Owner Operators |
Absentee Owners |
- Believe that advertising and marketing are the same.
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- Know that advertising is only a small part of marketing.
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- Believe that the more money they throw into advertising, the more customers will come.
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- Understand that there are many ways to bring in more business without spending more money.
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- Believe that the more growth, the better.
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- Believe in steady business growth.
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- Believe that effective marketing must be expensive.
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- Know that some of the best marketing is either free or very inexpensive.
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- Only utilize 1 way to increase revenues.
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- Utilize all 3 ways to increase revenues.
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- Focus on sending out mass mailings to new customers.
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- Focus on sending out quality mailings to existing customers.
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- Try to be everything to everybody.
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- Specialize in serving a specific type of customers.
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- Focus on image building.
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- Focus on direct marketing.
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- Do not know the effectiveness of their advertising campaigns.
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- Actively track the results of each advertising campaign.
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- Solve only the problem the customer has asked them to solve.
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- Discover all the problems that the customer has, and upsell the customer on additional services.
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