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	<title>The Blog at Resonate Communications, Boston</title>
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		<title>Why join Twitter?</title>
		<description><![CDATA[I was introduced to Twitter in 2007 by a colleague at Constant Contact. Intrigued, I signed up. Within days I was bored. There was nothing to read and very few people were using it. Not to mention I had nothing to say that would fit in 140 characters. Since then, I&#8217;ve been an ardent anti-fan [...]]]></description>
		<link>http://resonate.cc/blog/archives/555</link>
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		<title>Reasons why you should not do &#8220;Do It Yourself&#8221; email marketing.</title>
		<description><![CDATA[Email marketing services like Constant Contact offer a number of useful features – tracking, contact management, list segmentation, and design templates, just to name a few. These are all great features. But that’s all they are – features. They don’t help you with marketing strategy or messaging. And their design templates can only take you [...]]]></description>
		<link>http://resonate.cc/blog/archives/515</link>
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		<title>The power of &#8220;Contextual Messaging&#8221;</title>
		<description><![CDATA[The other day John and I had lunch at the Cheesecake Factory in Chestnut Hill. If you’ve ever eaten at one of these cookie-cutter chain restaurants you’ve probably noticed that they run ads in their menus. It’s actually a good business practice because the revenue gained from ad sales is used to offset the costs [...]]]></description>
		<link>http://resonate.cc/blog/archives/527</link>
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		<title>Call to (satisf)Action. How compelling advertising works.</title>
		<description><![CDATA[Last week in the grocery store checkout line, I looked down and felt an odd rush. There was a tray of Snickers bars. Unmistakable from their billboard kin, they lay in two neat rows: dark brown wrappers, red-rimmed white fields, energetic blue italic fonts. I picked one up and flipped it over. On the back it read “Hungerectomy.” I overturned another. This one said “Substantialiscious.” In all, I looked at the back of some 20 odd bars, taking verbal inventory. I found “Peanutopolis” and “Nougeticity.” What now? Buy them of course, all four unique ones. It frightened me to know that I was putty in the hands of marketing brilliance, pure and simple.]]></description>
		<link>http://resonate.cc/blog/archives/496</link>
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		<title>The difference between writing and copywriting.</title>
		<description><![CDATA[Over the years, I’ve worked with a lot of engineers, financial people, manufacturers and others who could wax eloquent about their chosen field – but only to an audience of people just like them. They found it nearly impossible to write about their field in terms that others could understand. So while you and your colleagues may have astounding capabilities as electrical engineers or be brilliant at estate planning, that does not mean you’re good writers. Enough said.]]></description>
		<link>http://resonate.cc/blog/archives/441</link>
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		<title>What&#8217;s in a business name?</title>
		<description><![CDATA[My nephew, now a teacher, briefly went into business as a personal chef. Having a fine marketing brain, he did all the right things – scouted out the competition, networked, designed an appealing web site. He handed out little spatulas with a terrific tag line printed on the handles: &#8220;Eat Right at Home.&#8221; His value [...]]]></description>
		<link>http://resonate.cc/blog/archives/159</link>
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