How To Handle A Marketing Mistake

Ever made a marketing goof? Not just a little error
but one where hundreds of people instantly see your mistake (but you didn't)?
It's one of the realities of publishing: everyone makes mistakes. I've recently
started a Colorado chapter of the Nonfiction Authors
Association. The NAA has over 13,000 members and is a growing organization.
There are no other chapters in Colorado and our first meeting was last month. 







On
September 21st, our chapter will have our next meeting and I've scheduled our
first speaker, Sandra
Lamb. I've known Sandy for many years and she has written a number of
nonfiction books and has a recent book, Writing Well for Business Success (St. Martins Press).




The Nonfiction Authors
Association uses meetup to promote and organize their meetings. I've been
learning how to use this tool. Last week I used meetup and invited over 200
Colorado writers to attend our meeting. Unfortunately the headline (and subject
of my invitation read): Please accept my invitation to Sandra E. Lamb Will Speak
at Our June 21st meeting. The body of the email clarified the date for the
meeting was not June but September 21st. A couple of people responded and called
the error to my attention. I corrected it on the website—but the emails had been
sent and probably many people didn't open it with my error.



From this marketing mistake, here's what I
learned:



1. Acknowledge the mistake. Yes
you can deny it and other actions but the best way forward is to acknowledge the
error. I quickly fixed it on the meetup page but the emails had been sent and
the damage done.



2. Understand it happens to
everyone. In the process of learning a new program or a new
method, mistakes are made. It is a normal part of the learning curve.



3. Resend the emails then keep
going (learn from it). PT Barnum said, “Without promotion, something
terrible happens! NOTHING.” It is true. Writers can't come to the event that
I've organized unless they know about the meeting. I will fix the
error and resend the emails so hopefully a number of people come to this
session.



While these lessons were key, here's some
additional points: Notice my proactive stance with the mistake. I didn't just
shrug it but I'm actively continuing to work to get the message out about this
meeting. One reaction is to cross it off your list and do nothing. Such a
reaction helps no one. If you want to achieve success, you have to face the
bumps in the road and keep going.



In the journey of your writing and marketing,
you will make mistakes. One of the easiest paths is to give up and stop writing
and marketing. It's the action I've seen many writers take. They send out their
submission and get a single rejection and assume no one wants it. The writers
who get published take a different course of action.



They persevere and
continue writing and looking for that right place to get published. They
continue growing in their craft and reaching their audience and readers.




I hope many of you have learned something for your
own writing and marketing life from my experience. If so, let me know in the
comments. If I can help you, reach out to me.



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