ABSTRACT
Many people’s idea of marketing is rather vague. Something to do with promoting your business? Yes, but let’s get more focused than that. Marketing is the process of generating qualifi ed leads. A qualifi ed lead can be described as a couple who are getting married, on a date that you have available, within your coverage area, who like your style of work, and can afford your services. From now on I will refer to a qualifi ed lead as a prospect. It’s worth noting that the business of converting prospects into clients is the sales process and is covered in the next chapter.
