Marketing doesn’t have to be expensive to be effective, but delivery is crucial, says Jerry Rossi, author of Dog Eat Dog & Vice Versa: 9 Secrets to Put the Bite into Your Marketing (Charter Publishing, 2006). To make your marketing stand out, Rossi says it’s imperative to avoid these five common mistakes.

1. Mistake: Using too many words. “It’s not what you say, it’s what you don’t say,” Rossi says. People tend to scan, so they'll be turned off by wordy ads, e-mails, and newsletters. Avoid falling in this trap by using catchy headlines, photos, and lots of white space in your marketing materials. Well-designed postcards can be a good solution: They have few words, lots of white space, and don’t have to be opened.
2. Mistake: Pushy sales techniques. No one wants to be sold, Rossi says. They want to be able to explore for themselves and reach their own decisions. So a message like “Here are 5 Reasons to Buy it Today” may quickly turnoff a potential customer. Instead, give them choices and don’t be too pushy. A message like: “Explore your options in today’s buyer’s market,” lets them chose to act.
3. Mistake: Leaving out your logo. Brand or logo identification is one of the strongest marketing techniques you can use, Rossi says. For example, use the word REALTOR®, if applicable, or your company’s logo in your marketing materials. Remember, lots of money already has been poured into advertising these logos and trademarks so they’re already branded in many clients’ minds.
4. Mistake: Irregular mailings. If at first you don’t succeed … don’t give up. Repetition is key to building your brand, Rossi says. How often should you contact your prospects? Rossi says quarterly mailings can be just as effective as monthly mailings. The important thing is to make your communications consistent and recognizable.
5. Mistake: Not tracking results. Any money you spend on marketing that you can’t quantify is wasted money, Rossi says. One way to find out where your business is coming from: Using separate e-mail addresses or 800 numbers for each promotional piece.