Marketing is what you are doing when you are educating the public about your company.
Sales happens when your marketing, such as cold calling and appearing at events, pays off and you are talking to people who want to book a reading or other of your services.
Advertising is a way of announcing what you do and offering special promotions. It can be online, via radio or print.
Branding is the foundation that makes your advertising, marketing and sales cohesive. Branding is your company image, and you use that image across all your advertising, marketing and sales activities.
Before you do anything else, create your brand.
Prepare your vision statement. It should be 3 to 5 sentences and it should answer these questions:
- What is the vision you have of your metaphysical or paranormal services business?
- What will it look like in 5 years?
- What will it do?
- Who will it serve?
- What will it stand for?
For example:My remote viewing business will be the leading remote viewing consultancy and educational organization in the Pacific Northwest. It will serve law enforcement agencies and individuals through missing person services and remote viewing training, and will have a reputation for the highest quality available in the region.
Prepare your mission statement. The mission statement describes how you will reach your vision. It answers the who, what, when, where, why and how. Where the vision statement is a somewhat permanent element, the mission statement can change from year to year or more often as needed. It is the basis for your strategies to reach your vision.
For example: My remote viewing business deals specifically with law enforcement agencies and relatives seeking lost or missing children under the age of 18 years. It also provides remote viewing training to people or organizations engaged in finding lost or missing children. Our remote viewing services are available the moment a child is listed as missing, or in preparation for missing children cases. Services are via remote or on-site consultation as are training events, and we charge hourly, by monthly retainer or by project.
Use your vision and mission statements to develop your brand. The above examples give the impression of professionalism. They stipulate a serious attitude toward using remote viewing to find missing children. That is your brand. Therefore, your logo, website, marketing materials such as brochures and business cards should all portray this serious, professional character and look. Everything should match – this is called your corporate identity. For example, don’t expect to be taken seriously if you put unicorns against a purple and pink background with a crystal ball on your website and brochures. Also, your brochures should have the same logo and look/feel of your website and other marketing materials such as radio show pitches and community meeting fliers.
Think of Coca Cola. When you are in the supermarket, you can easily pick out the Coca Cola products in the soft drink aisle. When branding is done well, it makes people immediately think of your company.