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Farquharson agreed that a voicemail should be valuable; otherwise, it "will and should be" deleted.
"The value of the call (that is, the quality of the message) will dictate whether this cold call is a waste of everyone's time," he said. "If you are calling me to sell print, you're just like everyone else. Go away. If, however, you are calling to help me grow my business, I'm in! When can we get together?"
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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