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NO B.S. Direct Marketing viiCONTENTSCHAPTER 7Tux, Tails, & Top Hat or Coveralls & Work Boots? . . . . . . . . . . . . . . . . . . . . 87by Darcy Juarez5XOH%u0003%u0006flffl%u0003,W%u0003:LOO%u0003/RRN%u0003/LNH%u00030DLO%u00102UGHU%u0003$GYHUWLVLQJ%u000f%u0003flflCHAPTER 8Money in the Bank . . . . . . . . . . . . . . . . . . . . . . . . . 95by Marty Fort5XOH%u0003%u0006ffiffl%u00035HVXOWV%u00035XOH%u0011%u00033HULRG%u0011%u000f%u0003ffi%u0019,W%u00b7V%u0003*RLQJ%u0003WR%u0003*HW%u0003:HLUG%u00b3(PEUDFH%u0003WKH%u0003:HLUGQHVV%u000f%u0003ffiffiCHAPTER 9No Chocolate Cake for You! . . . . . . . . . . . . . . . 103by Darcy JuarezRule 10: You Will Be a Tough-Minded Disciplinarian and Put Your Business RQ%u0003D%u00036WULFW%u0003'LUHFW%u00030DUNHWLQJ%u0003'LHW%u000f%u0003%u0014%u0013%u0017CHAPTER 10The Results Triangle . . . . . . . . . . . . . . . . . . . . . . 109by Dan KennedyMarkets, 110+RZ%u0003WR%u00038VH%u0003,QIRUPDWLRQ%u000f%u0003%u0014%u0014%u00160HVVDJH%u000f%u0003%u0014%u0014%u001a*HWWLQJ%u0003%u00b4,QIRUPDWLRQ%u0010)LUVW%u00030DUNHWLQJ%u00b5%u00035LJKW%u000f%u0003%u0014%u0014flMedia, 119CHAPTER 11The SECRET to Infinitely Higher Response . . . 123by Dan KennedyCHAPTER 12What%u2019s NEW? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 131by Dan Kennedy1HZ%u0003$GYHUWLVLQJ%u0003DQG%u00030DUNHWLQJ%u00030HGLD%u000f%u0003%u0014%u0016%u00161HZ%u0003'LVWULEXWLRQ%u0003&KDQQHOV%u000f%u0003%u0014%u0016%u00161HZ%u0003&RQVXPHUV%u0003DQG%u0003&RQVXPHU%u00033UHIHUHQFHV%u000f%u0003%u0014%u0016%u00171HZ%u000f%u0003([SDQGHG%u0003$YDLODELOLW\\%u0003RI%u0003'DWD%u000f%u0003%u0014%u0016%u0017,I%u0003,W%u00b7V%u00031HZ%u0003WR%u0003
