Advertising and marketing are concepts that many people consider to describe the same thing, selling a product or service to the marketplace. However, they are distinctly different concepts and understanding the difference is important.

Marketing refers to the strategies and preparation you do to get your product or service ready to sell and identifying the target customers for your product. Marketing is a long-term forward-looking process whereby you determine how you’re going to package and brand your product and design it to appeal to the target market you seek to capitalize on. Successful marketing involves significant groundwork in terms of clearly studying your target market.

  • What are the needs of your customers?
  • How will you address them?
  • What is most important to them in terms of how much emphasis you should put on different aspects of your product or service?

The needs and drivers for individuals in their early 20’s differ greatly from individuals in their early 50’s, so taking the time to assess your target market comprehensively is important. The branding and messaging you’ll need to reach different groups will vary, and to ensure a successful advertising campaign you need to ensure you effectively communicate to these groups.



In 2004, A lifelong Do-It-Yourselfer wanted to release a book on how to achieve factory-like finishes for guitars using products you could buy in a hardware store. The book demonstrated that you didn’t need any special equipment; you just needed the “KNOW HOW” to be able to get amazing results.

The initial book became an overnight success, and the author was quick to realize that the market was extremely interested in what he was teaching. He quickly followed up the initial book with several other books that were equally as successful. The success of the book series caught the eye of GUITAR WORLD magazine, and the PYOG author became a monthly columnist for the magazine from 2006 to 2008.

As the author states: “I didn’t set out to create a series that would change the way people approached painting guitars; however, I was quick to understand that what I had created was a NEW category within a category, which explains why it was so successful

We are proud to have helped forge this Brand from inception, and to help position it as a Leader in its Industry. We also helped to identitfy whether there was a market for such a book, and once we were able to do that, he helped decide which designs should become books, and extend the Brand.


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