If you run a small business each form of marketing you pay for takes on greater significance due to marketing budget restraints. You can't really afford for any one marketing activity to be a total flop because it will probably make a huge dent in your budget and leave you unable to do other things that you need to do.
Human beings are a judgmental bunch. Despite being constantly told not to, we judge books by their covers. We believe first impressions count, and our perception is our reality. How would you feel about..
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