Marketing & Selling Follow A Supply/ Demand Style Curve…
That’s because marketing and selling are completely opposite functions.
Marketing is value creation:
1) defining customers;
2) defining customer problems;
3) solving customer problems;
4) finding customers; and
5) generating attention and awareness in those customers.
Selling as converting leads into customers (not transactions).
The better the marketing is, the less selling is needed.
The worst the marketing is, more selling is needed.
Think about it this way: have a look at every product that has a brand with branding on it, you purchased, in your current view…
Go on have a look.
I bet not one of those branded products has a salesperson converted you into a customer, nor you purchased it because of written copy in an advertisement.
I bet every one of those products was released by a brand, i.e. they generated attention and awareness in you (yes, maybe by an advertisement) and you purchased because of the brand you know and loved, not the words that were said.
Don’t get me wrong, selling works!
I’ve written tons on this, but this is my favorited: https://orren.medium.com/this-is-the-most-powerful-example-of-sales-copywriting-a00af73dd768
However, the more people who have positive experiences with your product make that selling easier.
Coca-Cola don’t have any customer facing-sales people.
But getting to that point takes time.
Coca-Cola has been around for almost 150 years.
Start with sales, but always build brand in parallel so it eventually takes over the role of sales.