Small businesses often blame marketing failure on the wrong reasons. The real problem: targeting the wrong audience. Even great products, creative, and pricing can't sell expensive winter coats to South Florida residents.
Many smaller businesses think that marketing doesn't work when in reality they were showing it to the wrong people. The first thing that you have to get right in marketing is targeting the correct audience. Let's say I am selling winter coats and I advertise an amazing offer on some killer coats that people love. They look amazing and nothing comes back. Well, what could have happened? Well, if I showed my advertisement to people who live in South Florida, the likelihood that they buy my very expensive, really heavy and hot winter winter coats is very low. It has nothing to do with my offer, nothing to do with the ad creative, nothing to do with my pricing, nothing to do with anything. It's just the wrong people are seeing it.
