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You can't imagine the number of people who've told us they've been burned by marketing companies before. Just yesterday someone told us about $5000 they spent for a trade show booth that had almost no traffic. And last week someone told us they spent $15000 on a marketing program that got them precisely NO new business.

If the Internet is the Wild West, Marketing on the Internet is a straight-up jungle.

The problem, in our view, is that the barriers-to-entry are just too low in Marketing. Anyone can hang out a shingle and call themselves an expert. And, of course, it's capitalism - so Buyer Beware.

The reality is that marketing entails risk. But if you think you can avoid it by going with a performance-based compensation program, just be ready to get burned again, because they're selling you the sleeves from their vest.

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