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    Eight marketing maxims

    • Trust is worth more than attention.
    • Helping people get to where they seek to go is more effective than hustling people to persuade them to go where you’re going.
    • Choose your customers, choose your future.
    • Tell ten people. If they don’t tell the others, make a better product.
    • Creating the conditions for the word to spread is the job of the marketer.
    • Customer service is free.
    • “You’ll pay a lot but get more than you paid for,” is a useful motto.
    • Act like people are watching. They are.

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