ADVERTISING VERSUS 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, newspaper or other media.
Marketing is slightly more intimate and hopefully begins a
two-way dialogue. Marketing at a conference or at a
luncheon allows 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 come from one thing: 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.
As long-time subscribers know, for most service and
professional organizations, I'm not a fan of advertising. I
think it's often shallow and fleeting. For most people,
hiring a professional is simply too personal.
We hire our doctors, lawyers and accountants based on their
marketing dialogue and on their sales style. We buy from
people we know and like and trust, and from the ones who
have asked for the sale!