CHAPTER
3 
Making Broadcast AdvertisingUser-Friendly
This chapter is the first in a series of concepts about how to explain marketing and branding to local direct clients. Make absolutely certain you understand all of the following six concepts and can recite them during presentations to direct clients. If you think these concepts are too simple, believe me, you’re wrong. I’ve dealt with literally thousands of local direct clients, taken them through this presentation, and not one time have I ever heard, “Oh, I know all of that,” because they don’t. ...
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