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As we think about how to improve our marketing it helps to define our activities so we use the right tool for the right job. (Use the wrong tools in the wrong way and you can wind up wasting a lot of time, energy and money.)

With a lot of businesses, the line between selling and marketing is blurry. But, I've always found it helpful to look at it this way.

Marketing involves anything you do that gets you or your business in front of someone who is interested in what your business can do for them.

Selling involves personal communication between you and your potential customer that helps you both decide if you should do business together.

When you do something that creates awareness of your business you are marketing. When you talk with someone directly who has expressed interest in your business, you are selling.

By the way, when I talk about "selling" I do not mean an arm-twisting type of selling that focuses on closing and commissions. Instead, I mean a professional type of selling that focuses on an exchange of information so both people can clearly see if it makes sense to work together.

Arm-twisting, sales-pitch selling is a thing of the past. These days you need to focus on how you can best help your customers accomplish what they want.

As you plan your marketing activities, think about these differences. They have different outcomes and therefore, they require different tools.

Focus your marketing on identifying who can can best help with your product or service. Then deliver to them a message that helps them believe you can help them. Tell them and show them how you'll help them get what they want.

When you do that well, you'll find selling becomes a lot easier and more successful.