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Break Through the Communications Clutter
by Len Blackstone

Just weeks after September 11th, I announced my new business venture with a solid black notecard mailed inside of a clear vellum envelope. Through the vellum, the recipient could read these words: "America's security is threatened, the financial future is uncertain, job security is questionable…"

When the envelope and card were opened, in
big, bold red type were these words:
"…what a great time to start a business!"

It definitely worked. I received several calls and immediately some marketing consulting assignments.

During tough economic times, we need to be both aggressive in our marketing and sharply focused in its execution. Let me share some principles about Marketing Communications.

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