Every professional service provider knows how hard it is to get attention in this overloaded world. Whether you’re working as an independent contractor, starting a new business, or trying to build an established company, you’ve got the same challenge: How can you stand out from the pack so that potential customers realize how wonderful you are?
When marketing expert Michael J. Katz first hung out his shingle, he was immediately confronted with the reality that being good wasn’t good enough to succeed. “Being smart, attentive and experienced were important. But if only a few people have ever heard of you–and even fewer know, like and trust you–you’re going to have a hard time generating the business you want.”
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