billboardMarketing is the brokering of a relationship between people. If the relationship shows promise, a transaction results that has value to both parties.

Commonplace marketing focuses on the transaction itself—on the product or service being sold. But claims made on behalf of one’s own credibility are only so much talk. Successful marketing telegraphs authentic relationship-worthiness that inspires trust, builds loyalty, and grows businesses.

Successful marketing begins with a clean house; only a finite quantity of ice can be sold to Eskimos before your enterprise melts, but a true story offers an engaging basis for long-term satisfaction and value.

“Show, don’t tell” is the marketer’s mantra.