Selling Elixirs and Magic Bullets Guaranteed To Make Business Better
They come at you from all directions. They all have the solution to fix what ails you and your business. If you just buy this, all will be good. Click the ruby red slippers, there is no place like home. Money comes rolling in.
It may be advertising sales people. A distributor might have a new product for you to carry. How about this new direct mail list? Join this organization and customers will flock to you. How about the "marketing expert"? Just turn everything, including your checkbook over to me and I will make you rich AND beautiful. Whatever you want to hear. Just give me the money.
Sorry to burst the bubble, but it is never as easy as it sounds. It is a long and difficult road to becoming a successful business and anyone that promises any different is no more than a snake oil salesman. There are many factors that will contribute to your success. When someone brings you that special can't miss deal, look at the six checkpoints of marketing and see where and if it fits in your road map. If it does, work it in, but do not be fooled that there is any single answer or tonic that will change the world. Stay on the original road. Stay away from the roadside stands.
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