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This book focuses on helping local business owners generate and maintain a lead generation strategy for their business. The book makes the point that local businesses can't beat out big companies in terms of a marketing budget, but they can beat them in one particularly important area, trust. Despite all of the technology out there, people still prefer to do business with local companies that they know and trust. With the right strategy, the book claims, a local business can develop and nurture leads at a rate equal to or even faster than the "big companies". One unique feature of the book is the decreased emphasis on social media marketing along with the increased emphasis on other types of marketing.

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