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The first question I always ask a new client is, "what business are you in?". And invariably, I'll get a reply like, "furniture retail", or "I'm an estate agent - I sell houses", or "plumbing services". The answer is always the same, in the sense they tell me their business is the business of selling whatever "thing" they're selling.

And... they're wrong.

Because for everyone who thinks they're in the "thing" business, no matter what that "thing" is... the truth is they're really in the marketing of the "thing" business!

And if you think about it, this makes sense, because marketing is what brings us clients (I prefer to use the term "client" because it better defines the relationship you should be developing with your market, whereas a "customer" is just someone who gives you money). And if we don't have any clients, we don't make any money, and if we don't make any money, then we don't have a business at all.

Although it's counterintuitive and probably the best-kept secret in business, the truth is marketing is the most important thing you can ever do in your business. It should always be your priority.

Now, often at this point I'm asked, "so, Jon, what is marketing, then?". It's a good question and the answer might surprise you. Because it's not just advertising and sales, although they definitely come into it.

No, marketing is anything and everything about your business your clients or potential clients perceive. It's your attitude, the way you look, the way you act, and, most important, the way your clients feel about doing business with you.

Sounds complicated, doesn't it? And I know from most business owners' experience, marketing is a bit like a visit to the dentist: you know you've got to do it, but it's painful and expensive, and you really wish there was an alternative.

Unfortunately, there is no alternative, not if you want to stay in business. But, marketing can be fun, is an investment rather than a cost when it's done properly, and, once you get the hang of it, you'll wonder why you were so resistant to the idea and hesitant to get your teeth into it.

It really boils down to three fundamental areas: your message, your market, and the media you use to reach them. It's that simple; although like all fundamentals, you've got to get them right, because they form the foundation of your marketing.

Ultimately problems arise because business owners get these three fundamentals the wrong way around. They'll often choose the media based on expediency, and then try to figure out a message to appeal to the market the media reaches.

And this is the wrong way round. The first step should be to find a market eager to buy. The late marketing guru, Gary Halbert, said you should "look for a starving crowd". Then once you've identified the market -- the people you want to buy from you -- you can craft a message to get them eager to do business with you.

And then, and only then should you think about how to reach them and choose the right media to fit.

Unfortunately, the truth is most business owners are sold on the marketing strategies and media they use by default -- meaning they drift into a strategy or a medium almost by accident rather than as a logically thought out and considered step in a sound marketing strategy.

As often as not they'll choose a medium simply because the Golden Pages rep happened to knock on the door that week, or a magazine or local paper made a well-timed cold call.

There's nothing wrong with these avenues - that's not what I'm saying. No, the point I'm making is, just like a ship with a port in mind, your marketing has to have a clearly defined goal so you can plan a way to get there.

If you don't have a direction and you try to be all things to all men (and women), you'll end up being nothing to anyone, and ultimately, that will dramatically reduce your sales.

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