Three ways to avoid dog whistle marketing

(Editor’s note: Jim Nichols is a senior partner at Catalyst:SF, a marketing capital firm focused on entrepreneurs. He submitted this story to VentureBeat.)
Many start-ups have trouble making an impression. They make a lot of noise, but no one seems to hear them. It’s the business equivalent of a dog whistle – inaudible to human ears.
There are, however, some simple ways to avoid this. Here are three reasons why people may not notice you – and what you can do to be heard.
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