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The Purpose of Marketing

What is the purpose of marketing? If I ask 100 business people this simple question, I'll get 100 different answers. Some people would say marketing's job is to get your name out in the marketplace. Others would say marketing positions your company or builds your brand name. Most hope marketing generates sales. Others would say that marketing's job is to generate leads that are then handed over to the sales department. Still others would say it's to build brand awareness, hoping people remember the name when they go to buy. And there's always the group that just says marketing's job is "to make money."

All of these answers are partially right. All of the answers are results of what happens when your marketing and advertising does what it is supposed to do.

Marketing is supposed to do three things:

Objective #1: Capture the attention of your target market (prospects). Although this seems straight forward, there are right ways and wrong ways to do this. Our method ensures you always do it the right way. Unfortunately, it's done the wrong way 99 percent of the time.

Objective #2: Facilitate the prospect's decision-making process. Teach and train people how to make the best purchasing decision. Give them enough information to facilitate their making the best decision possible when buying what you have to sell.

Objective #3: Give your customers a specific, low-risk, easy-to-take action that further facilitates their ability to make a good decision. Lower the risk of taking the next step in the buying process so you can further educate them.

We'll get into each objective in more detail later.

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