Sell the Goat

Technically, marketing and sales are different functions with different purposes. But ultimately marketing is about selling something—or should always lead to selling something.

I was reminded of this while working on some direct mail concepts this week. Sometimes concepts benefit from interesting visuals and clever headlines. But there are also hazards. As a creative, it’s easy to lose your way and forget the selling part.

My ex-creative director, who I still work for as a freelancer, reminded the art director and me of that ultimate purpose in an email this afternoon.

“Just want to make sure we sell the goat,” he said in response to one concept that was at risk of being too vague.

Yes, indeed. Don’t forget to sell the goat.


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