What is marketing?


I just finished re-reading the minutes of a marketing meeting (I had to miss, so thank goodness for the minutes) that occurred just over a week ago.

In many regards it was a very ordinary meeting, discussing what assets need to be marketed followed by possible ways this can be done.

I am quite familiar with the fantastic depth of materials, talks and services requiring marketing that this group has got and have been spending some of my own time generating a master plan to cover all.  I also have to say that the list of marketing channels discussed was a pretty good one, covering most traditional mediums as well as a number of newer, social based methods as well.

Again, nothing entirely earthshaking in the minutes to this point.

The next section I read contained just four sentences, spoken by a man I consider a mentor, brother, friend, and the wisest person I know.

The question posed that prompted those four brief sentances was this

What is Marketing about?

Now, before I go on to share Joe Costa’s explanation I should touch on the fact that this is far from the first time this question has been asked.  The fact that you are reading this post at this very moment indicates that you have probably asked that very question a number of times yourself (maybe even out loud in frustration).

Shoot, it would be pretty hard to even count the number of ebooks, audios, videos newsletters etc. that near countless "gurus" have produced just to answer that question, and you know what… I’ve probably read most of them.

Now here’s the kicker.  I have no idea just how much money I’ve spent trying to figure out how to make more money.  It is a deadly cycle and let me tell you that the vast, vast majority of the answers out there are not even close to being THE ANSWER.

You see, like most aspiring Internet Marketers I have treated marketing as a way to make money.  I’d spend time figuring out exactly how many members or how many sales it would take to help me achieve a sum of money that I felt would be the answer to all of my problems.  It was always about the money.

Bad Move

I hope you didn’t mind my little rant of sorts there (I could have truly gotten rolling if I didn’t have a final message for you I wanted to get to) but I really do want to get your attention and make sure you get what I am going to share with you.

The gist of Joe’s message was that marketing is not squeezing, manipulating, and cajoling things so they will make you money.  Frankly it is not even so much the acts involved as the mind set.

Now I feel I must thank you for being so patient.  I’ve teased you and made you consider my own opinion while you waited to receive some true marketing wisdom.

Here are the four sentances: 


Marketing is creating sales that increase equity.

 Avoid getting caught up in looking for money, which is a hopeless task. 

 Marketing is creating circumstances around your product/service that make what you have desirable.  The sale is natural byproduct.

 My friend, those are only four sentances, 39 words that you need to read, re-read and then open up and take to heart.

What I heard from Joe was that I needed to stop trying to sell things.

Money is not green dollars but rather is your equity.  You need to create the best product possible and then go on the generously create the circumstances around that product that will make people all but ask if they can buy something from you.  The next step is to be truly grateful and to rejoice in the sales that come to you.

Like I said, not rocket science, but certainly different from what many folks are trying to teach us all.

Do you understand, agree, disagree (please open your eyes)?

Share you thoughts with us all.

Onward & Upward!

Sam Knoll

Comments on What is marketing? Leave a Comment

July 10, 2008

Shirley @ 7:10 am #

I think marketing doesn’t just happen online but in your personal life as well. I just started dropping business cards every where with my URL and newsletters in doctors offices as well.

July 15, 2008

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