Have you noticed that it's deeply ingrained in North American society to define ourselves and others by what we do and who we work for?
Conversations with strangers are sure to almost always follow these 3 steps:
1. "Hi, I'm Charles. What's your name?"
2. "John. Nice to meet you. How do you know the host?"
... Uncomfortable Pause ...
3. "So, what do you do for a living?"
and that's the Bus-stop / 1st-date / Distant-relative / Networking variety of conversation. Mind you, when you go to 'networking' events you can often dispense with step 2 altogether!
The other night I'm talking to an older gentleman, a distant relative, at a family gathering and the inevitable question popped up. What are you doing now, Charles?
"I'm the Director of Online Marketing at Keel & Rudder, an online sailing store" I unashamedly respond but at the same time secretly wishing I was a respectable banker with Goldman Saks. (not)
"Keel and What?!?! And what exactly does a 'Director of Online Marketing' do??" the old Uncle interrogates me suspiciously like Colonel Klink would...
Here's the answer in blog post format for easier digestion:
Basic Marketing For Your Online Store
The first image that comes to peoples minds when they hear the word 'Marketing' is flashy prime-time TV ads for some large Corp made by people who take extra long lunches with international ad agencies and never seem to do much that's actually useful.