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When a construction company asks me, “Where do we start? We want to market our company.” I tell them, “Who do you want to reach out to? Who do you want to work with? I mean, who is your target audience? And then figure out ways to make a connection with them. You have to understand what they read, where they hang out, what they like to do in their spare time, in leisure time and what events and/or conferences they go to.”

And then you step back and figure out ways to make not only a remote connection or a virtual connection maybe by sending a direct email or a piece of advertising online or, you know, in a newspaper or journal, but also figuring out ways to physically connect with these individuals because it is the face-to-face that makes all the difference in the world, regardless of, you know, what business or industry you are in.