By Mike Gastin, an EO Western New York member and president of Essention Group, LTD

Carpenters know you need a hammer to drive nails. But carpentry, unlike marketing, has had a few thousand years to sort out the best tool for the job at hand. Business owners know failure—sometimes more than success. Even so, your marketing doesn’t have to be the source of it. The trick is knowing the classic mistakes—and then not making them.

Knowing the mistakes that get made over and over and learning how to avoid them is a good start toward marketing success. This post is the last in a quick series covering the classic marketing mistakes and how to avoid them.