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If you’re after no-nonsense marketing advice, Dan Kelsall is your guy.

We use a similar approach at CANDDi too, that’s why we like him. We don’t believe in the frilly, salesy language so many of us are used to. Not because we think we’re cool or controversial, it’s just not us.

That’s what this quote reaffirms for us. It’s better to work with customers who think like you because you’ve already won half the battle. But more importantly, your relationship has come from a place of authenticity.

When it comes to customer relationships, trust is the most important thing. If you’ve built that relationship on the basis of something you don’t actually believe in, someone’s going to end up feeling hurt. And it’s usually your bottom line…

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