I’m a tennis coach. My clients were astounded when small but worthy upgrades to their game changed the course of their next match — and sometimes their careers. The same holds true for marketing: Make one proven upgrade to your program, and success compounds.

Whether you service public, privately held or nonprofit clients, the most direct path to marketing results is to affiliate with aggregations of prospects in their industry associations. The caveat is, however, that you must attend regularly and take a leadership role — join a committee, participate on a task force or event — so that you become known as a trusted partner. Referrals will happen.

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