Marketing Skills - A Practical Guide

You don’t need to know everything about it - you just need to know what it can do for your business.

Some people incorrectly believe that advertising and promotion are one and the same. This is not the case as advertising is just one specific tactic that can be used to promote your business.

What we think of the product or service we offer is far less important than where we are in the ‘mind map’ of our customer. Perception is reality. Whatever the perception our target customer has of our offering, and of us as an organisation, is their reality. We may disagree. We may know our offering is superior to everyone else’s in the marketplace. But this is irrelevant if we can’t convince our customers.