Before you start reading these let me apologize in advance for the pedantic nature of the presentation. There is a lot of territory covered in these essays and the intention is merely to get you started down the path. I also recommend you visit our reading list.

I. NO U.S.P. (Unique Selling Proposition)
II. HIT AND MISS advertising.
III. FORGETTING THE NUMBER ONE GOAL of a business is to grow and maintain a base of customers.
IV. UNDERSPENDING OR OVERSPENDING on advertising.
V. POOR COMMUNICATION with employees.
VI. TOO MUCH PROMOTION—especially when you think it is advertising.
VII. THINKING LIKE A SELLER instead of a buyer.

If you would like to make a case for some other mistake we don't detail here I'd love to hear what you have to say and place it into our future visiting guru's section. Or e-mail your thoughts.