It matters less to me that you precisely agree with the definitions I’ve crafted than you having clarity in your own mind about how the cluster of marketing and sales activities differ from one another.
The danger of muddy thinking about marketing activities is the missed opportunity to build and promote your mediation practice or ADR career in a thoughtful, cohesive way.
Target market = Who you want to serve.
Market niche = How you want to serve them.
Marketing = The collective mix of business activities for reaching, listening to and building relationship with your market.
Sales = Activities designed to close a purchasing agreement for a product or service.
Advertising = The use, usually paid and repeated, of a persuasive message to generate sales.
Branding = The act of creating an association between a person, product or business and what they want to stand for in their market’s mind.
Public relations = Management of information flow between a business and its market, with the intention of creating goodwill.
Publicity = Dissemination of promotional material to generate interest in a person, product or business, usually using free media outlets.
Which of these do you do most? Least? Is that the right balance for building your dream?
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