Do
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Know your business
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Know your audience
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Be true to your mission/vision
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Follow directions
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Get innovative
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Plan – Prepare -- Research
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Know your beans
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Tell your story
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Spouse Test
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Say "Thank you"
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Don't
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Promise more than you can deliver
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Make assumptions
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Chase the money
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Get creative with the format
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Bog
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Get sloppy
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Supplant
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Do it alone
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Use jargon
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Give up
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