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Clicksand - by Troy Bill (Hardcover)
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Industry veteran Bill Troy shows how the “snake oil” pitch works, why so many business owners are susceptible to its allure and how business owners can break out of the trance that online marketers have them in. Bill lays bare the tricks and hypocrisy of online marketers, showing how their sales pitches follow the same recipe used by patent medicine men in the 1800s, and how the “data driven” tools they tout are really built like casino gambling to encourage businesses to spend more. Small agencies and consultants flood local networking groups to build in-person relationships and the giant companies sign up local “certified partners” to represent their services. These “partner” programs are simply badly disguised commission sales positions (local “partners” must generate revenue for the parent company in order to maintain their partner status).
CLICKSAND challenges the conventional “group think” mentality prevalent in business these days and takes on some of the most powerful forces in marketing today in an effort to help business owners avoid disaster.