I get calls, e-mails and face-to-face questions about all aspects of marketing all the time. The most common one may be this: “What is the best way to market my business? [Blank] or [blank]? The blanks represent a certain kind of marketing vehicle. So someone will ask if I think postcards are better than an e-newsletter, or a press release gets more mileage than a print ad.

There is no one answer to this question. A local drycleaning business has a different market, and therefore different marketing needs, than an online gift company. Anyone, and I mean ANYONE, who views marketing as a one-size-fits-all kind of thing has it all wrong. And I promise you their results will speak for themselves.

No matter what expert you hire, no matter what kind of expert you may be on your own, this is a very subjective thing. For sure, there is much we can do to ensure we’re going in the right direction toward our sales goals, but at the end of the day, marketing is not neat and it’s not a science.