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The Complete Idiot's Guide to Target Marketing by Susan Friedmann

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Chapter 14
The Power of the Pen
In This Chapter
◆ Understanding the value of the written word
◆ Using language to connect with your target market
◆ Creating content that works for you
The pen is mightier than the sword. Embracing print is one of the easiest, most cost-effective ways to put you directly in front of your target market. Moreover, the credibility gained from being in print far outweighs any other marketing tool available to you. Plus print retains longevity not available in any other type of media.

The Benefits of Print

While there are no silver bullets in the target marketing gun, appearing in print regularly can build your business quickly. Here’s why you might want to consider picking up your pen—or sitting down at the computer! ...

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