Several years ago, Ann and Denny Bishop put up a billboard on a busy thoroughfare in Wichita Falls, Texas, to promote their real estate practice. The response was tremendous, bringing in lots of business for the Ann and Denny Bishop Realtors Group. The ad featured a photo of a black Labrador dog lying at Ann and Denny's feet, with the headline, "Trustworthy and dependable." Off to the side of the picture were the words, "So's the dog." The ad was so memorable, Ann said, that "people are still telling us they love our billboard on Kemp Street even though we haven't had it up for five years." The ad made the Bishops seem approachable, while demonstrating the core values of their real estate practice. Trustworthiness and dependability aren't flashy virtues, and they aren't the latest mark...
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