Response is what you get Above-the-Line. Relationships are built Below-the-Line. The seventh mistake of the seven marketing mistakes every business makes (from the book by yours truly) is that we don’t go far enough. We want to think that if we just find our target audience, identify our attraction factor, create a compelling offer or message and communicate it enough times, the prospect will “buy.” That’s what I call your Above-the-Line strategy. The problem is that most prospects don’t do what we want them to do, when we want them to do it, just because we asked them so nicely….