CHAPTER 5MODERN MARKETING

I DON’T CARE ABOUT THE COST; GET ME JANE JONES!

IT’S IMPORTANT that you attract business because

• Very few people buy from “cold calls” in this business.

• You don’t have to prove yourself or present credentials.

• There is minimal cost of acquisition.

• Fees simply don’t matter.

I could go on, but that’s more than enough. You want to attract the right clients—those that are amenable and appropriate for the fee structures discussed in Chapter 4. Fortunately, I can help you do that right here.

THE MAGIC AND MYTH OF THE INTERNET

Let me annoy as many of you as I can immediately: your Web site is not a sales tool.

Oh, my, what about all those Internet marketing gurus? Well, they’re wrong about Web sites (and a lot of other ...

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