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30 Days to Virtual Productivity Success by Gail Z. Martin

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6Finding Your Real Story and True Voice

Have you ever noticed how some companies seem to change who they are and how they sound with each new marketing campaign or elevator speech? Even worse, have you ever seen a company portray a totally different personality depending on whether you go to its Website, read a brochure, see its at a trade show, or meet its employees in person at a networking event?

Many companies have a mish-mash of marketing materials and networking identities that have been created over time, often by many different people. Some companies seem to lurch from strategy to strategy, never investing the time to allow any single approach to take root and pay off. Customers become confused, because the company doesn’t seem to know ...

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