and a promotion? Many businesspeople have just a promotion and go through life thinking it's a business. Let me explain. In a promotion, you have one product, one service, and once you've sold it to someone, that's it. You've got to go out and find yourself another customer. That's an ongoing marketing promotion, not a business. On the other hand, a business is where you buy customers and then sell something, or many things, to them over and over and over again. By the way, whoever said you can't sell someone else's products or services and get paid a commission for the referral? Strategic alliances with other businesses can be a very powerful way to increase your customer base for a relatively low outlay. And, what's more, by linking up with the right businesses, you can target the exact type of customer who offers the best return on your acquisition cost. In Summary After reading this chapter, you should experience a profound mind-set change towards marketing. I hope this has already taken place. From now on if you think of marketing strictly as an investment, of customers as something you buy, then you will start spending at least 50 percent of your time in this area of the business. If this hasn't already happened, read the chapter again! I've seen these simple instructions completely transform thousands of businesses who have been stuck on the treadmill of traditional thinking. It's time to get off the treadmill and start getting somewhere. Once you've accepted these philosophies and are prepared to make the necessary changes to your business, that's when you can start applying the tips included in the last part. The first three parts will get you ready. The fourth will give you all the tips and the tools to make it happen. But before anything can happen, you need to meet my mechanic. 23