Firms should avoid:
- Using trite language and platitudes: your marketing needs to maintain your voice and brand. “It should still sound like you and your company,” notes Gregg Brown, Change Ready Leadership.
- Adding only your product to other generic elements: if your product or brand are the only unique part of your message because you’re using stock footage and other general elements, you may trigger people’s “BS meters.” “Take the time to craft authentic stories that capture your brand’s promise in a way that resonates with your audience,” notes Matt Blackburn, Order.
Other tips including:
- Avoid focusing on the competition too much
- Don’t let others take over your brand voice
- Skip jumping on trends for ‘Likes’
- Don’t try to be everything to everyone
- Avoid selling in every single campaign or post
- Pass on jumping on the bandwagon
- Make sure not to misuse social proof