CHAPTER 2BUILD IT AND THEY WILL COME
BUT ONLY IF YOU LET THEM KNOW THAT YOU’VE BUILT IT!
Marketing is the art and science of creating need. You can reach out to people to do this, but it’s far more effective to attract them to you. When you knock on a door, you have to justify why you want entry. When people knock on your door, they’re happy to pay the price of admission.
CREATING MARKET GRAVITY
Consultants (and others in professional services) often make the mistake of thinking that they have to reach out to others, or that they are too new to the business to expect others to come to them.
Both of these beliefs are fallacious.
The “build it and they will come” apothegm from the movie Field of Dreams is also fallacious, in that they can’t come ...
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