In today's age of transparency, you will need an authentic narrative for your pool/spa business in order to effectively market your business. In a recent column for sister publication Remodeling, contributor Bruce Case explains how traditional sales and marketing no longer are enough.

"The traditional silos of marketing, lead intake, sales, production, and client follow-up are breaking down. It’s about the overall experience, from the first impression to the last touch. What do the brand, the website, the logo, the print ads convey and what do they stand for? Does my first touch with the business align with that? How about the follow-up email and other touches? Do the people I meet from the business—regardless if they are in sales, marketing, or in production—align?"

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