PoP 152 | Marketing and Advertising Day 1

Marketing and advertising tips by Joe Sanok

Preparing: Marketing refers to the process of preparing your product for the marketplace. It involves understanding who your potential customers are and what they want to get from your product or service. Colors, logo and other design elements help to align the image of your product with the interests of your target audience. It is marketing that defines your brand and attracts the market share you want.

Others say it is personal and catered to your avatar.

According to Webster, “marketing” means:

  • the act or process of selling or purchasing in a market
  • the process or technique of promoting, selling, and distributing a product or service
  • an aggregate of functions involved in moving goods from producer to consumer

Create a business avatar
Study who you want to attract
Define where to advertise and build content marketing

Knowing: Advertising is the process of making your product and service known to the marketplace. It is essentially spreading the word about what your company has to offer. While marketing is the way in which you convince potential buyers that you have the right product for them, advertising is how you communicate to them the existence of that product.

Paid and non-personal.

Advertising is building awareness of your product.

According to Webster, “advertising” means:

  • the action of calling something to the attention of the public especially by paid announcements
  • advertisements <the magazine contains much advertising
  • the business of preparing advertisements for publication or broadcast

But now there is:

  • Content marketing
  • Online marketing
  • Social Media Marketing and Advertising

I prefer “marketing”.

Meet Joe Sanok

consultant headshot JoeJoe Sanok, MA, LLP, LPC, NCC is one of the world’s leading private practice consultants. He is the owner of the Traverse City counseling practice, Mental Wellness Counseling. Joe helps counselors to start private practices and grow them.



Podcast Transcription

Pop 152 | Marketing And Advertising Day 1

[0:00] Music.

[0:23] Joe Sanok your host and i’m so excited to.
This week we’re gonna talk about marketing and advertising private practice all week long five days in a row podcast how does this guy do it.
Well i have an hour and a half until my client comes in and i just sketched out five days of content and i’m trying to hear through it as.
And i go through this so it can be awesome day one today we’re gonna talk about marketing vs advertising and day to we’re gonna be talking about ab tests,
day three we’re gonna talk all the social media deciding where to spend your time we’re to build an awesome contact and where to ignore it.
Do you know where we’re going to talk in person not working in d five are gonna pop up building a marketing plan.

[1:10] Man it’s gonna be busy week its okay awesome and wanted to let you know that i can have a sponsor this week but i do want to let you know about an event i’m doing down in asheville north carolina,
and september twenty ninth and thirtieth you can head over practiceofthepractice.com/brew it’s gonna be,
an awesome event to jane carter and allison freer you gotta check it out flying.
Love you to come join us on bid today for talking all marketing vs advertising.
And i’m gonna talk a little bit about an experience i had in college when and i worked a whole lot and never got paid.

[1:52] Never gonna talk a little bit about the difference between marketing and what people say and then we’re gonna talk about can the actual definition and they’re gonna do the same for advertising and they were gonna apply that to come your own private,
actress that’s where we’re headed today me awesome and look forward to sharing when you get content with you.
So when i was in college there is an and in the western harold western michigan university of the western heralds college newspaper.
And it was to be a in home health care person for.
There was an older gentleman and i called and didn’t interview at wendy’s with him and he had another college students work with him that was transitioning out.

[2:34] So what i would do is i would go to this guy’s place he lived in an assisted care facility.
And we talked about how he had property in the upper peninsula we talk about all sorts of different things really i was getting paid to just hang out with him.
Well as it asks to get paid heat see why i can’t wait for this property to get sold and then.
Later on he said you know what let’s go shopping and so this one time he bought me.
In squirt bottles of i can’t believe it’s not butter so this should tide you over till i can tell i can pay.
And it started to come pick up on the sense that i may not get paid and i ran into the guy that was with.
It was with this older gentlemen younger college soon one day and campus and i said to get you get paid by jim.
And he has no never got paid those take why wouldn’t you tell me you had.
And so there’s more to this story and the lawsuit that followed but i think it puts the spotlight and.
Exactly the difference between advertising and marketing will get into that i’ll tell you the rest of the story at the end to.
But here’s a few different ways that people talk about marketing and so there’s a lot of different opinions out there if you just google advertising vs marketing.
From very reputable sources you can get very different opinions so that’s why i want to tell you a few different ones.

[4:06] Some people say marketing refers more to the process of getting your product ready for the marketplace and so.
The process of making sure your branding for your private practice looks good to make show your colors your logo your design it all line with the image the one of your private practice also that the line with the target,
your target audience of your business avatar marketing really defines your brand and kind of the market share that you want to get.
Some people also say that marketing tends to be more personal or catered towards your business avatar.
Now you look it up in webster what webster says is that marketing is the act or process of selling or purchasing in the market.

[4:50] Or it’s the process or technique of promoting selling and distributing a product or service.
Or it’s an aggregate of functions involved in moving goods from producer to consumer alright so let’s can i look at that there’s a lot there that.
Really doesn’t tell us a lot so basically you’re defining your brand and you’re connecting with your ideal client there’s also according to webster,
is active selling or purchasing so no wonder there some questions as to the difference between marketing and advertising so let’s look at what advertise.
So advertising some people say that its more making awareness and knowing several times in the process of making a product or service,
really know in the marketplace that is the price it’s your private practice getting known in the community.
It’s spreading the word about what you’re doing in the community it’s really the best way to convince your potential clients to work with you.
It has to be paid and non personal also other people say the advertising is more building awareness of your products though that’s very similar to marketing.
Where is webster says the advertising is the action of calling something to the attention of the public especially by paid announcement.
It’s also advertisements such as magazines containing advertising for the business of preparing advertisements for publication broadcast.

[6:14] Who so what’s the difference i would actually just can’t pull it apart even more in a lot of this comes from languages being used right now,
that maybe hasn’t made its way into you know harvard business review that hasn’t made its way into,
the different blogs that are out there about business is it hasn’t made its way to webster i think most people tend to use the term marketing.
To be kind of your overall marketing plan your overall image but also your content,
to your social media that marketing is really a cool are you in the market where’s advertising i would say tends to be.
Paid advertisements for the tends to be more traditional print advertising so magazines newspaper radio paying google or facebook that would all the advertising and so for the purposes of what we’re talking about this week.

[7:08] Pull those two apart and just say that really it marketing is like the umbrella and advertising is one aspect of that umbrella.
There’s just one aspect of your overall marketing plan that your image the content you’re creating the social media content that all that would be under your overall marketing,
so beyond that there’s also a different kind of subsections of marketing so terms that you can here are content marketing so content marketing.
Is creating content that has value,
that actually speaks to your business avatar to your ideal client and so if you help people that are dealing with depression you’re creating info graphics that talk about depression you creating blog posts that talk about depression,
you’re helping create walk-through is for doctors that help their clients have depression so that’s content marketing.
You’ll see your online marketing online marketing is basically anything that happens on-line that you doing that promote your business i would say that they would,
lol into social media that would fall into blogging are they become more of a generic term for any marketing you’re doing that’s on-line.
And social media marketing would be anything you doing it’s really not paid and then social media advertising would be kind that paid content that i would parse those out together.

[8:22] So let’s get back to you gm the guy that i worked for so jim and.
I ended up actually telling him that i was going to go to small claims court.
And he then bumped it up to civil court so i had to get an attorney so i looked in the phone book.
And started with a because i didn’t know anything about attorneys and this was nineteen ninety nine.
Call gary asked in kalamazoo michigan when met with and i call them up.
And he said what’s the client’s name the year suing and i said this is his name and he said jim and his last name i hate that bastard.
And i was like what is he actually owed him a whole bunch of money and so he was willing to do the suit for free,
so we ended up going missing taxes and all that but this guy had this whole system of college students that he bring in.
They would work for him for often two to four weeks for free and then realized they weren’t gonna get paid.
And that just didn’t seem morally correct and so for me i stood up against and some would say they shouldn’t have to choose just an older gentleman that wanted friends but.
Delhi that for you to decide but i tell you that story because i think the advertising like that where you just throw it out there that there’s no.
Ground on this person is just a job that would be advertising on the put something in the paper where is marketing would be if you’re genuinely trying to attract customers to work with you hopefully you can pay him.

[9:58] That would be where you are going to build your reputation you’re gonna building kind of the ideal client that you want to attract and then work to build that reputation of pasta.

[10:09] So tomorrow we’re gonna talk even more we’re gonna go into ab testing is one of the single best things that you can do to save money and continue to increase your overall efficiency and budget in your marketing.
So again headed over to practice of the patches that come ford slash brut read more about rear practice we’d love to have you can get individual consulting with me,
allison and jean two days of having coffee and maybe some eye peas in the evening and we would love to hang out the national north carolina.
Thanks for letting me in two years.

[10:45] Music.

[10:54] Special thanks to the man silence is sexy and riemann we like your music in this podcasts design cracker.

[11:00] Information about the subject matter covered his game with the understanding that the host or the gas or the publisher rendering legal accounting clerical or other professional information if you need professional you should find one.

[11:11] Music.

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