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 ...