If you’ve ever wondered whether there is a difference between marketing and advertising, you are not alone. Over 10,000 people asked Google this question last month alone.

And the answer is?

Not quite.

Most marketers offer one-size-fits-all advertising advice that simply won’t work for ugly duckling businesses. They’re not inherently sexy or interesting to talk about.

So now what?

Some connection always beats no connection when it comes to services.

How do you effectively market to those who do not currently want or need what your company has to offer?

In the absence of an emotional connection, people always choose the cheapest price.