Equating volume with profit. Thus targeting your marketing to the largest audience, but also the one with the narrowest margin, and least loyalty.
Assume people already know what differentiates your product or service from the competition. Or worse yet, defining your unique selling proposition in terms of ‘best in class’, ’superior customer service’, or ‘ISO 9000 [...]

The Duct Tape Marketing blog has an inspiring podcast about Brown Lures, a company using social media in the low-tech fishing industry to sell their products. It’s a must listen for anyone in the plumbing, contracting or lawyering trades.
Even so, I bet there’s a lot of nay sayers who doubt the value of this new [...]