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You wouldn’t drive a nail with a wrench. And you wouldn’t snake a toilet with a garden hose. And you wouldn’t spread joint compound with a butter knife. (Would you?)

Like most jobs, marketing has specific tools to accomplish certain jobs effectively. Unfortunately, many people don’t understand which marketing tools are intended to accomplish which jobs (goals).

Many business owners have been doing their marketing “on their own,” doing what they know and/or what someone told them they “had to do” (and which aren’t always connected to an overall strategy).

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