From everything I have seen, read, or experienced, the reason most people don’t like marketing is because they perceive it as selling. Marketing is NOT selling. It may lead to a sale and in fact that is what marketing is all about. Everything you do to educate, inform, coax, cajole, motivate, stimulate, your client to consummate a transaction whether it is bag of dog food or a major orthopedic surgery, is marketing.
Marketing includes resources such as your website, reminder cards, social media, phone calls, client service, logos, attitudes, brands, signage, emails, etc., etc., Marketing includes the message on those resources, the way it is written, the words, the message, the tone of voice, the graphics, the call to action. Marketing is education, information, problem solving, and sharing knowledge. Marketing is giving a client sufficient knowledge to comfortably make a decision that is in the best interest of their pet with no remorse afterwards. Marketing is not selling, it leads to the sale. You can market all that you want, however if there is ultimately NO call to action, then there is no sale. (more…)