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In the 19th century, businesses had three communication options: The Pony Express, Western Union, and (rarely) the telephone. With the Pony Express, at best you had to wait days or weeks for a response — a lot like a producer trying to cold-call senior executives today.
With Western Union, telegrams had to convey their message in a limited number of words. Today a marketing letter might get through, but the executive has little time to read it and it doesn’t display your verbal communication skills.