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Break the rules to grow your business

Most businesses have tried and tested ways of marketing. Whether it's a plumber relying on theYellow Pages or a solicitor's practice relying on networking, there is usually an accepted way to promote the business. But what should you do when these methods have diminishing returns?

It may be that repetition stops working on your target audience as it used to. It may be that all of the competition uses the same technique. Or it may be that you tried something different once and it bombed, so you've reverted to the norm. If this sounds familiar, then maybe you should consider abandoning 'received wisdom' and try breaking the rules. This can achieve breakthrough results and lead directly to business growth. But how can you break with tradition, and when is the right time to experiment?