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Never allow yourself to be fooled into thinking your marketing efforts are so good that you don’t need to make phone calls. Marketing or advertising might be very good at reaching a broad market, but 9 times out of 10 it still takes the phone call to get the person to move. If you’re not following up on your advertising or marketing efforts with phone calls, then you’re wasting your money on advertising. In fact, I’m a strong proponent of ensuring that you’re making the right number of phone calls before you start looking at spending time and money developing an advertising program.