Your brand message is an important part of your marketing. It is where you build know, like, and trust. If you have even just two of these, people are still going to shy away from doing business with you.
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Know, Like, and Trust are essential, well said, thank you, Dennis.
Anyone who has been in business long understands this is essential. Strangely, in my life this worked with bid jobs as well. With bidding selling never comes into play, know, like, and trust can. Understanding the needs of the potential buyer and laying out how those needs will be met often makes a difference. This went for major corporations to just people who needed the service I supplied.