You are the product. You feeling something. That’s what sells. Not them. Not sex. They can’t do what we do, and they hate us for it.
—Don Draper, Mad Men
It would be great if your potential customers lined up outside your door like Dairy Queen patrons on a sweltering summer day, but that is usually not the case. You need to generate interest in your business, and marketing is a means to accomplish this. Marketing is not a one-time effort. It needs to be ongoing. Marketing is all about letting people know what you do and not letting them forget about you. How will they still remember you if you take off work for the summer to coach your son’s Little League travel baseball team or go on that dream vacation? From ...
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