Connecting with people on social media helps you build both positioning and authority in a big way. Here’s why that’s important: When you’re selling online, you’re in what’s called the direct marketing business. You are marketing and selling your product directly to your consumer. Back in the old days, there was a big demarcation between direct marketing and brand marketing—branding was what the big companies like Coca-Cola and Apple did, and direct marketing was what the scrappy, bootstrapped, upstart businesses did. But today those lines have blurred, and as you build your business online,
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