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One of the Old Spice commercials from the Man Your Man Could Smell Like series.

So many people are focused on building hype, trying to get attention and creating instant impressions that they forget about the strategy that feeds the actions.

Most small and medium-sized businesses invest in viral marketing thinking it will improve their visibility. But there are far more strategic moves SMBs can make to establish a market presence that will provide more consistent benefits.

On the heels of Your Business columnist Ryan Caligiuri's latest column, where he covers off some of the caveats of viral marketing, sparked by the recent success of the Old Spice campaign, he took reader questions on how entrepreneurs can enhance their reputation, their credibility and their trust in the markets they serve.

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Click on the box below to read the discussion. Readers using mobile phones should follow this link.

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