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In all of our experience, we have found two fundamental truths which have applied to every business we have ever been involved with. First, everything you do is marketing. "Marketing" is not an isolated area which includes your print ads and brochures; it's in all the little details, every contact with a client, every impression, every day. The second thing we have found to be true is that the vast majority of what people call marketing is ineffective and poorly done. Sadly, most marketing and advertising is based on creativity and design, on cleverness and wit, on entertainment and artistic merit—not on results. Many so-called marketing experts only studied marketing in an academic way, where they learned the outrageously expensive and inefficient methods of the mass-marketers, not the measurable, effective, and profitable approaches which have been proven by real-world marketers over decades. At the practical level, most people who sell and/or create advertising are graphic designers, not marketers, and they have no idea what really works. It may look pretty, but does it sell? At Reality Marketing Associates we've studied the methods of successful companies and successful marketers. We've applied them in our clients' and our own businesses for many years. Now, we can apply them to
yours.
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