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Schmuck-Based Marketing

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Think about it. Have you ever seen the fire department do any advertising? Me neither.

Why would they? When your house is on fire – when you have a big problem that needs immediate attention – you don’t hesitate.

When it’s not on fire, on the other hand, Smokey the Bear himself couldn’t convince you to pick up the phone, regardless of any special promotion, one-time offer or whatever.

No demand, no response.

Here’s the bottom line. Step number one in marketing your business is not figuring out how to promote it.

Rather, it’s about figuring out where pain already exists and positioning yourself and your services as somebody who can remove it.

Can you manufacture demand by convincing people that they need whatever it is you’re selling?

Sure. You can plant seed in the middle of July too.

Just remember, any schmuck can grow grass in the spring.

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