Marketing Without Advertising - 2.45 MB
Introduction
Take a look around your community and make a list of truly superior small businesses—ones you trust so thoroughly you would recommend them to your friends, your boss and even your in-laws.
Whether your mind turns to restaurants, plumbers, plant nurseries or veterinarians, chances are good your list is fairly short. Now think about all the ads for local businesses that fill your newspaper, clutter your doorstep, spew out of your radio, cover the back of your grocery receipts or reach you in dozens of other ways. How many of these businesses are on your list?
More than likely, not many. In fact, I’ll bet the most heavily advertised local businesses
are among the businesses you never plan to patronize—or patronize again—no matter how many 50%-off specials you are offered. If, like me, you have learned the hard way that many businesses that loudly trumpet their virtues are barely average, how do you find a top-quality business
when you need something? Almost surely...
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