Some things just go together. But too many companies think they have to choose between selling and informing. They think that advertising is for sales, but websites and literature are to inform. They’re wrong — and they’re missing great opportunities. Every marketing message in every medium should sell and inform. While you tell prospects what you do, you should weave in why you’re the better choice. Educate and persuade at the same time, and you’ll get more out of every marketing dollar you invest.