The conventional definition of marketing describes it as the activities we do to promote sales of products or services. If we accept this definition, then the bulk of our marketing is done once we’re ready to sell our product.

Tactics like list building, data collection, content creation, social media outreach, networking events and leaflet drops might make us better promoters, but they don’t make us better marketers. Unlike the gelato seller who relies on sweltering summer days and the tinkling music from his van to make hay while the sun shines—the best marketers understand that marketing is not just about building awareness. It’s about establishing trust on the road to creating meaning and forging connections, loyalty and love. The kind that makes people queue for a $5 cone even on the coldest winter day.

Your marketing starts with your intention to create products and services that make a difference to the people you serve.

Image by Sebastian Rieger.