The E-Myth Insider
16 October 2008 Brought to you by E-Myth Worldwide
Do you believe that 'marketing' is a synonym for 'advertising'?
In our Seven Centers of Management Attention™ business model, advertising is not part of Marketing, but an element of Lead Generation. Marketing produces knowledge of your best customers rather than generating leads, and with this knowledge you will waste fewer of your advertising dollars.
Advertising is Not Marketing
Not everyone is a potential customer for your business, and knowing the demographics of those most likely to become customers is valuable. This knowledge is gained by marketing, which is the research and analysis of who your customers are, where they are and why they buy from you.
Marketing discovers your customers' demographics; their age, gender, occupation, income, education, marital status and location. Effective marketing will also show their psychographic profiles as well; their self-perceptions, personal values, behavioral tendencies and purchase preferences.
Read and comment on Advertising is Not Marketing.
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