ADVERTISING, MARKETING AND SALES

This week I had a conversation with a client about three
vital distinctions to grow her business. She's spent lots
of money on advertising that has not paid off, and she was
trying to figure out what went wrong. It turned out she was
confused about advertising, marketing and sales.
I encouraged her to define advertising as "letting people
know you exist." Advertising is designed to let lots of
people know about your business and give them some
information about what you do, where you're located, and
the value you provide. Advertising is getting your message
"out there." It's a one-way communication from you to a
large audience often via radio, the internet or other
media.
Marketing is slightly more intimate and hopefully begins a
two-way dialogue. It may allow your potential customers to
ask questions or express their concerns. It lets you to
address specific needs or talk about your unique benefits.
But make no mistake, you can "market" all day long and
never make a sale!
Sales only result from selling! People may know you exist,
they may even trust and believe that you provide good
value, but until you ask them to "sign on the dotted line,"
no money will change hands. Only when you encourage your
POTENTIAL customers to become ACTUAL customers will your
business grow.
In the end, we buy from people we know and like and trust--
and from people who ask for the sale!