Marketing is, for many small Internet-based businesses, a necessary evil. Unfortunately, it’s also their life bread. Without effective marketing, your Internet business doesn’t stand a chance against the competition.

Here are four of the worst marketing mistakes you can make (In my opinion that is):

Denigrating your customers: If you come out and say, “only a moron would buy from my competitor,” you’re effectively closing off every potential client who’s ever bought from that competitor. It makes your potential customer feel embarrassed and out of touch. You want your potential customers to feel good, because happy customers are much more likely to buy.

Denigrating your competition: Talking smack about your competitors doesn’t boost your own business. All it does is make you look like a bully. Instead of insulting the other guy, talk about your product and why it’s a better product. This demonstrates an overall sense of integrity, as well as a genuine belief in the product you’re selling. And if you don’t believe in your product, potential customers won’t either.

Being desperate for a sale: Desperation implies that your product hasn’t been selling, which tells your customer that maybe it isn’t a quality product. You want people to have a favorable perception of your product, which is why so many good marketing techniques rely on urgency and scarcity. Demonstrate that you want the customer’s business, but also demonstrate that you’ll be fine without it.

Focusing on yourself: If you want to sell something to someone, you have to focus on the benefits that product or service brings to them. Don’t talk about what a great marketing coach you are; your potential customers don’t really care what you think about yourself. Instead, focus on what your coaching can do for them. Talk about how your coaching can take their business to the next level, and make it more profitable.

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