When there was only selling, marketing was sales. Advertising was just another way of asking people to buy what you sold. And ad copy was cute or detailed or self-serious and read like an elevator pitch.
That was then - when marketing was sales and fewer and fewer people trusted advertising (or advertisers).
But marketing is today’s trust game. Earn it by giving me things that help me, solve my problems or help me be the better me I’ve always wanted to be.
But if you sell me things that help you, I’m not buying.
And if I do, it’s reluctantly and I’ll buy the cheapest version because I’m buying out of necessity - not because I want to.