Do you know the difference between marketing and advertising? Are you doing the right job for the right outcome? Find out more about connecting with your customers.
Video:
Podcast:
Podcast: Play in new window | Download
Video Transcript:
This week, I wanna help you stop wasting time and wasting money with marketing. There’s great confusion in the arts about the difference between marketing and advertising. So I wanna end that. I’m John Paul Fischbach. I’m the CEO and Chief Alchemist here at the Auspicious Arts Incubator, and I wanna just end this.
Marketing is about finding the people who, like you, get you, like your art, and want more of what you’d create, your product or your service. Advertising is letting those people know that you have this product or this service. That’s the difference, okay? Now, most of us were just taught to advertise, right? And so we wasted a lot of time and money and energy advertising to everyone. And that’s not a good thing.
What you wanna do is to do the marketing before you do the advertising. Does that make sense to you? Okay. So your art isn’t for everyone. Your service isn’t for everyone. So what I want you to do is do the marketing, spend the time doing the marketing before you advertise. Effective sales has three parts: finding the market, letting them know you have a product or service that they want and need and then growing the market. That’s what marketing in the arts is about, okay?
So yes, there’s advertising. But that’s just a teeny little part. So here’s how to start doing an awesome job with the marketing, which is just sharing your passion, sharing you. It’s not about sales. Growing your market and finding your market is about sharing your passion and sharing what excites you, why you do what you do, how you do what you do, that grows your market, that finds your market. And you do that way before you have to advertise or sell, okay? So, what you’re going to do this week is you’re gonna make three lists. The first list is who gets you. The second list is who appreciates you and your art. The third list is who needs you and your art.
So let’s look at the first list. You’re gonna make a list of who gets you, right, who understands you, who gets what you do, who are the kinds of people who get what you do, who specifically gets what you do, you know, who has the same values, who cares about the same things you care about, who looks at the world in the same way that you do. Make alist of those people, that’s a market. The second job is who appreciates you. Who appreciates what you do, who appreciates what you create, who appreciates your kind of art, right? There are people out there who already consume your kind of art, find them, make a list of who those kinds of people are, right? It’s gonna start with your friends and your family, absolutely, right? And you’re going to grow those communities, you’re going to grow that market. And the third list who’s who actually needs you and needs your art, right? So there are people who appreciate it and then there’s gonna be people who really need it. So what I mean by that is we have artists who are work in the environmental world, right? So the people who appreciate their art are people who care about the environment. But the people who really need the power of their art to build those better relationships with the environment are people who are abusing the environment, okay? So that’s where your growth opportunity is in your market.
So you’re going to do these lists, then your job this week is I want you to find two ways that you’re gonna connect with those markets. You’re not going to advertise to those markets, you’re gonna connect to those markets. Start a relationship, get involved in those markets, get inside those markets, okay? Now, you’re going to start using social media for that, you’re going to find these groups that correspond with your lists. That’s your job this week. Okay, get on it. And if you want more details about this, you want more inside information about what I mean by this and how you use it, then you really should look at the ASAP program. That’s our closed membership program where I go into greater depth about how all this works. All right. That’s all for now. Bye.
Share with:
I spent a great deal of time to locate something like this