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Seventh Generation: Alan Newman and Jeffrey Hollender
How I Built This with Guy Raz
How Did You Improve Your Catalogue?
Allan's first catalogues were written from passion and enthusiasm more than research. He learned that you really need to sell for benefit, not feature. The catalogue was published by a printing company in burlington because he had relationships with them. Allan started putting some of his classes on tape then sold them in stores. But warner publishing wanted to buy the business outright.
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