Marketing means hustling - cognitively in figuring out strategy, energy-wise in trying out things and emotionally resilient in bouncing back from what doesn't work. Marketing is not taking a course on marketing or sitting down with a few books on marketing.
Because so many of us Baby Boomers are over-educated and came of professional age amidst affluence, we really never got the hang of marketing. What we consider marketing is aligning our job search or outreach for new business to what the experts say.
The reality is that marketing isn't glam. It's soul-wrenching, humiliating hard work. We contact those who don't want to hear from you and conjure up a reason why they are pleased we touched base with them.
The more I market the more successful my communications boutique is. I didn't learn to market until about three years ago. That's when my business had hit its second bottom in the 21st century. Then, yes, I woke up and recognized that I needed to smell the sweat.