Here’s my favorite way to start a conversation about marketing – and it’s why it is the first topic of creating a shared language….

“Marketing is the business you are really in”

Thank you to Dan Kennedy

Why are you in the Marketing Business?

Marketing is the lifeblood of any business – because it is the source of a continuous flow of new prospects who are interested in doing business with you.

AND without customers – (a continuous Flow of customers) you don’t have a business.

Businesses Fail because of a lack of customers!  Period.

That’s why you must Fix the customer acquisition problem before you do anything else.

Actually – you should fix the customer acquisition problem Before you even start the business – that’s how important Marketing is.

The Sole Purpose of Business (Episode 76) is to Create and Keep Customers.

A key word there is CREATE!

Marketing is about how to Create Customers

Today we are going to talk about- The Language of Marketing

With a better language, a bigger language – you can Then have bigger and better ideas!

First:   Marketing is Lead Generation – Sales is Lead Conversion

Your marketing creates the qualified leads – Your selling Converts them to Customers

Second:  Marketing is not selling and Selling is not marketing.

Creating quality leads is the job of marketing

Don’t be selling when you should be Marketing AND…Don’t be marketing when you should be selling – – –

Good friend in Senior Living sales would always say:

Marketing is Setting up the sale for success

This is what I mean by that…

If you are in sales and show up you want to hear – “Oh yes, I have heard of your company.”

That’s the job of marketing – Your Reputation Precedes you – IN THE BEST WAY!

But before sales is marketing – or lead Generation – OR Customer Acquisition.

Great quote:  “Anytime you can solve the customer acquisition, financing conundrum in any business, you can get fabulously rich”

Here’s a new belief system or language to try on:  “There is more value in the process devised for marketing and selling the “thing” than there is in the thing itself.”

The thing of course being your product or service – the core deliverable of your business.

Focus on this:  more value in the process devised for marketing the thing.

That’s what we want to focus on – The marketing Process!

Your marketing process, once you have Created it and Fine-tuned it is a valuable Asset!  An asset you can sell – and an asset that can make you Fabulously rich

Another Word in our marketing language is Process.

“Your Systems are perfectly designed for the Results You’re Getting” – Deming

Language that is part of Creating your marketing process:

Prospects or Prospecting

Everyone is not a good customer for your work – You want the BEST customers

Prospecting Will Be its own podcast

The Marketing Equation

The marketing equation – is a PROCESS

Been around for a Very Very long time.  Another term is funnel.

Marketing funnel – are the steps in the process.  Like a funnel it is wide on one end and it captures a lot of leads – then it gets smaller as leads go through the steps and Qualify themselves as a good lead or not.

Interrupt

Lead magnet – the lead magnet is your offer – it engages them and offers the promise of learning more – educating.  A special report. A free book.

Then:

Then,

Tune in next week – for the language of sales and selling.