For many businesses “marketing” equals “advertising”. This attitude is very short-sighted, because the money that you spend on advertising is gone for good.
Marketing, on the other hand, no matter how casually you do it, will repay the investment in time, energy and money that you put into it over and over again — it’s cumulative, so that its effects increase over the months and years.
The fabulous four Ps
Marketing 101 starts with the basics, the 4Ps: product, price, promotion and place.
You’ll notice that promotion (which includes advertising) is only one of the 4Ps. Devote some time to thinking about the other three.
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Angela Booth, top copywriter, author and writing teacher.
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