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If you own your own small business, marketing is the key to your success. It is hands down the most essential business skill. Without sales, without customers, without revenue, a small business cannot survive. And when you run your own business, on eBay or indeed anywhere else, you are the person responsible for making those sales happen, generating those customers, and bringing in that revenue. Let us put it even more bluntly: If you are in business for yourself (whether on eBay or anywhere else) and you do not know how to market yourself, your products, or your services, you will fail. It is an absolute, 100 percent guarantee, with no exceptions. Whatever you call yourself in your business— whatever title you use, however you describe yourself at networking meetings and cocktail parties— you are the salesperson in chief.

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