Friday night is project night at BusinessWorks. 6-days-a-week blog posts return tomorrow. But before you go, please take a scroll through recent and past archives for some stimulating (often humorous) ideas and techinques to strengthen your own personal and professional career and the growth and development of your business.

“Break out the branding

irons, Grandpa. The

rustlers are on the way!”

We brand cattle to keep them together. We brand businesses to set them apart. Cattle brands keep ranchers honest. Business brands (real ones) keep businesses honest.

     Surprised by that last statement? Don’t be. 

     Business brands are not just logos and slogans and motto’s and razz-matazz messages, mission statements, vision statements, jingles and names. Business brands are the intangibles that stand behind those “say-it-in-a-nutshell” communications. 

     The heart of a business brand is the integrity of the business and the management and employees and products and services that support and reinforce the images conjured up by the logos, and slogans, and mottos, and jingles, and names.

     A business brand is the honorability of the actual product or service and employee performance. It’s knowing in your heart of hearts that you as a customer can trust and have confidence in who you’re dealing with and the dollar-value you’re getting.

“The value of any brand rises or falls with each demonstration of the company’s integrity. The balance is fragile. Every slip can be costly…A service can be faster, cheaper, better, and still fail if it does not win the confidence of people that it will keep its promises and tell the truth.”

–Henry Beckwith, from SELLING THE INVISIBLE (Warner Books)

     This thinking applies to individual businesses, entire professions and industries, towns/counties/states/regions and countries. Not many years ago under dictatorship with 17 year-olds roaming the streets with machine guns, the Dominican Republic was not a travel destination with integrity.

     Revolution, democracy, appreciation of tourism dependency, and strong branding programs focused on the integrity of the land and the people have reversed the country’s demise. Today, the Dominican Republic is a great place to vacation.

     You’ve perhaps heard that one disgruntled customer tells ten other people about her or his upsets and that each of them tell ten more…yielding suddenly 100 people bad-mouthing the business.

     Put another way, if you’re open for business Monday through Friday and you have just one unhappy customer a day, you’re looking at 26,000 P.O.’d people a year saying negative things about your business. And it will take more than putting your finger in the dike to stop the flood. 

The branding that shows on the outside must be backed with integrity inside.

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Hal@TheWriterWorks.com  or comment below.

Thanks for visiting. Go for your goals! God bless you!

HOW DISTRACTED

IS YOUR AUDIENCE?

Surprising 2009 statistics from a notable professional association:

• Average work time since 1999 has increased 20%
• 75% of managers work more than 40 hours per week and must manage 600% more information than 20 years ago
• Professionals average at least 10 hours per week in meetings
• Employees spend 18 hours a week dealing with interruptions
• The US Postal Service processed 203 billion pieces of mail in 2008 (That’s 7,700 pieces each second!)

Sounds like a lot, right? Now contrast that with these two findings:

1.  The Radicati Group found that the number of emails sent PER DAY in 2008 was near 210 billion
2.  CTIA reports Americans sent more than 1 trillion text messages in 2008                                                                                                                                                       And research conducted by the ePolicy Institute found that employees spend as much as 20% of their workday reading and responding to email.

 THE BOTTOM LINE?  Today’s audience is starved for time and inundated with information. If you want your message to cut through the clutter, it must be relevant, timely and creative.

Reprinted from The Corporate Communicator, a free e-zine dedicated to helping professionals communicate more effectively with employees, customers and the media. To get the latest industry news, research and best practices at your fingertips, order a FREE subscription at http://www.thecorporatecommunicator.net

     So what does this mean for the “average” small business owner? Odds are you’ll need to go “outside” yourself and your organization to find a proven and experienced talent capable of understanding your business and your market and your customers and your message.

     It’s generally best to avoid formal “Ad Agencies” or “Marketing Agencies” because they are more likely to pursue industry recognition awards than sales for your company. Be especially hesitant of those that call themselves “full service” unless you have Fortune 500-level budgets to dispose of. 

     Second, ad agencies and marketing agencies (NOTE that many of these now call themselves “Groups” to escape the high-price stigma) are likely to charge excessive fees.

     Their norm is to charge you 15% of all media costs (broadcast time and print publication space and Internet banner fees) they book for you (which of course you can “book” for yourself to bypass that “agency commission.”

     …PLUS 17.65% of all production costs (which include costs of illustrations, photography, printing, studio production, editing, graphic design, list rentals…you name it!)

     …PLUS other fees that are rarely evident until the moment something is needed to be finalized. Don’t you love financial surprises?

     This translates to : SHOP AROUND! There are plenty of good, qualified, experienced freelance writers and small one-man-band and one-woman-band businesses that can provide far better quality creative sales writing and design services for far less money than the big city slicker organizations!

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Input aways welcome: Hal@TheWriterWorks.com (”Businessworks” in    subject line) or comment below. Thanks for visiting. Go for your goals, good night and God bless you! halalpiar  

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Get this blog FREE by list-protected email: click “Posts RSS Feed” (center column)…or pay $1.99/month on AMAZON Kindle. FEEL CREATIVE? Add your own 7 words to the 305-day “7-Word Story” (center col.). New Hal Alpiar short story Sept. release book from Nightengale Press: THE ART OF GRANDPARENTING…$19.95 ($24.95 CAD) @ Barnes & Noble, OR order special (signed by Hal) pre-publication @$18.95+s&h [$22.45 total check only), payable to: TheWriterWorks.com, LLC. @PO Box 1236, Millsboro, DE 19966. Include ship-to address (mainland US only).  SEPT. 13th IS GRANDPARENT’S DAY! [Details via Blogroll link @ right]

Economic Tsunami?

 Don’t fight it. Float on it!

     There’s no doubt about it, financial stress can overwhelm even the best of business leaders. It takes an unwavering, cock-sure, impenetrable. positive attitude to stand tall while the walls are crumbling.

     Every business owner has been there. Some are getting it for the first time thanks to the economic environment, and–for those–the experience is numbing. How can it be? I’ve worked so hard. We deserve better than this?

     Probably true, but reality dictates that it doesn’t matter. Reality can be awfully cruel and horribly harsh, but reality is where we have to live if we are ever to turn things around. Fantasy is where the losers go.

     First and foremost, when the economic tsunami strikes your business, stop worrying about arranging the beach chairs. Get on anything that floats and plan to ride it out. Focus every waking moment’s energy on where you are, not where you’re going, or even worse, if you’ll get there.

     The more you pay attention to anticipating the other shoe drop, the more you are diverting productive energy and resources away from the places they are most required to ride out the storm, to innovate, to create new revenue streams, to smack yourself in the side of the head and start thinking in new ways.

     The more you worry about the other shoe, the less time, attention, effort, energy and positive forward motion you’ll have available to activate. This will result in the other shoe finding it’s way to thump on your ceiling lickity-split! 

      STOP draining your resources and energy with worry about future fantasy (It’s not here yet, and may never come). STOP draining your strength with dwelling on past screw-ups and who did what to whom (It’s over and past and there’s NOTHING you can do to change it).

START TUNING IN TO THE PRESENT HERE-AND-NOW MOMENT, EVERY PASSING MOMENT, AS MUCH AS YOU POSSIBLY CAN. IMMERSE YOURSELF IN THE PRESENT. LEARN FROM BABIES AND PUPPIES. 

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Hal@TheWriterWorks.com or comment below.

Thanks for visiting. Go for your goals, good night and God bless you!

 When “Not Enough”

is “Too Much”

and “Too Much”

is “Not Enough”!

     Partnerships are seldom what many think they are. People without business experience think of two tough guys who both have their shoulders to the wheel and are pushing their business enterprise forward with equal effort and dedication. Reality check: Doesn’t happen!

     First of all, based on firsthand exposure to many hundreds of partnerships — professional as well as menial, glamorous as well as boring, and adversarial as well as loving, business partners are more often than not opposites in personality, financial stability, educational background, and often age.

[“Family Partnerships” will be explored separately in an upcoming blog post]

     In my experience, it’s unusual when partners actually like each other (including many who also share marriage or significant-other relationships), but they almost inevitably defend one another to outsiders.

     Doctors, incidentally, do this instinctively, and will (unlike “HOUSE” and “ER” and “Grey’s Anatomy”) rarely if ever turn on one another when the chips are down, even when one knows the other is wrong. That’s doctors.

     It’s their job to further the causes of humanity and of those who share the Hippocratic Oath. They’ll whine and complain and throw scalpels, but if it’s really called for, they’ll often take one for the team. 

     Lawyers, on the other hand, will almost always –given the choice– go for the throat. It’s their job to be adversarial. The minute they befriend another lawyer, they’ll end up suddenly facing one another in the courtroom the next morning. They may be entertaining as golfers, but stay alert; they don’t always yell FORE!

     Enough of these big money guys. Let’s focus on the down-in-the-trenches partners who run physical labor businesses, or who provide services FOR the doctors and lawyers, or who came together because they both (or more than two) hated the stagnant company or boss they worked for, and one or both or more had a better idea.

     Not pulling enough weight–responsibility–is often too much mentally, physically, emotionally for the partner(s) who carry(ies) the lion’s share (finances, work hours, productivity, sales, customer service, product/service development, etc.).

     The lack of shared commitment or workload easily ends up taxing the relationship(s) beyond where either is (any are) comfortable. You can imagine where things go from there.

     Pulling too much too fast is just as bad.

     Is this any different than how you treat your body? What’s missing in these examples? Balance? Ah, balance. That elusive, invisible, intangible quality that keeps us all sane…or at least a quart or two short of lunacy.

     Without balance, our bodies go into negative stress overload and produce illness, accidents, and death. Without balance, our families become distant and dysfunctional. Without balance, business partners march to different drummers and businesses literally fall apart at the seams.

     So, what can we do to short-circuit lack of balance from taking its toll? Start with ourselves. Figure out where we are so can get a better idea of where we’re going. Decide if where we’re going is where we want (or need, in order to survive) to go.

     Communicate about these ideas to family and friends AND to partners. AND LISTEN! Partners may hate one another, but they share mutual investments in one another and that counts for something. Relationship history alone dictates the need for open discussion with set (not hidden) agendas.

Balance only comes when you can put one foot in front of the other and focus on each step instead of the finish line. 

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Input aways welcome: Hal@TheWriterWorks.com (”Businessworks” in    subject line) or comment below. Thanks for visiting. Go for your goals, good night and God bless you! halalpiar  

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Get this blog FREE by list-protected email: click “Posts RSS Feed” (center column)…or pay $1.99/month on AMAZON Kindle. FEEL CREATIVE? Add your own 7 words to the 303-day “7-Word Story” (center col.). New Hal Alpiar short story Sept. release book from Nightengale Press: THE ART OF GRANDPARENTING…$19.95 ($24.95 CAD) @ Barnes & Noble, OR order special (signed by Hal) pre-publication @$18.95+s&h [$22.45 total check only), payable to: TheWriterWorks.com, LLC. @PO Box 1236, Millsboro, DE 19966. Include ship-to address (mainland US only).  SEPT. 13th IS GRANDPARENT’S DAY! [Details via Blogroll link @ right]

Budget-Conscious Boss,

Best Friend, Do Business

in the Foothills

     Another day. Another dollar. And here I sit through yet another meeting.

     Only this meeting is different because it involves a whole different breed of people, and this meeting is taking place outdoors! Actually, all the leaders of my company are here, and we’re next to a big beautiful shimmering lake nestled into the foothills of the Berkshires.

      After listening to a little spiel that one of the HR directors just gave, my boss and I are getting ready to climb into a canoe together. We’ll be with a bunch of other partnered-up bosses and underlings in other canoes. I’m not much good at steering these things so I hope he lets me sit in front. “I can canoe a canoe, canoe canoe a canoe?” kinds of chatter starts flying around.

     As if I’m not unnerved enough, my boss starts in with how the best way to see if a marriage is made to last is to take a canoe trip when you’re newlyweds. General agreement seems to be that if you don’t kill each other while canoeing, you’re destined for a relationship of longevity.

     Anyway, this whole paddle around the lake deal is part of what’s called a Management Training Conference. Just yesterday, on the hillside over in the woods, we went on an Executive Ropes Course. I didn’t even know there was such a thing. In truth, it ended up being lots of fun. My boss and I both made lots of new friends with those we didn’t know before, who came from our other offices.

     Tomorrow, some of us are going to the nearby Lime Rock race-track and race-car driving school to learn about safety, risk-taking and something called mental focus. The mental thing sounds like it might be a bit above me, so I might just pass on that session and go instead to an Executive Golf Class that’s being held over by the other lake. Something about objectives, strategies, and tactics is supposed to be demonstrated by hitting little bumpy white balls into holes with flags.

     As for right now, I need to concentrate on not embarrassing my boss by falling out of the canoe as I tip-toe in from the dock. I mean just imagine how red his face would get if he had to hear “Dog Overboard!”

     Oh, did I mention that I’m a Golden Retriever, and that my boss’s Meeting Planner found this grrrrrreat location for a meeting that allows well-behaved dogs like me to go to the company meeting and participate in everything (well, not the dining room, bar, sauna, or heated swimming pool activities)? We can even hang in the library and game room if we don’t chew books or chase dropped ping-pong or billiard balls around.

     The bottom line is that my boss and I are having a wonderful time and we are learning a lot about ourselves and the others we work with. He says we may even stay through the weekend so we could do some hiking and antique shopping.

     Pssssssst! These guys set the standard for complete meeting packages, and you get more for less than anyplace I could find.

     Their rates include a luxurious world-class room, 24/7 business center and wireless Internet, endless coffee, all indoor and outdoor facilities and meeting rooms — plus all service charges, 3 award-winning restaurant meals for him, and a turn-down biscuit for me at bedtime!

     And they’ve been hosting businesspeople there since 1892!

     If you didn’t know better, I bet you’d think I was the one who’s the boss, huh? Hmmmm. Well, try it: www.InterlakenInn.com  (Oh, and take your dog, will you? It’s just 2 hours from Manhattan, 3 from Boston, 3 from Hartford)  Mention this blog for a special treat!         

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Input aways welcome: Hal@TheWriterWorks.com (”Businessworks” in    subject line) or comment below. Thanks for visiting. Go for your goals, good night and God bless you! halalpiar  

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Get this blog FREE by list-protected email: click “Posts RSS Feed” (center column)…or pay $1.99/month on AMAZON Kindle. FEEL CREATIVE? Add your own 7 words to the 302-day “7-Word Story” (center col.). New Hal Alpiar short story Sept. release book from Nightengale Press: THE ART OF GRANDPARENTING…$19.95 ($24.95 CAD) @ Barnes & Noble, OR order special (signed by Hal) pre-publication @$18.95+s&h [$22.45 total check only), payable to: TheWriterWorks.com, LLC. @PO Box 1236, Millsboro, DE 19966. Include ship-to address (mainland US only).  SEPT. 13th IS GRANDPARENT’S DAY! 

“People go only to places

they have already been

in their minds.”

Roy Williams, The Wizard of Ads

     Just when you think you’ve thought about it all, along comes another thought, but–as the above quote suggests–the human body will only go where the human mind has journeyed repeatedly already. Purchases only happen when people have or believe they have already owned the product or service.

     What does this mean for business owners, managers, entrepreneurs, PR people and publicists, marketers, salespeople, advertisers, branders, website developers, promoters, communicators, media and management consultants?

     First of all, something we’ve said here a hundred times: Repetition Sells! Repetition Sells! Repetition Sells! Repetition Sells! Repetition Sells! (okay, a hundred and five times!) But what else?

Every purchase

is the result of an

emotional trigger!

     In any form of selling, marketing, advertising, communication, if your goal relates to persuasion, then your process is limited to some form or combination of forms earmarked by approaches that hinge on educating, entertaining, boring, screaming, or seducing…engaging the imagination.

     A couple of three-little-words examples: “It’s in you” and “I’m lovin’ it” both sounded like retarded campaign theme messages when they first came out, didn’t they? Do you remember saying: “It”? What the heck is “It”? Ah, but look at what “It” has accomplished. What’s the old expression: “Say something often enough…”? (Spare me saying the RS words 106 times)

     Okay, so where do we start with the imagination seduction stuff? One way may be to take a lesson from stage and screen actors…and WHISPER! What happens next? People lean forward in their seats. What an envious position to have a prospect in, for delivering your sales pitch.

     And what else? Great pictures are great, but they don’t sell! They plant images in the mind that allow words to rush in with for the kill. (With apologies to all my artist and designer friends): One great word is worth a thousand pictures. Think of the artwork/words thing as a one-two punch.

[And if you’re reading this, looking for input about the importance of words in websites, click the 3% tab on the top right of this page!]

     Seduction is the name of the game. Every purchase is the result of an emotional trigger! A past president of Revlon once confided in me that they weren’t selling hair-coloring products, they were selling “the promise of sex to single, young girls.”

     Great, you say, some products can sell themselves anyway; it’s selling intangible services that presents the real challenge. Y’know what? That’s true. And it’s all the more reason that service-based businesses–especially–need professional marketing and professional copywriting help.

     Contrary to the “step-in-and-out-of-the-closet-with-the-magic-idea-and-words” concept that many have, professional marketing and professional copywriting are time-intensive pursuits.

     Both functions require considerable experience and exceptional skill. Don’t cut corners on finding and securing this kind of talent. Not everyone  can make “It” such a big-selling word! 

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Input: Hal@BusinessWorks.US or comment below.

Thanks for visiting. 

Go for your goals, good night and God bless you!

Friday night is project night at BusinessWorks. 6-days-a-week blog posts return tomorrow. But before you go, please take a scroll through recent and past archives for some stimulating (often humorous) ideas and techinques to strengthen your own personal and professional career and the growth and development of your business.

# # #  

Input aways welcome: Hal@TheWriterWorks.com (”Businessworks” in    subject line) or comment below. Thanks for visiting. Go for your goals, good night and God bless you! halalpiar  

# # # 

Get this blog FREE by list-protected email: click “Posts RSS Feed” (center column)…or pay $1.99/month on AMAZON Kindle. FEELING CREATIVE? Add your own 7 words to the 300-day “7-Word Story” (center column). A new Hal Alpiar short story is coming in September in a new book from Nightengale Press: THE ART OF GRANDPARENTING…soon at Barnes & Noble @$19.95 ($24.95 CAD), OR order special (signed by Hal) pre-publication @$18.95 plus $3.50 s&h [$22.45 total check only), payable to: TheWriterWorks.com, LLC.  Mail to PO Box 1236, Millsboro, DE 19966. Include ship-to address (mainland US only). REMEMBER SEPTEMBER 13th IS GRANDPARENT’S DAY! 

Obama, Hallmark, Rush,

airlines, surgeons, tourism!

     What do Obama, Hallmark Cards, all of the airlines, Rush Limbaugh, plastic surgeons and tourism councils all have in common? Whoa! Now that’s a question and a half, right? I mean what could such a collection of diverse interests possibly have in common?

     They paint pictures with words and sell them from a stage that’s literally dripping with seduction. And of course there are others. I just picked these because they’re such unlikely bed partners. Okay, here we go. Follow along. Yes, if sales are important to you, there IS a valuable lesson here.

     It’s not too big of a stretch to see how the traditional approach to schmaltz-layering, that Hallmark has so wisely (and effectively) invested of itself over the years, has rung up spectacular success. Here’s a business that makes bigger profits than bagels.

     The company buys up a zillion tons of paper, much of it scrap, folds it into four zillion tons of little envelopes and message cards, prints a few mushy words on the cards and sells the card and envelope for $5 each or thereabouts, times four zillion! 

     What’s the value enhancement? The messages they put in these cards appeal to our psyches. They seduce our egos. What did Obama do to get elected? The same thing. What’s he trying to do now with his go-for-broke healthcare fantasies? The same thing. 

     What do the airlines sell? The seat and space you are actually renting and the transporting expertise to get you where you’re going? Are you kidding? They sell you the destination! They sell you smiling hand-holding couples skipping through the surf, cliff divers in Mexico, pubs in Ireland, koala bears in New Zealand.

     Plastic surgeons selling elective procedures present us with(carefully air-brushed) photos of the killer bathing suit-clad model that we all could no doubt be. We know we could be because the word description with the picture tells us that just a few little nips and tucks here and there can give us the same results. No mention of course of the anesthesia and procedural risks, the recovery sacrifices, the expenses. 

     Rush Limbaugh sells us concepts; he’s a genius at seducing our brain frustration centers by painting verbal pictures of how good it can be if we simply think and act more conservatively, more fiscally responsible and more respectfully of the vigilence that gives us our freedoms and the values that give us our American heritage. (Now THERE’S a unique thought!)

     Island resorts: “Ooooh, let’s get together and feel alright…” Regardless of the location or message, you can be sure they’ll be nothing about the expenses, the lousy transportation, the pricey rooms and meals, the bad water, the pickpockets, the badgering street vendors, or any of the other lovely amenities you only learn about too late or sometime after your psyche has been sold. 

Selling the psyche requires you to paint pictures with words because the right word…is worth a thousand pictures!

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Input aways welcome: Hal@TheWriterWorks.com (”Businessworks” in    subject line) or comment below. Thanks for visiting. Go for your goals, good night and God bless you! halalpiar  

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Get this blog FREE by list-protected email: click “Posts RSS Feed” (center column)…or pay $1.99/month on AMAZON Kindle. FEELING CREATIVE? Add your own 7 words to the 300-day “7-Word Story” (center column). A new Hal Alpiar short story is coming in September in a new book from Nightengale Press: THE ART OF GRANDPARENTING…soon at Barnes & Noble @ $19.95 ($24.95 CAD), OR order special (signed by Hal) pre-publication price @ $18.95 plus $3.50 s&h [$22.45 total check only), payable to: TheWriterWorks.com. LLC. and mail to POBox 1236, Millsboro, DE 19966. Include ship-to (U.S. only) address.  REMEMBER SEPTEMBER 13th IS GRANDPARENT’S DAY! 

2nd only to the government,

big business gets an F

All of us who own and operate or manage a small or medium sized business know that the world’s most incompetent excuses for “businesspeople” reside in dark, damp little squirrel holes of government and academia buildings. They are the poster boys and girls for business stupidity.

But right after these poor ignorant, unrealistic souls, maybe not even a full rung lower on the ladder, are the braindead, money-wasting corporate executives who spend half their lives in limos, cabs, commuter train barcars, business class airline seats, and fancy restaurants.

These are the hot-shot 9 to 5 executives who travel better, eat and drink better and live better, higher-income lifestyles than either the government doo-dahs or the academic muckity-mucks.

But that doesn’t make them smart, or productive, or successful.

Most of them are none of those.

It simply makes them people who don’t have what it takes to start and build and grow their own business ventures, but who are not quite as stupid as those who work for those who get elected.

They are also a hair more savvy than those who merely pretend to know what it’s all about, and who instead of doing, end up teaching young people how to do and not do the things they themselves don’t know how to do and not do.

It’s interesting to me, by the way, that so many of these corporate suits seem to think they are Henry Ford’s and Bill Gates’s and Mary Kay’s when they get anywhere near a calculator or Excel spreadsheet.

Reality is that this country is in dire economic straits today because of corporate mentalities that STILL don’t get it, that STILL are unproductive, that STILL squander taxpayer (and stockholder) money left and right. (Actually, I have fresh evidence from today, if anyone’s interested in details.)

What’s wrong with all this is not just the consequences of incompetence but the systems that breed it: educational institutions, government agencies, and Fortune 500 corporations.

How do I know this? Before spending most of my career as a small business owner/operator, I was a college professor, a government employee and a Fortune 500 executive. That’s like the been there, done that thing.

Thankfully, I saw early on that none of these (academia, government, corporate) paths held out any promise of a successful life journey for anyone with energy and ambition and common sense and basic business instincts.

And here’s what I conclude: 

. . . when we can ween ourselves from societal dependence on misguided government, fantasyworld academia, and thieving corporate America . . . and put wind behind the sails of small business . . . only then, will we turn this ship around! 

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 Hal@TheWriterWorks.com or comment below.

Thanks for visiting. 

Go for your goals, good night and God bless you!