METALWORKING SHOPS - 'WE DO THE RIGHT JOB' Dear (Customer Name): IT TAKES A SPECIALIST TO DO THE JOB RIGHT. That's why you employ craftspeople who take pride in the job they do - you a...

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.

SUCCESS STORY MARKETING by E. Al Diamond Last week, I got a notice from my real estate broker announcing that she had just sold another house in my neighborhood. Then I realized that...