomper Net is like having the entire Internet Library of Congress thrown at you. It  is 200% true most Stompers have not acted on what they have learned. Be on the look out for my 2008 predictions.
The best overall teacher of business success principles in 2007 will be Steve Pohlit, followed by John Reese. (Hey it is my blog!) 
12-07 Update: 210% accurate

If 2007 is a great New Year for you it is because you have accepted the responsibility to make that happen and not because me or anyone else says Happy New Year to you.

12-07 Update – you are now learning how to make every day great.
Be well and prosper,
Steve Pohlit
Business Development Consulting
Steve Pohlit has more than 20 years experience running very large and medium sized companies. Steve now consults personally with clients to design and implement processes that will deliver improved business performance for the long term. The latest successful on line and off line marketing techniques are part of the processes that are implemented. Most projects are self-funding within 90 days. The client then experiences a very high return on investment. Learn more about the process of Increasing Profits by 30% or More In 90 Days or Less by visiting or you can call 727-587-7871 and speak with Steve directly. Have a question? Click Here To Visit Ask The Consultant

10 Minute MBA + Prosperity Roadmap = ?

10 Minute MBA + Prosperity Roadmap = ?

What Is Your Goal?

Time Freedom? For What?
Wealth? For What?
A Personal Relationship? For What?
Business That Hits Then Exceeds Profit Goals? For What?

As a very experienced business professional who has worked with billionaires and near paupers, I believe the goal has nothing to do with money or power or assets or business performance results. I submit to you that it is all about the feelings. The billionaires I know were actually not focused on the money. They have been and continue to be focused on creating a business that helps a lot of people.

Do not discount your idea of physical prosperity. I am very focused on helping companies achieve their profit potential. I am now very focused on helping the owners and managers of those companies experiece prosperity in the intended meaning of the word in addition to business performance goals.

Do not discount my message and think I am opposed to material things. A man who I hold in high esteem has multiple multi-million dollar properties and owns marvelous vehicles that cost more than most homes. My list of material things that I am manifesting is huge. At the same time my NOW focus is to feeling good in the moment. My now focus is on enjoying this instant.

To The Point

If I teach a company how to maximize their business performance (and I do that with the program outlined at 10 Minute MBA) but I don’t help the people of that company understand the principles of prosperity, then the company cannot possibly achieve it’s true potential. How do I know that? I know that because of what I have experienced. So we need to focus on those business principles that work to build business strength and the Universal Principles of being in bliss regardless of the results we are experiencing in the physical plane. Live the principles of and you experience your purpose.

10 Minute MBA + Prosperity Roadmap = Fulfilling Your Potentiality
By the way when you fulfill your potentiality you are calm, healthy, at peace and happy all the time. To me that is a great way to live your life. Do you think that is unrealistic? “If you think you can or you think you can’t, you are right.”

My Newest Program

I combine all the best business practices with the principles as taught by some of the greatest teachers in history along with modern day guides including: Deepak Chopra, Wayne Dyer, Catherine Ponder, Joe Vitalie and more. I guide you to how to align you monetay prosperity goals with your life purpose.

I Know You Will Enjoy This:” I live with joyous gratitude and become more and more conscious of all that I have to be thankful for. I take time to appreciate all the wonderful things to be happy about”

May you experience the unlimited love, health, happiness and prosperity that is yours for the asking!

Steve Pohlit

Steve Pohlit has more than 20 years experience successfully running companies large and small. Steve now develops and implements processes that will deliver improved business performance for the long term. Learn more about the process of Increasing Profits by 30% or More In 90 Days or Less by visiting or you can call 727-587-7871 and speak with Steve directly. Have a question? Click Here To Visit Ask The Consultant If you want to learn how to use a blog to build your business then register for the the free mini-course “Blogging for Profits” at Steve Reports and Blogging For Profits. Did you know you can make a ton of money by referring a business that converts to consulting project? Just thought I’d mention that.