How’s your marketing? How’s your advertising?
For many people, there’s simply no difference between advertising and marketing. And if that’s how they want to run a business—their business—fine. But they’re wrong.
Ever been fishing? Even if you haven’t, that’s not important. What IS important is that you understand, grasp, and act on the following metaphor.
In the world of business, advertising is the wide mouthed trawl net. This net DOES NOT discriminate.
All kinds of things get sucked into its cod end (the skinny part where all the fish wind up). And because of this, its reach is a blanket, it means the same thing to everyone.
Marketing is the baited hook with the tasty morsel for just one fish. Marketing is the single point that asks one person to take one action. It is the least resistant form of selling—that is, it is IF THE OFFER AND SOLUTION MATCHES THE NEEDS OF THE CUSTOMER.
When someone responds to a direct marketing offer it shows they’re ready to be unplugged and to accept your solution to the problem. How many of your customers will grasp that hook? How many of your followers want to be unplugged?
That’s the big question and your mission is to answer it.
This means you—yes, YOU, you must decide one simple thing: are your listening to the direct response view of doing business? Are are you content to carry on looking at the woman in the red dress?
