This is where a lot of people get muddled.

Things go quiet. Panic sets in. So you jump into action:

“Let’s post something.”

“Maybe we should run a quick ad.”

“Could we print some flyers?”

But here’s the reality: that’s not sales. That’s marketing.

And if the rest of your system isn’t already working behind the scenes, those last-minute efforts usually do nothing.

Think of it like this:

• Marketing is the training. The reps, the early mornings, the boring stuff you do before the big day.
• Sales is race day. It’s the moment someone’s ready—and you’ve done the prep to meet them at the line.

You can’t train for a marathon the night before.

And you can’t cram marketing when the diary’s empty.

Marketing is what gets you ready. It builds visibility, trust, and reputation before someone’s ready to buy.

• Your content helps people find you
• Your lead magnets (high value downloadable resources behind a email lead collection form) collect their contact details
• Your emails keep you front of mind
• Then—when they need help—you’re the one they already trust

If you only ever market when you’re desperate, you’ll always be chasing.

Marketing is what keeps you in shape. Sales is just you showing up and doing what you’ve trained for.

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Key concept: You can’t cram marketing. Build the system before you need it.

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