I often get asked what the difference is between advertising and sales. For some, it can be a blurry line, however there is a really simple way to classify your actions as one or the other.
Anytime you are in direct communication with a prospect, inquiry or client you are in an act of sales. Yes, a magazine ad communicates, but to the masses. When you are replying to an initial email, or answer your phone, or meet face to face, from the first word you are selling. Indeed, from the first second a prospect looks at you, you are selling.
If you noticed above I listed direct communication with clients as well as inquiries. Through marketing and sales past clients can be converted into repeat clients. Happy clients want to be converted into repeat clients. To accomplish this, start a newsletter. A newsletter acts as a marketing tool to convert past clients into repeat clients through its ability to start a new direct communication with a past client.
Aric C. Hoek BFA, CPP, AuthorPPBF Administrator
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Excellent point. I would like to add that in the news letter try to include the benefits you offer to them and not necessarily “how great you are” as a primary reason to look at your advertising. Give them the bait (advertising), but it is up to you to reel them in once they bite/call (sales).
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