I’ve met plenty of business owners who don’t like marketing … which is a shame, because we’re all in marketing whether we like it or not, just as we’re all in sales whether we like it or not. 

If you’re one of those people who dislike marketing, you have two options: pretend it doesn’t exist or face reality. 

Self-delusion will protect you in the short-term, because you won’t have to confront the painful truth; but it will cost you in the long-term, because if you don’t do marketing, you’ll struggle to make sales and your business might not survive. 

Facing reality will hurt you in the short-term, because you will have to accept an uncomfortable truth; but it will protect you in the long-term, because it will allow you to take the steps needed to fix your marketing and therefore improve your sales performance. 

So face facts: you’re in marketing.