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...

• 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!)
  
  Great marketing convinces the audience of the unique value of an offering and invites readers or visitors to find out more. 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.
   

• Great marketing speaks to audiences where they live.
   

• Great marketing speaks to audiences in their terms, in their values. 
   

• Great marketing finds the hot buttons of the audience and speaks directly to those concerns.
   

• Great marketing has a clear and compelling message.
   

• Great marketing uses graphics to enhance the message
   

• Great marketing combines the right medium with the right message at the right time.
   

• Great marketing speaks authentically

Great marketing is all about making connections.