Doing good work just isn't enough if your goal is to increase the size and range of the business you do. Why not? Because we live in a world of impressions, and how you are perceived has everything to do with the number of customers that will come your way. Can you imagine a Fortune 500 company —no matter how superior their product—without a marketing department? These giants got where they are because they know their markets and aggressively promote themselves with both old customers and new prospects. Yet good marketing is even more critical to remodelers. As a service industry, we rely heavily on how customers feel about us. And most of us aren't big enough to grow based
