But to sell successfully, you need to work consistently at developing a system suited to your particular business, one that takes into consideration your customers' needs. So let's look at marketing. We've already defined it as what you do in an effort to capture prospects' imaginations. While that may sound a bit overboard, it really isn't. You have hopes and dreams for your business, and the people you'd like to attract as customers have certain objectives, too.
Advertising is an important facet of marketing.
Although we might think of advertising as either an ad in a newspaper or magazine, a brochure or a TV or radio spot, these familiar forms only scratch the surface. Think about it. It's one thing for a business to pay Michael Jordan to say they make the best product. But imagine you're trying to decide on a new cordless drill. As you're browsing through the mail-order catalogs in your office one day, the phone rings.