Marketer. A marketer decides what market a product will be sold to, how the product will be described to make it stand out from its competitors (called “positioning”), and how it will be priced. A market is a broad set of people who might want to buy the product that can be reached by the company. “Every adult over the age of 25″ is not a market, because there’s no way to reach every adult over the age of 25. “Single women between 18 and 35″ is a better market because there are magazines, TV shows, web sites, and other venues where members of that group hang out. Those places—often called “channels”—are how a company can reach that market.

A marketer also chooses the message to send to a market. Whether to say “We’re the lowest cost pony rental service in town” or “We have the only purple pony east of the Mississippi” is a marketing decision. The first message will appeal to members of the market who care about price. The second message will appeal to customers who care about … purple.

Salesperson. Marketers deal with defining the product. Once the market is identified, the salespeople actually go out and convince people to buy. The marketer decides, “We’re selling private jet memberships to corporate CEOs.” The salesperson drives out to the country club, finds a CEO, and says, “Would you like to buy a private jet membership?”

Note: the “junk mail” and “spam” professions are often called “direct marketing.” Those professions are rarely marketing; what they are is sales-at-a-distance. Very few people I’ve met who do direct marketing spend much time defining their market and competitive strategy. They spend their time selling.

Copywriter. A copywriter writes the text that will appear on a web site or in an advertisement. Text must accurately represent what makes a product unique and appealing to its target market. Knowing takes a marketing perspective. If it’s ad copy, it must also persuade. That’s a sales perspective. The text must also be clear and well-written. That’s a writing skill. You’ll do best with a copy writer who has good writing skill, and the perspective appropriate to the piece being written. A website “about us” page may require a marketing perspective, while a product sales landing page might require a sales perspective. Don’t assume the same person can write both kinds of copy. Also, don’t assume that a good salesperson or marketer can write good copy. They’re separate skills.

Designer. A designer makes things look good, and creates a certain feel using visual design. The designer will choose your website layout, your fonts, and so on. Designers need to know enough about your site to create the mood you want. That mood, however, is usually decided by the marketers, and it should send the right signals to the target market. Marketing would decide “We want a cartoony, happy feeling because we believe that will appeal to single women between 18 and 35″ or they would decide “We want a professional, elegant feel to appeal to single women between 18 and 35.” The graphic designer would then create a look, feel, illustrations, etc. to make that impression.

These are different skills, and they often require different people to get them right. But when you get the right marketing, powerful salespeople, killer copy, and a great design, you’ll build a much stronger, more powerful business than you would otherwise.

Think of your age 10 years ago, 20 years ago, etc. and write down all the things you appreciate about the younger “you.” Spend some time pondering what’s been constant, what’s changed, and how that younger “you” contributed to who you are now. This is an exercise I’m designing for a speech on Living Your Life for younger people. If you’re willing to share, please chime in. What did you like about younger-you?  What’s been constant? What’s changed? (What, that you thought would be constant at the time, changed?)

During our dress rehearsal, I’d been sitting in front of the stage watching one of the other performers and while I was being a perfectly good little doobie, listening to my compatriot’s song, my sneaky, dastardly brain offered up a thought: “This is where you belong.”

The last time I had that thought, it scared me so much I (inadvertently) used self-hypnosis to wipe out every memory I had of performing, including the seven years I spent doing comedy improv. I think this time I’ll keep it and find out where it leads…

• Never help out a colleague too much, because they’re just competition for the top spot.
• Always help your colleagues, because when we work together, we accomplish more than when we work alone.
• Our competitors will never be able to produce a product as good as ours.
• Management is stupid and doesn’t know what they’re doing.

I will be using these in my book. By submitting them here, you give me permission to do so. I would like to list everyone who contributes in the acknowledgements section. If you wish to be acknowledged, just sign your comment with your desired name (first name, full name, etc.).

Thanks!

If so, do you have specific examples, questions, stories, etc. that you’d like me to elaborate on? This could be done as a pretty brief topic, or as a pretty big one…

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I gave a talk at Harvard Business School about ten myths we have in our culture about careers and success. By popular demand, I’ve posted a copy of the handout booklet here: Ten Cultural Lies of Careers and Success. It’s been annotated to include some of the detail. If there’s interest, I could turn the audio into a CD product. Would that be marketable/saleable?