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	<title>Ethical Business&#187; tracking promotions</title>
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		<title>Scientific Advertising</title>
		<link>http://EthicalBusinessBuilder.com/2009/10/07/scientific-advertising/</link>
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		<pubDate>Thu, 08 Oct 2009 00:15:09 +0000</pubDate>
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		<description><![CDATA[I finally finished Scientific Advertising by Claude C. Hopkins this past weekend and HIGHLY recommend it. The whole book is around 75 pages and can easily be read in a little over an hour. There are 2 primary concepts that literally jumped out at me as I was reading. The first blindingly simple, yet profound, [...]]]></description>
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		<title>Asking your customer &quot;where did you hear about us&quot; is a waste of time and what to do about it&#8230;</title>
		<link>http://EthicalBusinessBuilder.com/2008/02/14/asking-your-customer-where-did-you-hear-about-us-is-a-waste-of-time-and-what-to-do-about-it/</link>
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		<pubDate>Thu, 14 Feb 2008 16:09:29 +0000</pubDate>
		<dc:creator>EthicalBusinessBuilder</dc:creator>
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		<category><![CDATA[michael corbett]]></category>
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		<description><![CDATA[A few days ago I was reading Michael Corbett&#8217;s The 33 Ruthless Rules of Local Advertising. In his book, he points out one of the biggest flaws I&#8217;ve seen in businesses &#8211; you cannot rely on a prospect to accurately inform you where they hear about you. In other words, a customer cannot provide you [...]]]></description>
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