Selling is what you do when you're on the phone and face to face with somebody. Marketing is what you do to get somebody on the phone or face to face with you, properly positioned, so by the time you're talking to them, they're pre-interested, pre-motivated, pre-qualified, predisposed to do business with you.

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We have the curse of knowledge, where we can be so absorbed in something and actually assume that people understand what we teach, what we do, what we offer -- and they don't. An ad is brand new for someone that's seeing it for the first time.

You can sit next to the lake or next to the ocean or wherever the fish may be, but if you don't go fishing, if you don't throw in the bait -- and it has to be bait that the fish are going to bite on -- it's not going to work. People often wonder, why is no one giving me business? Well, first off, are you fishing? Secondly, do you even know what you're fishing for?