Marketing Mistake #1: You Don’t Know to Whom You Are Marketing | Travel Research Online


Marketing Mistake #1: You Don’t Know to Whom You Are Marketing

We just wrapped up the eight mental buying triggers. They were authority, reciprocity, trust, likability, anticipation, community, scarcity, and social proof.

For the next three weeks I am going to remind you of 15 Marketing Mistakes you need to eliminate from your daily program. I will highlight one each day to give you ample time to focus, reflect, and think about how you can avoid these potential mine fields.

It is too easy to fall into the trap of simply hanging a sign that reads “Open For Business.” Sure, selling is often referred to as a numbers game. It is true that there are millions of people who may be interested in your services. Yes, no matter what you do, some mud will stick now and then if you sling enough of it against the wall – resulting in a few new business transactions.

But, if you don’t have all the time in the world, it is far more productive to focus on a tightly specified area of interest. Frankly, I don’t care what this focus involves or who it involves. I am reminding you that the tighter your focus, the more successful you’ll be in the long run. The secret is to know who you want to do business with.

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Harley bikers? Bus groups for seasoned people? School trips? Golf outings? Sporting events? Small businesses? Large businesses? Trips to Italy? Cruises? Home-based businesses? Owners of one-eyed dogs? There are only four hundred million examples I could cite. If you want a lesson in reality as it relates to interest groups, take a field trip to your local Barnes & Noble book emporium and walk the magazine rack.

There is a magazine for virtually every hobby, trend or whim in the universe; there are hundreds of them, and more on the way.

As our world continues to self-populate, people tend to hang with others who enjoy similar tastes. These are the groups I am referring to. Once you identify your intended market, your life will become more enjoyable.

I am not suggesting this will come without effort. You will find that this is easier said than done. Most worthwhile things are.

Mike Marchev

Mike Marchev freely shares his experiences, strategies and observations with travel professionals in an effort to keep them on top of their game. For a complimentary copy of his 12-Word Marketing Plan send him an email at

Mike’s daily column is made possible by AmaWaterways.

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