Real estate consultant George Allen calls it "the mostunderutilized marketing tool in American enterprise." Is itthe Internet? Human billboards? Actually, it's somethingvirtually every business already has.
It's the back of your business card--and it's justwaiting to be called into action. Allen, whose Indianapolis-basedcompany, GFA Management, specializes in the development andoperation of manufactured home communities, prints a loanamortization chart and a return-on-investment formula on the flipside of his business card. This makes Allen's card soindispensable that recipients rarely throw it away. "A lot ofpeople have told me the only two cards they carry are theirs andmine," Allen says.
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