Welcome to the quick gars marketing, selling and branding. I'm glad you're here because it means you're serious about what it takes to start a real new business. It also means you want to know how to use the best marketing sales and branding for your startup. Things that the serial entrepreneurs and the veterans of startups have learned long ago. It also means you're in a hurry. So in four short sessions, I'm going to help you see how to use marketing, sales and branding.

So your business will stand out from your competition. Let's get going. These are the four snippets that we're going to go through. And that process of moving from one through four we'll end up with a marketing checklist to see how well you put together the concepts and the ideas that you will learn here. These are some of the key questions. The power that comes from marketing is not obvious, and we need to learn a lot more to put it to work.

Sales has a special place to fit into the picture and once you understand that, you Understand how to reach your customer and close on the orders. It also will show you how to build a strong brand. You're living in the world of branding every day, and how to build one is very, very challenging. Finally, we'll look at what makes a great marketing communications powerful, that is communicating to your customers what you want into the marketplace. That message that gets them stimulated to buy repeatedly. And then comprehensively we'll go over what goes into a great plan for all of this marketing.

The marketing and selling is the first part of this segment that we're going to go through. So let's dive into that right now. Let's get going quickly. Marketing is what the company is in business to do because selling is declining in this era. For over 30 years, the most products today are bought they're not sold. Great minds like the research have documented that repeatedly.

Marketing and Sales are related. However, Ever marketing is the function that creates customers, but sales is the function that creates the invoices. A human asked to say yes to purchasing it, and then has to act or whether it's a credit card purchase or an invoice and a piece of paper that's sent over email. Well, that's the way it's done. Normally, marketing is going to ask some particular questions. And we'll contrast that with sales here in a moment.

First of all, what's going on out there meaning in the market? And what should we do about it? action required? They're asking about who these customers are, where are they and how do they behave? And how many are in each category or market segment? What's going to get them motivated, really excited emotionally to purchase our product?

And then how do we reach them? How do we get to them from here to there? against competitors, what do we have that's going to win? Our share the marketplace compared to them? And finally, what else could we sell to those customers after the first part? wave has been launched.

Sales is different. It says Where can we sell the most fastest? They want to get an order book filled quickly. They want to have the database piling up with online orders. They want to know how can we best present their product to the customer, whether it's online or in person? Why can't the factory ship faster or I boss we got to cut the price at 25% and we'll sell 50% more and it will all get rich.

Why isn't quality better? Or how about customer service? Can't they do a better job? In other words, why aren't my customers happier and eager to purchase? marketing is looking for exploiting opportunities that they can find. They think about capturing the most market share the percent of what you're targeting.

Their tool is a blueprint often described as a battle plan involving a lot of things In a lot of numbers, particularly dollar signs, the marketing person thinks about outmaneuvering. The competition. That's what strategy is about. The action is to discover the marketplace, particularly in the earliest stages when that market is pretty foggy and not understood not seen by everyone, including your startup. The leadership thinking is about strategic commanders sitting around computers in a conceptual boardroom, figuring out what's going on out there and trying to decide what to do with it. The selling side however, is going to build channels and close on orders.

That means their objective is to reach out there and to get the order. The tool is the very short term tactical plan and they'll name customers by name, persons, often for large orders, certainly by name of category for the larger mass marketing a salesperson is thinking about how to get to the customer and that's what the term type is all about. And to get the order which is meaning close on it, whether it's swiping a credit card, or sending in an email for a big order the action the salesperson wants us to get it meaning the order they think like tactical commanders and see themselves on the front line for the company. Here are some contrast. marketing's very strategic or sales very tactical. marketing's time horizon is three to five years sales much shorter months, seldom more than 12.

Both however, are focused on a single objective, and that is to make a product and provide a service that is so attractive that the targeted customer will order a lot of units repeatedly. How you do that? Is what marketing and selling planning is all about. That's what this whole course is about. They're aiming to deliver the best in this category of anyone competing. We're all in a global economy, even if you think very regionally about your business.

And that's why best in the world is the phrase that often is used. This is not necessarily cheapest or fastest, but what value are you bringing to the customers the fundamental question it's a chance to build your unfair advantage even stronger for your startup, and a lot of room for creativity. That's very exciting. Marketing is going to include everything about promoting the business. It starts from the moment you have it in your head, you conceive of it, to the point where customers actually buy the product or service. And then it continues as people come back time and time meaning patronizing your business on a regular basis.

These are some of the things marketing includes. I'd like you to pause the video now and go through reading them and then return to the video. The reason is that these are all involved in a complex process and I want you to be familiar with the terms right now. Put it on pause and come back. Okay, now that we've gone through that list, let's take a look at what selling includes. Selling is everything you do to close on the order from the moment you can ship the product.

Don't get a lot of selling people into your startup before the products ready, they'll go crazy. He'll start selling your desk and computer and everything else along the way. From the moment you begin to ship the product two years after customers buy it repeatedly. They want to be involved in that process. They love it. They enjoy it.

It's what stimulates them every day. What separates them from marketing These are the things in the intensive process that selling includes. So once again, pause the video, take a look and come on back. Okay, you can see that like marketing, there are quite a few elements that go into this process. And believe me, it is intensive selling people can be emotionally much more intensive than marketing people. Remember that marketing is not creative unless it sells his whole concept of what we're talking about has to produce an order.

If not, you can certainly laugh at things like great commercials but can't remember even the company's name that's not going to do you much good for example. Now remember, startups really don't advertise, but this is the concept. All right, let's look at some tips here for both of these. First of all, keep remembering sellings declining and therefore marketing is going to help you What the company should do to convince people that products should be purchased from your company. Remember, most products today are bought they are not sold. Second, keep in mind that Marketing Leads to branding.

And a brand is something that pre sells the product to the user. When you say the name, whether it's Apple, or industrial, Intel, Uber, or consumer, startup XYZ, the more efficient you get with a brand, the more efficient you'll be able to sell it. The customer seeing that brand name gets something that is reliable, trustworthy and consistent. It also is inherently valuable. The Psychology is inherent in the name of that brand. That stands for something that's where you want to eventually Get the name for your first product.

Okay, we've come to the conclusion of the first snippet. That wasn't too hard, was it? You're right. There's a lot involved. We want to move on to branding next. That can be pretty exciting.

But it's the most challenging part of the entire concept here that we're trying to understand for your startup. It's part of this process. We'll get there. It's not too long. Let's take a look next to branding. I'll see you there.