I just discovered that Seth Godin one of my favorite all time authors and lecturers on business marketing and branding wrote what he calls a "riff" over on the WorkHappy.net: Killer Resources for Entrepreneurs bog site called The Top Five Mistakes Entrepreneurs Make When They Market .
All five are great points but in particular I like:
#5 Failure to measure. All this is worthless if you don’t test and measure relentlessly. Do what works. Kill what doesn’t. Repeat.
I think it amazing how often (maybe 99%of the time) that contractors make no effort at all to research and really track what works for them in the way of marketing.