I recently came across Erick Brownstein’s post about Blair Enns' article, Marketing Language vs. Sales Language, which explains the key difference between marketing and selling your expertise.
Marketing focuses on averages, aiming to appeal to a broad audience. But here’s the problem: no individual perfectly matches the average. So, while marketing can reach many, it often misses the personal connection needed in sales.
Sales, on the other hand, is intimate. Using marketing language in a sales conversation can feel impersonal and make the client feel unheard. In sales, people want to be seen for who they are, not just as part of a group.
Blair Enns says, “Don’t pitch your value in the sale. That’s marketing’s job. Your job is to uncover the value the client is seeking. Arm yourself with questions, not claims.”
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