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Kick It Up a Notch

Want to turn up the heat on your marketing campaign? Start by turning cold contacts into hot prospects.

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By Kim T. Gordon

Opinions expressed by Entrepreneur contributors are their own.

Remember when you bought your last car? You probably didn'tmake the decision overnight. First, you started paying moreattention to car commercials and ads, and then you looked at a fewdifferent models. Perhaps you did some research on the Internet andvisited dealerships to check prices. When you were ready to buy,you completed the sale.

Your own business prospects move through the buying cycle inmuch the same way. At first, they know virtually nothing about yourcompany, but over time, they become familiar with the benefits ofyour product or service-and eventually, they're ready tobuy.

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