Marketing is selling to one person broadcast to many
Here's my working definition of marketing: communication that gets customers. Not communication that entertains. Not communication that impresses people with your vocabulary. Communication that causes someone to pay attention, get interested, and eventually give you money in exchange for what you're selling. Selling is fundamentally a one-to-one activity — you treat each person as a unique individual, understand their specific needs and emotions, and help them make a decision. Marketing is taking that same intimate, individual approach and broadcasting it at scale. The mistake most people make is forgetting the one-to-one part when they scale up. They start talking to crowds and stop talking to people. The best marketing always sounds like it was written specifically for the one person reading it.
Relevant Clips4
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Marketing Defined: Communication That Gets Customers
Marketing is communication that gets customers. It's communicating in a way that gets people to pay attention, be interested in what you're saying, and then actually give you money in exchange for the product or service you're selling.
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Treat Each Prospect as a Unique Individual
Treat each person as a unique individual who wants to be communicated with as someone special, understanding their specific needs and emotions to help them make buying decisions.
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Selling Is One-to-One; Marketing Broadcasts That Connection
Selling is a one-to-one individual activity, while marketing is taking that same individual approach and broadcasting it to large groups while maintaining personal connection.
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Copy Must Get People to Act, Not Just Inform
Marketing copy should be written specifically to get people to take action and respond, not to entertain or just provide information.