CHAPTER 6CREATING LONG, LONG-TERM CLIENTS
ONCE YOU’RE IN, WHY GO OUT?
MARKETING LATERALLY
There is an old and particularly dumb mantra in this business that’s usually stated as, “You can’t market and deliver at once.” Here’s why it is so particularly ignorant: it would mean that the more you work, the less you can develop future work, so the less you’ll ultimately work. So working will decrease work.
What?
This is one of those facile phrases that are created by empty-headed “experts” to assuage their own weaknesses. Just because they don’t know how to market and deliver concurrently doesn’t mean that it can’t be done! (In psychology, transference means that if I had trouble learning to serve in tennis, then you must too, or else you have ...
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