BEING AUTHENTIC ONLINE WILL ATTRACT CUSTOMERS

Luis Congdon – Tips

    • Being Authentic Online Will Attract Customers
    • People want to feel a connection to companies 
    • Build trust first, then the business will follow
    • Be clear about what you and your brand stand for
    • Bitcoin and Blockchain proof that the online world is getting stronger.

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Doug Morneau: Well, welcome back to another episode of Real Marketing Real Fast. I've got joining me in the studio today, a friend of mine. This individual, I met in Vancouver. He was traveling up from the Seattle area. We were attending a conference put on by a local entrepreneur called Sunny Lenarduzzi speaking about video marketing, and I had the chance to meet Luis and his Kamala. I'd like to welcome Luis Congdon. He works with entrepreneurs and Fortune 500 companies to help them scale their online sales. He does this with podcasting, web optimization strategies and e-mail automation. He is ranked as a top podcaster, which will make my interview a little bit more difficult. I'll be a bit nervous talking to the guru. In his podcast, he has attracted over 100,000 fans. He enjoys life traveling and consulting with his wife, so welcome to the show.

Luis Congdon: Hey, excited to be here. Let's bring it.

Doug Morneau: We met, as I mentioned, in Vancouver, and we immediately connected, and we're quite impressed with what you and your wife have built for business and an online business. Did you want to fill in the blanks? Is there anything that you want to share with us, maybe about your last three months traveling around the world, as you're still doing business?

Luis Congdon: Yes. You know, one of the things that's really shifted in our business is the understanding that we live in a highly global economy, so even when we travel, my partner and I, my wife and I, we love to travel. We love going to other countries and while we've been traveling the past few years, we didn't fully realize that while we were in other countries, we could do business there, that we could work with companies that needed consulting and optimizing online. Now, we've added that as a way to further enhance our travels and also just enhance our experience and our abilities to give and make an impact. Now, we can be in another country and also consult with companies and individuals and business owners while we're there.

Doug Morneau: That's so cool. I mean I followed your trip through Columbia, and that's a place that's on my to-go list. A lot of people have said a lot of things about Columbia, but it's sure changed and growing, and they're welcoming a lot of expats there. It's on the top list of places by International Living to move to. Do you want to share with our listeners a little bit of your marketing? I've followed you online for a while, and you're very aggressive. You take a different approach, so why don't you share with us one of your biggest successes or breakthrough that you've got marketing?

Luis Congdon: Yes. One of the biggest understandings that I'm really going through currently in our business is just really understanding what a global economy that we live in. I've always worked online as far as business goes and owning my own business with my wife. We've always understood that we work online, and we could work with anyone we want to, and we're working with people from all over the world, but I'm really starting to understand that what we know in the United States isn't something that everyone else knows outside of the United States. What we know as marketers isn't something that people in other companies really understand because companies such as Coca-Cola, Virgin, Under Armour, a lot of these companies became big in a world where the internet wasn't such a central focus.

Now, if you look at statistics like Adobe, Digital Insight in 2017 said that in November, there was nearly $34 billion in sales made online and that the internet had set records just this past November 2017. We're in December right now, and the internet actually set new records for online sales and meanwhile places like brick and mortar stores, people going to the mall and Walmart, those sales went down, so you've got companies like Amazon that are skyrocketing in growth because their online sales are very dialed in. Now, the question for me as a marketer, not even a question, it's just something that I'm doing is now, let's help other companies understand how to do that. That process of being more optimized for online whether it's through e-mail, something that we absolutely love, but not just e-mail.

We can utilize podcasting. Podcasting has grown over 20% or 13%, excuse me, 13% from 2016 to 2017, 13% increase. It's been doing that for the past few years where it's been growing. Now, you've got something nearly 13 million people tuning into a podcast every month or something like that. I don't remember the exact statistics, but online is growing at such a rapid rate that if entrepreneurs and businesses and major corporations don't get with the times, they are certain to die out at some point because online sales are going to dominate the space.

Doug Morneau: Yes, I mean it's funny you mention that. That comes just following an announcement by a large retailer, North American called Sears that Sears used to put out the Christmas catalog and a regular catalog, and they really were the Amazon of catalog shopping. For whatever reason, they didn't adapt and move into that space. They filed for bankruptcy protection. I know they're talking to Amazon now, so they're the perfect example of someone who owned the market and then lost the market because the consumer changed, or at least the way they shopped changed.

Luis Congdon: That's right.

Doug Morneau: One of the things you mentioned, I think, was interesting, and it's not a topic I hear people speak about in terms of global economy, in the same way, is that often, we think of a survey of ones. We think of, “Well, how do we operate our businesses? What's happening in my neighborhood? What's happening in my city?” We forget that when we travel, that we've got this high-speed internet and we've got fiber optics. All these great things and you go into other countries, and like you mentioned when we talked offline, there's a lot of countries that are just struggling to get online and get a website. While we think that we need to have all these latest, greatest tools, dial it back. Go back 10 years, and there's people that are just entering that world.

Luis Congdon: Mm-hmm (affirmative), mm-hmm (affirmative), so what's the question exactly?

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Doug Morneau: It wasn't a question. It was just interesting because you shared a little bit about what's going on and how fast the world's moving. I think sometimes, we forget. We think that the whole world is our world.

Luis Congdon: Oh, definitely, yes. People are coming in at completely different stages. Also, along with what you're saying, I think it's very easy for people that are coming new into something, whether it's people or companies or businesses coming into a new realization to go way overboard and over-complicate things, so an individual or a company might go, “Oh my gosh, the online thing. That's the way to do it. Now, we've got to set up e-mail. We've got to understand e-mail. We've got to understand podcasts. We've got to understand social media.” You don't have to go after all those things at once. Maybe you don't even have to go after all those things ever. I think what I resonate with what you said is that there's this tendency to think a little too broad-stroke or too big all at once. I also resonate with yes, you know, the world that we live in. Especially as people who are working online and understand the online space, we have a tendency to think, “Well, everybody knows this,” but they don't.

Doug Morneau: That's right. Yes, one of the things I've watched that you've done with a lot, and I've watched with a lot of interest is your approach to social media and Facebook. I don't want to give away all your top secrets here, but I'm going to ask if you're willing to share a little bit about what you're doing on Facebook because you're getting a lot of engagement. It's not what people would typically think of doing if they want to grow their business or brand online.

Luis Congdon: Yes. One of the things that I really understand with companies and something that's shifting with business owners and entrepreneurs and individuals who are doing business is that business space has changed from big companies having this huge admiration and respect to people now looking and saying, “Well, I want to face. I want to feel some connection with that company or that business or that individual.” It's more, now, we're getting into this influencer marketing space. The space where we want to connect deeper and not just connect with a symbol or a logo. I think it's been this way for a long time, but now, it's just even more obvious than ever. Something that I like to do online is one, I'm very personal when I post online, so I will post struggles and hurdles that I'm going through. I will post very clear posts on all social media channels that are very clearly made to insight a sale. I'll be very direct and say, “Hey, guys. This is what's happening. This is how much money I made today. If you'd like to learn, I've got something going on that you can utilize to learn.”

Also, the other, the key thing though, I think for me, that's the biggest difference between a lot of people as far as business owners is that I try to be very personable. I'm not just going out there and trying to do business. It's a very small percent of what I'm doing, but I'm cognizant that if I go on social media and I tell a grueling story about losing my mom when I was a young child. I'm not doing that to make a sale. I'm doing that to connect with people. I'm very cognizant that through connection and through trust-building that later, that will also help facilitate an easier transition of people trusting, as well as people willing and being excited to spend money with me. There's always a mentality of, “I'm going on here so that you get to know me, so we get to know each other. That will help us connect. Hey, if there's space for a sale, fantastic. That will help us do that as well.”

Doug Morneau: Well, I mean, I think you're right. It's just really about connecting with people. The old saying is that we do business with people that we like and trust. Often, people try to reach this huge audience by going broad with the spray and pray approach. I've seen you be very, like you said, very personable. What I've also noticed is a lot of the content that you're publishing, I'm seeing in your personal feed.

Luis Congdon: Mm-hmm (affirmative), yes.

Doug Morneau: What was interesting was, I was trying to post some stuff on Facebook. I've got one of my VAs doing some uploading. She had an issue with one of our business Facebook pages. I went and looked. We actually got an error message. It basically said in summary that Facebook won't allow us to post anymore until we get a higher level of engagement on the business page.

Luis Congdon: Interesting.

Doug Morneau: We'd heard they were gating content and obviously want you to pay for sponsorship and boosting posts, but there you go. If your engagement isn't high enough on your business page, it's going to restrict the number of posts that you can put out, which is not obviously, a restriction as you're doing in talking to people in a personal way on your personal page.

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Luis Congdon: Yes. Something else too to note is if you own, if you're a business owner like I am where a part of your business is really centered around you like Luis Congdon, the consultant, Kam la, my wife, Kamala Chambers and Luis Congdon. When people go to our website, they see everything that our company does, that we have nine, 10 different employees working for us, but what they also see is that Luis Congdon and Kamala Chambers are the owners of this company. They're the heads of the ship, and so the way that people function nowadays is that they don't just go, “Oh, cool. This company does X, Y, and Z. These two people are the owners. They go, ‘Well, who are the owners? Let's get to know them a little bit more personally.'” They might go to the fan page, but they're probably definitely, if they're really actually interested in hiring you, they're going to find out more about you personally.

They're going to do their research and find out. One of the best places to find out, to personally understand who someone is, is go to their Facebook. Go to their Twitter. Go to their LinkedIn, but really for me, anyways, my understand and it's the way that I've researched is I got to people's Facebook profiles. I go to a company, and I'm like, “Who's the owner?” Then, I go, “Well, who is this owner actually?” Not who are they on their business page, because a business page is clearly made for business. Who are they in their personal lives, so I'll go and research them there.

Doug Morneau: Yes, it's interesting. I spent a lot of time cultivating my social media platform. I generally will remove contacts that are overly negative or too political or that is … It's like I don't need that negativity in my life. Those are not people that I want to do business with in any way.

Luis Congdon: Yes, definitely.

Doug Morneau: In terms of marketing, what you're doing online, what are some of the myths, do you think, that hold small business away from engaging and taking a more personal approach online?

Luis Congdon: I think the thing that's for bigger businesses and small businesses, one of the big things that's really holding them is understanding the impact that something personal has and the impact of creating like, “This is the person that I'm going after. This is how they think. This is how they function. I'm going to bring out stories and elements of that person through what is shared, so that person is attracted.” Meanwhile, the other person is not. If you look at traditional marketing, a lot of it is like you look at magazines, for example. This is probably something that happened with Sears, is when I open up the Sears magazine, I have no idea who the models are. I don't know what Sears really stands for anymore. Their whole brand got diluted, whereas back in a different time period, what was really cool about Sears is they refuse to be in the credit card industry. If you went and shopped at Sears, you could not get a credit card because they did not … They stood for an America that was not driven by debt.

That was very cool for people in the 40s and 50s. That was awesome, right? As you got into 90s and 2000, everybody lives off debt. Now, that branding and that messaging of Sears is no longer as relevant or targeted to the time. One of the things that I might do if I'm posting on my own page and in my business page is I'm talking a lot about, “Look, you can travel to Columbia. You can be in Thailand. You can be in all these different countries, and you can work from your computer. You don't have to clock in. You don't have to dress a certain way.”
This morning, as I'm doing this interview, I'm wearing sweatpants and a t-shirt, and I'm at home. As soon as we get off this call, I'm going to go on a walk and have my exercise and have my breakfast. Then, I'm going to go back to work, maybe turn on the heat at my place and be in my shorts. I'm appealing to the person that says, “Wow, that's a revolution. That's the revolution I want to be a part of.” A lot of companies, businesses, entrepreneurs, they're losing that part because they're trying to be too generic or too broad and not personal enough.
Right now, our current president is Donald Trump here in the United States. Donald Trump, one of the things that he appeals to for people is he stands for something very clear, and you either like it or you don't, but it's very clear who that person is. Same thing with Obama. Obama was a revolution, first black president, somebody who really stood for women's rights. He stood for ethnic rights. We have to stand for something in business now. It doesn't have to be political or religious, but we need to stand for something. We need to make that clear through our marketing and through what we share.

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Doug Morneau: Yes. I think you're right. Like you said, coming back to doing business with people that you like and trust, in Trump's case, he's obviously not everybody's cup of tea, but he's been very specific. I've done work with writers before. Years ago, we had these two writers that we would hire. We had hired these two guys to work on similar campaigns like an AB test. We'd use the same media, so everything would be the same, except for the two writers. What was interesting was one guy always crushed it. The other guy's response was always mediocre. We've analyzed like, “Why? Why does this one guy just nail it? Was his copy that much better?” The answer that we came up with was that one writer, people were indifferent to. The other guy, they either loved him or hated him, and the guy that either had the love-hate relationship, he was the guy who crushed it because the people who didn't like him tuned his message out, but the people who liked him took action. The guy that was indifferent with everyone just kind of liked him. He just couldn't move the sales dial.

Luis Congdon: That's right. Then, how do we add that into the post that we share on social media? How do we share that into our podcasts, our YouTube videos, our e-mails? How do we then start being that company, that business that is framed in that way? It doesn't have to be the super polarizing thing, but your marketing needs to have a little bit of that edge to it because for example, let's take the clothing industry. One of the things that they've really started to do is that bigger women are in now, right? That's something that's really shifted. It's that, “Hey, this is how a woman's body looks. She looks this way and that way and that way.” You've got some companies that are popping up and some models that have utilized social media become models for some big name brands. Some of these brands have really sprouted because they said, “Hey, you know what? Our models are going to look just like you. That is going to be one of our things that makes us different, and one of the things that really makes us really awesome.”

It's not super crazy polarizing to think, “Well, yes. It's new. It's very different,” but this person isn't throwing it in your face like, “She's prettier, uglier,” or whatever. She's just saying, “This is also part of real life.” I encourage people to find their happy place of how they represent better in companies, how they represent that.

Doug Morneau: Well, I wonder if it's not just people being afraid. What if I reveal how I feel about something? Would I potentially lose a sale? Will I offend people? I think you're right in that it's more being authentic. I mean I would rather work like, I mean I like how you operate your business. I love the way that you guys travel. I'm thinking a lot of society and definitely a lot of solopreneurs, entrepreneurs don't believe that they can go to Columbia for three months and carry on their business just fine, but you just did that, so we know that's a fact.

Luis Congdon: Yes, it's a scary thought to think that we could live in that way. It's still a very strong turn towards away from what we've traditionally known. I think that's where my customers and clients, they get this new fascinating appeal because they see pictures, and they see videos. They see e-mails. They see everything that you can possibly see about our lives in regards to, “Look, we're in Columbia. We're living in a penthouse. Here I am logging in. I'm about to do a podcast interview. Here I am doing a sale and making money that makes enough money for a whole month in this country.” It's very possible. I think that the more that brands can try to start to share that with us, whether it's an entrepreneur or a company that's behind the brand, the more that they can share something with us that really makes us feel like a part of something deeper. Now, we're getting into the magic sauce of business. Then, also optimizing for online because that, for me, has been the biggest insight.

A lot of people think, “Well, how am I going to make sales? Online is this huge world,” but because it's such a big world, that means that there is so much potential traffic that will find you even if you don't understand it all. You just have … One of the things I saw, a digital marketer at one of their events, one of the speakers said, “How many would like 3% of two million dollars, or how about 3% of three billion?” It's the same thing with online. It's that if you're online, you can take a percentage, even if it's small. You're still taking a very big percentage of potential buyers that will find you. You just need to understand a few things. They don't have to be complicated.

Doug Morneau: Well, I think that goes to your USP as well. I mean when people say, “I need to find new clients,” to say, “Well, what makes you unique?” The answer I often get, I don't know what your experience has been as well, I'm the same as the next guy, or there's really nothing unique. I think your example there is by sharing the fact that the way you guys live your lifestyle and travel, that's unique, which is different than a lot of other people that are in your space.

Luis Congdon: Mm-hmm (affirmative).

Doug Morneau: That's a way to market yourself and set yourself aside from everybody else. It's a little bit difficult to believe somebody who's living in the city setting and has never traveled and has never worked abroad selling seminars and webinars and teaching and coaching and training people on the freedom lifestyle, the laptop lifestyle. Well, they haven't done it.

Luis Congdon: Mm-hmm (affirmative), that's definitely true.

Doug Morneau: Looking at the future and what's coming in the next three to six months and not talking about Bitcoin or Blockchain, what are you most excited about, as it relates to marketing?

Luis Congdon: Bringing up Bitcoin and Blockchain is interesting because, for me, it's just further proof that the online world is going stronger. The online world is taking a bite out of every single piece of commerce and money that it possibly can. It's biting into the way that people are traditionally spending money and companies are shifting. For me, I just utilize that as further proof that I am on the right path, that understanding how to create online sales, how to help companies do that and being online strong and less of a focus of going to seminars as a way to network, instead, using social media as a way to network and meet people. Instead of creating a traditional bring and mortar store, setting up a store online and making all sales online and focusing stronger there. That growth of Bitcoin and Blockchain is just, for me, further proof that I am on the right path and that other companies should take that as a very strong warning of these shifts that we're going through.

Doug Morneau: Yes, true enough. I mean we're coming off the global digital currency. If you've listened to or read Elon Musk book talking years ago before, way before Tesla when he was working at the predecessor to PayPal. His question was, “Well, why do we need banks? Why can't we just do all these online?” Fast forward years and years, and years later, and it's just now starting to come into the mainstream, or at least not mainstream. At least people are talking about it as if it's for everyone.

Luis Congdon: That's right. I agree with that 100%.

Doug Morneau: What advice would you give our listeners who are listening today saying, “Hey, I want to explore this more. I'm just not sure what the next steps are,” or they're dealing with a fear. What would you tell them to do? What's one next step they could take?

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Luis Congdon: One of the first things that really shifted my life is, and it's something that my wife showed me. It's one of the things that shifted business for me completely, is understanding that when you're online, if you start sharing your message, start letting people know what your skillsets are, start sharing stories about clients that you've worked with, start sharing stories of struggles and challenges and maybe how you've overcome them, as it all pertains in some way to your business and to your personal growth. The more that you can share that, the more that people will be drawn to you and attracted to you. The easier that sales will be, and so if you're a new business owner, or you're a new entrepreneur, and you're thinking, “Well, I have this skill. Maybe I have some sort of degree or have all these years behind me. Now, I'm going into business, and I need to get my own clients. I don't have somebody paying me except for what I bring in. I'm not sure where to start.”

I would say start utilizing social media. Start sharing your skills. Start telling people your stories about what you've done in life because that will draw people. That will create a certain trust and magnetism to you. If you're a bigger company and you're thinking, “Hey, we want to shift to online. There's so many moving parts.” I would suggest a very similar thing. Start sharing stories. One of the companies that I worked with down in Columbia, they sell clothing there, big clothing company. One of the things I suggested to them, their traditional method of giving business is they have vendors. They have not vendors like stores, but they have individuals that go out and like a Mary Kay, right? They open up a magazine, and they show people the clothing. People pick out stuff. Then, they take a percentage of that sale.

Well, what I would recommend to you bigger companies that have this more traditional setup where it's a store or magazines, one of the suggestions I made is start telling stories about staff. Some big success so that more people want to work with you or more people go, “Wow, that's amazing. I want to buy from them.” Recently, I saw on a movie about the bombing in Boston, the marathon bombing that happened. It was a story, it was a true story about a guy who ended up getting his legs blown off.

In one of the scenes, a guy from Costco, one of the managers comes in and tells the whole family, “We are going to pay for all of the medical of him, for him. We're going to pay all his medical.” Then, the family is like, “Is he going to lose his job? That's what we really care about. Is there going to be income?” They said, “We will never fire him. We will always have a place for him. We'll work with him while he's in a wheelchair to figure out what he can do in the store. We'll make sure that he's employed by Costco.” I saw that. I thought, “What a wonderful commercial for Costco,” because as I see that, somebody who's just a movie-goer, I now want to shop at Costco more because now I know that I'm not just shopping at Costco. I'm supporting people that maybe have had some travesty in their life or will. Costco will stand behind them. I'm happy to spend my dollars there. Companies need to do that more often, as well as share the stories that really touch people.

Doug Morneau: Yes, it's interesting because that, sometimes, is a bit of a double-edged sword. You'll get some people who will do that stuff to attract attention. Now, as long as they're still following through, that's fine. Then, you'll get other people who will do those good works and those kind deeds. They'll keep it quiet. I've often worked with those guys saying, “You need to share your message. It's not a bragging thing. You need to share your message that it excites your staff. It excites your customers. The community needs to know.” I mean we turn on the news. There's enough bad stuff on the news. It's great to see a good story like that.

Luis Congdon: Yes. There are companies that do keep it fairly quiet. Amazon, or not Amazon but Wholefoods prior to being owned by Amazon, after the hurricane down in Florida, Wholefoods ended up locating all their employees. They had a whole store that would not be opened for quite a while, and they said, “We're paying every single employee from this store until our new store is opened. All of you guys can, rest assured, that what you've been used to being paid, you will have that from us as we rebuild the store. The first people will ask if they want to work with us as we reopen will be everyone who already has a job here.” That's a story that's not publicly known really, and it's an incredible story. I'm not saying use these stories just for marketing employees, but as somebody who read that story, it made me even feel more awesome when I went and shopped at Wholefoods.

I think companies, as they get bigger, these stories need to be more well-known because Amazon, one of the things that makes me not super excited about shopping about them, is I don't know a whole lot about them as a company and what they're up to. Jeff Bezos is somebody we know quite a bit about, but the more that, I think, companies can give us something that personifies them, personalizes them to us, the better that they'll do. That will help their online sales as well.

Doug Morneau: Yes, that's really cool. Yes, I totally agree. Moving forward, two more questions, and I'll let you get back to your day because I know you're just anxious to head off and go for a walk or head to the gym. As of my people go, “Well, what's your day like?” I say, “You really don't want me to tell you what my day is like. You don't really want to know that I start out super early, and most of my interviews are done sitting in gym shorts and sweaty, and that's why they don't do video interviews.” Who's one guest that you think I should have on my podcast?

Luis Congdon: One guest that I think you should … I think you should have Ben Settle. He's somebody's work that I really appreciate and enjoy. He's one of the best people I know with e-mails.

Doug Morneau: I love his copywriting style. He's got a totally different approach than a lot of the guys that are out there. I think that's really cool, so that's a great tip. I will follow up with Ben. Now, how can people find you? What's the best place to get ahold of you online?

Luis Congdon: Yes, definitely, so I can be found at thrivinglaunch.com. Over there, you'll get all the resources that you need in order to really understand how to do everything that we've talked about today, using all digital platforms, so how do you create blog articles to share your message in this way? How do you create a podcast to share this message? How do you utilize online content to then attract customers and keep that loyalty?

Doug Morneau: Well, that's excellent. I will make sure listeners, as always, that will be in the show notes. I will leave you with a parting thought, and that is are you ready for a business breakthrough, or are you just going to settle for more of the same? Tune in to our next episode. Check back to our blog. You'll find our show notes there. If you're not subscribed, subscribe to us in iTunes. Thanks so much, Luis, for sharing your wisdom and expertise with us today.

Luis Congdon: My pleasure. Thank you so much for having me, and everybody have a great day.

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Resources Mentioned

The Facebook ERROR message I received (mentioned above)

[Publish] Facebook page request limit
What happens with this specific error is that Facebook would look at the overall engagement of your page within a 24-hour period (e.g., clicks, shares and comments on your posts). If the overall engagement is low, Facebook would restrict the number of posts that can be published on your page until the engagement increases.

To prevent this error from happening again, there are couple things we could try:

We can reduce the number of posts so that we don't reach the “request limit”. To start, share one post every 24 hours should prevent the error.
We can increase the overall engagement of the Facebook Page by inviting our fans, friends or team members to like, comment, or share the posts of the pages. This will then increase your “request limit” and let you share more posts.

This can definitely be a bit tricky since there isn't an exact ratio between the number of posts versus the overall engagement Facebook is looking for. Please feel free to get in touch with us if you have any other questions about this! Last updated on November 28, 2017

Connecting with Luis Congdon

Thriving Launch

Thriving Launch YouTube Channel

Luis Congdon on LinkedIn

Links to other podcasts and or blog post about online marketing:

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Real Marketing Real Fast Podcast – host Doug Morneau – Episode #28

BEING AUTHENTIC ONLINE WILL ATTRACT CUSTOMERS

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