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Simple Steps to Effective Marketing

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This story appears in the January 2013 issue of Entrepreneur. Subscribe »

A favorite adage of my college journalism professor was this: "Assume the reader knows nothing, but don't assume the reader is stupid." In other words, deconstruct the complex to make it easily understood, but don't dumb it down. In my years since school, I've realized the wisdom of that approach applies not just to journalism, but to business and marketing, too.

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