From the page: "Marketing vs. Sales vs. Copywriting vs. Design
Posted on October 1, 2011 by Stever
Iâve recently noticed that many entrepreneurs hire a âoemarketing personâ and then end up with someone who doesnât do what they expect. Sometimes itâs because they didnât realize what âoemarketingâ means. Other times, itâs because the person they hired didnât know what marketing means. Here is a quick guide to understanding the difference between professions that are distinct, separate fields, but get confused, because the titles are so often misused:
Marketer. A marketer decides what market a product will be sold to, how the product will be described to make it stand out from its competitors (called âoepositioningâ), and how it will be priced. A market is a broad set of people who might want to buy the product that can be reached by the company. âoeEvery adult over the age of 25â³ is not a market, because thereâs no way to reach every adult over the age of 25. âoeSingle women between 18 and 35â³ is a better market because there are magazines, TV shows, web sites, and other venues where members of that group hang out. Those placesâ"often called âoechannelsââ"are how a company can reach that market.
A marketer also chooses the message to send to a market. Whether to say âoeWeâre the lowest cost pony rental service in townâ or âoeWe have the only purple pony east of the Mississippiâ is a marketing decision. The first message will appeal to members of the market who care about price. The second message will appeal to customers who care about âŠ purple.
Salesperson. Marketers deal with defining the product. Once the market is identified, the salespeople actually go out and convince people to buy. The marketer decides, âoeWeâre selling private jet memberships to corporate CEOs.â The salesperson drives out to the country club, finds a CEO, and says, âoeWould you like to buy a private jet membership?â
Note: the âoejunk mailâ and âoespamâ professions are often called âoedirect marketing.â Those professions are rarely marketing; what they are is sales-at-a-distance. Very few people Iâve met who do direct marketing spend much time defining their market and competitive strategy. They spend their time selling.
Copywriter. A copywriter writes the text that will appear on a web site or in an advertisement. Text must accurately represent what makes a product unique and appealing to its target market. Knowing takes a marketing perspective. If itâs ad copy, it must also persuade. Thatâs a sales perspective. The text must also be clear and well-written. Thatâs a writing skill. Youâll do best with a copy writer who has good writing skill, and the perspective appropriate to the piece being written. A website âoeabout usâ page may require a marketing perspective, while a product sales landing page might require a sales perspective. Donât assume the same person can write both kinds of copy. Also, donât assume that a good salesperson or marketer can write good copy. Theyâre separate skills.
Designer. A designer makes things look good, and creates a certain feel using visual design. The designer will choose your website layout, your fonts, and so on. Designers need to know enough about your site to create the mood you want. That mood, however, is usually decided by the marketers, and it should send the right signals to the target market. Marketing would decide âoeWe want a cartoony, happy feeling because we believe that will appeal to single women between 18 and 35â³ or they would decide âoeWe want a professional, elegant feel to appeal to single women between 18 and 35.â The graphic designer would then create a look, feel, illustrations, etc. to make that impression.
These are different skills, and they often require different people to get them right. But when you get the right marketing, powerful salespeople, killer copy, and a great design, youâll build a much stronger, more powerful business than you would otherwise.