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Superb marketing is reliant on “reach.” Reach has two elements:

  1. The amount of names you can readily access (lists) which are relevant to your value.
  2. The ease with which you can get on those radar screens (they read what you send, respond to you).

This is an off-balance-sheet asset. Develop it and safeguard it.

Written by

Alan Weiss is a consultant, speaker, and author of over 60 books. His consulting firm, Summit Consulting Group, Inc., has attracted clients from over 500 leading organizations around the world.

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