Treat Your Business as a Boutique Experience

 22nd June 2010 by gihan

I was listening to recently a podcast from the Wharton Business School (they publish an excellent Web site Knowledge@Wharton), which was an interview with George Taber, author of the book “In Search of Bacchus: Wanderings in the Wonderful World of Wine Tourism”. Nice work if you can get it, right?
One of the points he made in the interview was tourism is no longer just a novelty for many small wineries; it’s a significant part of their business. He says:

“The tourism is key because the producers can sell directly to the consumer who comes in off the street. That is especially important for the small wineries, which often have great difficulty getting into the regular distribution channels.”

This is exactly the same for us as information experts!

It struck me that this is the perfect analogy for many infopreneurs and thought leaders who start marketing on-line.

For example, I see too many people who want “to be #1 on Google” for some ridiculously broad and expensive keyword phrase. If you do that, you’re competing with the big boys, who have deep pockets and huge networks. Instead, be like a boutique winery, which offers a very different experience from Liquorland and BWS (two large liquor chains, for those outside Australia).

If you’ve published a book, for example, don’t go head-to-head with – that’s a way to guarantee failure! Instead, offer things that doesn’t offer, in a different environment, for a different experience.

So what does this mean in practice? Glad you asked …

If you’re selling products on your Web site, here are five things you can do to position yourself as a boutique service.

1. Show your face.

When you ask to see the manager at your local liquor store, it’s usually because there’s a problem. But when you meet the owner of a winery, it’s usually a privilege (for both of you).

The same applies to your Web site., Apple and Facebook are brands in their own right, so they don’t need Jeff Bezos, Steve Jobs or Mark Zuckerberg to show up on their Web sites. But your Web site is different. Your face is your brand, so show it! For example:

  • Write in a friendly, informal manner.
  • Show your photo on your home page.
  • Publish your e-mail address.
  • Tell people how to follow you (you, not your business) on Facebook, Twitter and LinkedIn.
  • Publish a blog to share your thoughts.

2. Serve a niche.

Small boutique wineries aren’t for everybody. They are usually in rural areas, and even then they are off the main road (by necessity). They don’t stock hundreds of wines, they don’t have the same things in stock every season, and they might not every be open 9 to 5 every day. So they cater for a particular kind of person – not necessarily a wine connoisseur, but certainly not the average wine drinker either.
Adopt the same attitude with your Web site. Don’t market to the masses – leave that to the bigger guys. Instead, focus on a niche (or niches), where you can truly stand out and be an authority.

3. Invest in reputation, not advertising.

The small boutique wineries survive because of their reputation, not because they spend squillions on advertising. They build that reputation by being good, attracting a loyal following, and then attracting more through word-of-mouth marketing.
You can do the same. I’m not saying you shouldn’t invest in on-line advertising; just don’t make that your main marketing goal. Instead:

  • Write a blog.
  • Send an e-mail newsletter every two weeks.
  • Answer some questions on LinkedIn.
  • Tweet and re-tweet links to interesting, relevant stuff.

4. Make connections, not transactions.

This follows from the previous point. Because a boutique winery depends on organic, word-of-mouth marketing, they can’t rely on a bunch of single transactions. They need to cultivate that loyal group of fans who’ll come back again and again. A few of them – the smart ones – have started doing things like loyalty cards, e-mail newsletters, membership cards, and the like.
Do the same on your Web site. Sure, getting a sale from a new customer is good; but what are you doing to build a relationship with them? For example:

  • Give them an option to join your newsletter list
  • Send them a bonus gift a few weeks later
  • Put them on a special list, so they get things non-customers don’t
  • Invite them to be friends on Facebook, and put them in a special list

5. Create experiences.

You go to a liquor shop to buy wine – it’s a simple transaction. But you visit a boutique winery for the experience. It’s not just about the wine. It’s about the beautiful setting, the restaurant or cafe, the souvenir glasses from the wine tasting, the winemaker herself describing this year’s vintage, and so on.
What are you doing on your Web site to create a memorable experience for site visitors? This takes a bit of creative thinking, but start by thinking of what you can do that the big companies don’t. For example, if you’re selling a book, what can you do that doesn’t? Here are some ideas:

  • Include a brief welcome video
  • Bundle it with a CD and 12-month e-mail coaching package
  • Give them the e-book version immediately, so they don’t have to wait for the printed version in the post
  • Give them access to your membership site
  • Autograph every copy
  • Publish your e-mail address and personally answer customer e-mails
  • Publish your Skype address or phone number, and take phone calls

How can you use this in YOUR business?

Are you already positioning yourself as a boutique service? Or are you struggling to compete with the big-name brands? If the latter, it might be time to take another look at your on-line marketing.

Filed Under

The 7 New Rules of Social Media Marketing (probably not what you’d think)

 10th June 2010 by gihan

When I talk to people about getting involved with social media – such as Twitter, blogging, Facebook, LinkedIn, YouTube, and the like – they often say they don’t know how to behave in these environments. This is a genuine and valid concern. After all, your mum might have told you which cutlery goes with which course, but you probably didn’t have anybody telling you the etiquette of communicating in the on-line world.

Based on my 23 years of using the Internet, I’ll give you the seven most important rules for you to follow.

1. Give honest and sincere praise.

If you see something you like on-line, tell the person who created it – preferably publicly. For example:

  • If you enjoyed reading a blog post, add a comment.
  • If you like a podcast, post a review in iTunes.
  • If you enjoyed reading a book, write a review in
  • If you like a YouTube video, add a comment.
  • For all of the above, tweet about it as well.
  • Look at your LinkedIn connections, and write a recommendation for somebody in your network.

Make sure the praise is specific, and, if possible, add value to the conversation. For example, if you’re adding a comment to a blog, it’s OK to just write “Great blog post!”; but it’s much, much better if you can also add your perspective to it.

Don’t make this a sneaky marketing tactic. For example, don’t look for sneaky ways to insert your Web site address in there, unless it’s relevant. People see through this easily, it taints the praise, and it damages your reputation.

2. Don’t criticise in public.

I recently saw a well-respected blogger rant about an e-mail he received. However, it was an internal e-mail from an organisation to its members. Rather than spending five minutes checking into the background and context of the e-mail, this guy ranted about it on his blog. It was totally out of context, and totally inappropriate. Unfortunately, because he had taken such a strong stance, when people started pointing out his error, he was too far gone to back down completely, and dug in his heels further. Although he did back down a bit, I’m sure he was glad when the torrent of comments faded away!

This is the flip side of the praise coin, of course. Assume everything you write on-line is recorded, backed up, indexed in Google, and can be used in evidence against you. Even if you meant it to be private, once it leaves your computer, you’ve got no control of it!

So just be on the safe side, and bite your tongue.

3. Respect other people’s opinions and backgrounds.

When Australian cricketing legend Don Bradman passed away in 2001, I remember one news report that said more Indians than Australians mourned his loss. It was just one more reminder that we live in a global village.

As an Australian, I’m in a tiny, tiny minority of Internet users (less than 1%). North Americans are in a minority (15%). So are Europeans (25%), and even Asians (42%).

The motto of the Internet is “Think global, act global”. Allow for differences in culture, time zones, language, Internet access, speed of access and timeliness of information.

Gone are the days when we “Westerners” would be expected to “tolerate” other cultures. In the on-line world, if anything, it’s the other way around.

4. Become genuinely interested in the people in your network.

On a smaller scale, create real connections with the people in your on-line network: Your Twitter followers, your Facebook fans, your LinkedIn connections, your e-mail newsletter subscribers and your blog readers.

Of course, I’m not asking you to connect with everybody in your network. But at the very least, when somebody makes an effort to communicate with you, give them the courtesy of a reply.

Don’t fall into the trap of thinking it’s about quantity – the number of Twitter followers you have, for example. It’s not. It’s a cliche, but it really is about quality instead.

Don’t think “connect”; think “re-connect”.

5. Talk in terms of the other person’s interests.

If you follow the previous rule and genuinely take an interest in other people, you’ll find myriad ways to help them on-line.

It might be as simple as forwarding an article to them, or directing them to a YouTube video, re-tweeting something relevant, or forwarding this blog post  !

A decade or so ago, I heard business consultants recommend the idea of faxing magazine articles to clients, as a way of keeping in touch. Now you don’t even have to send a fax! You can forward an e-mail, DM a tweet, send a Web link directly from your browser, take a photo on your phone and e-mail it, etc. You get the point!

By the way, I’m not saying you shouldn’t send a fax (or a postcard, handwritten thank-you card, or book). I’m just saying there are easier ways as well.

6. Be a good listener.

I used to regularly tell people how important it was to survey your market before launching a new product or service, because your market will tell you exactly what problems they want solved.

I still believe in the importance of understanding your market. But I don’t think surveys alone are good enough any more. Your market will expect you to know what they want. How? Because you’ve been listening on-line. You’ve been participating in discussions, reading and commenting on blog posts, joining relevant Facebook groups, monitoring LinkedIn questions, and so on.

Surveys are still useful, but they’re no longer the most important piece of the puzzle. Be an active listener before you send out that survey.

7. Show them how to get what they want.

It’s nice to praise, respect, connect, re-connect and listen. And even if you do nothing else but this, you’ll build a strong, positive reputation on-line.

But if you really want to put the icing on the cake, help them get what they want.

This doesn’t mean you have to give away your intellectual property! There are many other things you could do that don’t de-value the material you charge for. For example:

  • Introduce two people in your network to each other.
  • Scan your Sent Mail folder for responses you’ve sent to somebody who’s asked a question, and consider publishing them on your blog (on the premise that if one person found the advice useful, others might also value it).
  • If you see somebody’s tweet asking for help, re-tweet it to your network as well.

How can you use these rules in your on-line world?

I’ve given you some specific examples here, but they are only examples. Some of them won’t apply to you, and conversely you’ll find other ways to achieve the same effects. The important thing, of course, is to understand the principles.

Did you like these rules?

If you did, I’ve got a confession to make …

I called these the new rules of social media communication. Ummm … That’s not strictly true. I swiped all seven of these rules from Dale Carnegie’s classic 1936 book “How To Win Friends and Influence People”.

That’s right – the basic rules of social media haven’t changed in 75 years!

It’s not about Twitter, Facebook, LinkedIn, HootSuite, Blogger, TweetDeck, iPad, WordPress or Foursquare. It’s first about people connecting with people, and treating each other with courtesy and respect.

Help Them Buy Without Being Pushy

 26th May 2010 by gihan

>You can’t pressure your Web site visitors into buying. They’re not a captive audience, so you have to grab their attention quickly, and then keep it with real value, not sales hype.

Rather than trying to manipulate, cajole, browbeat or force them to buy, create “buying frames” that explain the reasons for them to buy.

I’ll explain …

Everybody is asking these four questions:

  • Why this? What are the benefits of your offering?
  • Why you? What authority do you have for me to believe you?
  • Why now? What is the urgency for me to take action?
  • Why me? Why is this the right fit for me?

Before they buy, they must answer all four questions in their mind. You can help them by suggesting some answers.

Let’s consider each of these in turn.

“Why this” (benefits)

This is the standard sales technique of describing the benefits, not just the features, of your offerings. Features are “what this does”; benefits are “what that means for you”.

One simple way to convert features to benefits is to list each of the features in turn, then add the phrase “so that” or “which means that”, and then finish the sentence.

For example, if you’re considering the features of a car:

  • This car has cruise control … so that … you don’t get a speeding fine
  • The car has radio controls on the steering wheel … which means that … it’s safer because you’re not distracted while driving
  • This car has keyless entry … which means that … it’s faster to get into the car in an emergency – particularly for women alone at night

“Why you” (authority)

People buy from people they trust. Why should they believe you, your business and the people in your business?

Do you have testimonials from other happy customers, endorsements from well-known people, formal qualifications or practical experience?

Focus on the kind of authority that matters most for your customers – for example:

  • Some people respect celebrities, so get celebrity endorsements;
  • Doctors respect letters after your name, so pharmaceutical companies engage experts to talk to doctors about medicines;
  • Business owners respect experience more than qualifications, so prove your experience.

“Why now” (urgency)

You see this sort of marketing everywhere:

“Mid-season sale – two weeks only”
“Register now for the Early Bird special”
“Only 20 memberships available at this price”
“Closing down sale – all stock must go”
“New season fashions coming soon – current stock at bargain prices”

This is the motivator for them to take action now, rather than putting it off until later. It’s usually based on pain or pleasure – that is, the negative consequences of not taking action or the positive consequences of taking action.

This can be the most important factor that gets the sale; however, it can also be the most difficult to do, because it’s not always easy to do this without being manipulative.

If you genuinely do have a reason for making an urgent announcement, do so and your customers will respond. But if you keep doing this over and over again, they’ll soon grow weary and skeptical.

A more respectful approach is to explain why now, more than ever, your offerings are important and relevant for your customers. It’s not about forcing them to buy; it’s about explaining how their circumstances have changed – perhaps without them realising it.

For example:

  • A real estate agent could say, “There’s never been a better time to sell your home”, based on the strength of the property market.
  • An accountant could say, “The new tax laws could cost you thousands of dollars”.
  • A restaurant could say, “The economy is booming – come in and celebrate with your friends!”
  • A business consultant could say, “The Internet is making it easier for competitors to put you out of business”

In all these cases, it’s not enough to just state that claim; back it up with evidence.

“Why me” (fit)

Finally, explain why your customers are a perfect fit for your offerings. This means identifying, understanding and addressing a niche market.

Mass marketing is dead, folks! Look for smaller, targeted niches that you serve, and serve them well. The smaller your market, the better your products, and the more effective you can make your marketing.

People like knowing you understand them. Not just because they’re a member of homo sapiens, but because they are a single mother looking for part-time work, or an accountant working their way up to partner, or an Apple user wanting to date another user fan (I’m not kidding!).

Here are some questions to ask yourself when writing your marketing material:

  • What makes them tick?
  • What makes them different from other people?
  • What differences are they proud of?

Then turn your attention to your product or service:

  • How have you tailored it to them?
  • Why is it more relevant, useful and valuable to them than to anybody else?

How do you put this into practice?

Now that you understand these four questions, look at the way you promote each product and service on your Web site. Do you answer all four questions in your potential customer’s mind? If not, change this now – it will make a big difference to your sales conversion.

Filed Under

Seven Tips for More Engaging Webinars

 28th April 2010 by gihan

>Webinars are certainly a hot new technology; and if you’re a speaker, trainer, thought leader or other infopreneur, they are a “must know” skill rather than a “nice to know” skill.

Unfortunately, most people aren’t using them yet, and even those who are using them aren’t using them effectively. Here’s a typical comment I saw on a blog about e-learning and webinars:

“While I’ve seen dozens of inspirational or motivational speeches, I can honestly say I’ve never attended a webinar that was anything better than ho-hum. Heck, I’d even settle for one that made me feel like it was time well spent.”

So why is this such a problem? I think it’s because presenters – even experienced presenters – don’t know how to adapt their presentations to the webinar environment. So here are my top seven tips for making your webinars more engaging and effective.

1. Solve their problems.

This is the most important tip I can give you. It doesn’t matter if you have scratchy audio, poor slides, a slow Internet connection, or anything else. If you know your audience’s questions, challenges and problems, and you can answer them in the webinar, you can get away with anything. That’s not to say you should fail at other things, of course. But solving their problems is the most engaging thing of all; and conversely, even the smoothest, slickest presentation will fall flat if you’re not addressing their problems.

2. Get them doing something soon.

Ask them to do something early in your presentation. This forces them to take notice, involves them right from the start, and demonstrates that this isn’t just another boring presentation. For example, you could:

  • Conduct an on-line poll;
  • Ask them to draw or write something on a blank sheet of paper;
  • Leave part of your handout blank, and ask them to fill it in.

Design something that’s easy but engaging. It doesn’t have to involve them sharing anything personal – in fact, it shouldn’t, because that’s too early in the presentation for them to share with others – but it should involve them doing something.

3. Shift energy

As with any presentation, design segments that shift the energy during the webinar. For example, instead of just speaking and showing slides, you could:

  • Conduct on-line polls;
  • Show a video;
  • Ask them to write or draw things;
  • Stop talking for 30 seconds of “reflection time”;
  • Show a list and ask them to mentally pick their top 3 priorities;
  • Ask for live questions;
  • Answer questions sent in advance;
  • Hand over to a guest presenter;
  • Ask somebody in the audience to share a story or case study (ask for their permission in advance);
  • Switch from a slide show to a Web page or some other software;
  • Use the webinar’s whiteboard facility to draw your diagrams during the webinar, rather than just displaying a slide showing the completed diagram.

4. Get comfortable with the technology.

Just as there’s nothing worse than a presenter in a face-to-face presentation struggling with PowerPoint, there’s nothing more off-putting in a webinar than a presenter struggling with the technology. Unfortunately, this happens a lot. So get good!

You don’t have to master all the technology the first time. Your first webinar might be just a PowerPoint presentation. The next time, you might add interactive polls. The next one might include switching to a Web browser or other application. Then you could add a session for group discussion. And so on …

5. Start and finish on time.

One of the benefits of webinars is that they are very time-efficient. Your audience doesn’t have to spend time travelling to a venue, battling traffic, finding a parking spot, hanging around before the event starts, and doing it all again at the end. They have high expectations that you’ll respect their time – even more so than in a face-to-face presentation.

So be sure you start on time and end on time. Sure, technology problems can sometimes delay you; but if you log in early and test the technology, you won’t be delaying others. And there’s really no excuse for you, guest presenters, interview guests and panellists to be late.

6. Deliver great content.

You might have heard that a presentation can have one of four purposes: To persuade, to inform, to educate or to inspire. Most webinars fall into the “inform” or “educate” category – not “persuade” or “inspire”. Your attendees are expecting to hang up at the end with some useful skills or knowledge. You can persuade, motivate or inspire them as well, but don’t make that your main aim – unless that is really clear to them before they register (for example, you’ve clearly advertised this as a sales promotion).

Be clear in your own mind about what you want your audience to learn during the webinar; and tell them these objectives right at the front of the webinar – or perhaps even in the promotional material.

7. Start before you’re ready.

Webinars can be unsettling and nerve-wracking, even for experienced presenters. You can’t see your audience, you have to manage lots of new technology, audience members themselves might be struggling with the technology, and you don’t have as much control over the “room”.

The only solution to this is practice. You don’t have to throw yourself in at the deep end; but if you’re not even willing to try the shallow end, you won’t learn how to swim.

Don’t make your first webinars high-risk events. Start with small groups, not large audiences. Offer no-cost webinars first, before you start charging money. Get somebody else to manage the technology for you. Write a script for what you’re going to say.

Do whatever it takes! Webinars aren’t going away, and they are fast becoming a key delivery method for experts to connect the world with their material.

Want to know more about webinars?

Webinars can be one of your most powerful marketing and educational tools - if you know how to run them properly.

My book "Webinar Smarts" covers nearly everything you need to know about planning, preparing, promoting and presenting powerful and profitable webinars.

If you’re interested in tapping into the power of webinars in your business, this book is for you.

Filed Under

Tagged With ,

>Six steps for dealing with a hostile or indifferent audience

 20th April 2010 by gihan

>Whether you’re delivering a presentation in person or electronically (by teleseminar or webinar), you might sometimes find yourself dealing with a less-than-ideal audience. They might be frustrated, annoyed, angry, upset or even just indifferent. How do you bring them around – or at least to the point where they’re willing to listen to your message?

Here’s a six-step process, which I call “Offer 3”. Use this before your presentation during your planning.

1. Know your OUTCOME.

It’s easy to focus so much on their attitude that you forget your outcome from the presentation. What do you want to achieve as a result of your presentation? Knowing this ensures you remain flexible in everything else you do. It also guides you in dealing with the audience, because everything you do to deal with their attitude should be leading towards your outcome.

2. Understand their FEELINGS.

They’ll act on feelings, and justify it later on logic. The better you understand their feelings, the better you’ll be able to tailor your message to take these feelings into account. Don’t judge or interpret their feelings – simply understand and respect them.

3. Know their FRAME.

Their frame of reference, or point of view, is probably different from yours. This is where you look for their logic, reasoning and thinking; and compare it with yours. For example, you might not have all the facts, or they might not have all the facts.

Also recognise that everything they’re doing has some positive intent (for themselves). For example, a dominant person who’s always arguing with you might not be doing it to be rude; they might be protecting their status among their friends in the audience. This doesn’t excuse their behaviour; but it gives you an opportunity to work with them rather than against them.

4. ENGAGE them.

Of course, your message always has to be engaging, but this is even more important with a hostile or indifferent audience.

In particular, put more time into answering their four “Why” questions:

  • Why This? What are the benefits of listening?
  • Why You? What authority do you have?
  • Why Now? What is the urgency to take action now?
  • Why Me? Why is this a good fit for them?

5. REFRAME their concerns.

Is there a way that your message does address their concerns – even though they might not realise it?

For example, if you’re addressing salespeople who’ve been taken out of the field to attend a compulsory sales training course, and they’re impatient because they’re losing valuable time with prospects, demonstrate how your training gives them more time in their day.

This step isn’t always relevant or appropriate, but it’s very effective when you can use it.

6. Look for a THIRD option.

Don’t make it a “You vs. the audience” confrontation. Look for a creative third – and fourth, fifth and sixth – option that allows both your needs to be met.

For example, if you’re addressing busy people for a two-hour program, is it possible to offer a summary version in the first 20 minutes, and then give people the option to leave at that point if they don’t need to stay for the rest of it? Even giving them the choice will improve their attitude, and many of them will elect to stay anyway.

Finally, with a hostile or indifferent audience, it becomes even more important than ever to do these things well before your presentation. The worst thing to do is to turn up unprepared for that audience, and be forced to tackle these issues on the spot.

Would you like to know more about preparing for any audience – even one that’s hostile or indifferent? I cover this in more detail in my book Magnetic Messages: The Art and Science of Persuasive Presentations.

Filed Under

>Scrabble on the iPhone illustrates Fast, Flat and Free

 13th April 2010 by gihan

>My parents love playing Scrabble, so I grew up with it in my home. Here are two iPhone apps for Scrabble:

Actually, I lied. The one on the left is not the official iPhone app; it’s a Scrabble-like game called “Words With Friends”. It costs just $2.50 (or free if you don’t mind ads), allows me to play against opponents anywhere in the world, and I can even have multiple games running at the same time.

It’s the perfect example of how the principles of “Fast, Flat and Free” have changed Scrabble. The classic board game is the opposite: Slow, Bumpy and Expensive. In other words, you play one game at a time, with opponents in the same room, and the game itself wasn’t cheap to buy.

The owners of Scrabble had the opportunity to create the Fast, Flat and Free equivalent … but they didn’t. So somebody else did.

In fact, there is an official Scrabble iPhone app, which I also own (It’s the one on the right in the pictures above). But that’s about $10-15, only allows one game at a time, and is much more restricted when finding opponents. Words With Friends appears to be at least 10 times more popular, and it’s not surprising to see why!

Beware! The same could be happening to your products and services. Are they already tapping into our Fast, Flat and Free world? If you don’t do something about it, somebody else will!

Filed Under

>Don’t Get Fooled Again, by Richard Wilson

 28th January 2010 by gihan

>Wilson takes on pseudo-science, political doublespeak, groupthink and denialists – and others – in this readable introduction to scepticism.

This is by no means an in-depth analysis of the topics covered, nor is it a comprehensive coverage of the field. Rather, Wilson exposes us to some of the principles of thinking sceptically, drawing on examples like AIDS denialists, the flawed thinking before and during the Iraq War, and the smoking-cancer controversy.

The points are made by stories and anecdotes, much in the way of a magazine or newspaper, rather than drawing on the science. However, that doesn’t make it less valuable. As an introduction to scepticism, and a way to spark an interest in curious laypeople, it does its job well.

Filed Under

Tagged With

>Nudge: Improving Decisions About Health, Wealth, and Happiness, by Richard Thaler and Cass Sunstein

 14th January 2010 by gihan

>Nudge is another in the long line of books about social psychology as it applies to influence and persuasion. The first ground-breaking book in this genre was Robert Cialdini’s book Influence, and I’ve yet to come across any other book that matches it (For me, Predictably Irrational is the next best, but still a distant second).

Nudge is a book about decision making, particularly in areas of social policy. The authors suggest that decisions can never be presented in a completely neutral way, so any decision-making involves an inherent bias. That bias can be turned to good, to “nudge” people in a particular direction.

They present a lot of research in many areas of life, including marriage, investing, environmentalism and organ donation. In areas that involve social policy, it seems to me that they have one solution for everything: Leave it to the market, but don’t let the market lock out competition.

For example, consumers have a huge and confusing array of choices when signing up for a credit card. Thaler and Sunstein recommend that we don’t regulate the credit card companies and their marketing. Instead, allow them to promote their products in any way they choose (legally), but also force them to give their customers simple electronic access to their account, including fees and charges. Rival companies could offer to analyse a customer’s account, and make a better offer. In this way, customers get the benefit of a competitive marketplace, and we as a society facilitate, rather than regulate, trade.

Filed Under

Tagged With