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TWO FACES OF THE SINGLE COIN

TWO FACES OF THE SINGLE COIN

Marketing Is Influence, Sales is Convince

Marketing:- The definition of marketing is sharing what you have to offer with the people likeliest to buy — & sharing in a way likely to lead to the conversion you want (opt-in, sale, social share, etc.). Sometimes marketing is extremely targeted — i.e. you create a Facebook ad campaign that’ll be shown to just a certain segment of your page Likers. Other times, marketing is designed in the hopes of ‘netting’ the Right People through specific use of certain signals, triggers, and emotional cues. Marketing is taking your offer to market so that people can see what you’ve got, begin to experience it, and form an opinion or a perception of the value of it to them.

Branding:- The definition of branding? Branding is the “suite of signals” that are signature to your brand, emblematic of your style/essence/approach, by which you are known and remembered. Your brand’s suite of signals incorporates everything people can see, taste, touch, smell (think of that store you love to go that always! smells! so! good!), listen to, perceive, and hear about from other people. The suite of signals is both concrete and abstract — it’s the sign above your front door, your website’s color palette, and your reputation in your community. You can isolate the elements in the suite and/or you can look at them all together.

Sales:- Now on to the definition of sales. Sales are the mechanics of selling whatever you offer, and the intentional steps you invite people to take to get nearer to conversion. Sales can be looked at as a multiple-step process — this way, it’s easy to see where your sales process is breaking down. The sale is a human process. If it feels cold, you’re doing it wrong.

How marketing, branding, and sales related to each other

In a healthy business, marketing, branding, and sales are intertwined. They leverage and influence each other.

When it comes to business training and education, sometimes separating them out and teaching one without the other is problematic. It can leave HUGE gaps in people’s learning. I can’t tell you how many times I’ve worked on beautiful brands for businesses that didn’t have a sales process thought through, much less a sales funnel in place or even under construction. Not to mention a lack of understanding and education around the type/nature/volume/mechanics of marketing they’d need to make their business model viable.

These are NOT criticisms — these are the realities of doing business in a fluid marketplace where small businesses are easy to start but not as easy to make thrive.

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