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1 STOP THROWING MONEY INTO A MARKETING BLACK HOLE

A stern-looking executive stares out at you from the page in the magazine.

The body of the ad reads:

I don’t know who you are.

I don’t know your company.

I don’t know your company’s product.

I don’t know what your company stands for.

I don’t know your company’s customers.

I don’t know your company’s record.

I don’t know your company’s reputation.

Now, what was it you wanted to sell me?

This ad first ran in BusinessWeek in 1958. And its message is even more relevant today: You must build relationships before you sell.

If you’re investing in trusted advisor marketing (it goes by several other names ...

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