As a business owner do you welcome education on marketing or do you want someone to just do it for?
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I believe that respecting the customer and understanding their ask is the first step. Some customers hire marketing professionals to execute a specific element of their marketing plan, others are hoping to understand how to maximize their marketing efforts, still others are looking for a marketing consultant. Listening to your prospect/customer is always the first step.
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I agree. Listening is one of the most important steps if not the most important one in understanding the clients' business objectives.