Sales and marketing are two different ideas.
They are usually used interchangeably and are somewhat similar. But we can determine what each is.
Marketing is the method of attracting and keeping clients.
Sales is the actual selling of the product or services to the clients.
Business models should have a structure of sales and marketing working together. Each department needs to be aware of what the other is doing. They need to work together. The organization can’t miss out on growth opportunities. When the sales department works in tandem with the marketing department, we’re sowing the seeds of growth.
No one cares about your product now because it doesn’t exist. When it does, they still won’t care.
A good product isn’t good enough.
Our job isn’t to make customers care. If we choose the right customers, they already do care. We have to get in front of them in a trusted way and tell our story.
We have to do this without customers getting out of their routine. What they’ll do today, they’ll do tomorrow. Our job is to infiltrate it.
When, where, and why do conversations between our perfect customers occur? How can we join the conversation? How can we influence it?
Products spread through the conversation. How can we align a feature of our products that people will talk about during their routine? What’s the trigger for them to bring our product into the conversation? How can we arm them with a story?
We need triggers that are natural and encourage growth. We need to know where the conversation begins and how to get in on it.
Great advertising should ask, “Do you get the message?” The answer should be, “Yeah, I got it!”
Great advertising comes down to the big idea.
Creative advertising comes down to the big idea.
“The Big Idea” – a surprising solution to a marketing problem, expressed in memorable verbal and/or graphic imagery – is the authentic source of communicative power.
Every marketing problem embodies a surprising solution – a big idea.