Thing is, if the owner of the van had access to "Free Money" then why was it that they had a broken rear-window wiper (hanging down across the lower portion of the hatch, not against the window)? If you are going to send a message, it's important that you can at least be credible, that you are actually an example of the message or offer you are promoting.
The same is true with online marketing. If you are looking into hiring an individual or company to assist with online promotion take a good look at how effective they are at promoting themselves. If you've never heard of them before, you can't perform a search for their offerings and find their company, or you don't think their site is attractive, chances are they won't be a good match for your marketing needs.
On the other side of the fence, if you are making an offer or stating a claim about your business then be prepared to back it up. If you are offering free money, you better be prepared to hand it out. People really hate being baited.
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