Text Box: But most marketers would agree that the universal goal of marketing is: Converting Strangers into Customers so loyal as to become word-of-mouth Advocates.

MarketingPoorlyDefined
Text Box: Small businesses face a reality that plays an enormous role in the difficulty of establishing effective marketing. Owners are bombarded by sales people hawking marketing solutions. Consider this irony: small business marketing is in disarray all across America, yet there are thousands of companies dedicated to helping us market. How is that even possible? Text Box: The answer, if a person can find time for reflection, is common sense. Most of the sales people are “single media” sellers. They may be selling ad space, sales-training programs, Internet key-words, or logo’d coffee cups; but their goal is to convince you that their solution is the right answer to your marketing challenge. In fact, marketing must be viewed more broadly and assuredly requires a range of tools. Therefore, it would be pure good luck if the offering of a single resource vendor is the ideal answer for you at any given point. Attaining this broader view is the first objective of Client Path Marketing. Appropriate, vigorous action is the second objective.