You probably think the most important thing you do is write,  or create nifty graphics,  or  creatively edit video tape.  But you're wrong.  It's not.

   The most important thing you do is sales.  Without sales---though you have the best equipment and technical skills on earth---you're broke, and outta business.

   Being good at marketing and sales is an indispensable skill.  And understanding the difference between them is the beginning.

   Marketing is strategic.  Marketing is the war.  Selling is tactical.  Selling is the individual battle.  You can afford to lose a few sales.  Especially if you lose them for the right reasons.   (Like some jerk  super-low-balled a bid.  Fine.  He knows what his work's worth.)  You can't afford to lose in your overall marketing plan.  That's the whole damn war.

   Some of what follows is strategic, some tactical.  As you peruse, think about how you can adapt these ideas and build on them.

    Getting Your Name Out There.

   Whatever you do to get your name out there--pro bono, free PSA production, giving seminars at the ITVA, advertising of the usual kind, press releases, joining groups like your local chamber of commerce, hosting periodic pizza parties at your facility----whatever:  is marketing.   It creates personal referrals---probably the richest source of Quality Sales.   

   Most referrals are indirect, and often, multi-stage.  This is one argument for always treating people honestly and politely.  Mud sticks---no matter who slings it, and no matter how undeserved it may be.  People say, "consider the source";  but in reality they usually don't.   So, even if you discover you're dealing with an abusive, cheapskate idiot, always maintain a calm, factual,  and professional approach.  (As you respectfully withdraw from the project, and leave him to his well-deserved fate.)