Reader,

Two definitions crossed my desk this week that were so fundamentally wrong, they’ll cost any business owner money if they believe them.

And they’re popular. Worryingly popular.

"Sales is a transfer of enthusiasm."

I heard this years ago from a real-estate yank, and it has since been bastardised into...

"Marketing is a transfer of enthusiasm."

This one came from someone I actually respect, which makes it worse.

Both are miles off the mark.

And this is coming from someone who has huge respect for language, but a poor natural grasp of it. Because of that, I’ve always preferred operational definitions. They make communication clearer, cleaner, and more effective.

The definitions above are dangerous.

Imagine going to a sales or marketing trainer expecting to learn how to make more money, sharpen your process, and close more deals... but instead, they teach you how to get people excited. You’d leave feeling short-changed and more prepared to entertain children than convert prospects.

Operational definitions remove the ambiguity. Some of my favourites:

—Advertising: The process of making known.

—Closing: The process of getting a prospect to say 'yes' to becoming a client.

—Sales: The process of taking money in exchange for goods and services

But marketing is harder.

I’ve toyed with defining it as “the process of getting prospects to engage with your sales process.” And it’s good. But it’s not the best.

The best definition I’ve ever heard is this:

"The right message, to the right market, over the right medium, at the right time."

It’s operational enough to build an entire marketing strategy around.

And if you build it correctly, there are four major outcomes you’ll enjoy.

If you build it incorrectly, there are four major downsides you’ll suffer.

Conveniently, I shot a video on this a year ago in Bali.

It breaks down what you must do for each pillar, and it’s only three minutes and thirteen seconds long.

The recording style is odd enough that a few people claimed motion sickness, but the content itself might be the most concise and impactful three minutes I’ve ever filmed.

​You can watch it here.​

Warmly,

—CWB

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