The foundation for any business is a steady stream of customers and clients who will pay you for your products and services. Customers and clients equal cash flow, and cash flow is what keeps your business alive. So how do you find people willing to buy what you are selling? The answer is marketing.

Marketing is more than just advertising or selling. It is everything you do to get and keep clients. That includes:

• How you explain to prospects what you do.
• How you price what you sell.
• How you present yourself and your business.
• How you advertise your business.
• How you package your products and services.
• How you give sales presentations.
• How you follow up with sales leads.
• How you communicate with prospects, customers and clients.
• How you provide customer support.
• How you ask for referrals.

Think of marketing as the lifeblood of your business. As a business owner, you want to make money - at least enough to cover your costs and sustain your lifestyle - if not to build a profitable business that reaps financial security.

Yet everyone has an opinion about marketing. While most people wouldn’t be comfortable giving you advice on how to do your taxes, repair your car’s brakes or rewire your home’s electrical circuitry, they’re more than happy to tell you what they think about your new logo, website or brochure.

We’re exposed to thousands of commercials, ads, billboards, logos, and product displays every day, so naturally, we all think we’re experts in marketing. This is precisely where many people go wrong.

Good marketing isn’t about whether you like a particular color or picture. It’s not about how “creative” or “funny” or “clever” your ad or postcard is. Rather, it’s about how clearly your marketing addresses the concerns, worries and problems your target audience has - while also differentiating you from competitors.

Marketing’s job is to find you good prospects who need your products and services, will willingly pay for them and will do so in a cost-effective manner so that you make more money than you spend.

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