What is the definition of marketing? The dictionary states that marketing is “the business activity of presenting products or services in such a way as to make them desirable.”

Obviously, marketing consists of writing great ad-copy, producing creative business cards and designing innovative websites that sell your products and services.

However, there is an integral part missing from the dictionary definition of marketing. In fact, the missing ingredient is so important that it can literally mean success or failure for the small business owner.

Marketing is actually “every single interaction we have with our potential customers and clients that present our products or services in such a way as to make them desirable.”

Of course, every small business understands that their newspaper ad is a marketing tool. They accept the fact that a coupon will bring more customers through the door.

However, what many business owners miss is that the way that they answer the phone is a marketing tool. How they respond to an angry customer is a marketing tool. And, even the way their storefront “looks and feels” is, again, a marketing tool.

Every time your potential customers or clients interact with you or your brand, they form an opinion about your products or services. It doesn’t matter whether the interactions are positive or negative; each interaction makes an immediate impression in the minds of your prospects.

Many years ago, my family and I were on vacation in Minnesota. There was a quaint little ice cream parlor on the side of the road that was hidden behind trees and brush. Many business consultants would have considered the location and cold climate a death wish for that little ice cream store.

In fact, two other “big chain” ice cream stores had already failed in the very same town.

However, what those business consultants didn’t realize was the impression this particular ice cream parlor made on its customers. When customers ordered their ice cream, the owners always added a little bit extra. Whether it was extra sprinkles, a drizzle of chocolate sauce or a few additional strawberries, you got more than you paid for.

As a result, people literally waited in long lines that weaved out into the parking lot in the dead of winter.

If this ice cream store had solely depended on local newspaper ads and the yellow pages to market their business, they would have ceased to exist. However, the store owners understood that good marketing is also about making positive and lasting impressions in the minds of your prospects.

So, take your customer interactions very seriously, for once you’ve made your mark on your customer’s mind, it’s very difficult to change.