“I hate advertising… but marketing is cool.”

This is a quote I heard in a recent strategic marketing planning session that stopped me in my tracks. Here’s why: People do advertising. They hate being sold. They want to be part of the conversation (More on this in future post.)

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Of course. Why not? Who in their right mind wants to take part in a one-way conversation? A conversation, by definition, is interactive communication. It always has been.

Recent technology has made it seem like the word interactive was invented with the Internet. Has anybody seen Al Gore?

A one-way conversation is not really a conversation at all. I would argue that one-way advertising that does not invite participation is not effective communication at all, either.

The other issue is that people confuse marketing and advertising. They believe that they are one and the same. Advertising is just one principle of marketing. The book definition of marketing is the commercial processes involved in promoting and selling and distributing a product or service.

My definition of marketing is removing obstacles to a sale. I didn’t make that one up. Some smart person simplified that for me. The trick is to not oversimplify.

Removing obstacles does not mean not listening to your customer. It does not mean ignoring questions. It does not mean not communicating and having one-way conversations.

It’s just the opposite. You remove obstacles by answering questions and building trust and understanding. By delivering true value. If people feel good about what you offer and how you treat them, that is marketing and removing obstacles redefined.

Hating advertising is painting all of us marketers is into a corner using a broad brush. I get it. I hate a lot of advertising, too.

Yet, even today, some great advertising is being created. It makes you feel like you are understood. It builds trust. Sometimes, it even gives hope.

Maybe advertising is not the answer for your company, your product, your service or your brand. Marketing is part of your solution.

If you would like to have a conversation about marketing and/or advertising, please send me a note at jhenke@henkeinc.com.

Thanks