Reaching a broad market can be expensive and inefficient but creative thinking about intermediaries can help. If you're a craftsperson with ideas for corporate gifts, building your profile with event specialists might be more productive than trying to reach big organisations. And if you're offering a service to self-employed people, why not build links with other small businesses advisers such as accountants so that they can recommend you?
Sally Seed, Stoneleigh Communications
Using the right words to reach the right people in the right way
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