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The Importance of Timing
"I get an alarm 48 to 72 hours prior, which means I'm the first person to wish them a happy birthday," he says. "It's not inappropriately early unless you're rushing in which case you're not supposed to do it early for some reason." He adds that if you're the person that calls or sends a text 48 hours beforehand, you're first and you're sort of above the fold in terms of attention.