Marketing is different from advertising, wich is different from promotion, publicity and public relations
If the circus is coming to town and you paint a sign saying ‘Circus Coming to the Showground Saturday’, that’s advertising.
If you put the sign on the back of an elephant and walk it into town, that’s promotion.
If the elephant walks through the mayor’s flower bed and the local newspaper writes a story about it, that’s publicity.
And if you get the mayor to laugh about it, that’s public relations.
If the town’s citizens go to the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that’s sales.
And if you planned the whole thing, that’s marketing.
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Ego is the enemy of successful marketing. Objectivity is what’s needed. When people become successful, they tend to become less ...

No matter what your product is, you are ultimately in the education business. Your customers need to be constantly educated about the many advantages of doing business with you, trained to use your products more effectively, and taught how to make never-ending improvement in their lives.
In strength there is weakness. Wherever the leader is strong, there is an opportunity for a would-be No. 2 to turn the tables [...] If [the company] wants to establish a firm foothold on the second rung of the ladder, [it] should study the firm above. Where is it strong? And how does [the company] turn that strength into a weakness?
[The challenger] must discover the essence of the leader and then present the prospect with the opposite. (In other words, it shouldn’t try to be better, but try instead to be different.)
[...] The long-term effects are often the exact opposite of the short-term effects. Does a sale increase a company’s business or decrease it? Obviously, in the short term, a sale (discount) increases business. But there’s more and more evidence to show that Sales decrease business in the long term by educating customers not to buy at “regular” prices.
Aside from the fact that you can buy something for less, what does a sale say to a prospect? It says that [the company's] regular prices are too high. After the sale is over, customers tend to avoid a store with a “on sale” reputation.


(...) the key is to get the whole story into the headline but leave out just enough that people will want to click.