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best practices BUSINESS SIDE Here are eight types of marketing you might not have considered. Prepare to have your mind blown. CAUSE MARKETING LES: Cause marketing has become a hot trend recently, and if you like to support companies that do good, you'll like this. Cause marketing is attaching a belief or cause to your business's efforts. A perfect example of this is TOMS Shoes. This company makes shoes (and other items, but shoes are their primary focus), and in their words, "With every product you purchase, TOMS will help a person in need. One for One." You buy a pair of shoes for yourself; TOMS donates a pair of shoes to a child in need. Pretty awesome, eh? The nice thing is there really isn't a catch. TOMS shoes aren't cheap, so you're probably paying a little extra to allow them to fulfi ll their mission, but for most people that's just fi ne. How could this affect your practice? Well, maybe you have a cause in which you believe strongly. Perhaps attaching your service to that cause could be a win-win, generating awareness and support for your cause, good feelings for your clients, and additional business for you. Love animals? Maybe raising your prices by $5 for a month, with all extra proceeds going to your local animal shelter, will generate a nice donation for the shelter and some good points for you. Think You Know All About Marketing? Think Again! By Les Sweeney, BCTMB, and Kristin Coverly, LMT

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