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I remember when I first read that quote. It was 1990 and I had just finished an MBA in marketing. I remember thinking, “Why did I just spend over $50,000 and I’ve never heard that before?” Isn’t it just about the most obvious statement? Creating customers is your foundation to support an entire business and lifestyle and to do it requires smart, savvy marketing. Marketing that sometimes goes against traditional thinking. Against what an ad rep might tell you or what you might be taught at one of the top three business schools.
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Special orders can be a profit center for parts departments, but it’s important to set rules and procedures in place regarding prepayment or approval in writing, allowable markup, and how soon orders will be placed and when customers should be notified once the item arrives.
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Writing effective direct-response ad copy isn’t rocket science, but it does require a certain amount of finesse. Print ads should arouse curiosity, provide information, stress a benefit and include a strong offer.

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