I recently came across an entrepreneur who was very interested in learning where publicity and marketing strategy fit into the end result of more sales. His question was very valid as many unintentionally confuse marketing and publicity with sales.

So what's the difference? Publicity is all about the ''buzz', the word that gets out about you, your company, your cause, or the great work you do. It is about getting the story out. Publicity backs up marketing and sales because it initiates the whole process of converting the public to your way of thinking. It makes them aware of who you are. Afterall, how is someone expected to purchase your services if they do not even know you? Do not fall into the trap of going for the sale without getting your name known first.

Publicity is just as much about getting your name known as it is about building credibility. Human psychology states often enough that if others see value in an idea, your prospects and prospect market will as well.

Marketing on the other hand, works on the presumption that your prospect market is already aware of who you are. It takes an established and recognized brand one step further to action for your prospect. Marketing effectively plays to an emotional or sometimes logical reasoning of why the public should buy what you have to say.

Both of these concepts are essential yet unique in the eventual development of sales.

In order to make your product/service or organization a household name, you need to learn and master each phase effectively. Before going off to sell your services, follow each of the steps in the inverted pyramid.

The inverted pyramid theory works on the premise that all sales or motivations take place first with getting the word out. In other words, publicity. From there, marketing takes over. It is only once these considerations are in place that sales or the actual ''closing'' of a deal can occur.

Beginning with a strategy of how you wish to brand your organization through to the publicity you need , all require individual efforts before people begin 'knocking down your door''.

Once your satisfied, give some serious thought to the marketing materials you'll want to use when people start asking for more information. And above all, never stop reviewing and testing your brand.

Mark Buzan is the owner of Action Strategies: http://www.action-strategies.ca, a public affairs & marketing communications consultancy. You can subscribe now to his monthly PR tips newsletter by visiting and dropping down the