While it's true that noting happens until a sale is made you first have to get people to listen to your sales message. Before you can get people to listen to your sales message you have to craft a well considered marketing plan. And, oh yeah, you have to get that well developed message in front of the RIGHT people - folks who may actually want what you're selling.
http://www.waynemessick.com/small-business/exactly-what-is-the-relationship-between-online-business-promotion-and-fly-fishing
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