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Little risk in pushing rewards.

Publication: BtoB
Publication Date: 14-SEP-09 		Format: Online
Delivery: Immediate Online Access
Full Article Title: Little risk in pushing rewards.(A)(Dell Inc.)(International Business Machines Corp.)(AT&T Corp. AT&T Advanced Decision Support Systems Div.)

Article Excerpt
THERE'S NO BETTER TIME to cut to the chase than now. [paragraph] Faced with deadlines, competitive pressures and an unforgiving economy, business decision-makers appreciate messages that quickly promise a reward. [paragraph] Why wait to tell a prospect or customer that your product or service can make them more productive, more efficient or more profitable? A long, well-told story can be engaging and a metaphorical image can be intriguing, but there's something to be said for getting right down to business with a direct appeal.

Dell does just that in an ad that promises to reduce a small...

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