- Not testing
- Institutional instead of direct response advertising
- No USP articulated clearly
- No Back-End
- Failing to determine and address your prospect's needs
- Forgetting to both sell and "educate" your way out of a business problem, not just cutting the price
- Failing to make doing business with you Easy, Appealing, Desirable and fun
- Failing to tell customers the "Reasons Why"
- Not sticking with marketing campaigns that are still working
- When preparing ads forgetting to focus on the intended customer and no one else
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