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The differences between
marketing and sales:
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marketing
is laying the groundwork,
cultivating the soil, planting seeds...
sales is harvesting.
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marketing
is projecting an inviting
image, your public face ...
sales is persuasion.
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marketing
is the introduction,
sales is the closing ...
making
the deal, delivering the goods
and collecting the money.
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marketing is the courtship...
sales is the marriage.
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I recently heard someone who is building a business say "I don't believe in
marketing." I was stunned, of course. But on reflection, I think I
understand what he was saying....
Marketing vs. hype...
Marketing is often equated with hyperbole (hype) and unsubstantiated
claims. We are all bombarded with this kind of marketing. There is poor
marketing, fair marketing, good marketing and great marketing. But one thing is
certain, there is almost always marketing. Even if you decide NOT TO market, you
are marketing. Your very presence in the marketplace is marketing. Marketing can
be passive or active.
We're always marketing...
Marketing is influencing the impressions that outsiders have of a
product, business or a service. Unless you operate in a vacuum you are
marketing whether you seek to influence perceptions or not. The very
fact that someone picks up the phone in your office and says "hello,
this is the BEST company", is marketing.
We need to show a clear, inviting face to the world as we convince
others of our true value.
Great Marketing...
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Great marketing shows us in the most favorable light, but it doesn't
try to turn a sow's ear into a silk purse. (Could there be a market
for sow's ears!)
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Great marketing convinces the audience of the unique value of an
offering and invites readers or visitors to find out more.
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Great
marketing avoids hype at all costs. Great marketing uses graphics
and words (appearances and utterances) to project a message into the
noise of the marketplace so listeners or visitors are pulled through
the noise to your doorstep.
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Great marketing speaks to audiences where they live.
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Great marketing speaks to audiences in their terms, in their values.
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Great marketing finds the hot buttons of the audience and speaks
directly to those concerns.
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Great marketing has a clear and compelling message.
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Great marketing uses graphics to enhance the message
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Great marketing combines the right medium with the right message at
the right time.
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Great marketing speaks authentically
Great marketing is all about
making connections.
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