Mistake #3: Your ad budget gets blown in a one-shot marketing gamble. This is one of most common and often heart-breaking problems. A new store will spend everything they have on one radio remote, full page newspaper ad, or direct mailer. If first try doesn't work (and it often doesn't), there is no money left for a second or third try.

Which leads us to next mistake.

Mistake #4: Marketing isn't consistent. The old saying among veteran marketers is first ad never works. You get consistent, long-term results by continuing your ad over weeks and months.

It may be true that familiarity breeds contempt, but not in marketing. Familiarity develops awareness and confidence in prospects so they buy.

There are endless examples of a small inexpensive ad that appeared in local Sunday paper every issue for years. Sales started slowly, then built to a constant roar.

I'll never forget owners of an auto parts supplier who strongly believed if ad didn't pull astounding results first time, there was no use in continuing. They bounced from ads in one publication to ads in another with little to show for their effort.

Mistake #5: Marketing fails to tie different media together. Too many times direct mail campaign a company does has little to do with magazine ads they are running. Instead, make your ads in different media all relate to each other.

Take audio from your TV commercial and adapt it for a radio spot. Use a still from TV commercial in your magazine and newspaper ads. Take still photo and some of verbiage from your spot and use it in a direct mail campaign.

The continuity will increase your chances of breaking through marketing clutter to really reach prospects.

Keep in mind different media work in different ways, accomplishing some things better than others. Television SHOWS how your product or service works. Radio helps people know FEELING of using your product. Newspapers and magazines are good at EXPLAINING how things work. Direct mail utilizes power of letter to talk to your prospects in a very personal one-on- one way.

Mistake #6: Finally, don't belive hype that Internet is somehow dead or dying. USA Today recently reported number of people using Web has doubled since Internet Boom in 1998.

Huge numbers of consumers and businesses worldwide now understand Web is a wonderful place to find a large variety, get things done fast, and uncover a lower price.

Use your web site to give visitors all information they need to understand and buy your product or service. Have your TV spots, radio commercials, print ads, and sales letters all send people to your web site where they can spend as much time as they need perusing your in-depth material.

Marketing is one of those aspects of life where tried-and- true often works best. Use these proven solutions to common marketing mistakes to insure your advertising and promotion efforts bring results you expect.

How much more credible do you think above testimonial would be if it had full name, email address and URL, if available, of author? Ten times or more! If you are concerned about people blasting your customers with email asking about your business, don't be. Most people will not bother to email them. Just fact that they could is all support your testimonial needs.

When you receive a testimonial from a customer or a happy visitor, respond and thank them! Ask them if it would be okay to use their kind words on your site. Be sure to tell them you will give them full credit for their testimonial with a link.

Leery about asking for your customers' permission?

Most people will be glad to let you post their testimonial. In fact, I bet most would appreciate link. Always ask before posting comments on your site or including them in your marketing material.

You will be surprised at how far a testimonial can go in eyes of your prospects. One great bonus is fact that there is absolutely no cost! Nothing beats a personal recommendation.

I hope you re-evaluate your use of testimonials and if you have never used them, start. They could make you rich!