Lead generation starts with a deceptively simple question: Who is your ideal client? If your answer is ‘everyone’, you’re doing something wrong. Just like how fishermen use different bait for different fish, your lead generation efforts need to be tailored to hook the attention of a particular type of client. At first, it seems obvious…

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Why do salespeople have such shady reputations? Maybe it’s because they’re constantly trying to push products their clients don’t need. Maybe it’s because we know (or at least suspect) they’re driven by commission or profit rather than the best interests of their clients. Either way, we don’t trust them. And without the trust of your…

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