“Business, because its function is to create a customer and sustain it, has only two purposes: marketing and innovation. Marketing and innovation are the only two functions that build businesses that sustain paying revenue. Everything else is an expense.”
How to Market Big
Sales vs. Marketing. Do you have a hard time distinguishing between sales and marketing? Try thinking of it like this...Marketing is like the dating aspect of a relationship. With prospects it’s all brand new and butterfly-stomach-like. You want your new boyfriend [prospect] to notice you, and you want to share all the wonderful things you have to offer. Marketing to existing clients is more like dating your husband. You still want him to notice you, and...it’s a good idea to remind him now and then of all the wonderful things you have to offer. And sales... Well, sales is more like marriage. Sales is about the commitment and all the nuts and bolts that go into making the relationship work, day in and day out. Which of us will take the trash out? Who will do the dishes? Who’s in charge of the laundry? You get the idea!
After 15 or so years in “marketing,” we’ve come to learn that marking boils down to something like this — Marketing is the ongoing process of helping your clients and your ideal prospects understand and appreciate what you do and why you do it better than anyone else. And...you can break it down into three main steps:
- Build the right list
- Stay in touch
- Follow up
See how simple marketing is? Okay, marketing is a simple concept but to be a successful marketer for the long run...it’s mighty challenging. For those of you up to the task — welcome.