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Not to minimize the benefits of networking – but networking is not marketing. Joining a club or an association, in the hope that over time you might bump into someone who could use your services, is not an effective way to grow your revenues.
Marketing is a strategic activity that has a measurable return on investment. In other words, marketing does not involve luck or hope, because when you market your services, you have complete control of the outcome. Marketing means identifying your prospective clients and executing a plan that generates an immediate response from your target prospects.