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Burgo
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I go along with Bert that word of mouth is the best form of Marketing.
Turn your customers into Cheerleaders by giving a service or product that WOW factor where your customer raves about you.
I seen if happen in the Cleaning industry many times.

For those just starting out concentrate your marketing locally.
Editorials in your local news paper followed by an advertisement work wonders.
Local shopping centres have a notice board put some marketing material there and talk to every you meet tell them what you do and always give out your business card.

What about a brief summary of what you do to use in lifts
Sell yourself by being yourself cut out the bullshit and concentrate on honesty.