OwlCyberSecurity - MANAGER

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Envelope-to: suzana@digitalaesthetics.org
Delivery-date: Thu, 02 Mar 2023 00:30:38 -0500
Message-ID: <m171.166114368.1453901677735025960.JavaMail.tomcat@web-core2-035>
Date: Thu, 2 Mar 2023 00:30:25 -0500 (EST)
From: Perry Marshall <google@perrymarshall.com>
To:  <suzana@digitalaesthetics.org>
Subject: Perry Marshall Minute: Getting from surface dirt to paydirt
Errors-To: mailer@infusionmail.com
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              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 0px 0px 13px; line-height: 1.6;">Suzana Vrhovac,</p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">I have a reputation for go=
ing d-e-e-p into subjects that interest me. I=E2=80=99m not a dabbler. I di=
g. And dig. And dig. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">I liken it to drilling an =
oil well. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">I go down, down, down unti=
l I hit the black crude. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">One subject I=E2=80=99m pa=
ssionate about is evolution. I=E2=80=99ve been studying it for years. </p>=
=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">And while I was digging do=
wn that well, I would explore one opinion=E2=80=A6and then I=E2=80=99d hear=
 a contrary opinion that would pull me in the other direction. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">So I=E2=80=99d explore tha=
t opinion=E2=80=A6until a contrary opinion would pull me back the other way=
.</p>=20
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52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">Back and forth=E2=80=A6but=
 also down. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">Big lateral swings, but al=
so downward movement.</p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">Deeper and deeper.</p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">And the deeper I=E2=80=99d=
 go the smaller the lateral shifts would be. (This took a long time. Comple=
x subject.)</p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;"><b class=3D"bard-text-bloc=
k style-scope" style=3D"padding: 0px; line-height: 1.6;">The deeper I tunne=
led the less often I was getting pulled from side to side</b>. </p>=20
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52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">Finally, I came to the rea=
lization that =E2=80=9Cthe strand of DNA is digital code with instructions.=
 Just like bits on a wire.=E2=80=9D </p>=20
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52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;"><i class=3D"bard-text-bloc=
k style-scope" style=3D"padding: 0px; line-height: 1.6;">Oil strike</i>. </=
p>=20
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52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">Suddenly, no more vacillat=
ing back and forth. No more opinions swinging me one way or the other. They=
 all fell silent. The needle stopped moving.</p>=20
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52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">Now that I=E2=80=99ve done=
 that in several spheres=E2=80=A6biology, Ethernet, speaker design, AdWords=
, etc=E2=80=A6I=E2=80=99ve come to know <i class=3D"bard-text-block style-s=
cope" style=3D"padding: 0px; line-height: 1.6;">exactly</i> what an oil str=
ike feels like. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">I can smell the acrid oil =
in the air. I can feel the slick crude between my fingers. I can see my ref=
lection in the black pool. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">Then I ask, =E2=80=9CWhat =
do these two things have in common?=E2=80=9D </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">Let=E2=80=99s take Etherne=
t and marketing, for example. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">When I was in my first yea=
r or two of learning direct response marketing, I would read those firework=
s-and-bomb-blast sales letters and it would get the macho, ass-kicking side=
 of my personality all wound up. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">But then I=E2=80=99d ask, =
=E2=80=9CHow do I use this to sell more controller cards to engineers? My p=
rospects will scoff at this over-caffeinated copy.=E2=80=9D </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">And, I couldn=E2=80=99t ma=
ke it fit. I=E2=80=99d try to steal headlines, swipe bullets, write over-th=
e-top, pander-to-reader=E2=80=99s-lizard-brain, emotional copy. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">But, you just can=E2=80=99=
t tell an engineer to =E2=80=9CCrawl buck naked over broken glass to get ou=
r new software API!=E2=80=9D </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">Just doesn=E2=80=99t work.=
</p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">But there is an oil-strike=
 principle in direct marketing that does apply to engineers. The bedrock pr=
inciple is not the hypey, emotional language. That=E2=80=99s surface dirt. =
The crude oil is: </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;"><b class=3D"bard-text-bloc=
k style-scope" style=3D"padding: 0px; line-height: 1.6;">=E2=80=9CEnter the=
 conversation inside the customer head=E2=80=9D and =E2=80=9CTalk to them t=
he way they talk to each other and themselves.=E2=80=9D </b></p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">That=E2=80=99s the black g=
old. The Texas Tea. The timeless principle. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">And that is completely dif=
ferent than swiping another headline that says, =E2=80=9CWho else wants to=
=E2=80=A6?=E2=80=9D </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">Real thinking is digging u=
ntil you strike oil. Eliminate, eliminate, eliminate tons of dirt until you=
 get to the strike. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">It's mystery. It=E2=80=99s=
 a puzzle. It=E2=80=99s that tunnel into the dark. You=E2=80=99re groping i=
n the black void. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">You=E2=80=99re not at the =
rich oil until you can encapsulate it in a sentence or two. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">=E2=80=9CEnter the convers=
ation inside the customer=E2=80=99s head. Talk to them the way they talk to=
 each other and themselves.=E2=80=9D </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">Do that and you move the c=
onversation in a new direction. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">The rest is just surface d=
irt. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;"></p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;"><a href=3D"https://m171.ke=
ap-link005.com/v2/click/ba2f54e10c654392e7464d03e247ca0f/eJyNkU9Lw0AQxb_LHj=
w1TTZKtYEgpZQSUnsQPZdlM7GL2T_szhpCyXd3EkUvFoQ9vXnz2zczF4ZghMGqYQXT_J6zBfMgl=
VNgcGsNCjnXOOdrnj0sWKfM-97b6Fhx-aP3pzyJ-Sq749SDgwOyvDxvtnV13J8O1bEmrxOePvkH=
h_Ms56v1L2n3tKkObByvokEr3H0QPbACfYRpqEbRYPjqO_KfEV0o0rTv-6UD7wctfDiLrltKq1M=
DfULRhApBGAnpY0R9CjZ6CaUybQzKmmBbvJl0TeCoS9BCdbMghXZCvZnSaZ0E8ArCrCN4XTpvg6=
MYX5KkBVPI2TkDkjzLb5OM3rQE4RyY5vsKNQysaEUXYPwEJXiUBw=3D=3D" class=3D"bard-t=
ext-block style-scope" target=3D"_blank" style=3D"color: rgb(43, 170, 223);=
 padding: 0px; line-height: 1.6;"><b class=3D"bard-text-block style-scope" =
style=3D"padding: 0px; line-height: 1.6;">Join New Renaissance Club Here</b=
></a></p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;"></p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">Seize the day, </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">Perry<br><br></p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">PS: The Perry Marshall Min=
ute is the daily heartbeat of Planet Perry. Short messages about the founda=
tional principles of our world (<a href=3D"https://m171.keap-link005.com/v2=
/click/d99633e894dae52a88ae5114dabbf0f8/eJyNkU9rwkAQxb_LHnoyJpsWq4FQRESC1kN=
pz7Ksow7df8xODCJ-927S4qmFwp7evP3NvJmrYHDKcbMXlbDyWYqRINAYEBwvvGOlh5qUciaL6U=
gYdJ8r8m0Q1fWXv_dyL5aT4klORoIvAZLl_W2-WDfb1W7TbNfJGxSlJv_gSFmUcjKb3knL13mzE=
bfbn2iwyMtzokdRMbXQh9pjCsYfZJL_xBxiledd140DEF2sonhSxoy1t3kfGrUyGRMqdzSQEZwR=
uvylZbuLviUNNbpDG9G76A_80Os2dWhtDVahGQStbFB4dHWwNotACHHQGcjWgXwMaZ5vSadNp2k=
H5wDIyqJ8zIr0-m2oEMDtf86xhouoDspEuH0BfpOXiQ=3D=3D" class=3D"bard-text-block=
 style-scope" target=3D"_blank" style=3D"color: rgb(43, 170, 223); padding:=
 0px; line-height: 1.6;">Tactical Triangle</a>, <a href=3D"https://m171.kea=
p-link005.com/v2/click/e3ee3cb3dc1e216ef4edf0db1089c0bf/eJyNkc1qwzAQhN9Fh57=
s2HJDmhhMCSEE4zSH0p6DkNeNqP6QVjUm-N0ruyWnFgJ7mh19O7u6EgTNNNYtKYmiT5QkxAEXVo=
DGndHI-NyjlG5ovk6IFPrz4EywpLz-8fbWnsRilS_pMiE4WIiWt9ftrqlPh_OxPjXRa5mLQ-7gU=
JoXdLVZ30j7l219JOP4LxqUwP1XpHtSogswLdWKuBi-Oxn9F0Tryyzr-35hwblBMecvTMoFNyrT=
0KcxGhPeM80hew6ozt4Ex6ESugteGO1Nhw-TriI4qAoUE3IWOFOWiQ9dWaVSD06An3UEpyrrjLc=
xxo_E44FjyNk5A9IiLx7TPNZ0BGYt6Pb3FxoYSNkx6WH8BiAslAM=3D" class=3D"bard-text=
-block style-scope" target=3D"_blank" style=3D"color: rgb(43, 170, 223); pa=
dding: 0px; line-height: 1.6;">The 7 Steps to Entrepreneurial Freedom</a>, =
and <a href=3D"https://m171.keap-link005.com/v2/click/51ebb03f549cabb84ec98=
fae6c7e7367/eJyNkE9rwzAMxb-LDzs1jZ2NLg2EUUopIV0PYzsXL1FWU__DlhdCyXefk42eNhj=
o9PT0k56uBEFzjVVLCqLYIyML4qARVoDGrdHIm7nHGFszmi-IFPqydyZYUlx_mb21JzFb0QeWLQ=
gOFqLl9WWzravj_nSojnX0Wu7ikn9wGKMZW63zG2n3vKkOZBz_RIMSuPuMdE8KdAGmUK2IwfDNy=
eg_I1pfpGnf90sLzg2KO3_mUi4bo9KcZjR5N-aSPgVUJ2-Ca6AUugteGO1Nh3eTriIyqBIUF3IW=
Gq4sFx-6tEolHpwAP-sITpXWGW_jAd9SE18bz5udMyDJaHaf0FhTfG4t6Pbn_zUMpOi49DB-Af-=
nkKA=3D" class=3D"bard-text-block style-scope" target=3D"_blank" style=3D"c=
olor: rgb(43, 170, 223); padding: 0px; line-height: 1.6;">80/20 Sales &amp;=
 Marketing</a>). Every message will contain a truth, tactic, or testimonial=
 to make this the most valuable =E2=80=9Cminute=E2=80=9D you spend every da=
y. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;"><br></p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px 0px; line-height: 1.6;">***NOTE: This email ad=
dress isn't monitored!<em> If you need help, please email: <a href=3D"mailt=
o:support@perrymarshall.com" class=3D"bard-text-block style-scope" style=3D=
"color: rgb(43, 170, 223); padding: 0px; line-height: 1.6;">support@perryma=
rshall.com</a></em></p>=20
             </div></td>=20
           </tr>=20
          </tbody>=20
         </table>=20
        </div></td>=20
      </tr>=20
     </tbody>=20
    </table>=20
   </div>=20
   <div style=3D"max-width: 600px; background: rgb(255, 255, 255);">=20
    <table border=3D"0" cellspacing=3D"0" cellpadding=3D"0" align=3D"center=
" style=3D"font-size: 0px; width: 100%; background: rgb(255, 255, 255);">=
=20
     <tbody>=20
      <tr>=20
       <td style=3D"text-align: center; vertical-align: top; font-size: 0px=
;">=20
        <div class=3D"bard-column bard-column-100" style=3D"display: inline=
-block; width: 100%; vertical-align: top;">=20
         <table border=3D"0" cellspacing=3D"0" cellpadding=3D"0" width=3D"1=
00%">=20
          <tbody>=20
           <tr>=20
            <td style=3D"overflow-wrap: break-word; word-break: break-word;=
 font-size: 0px; padding: 15px; text-align: left;">=20
             <div>=20
              <p class=3D"bard-text-block style-scope" style=3D"text-align:=
 center; color: rgb(52, 52, 52); font-family: Helvetica, Arial, sans-serif;=
 font-size: 15px; padding: 0px; margin: 0px; line-height: 1.6;"><i class=3D=
"bard-text-block style-scope" style=3D"padding: 0px; line-height: 1.6;">Not=
 interested in this topic?</i><br><a href=3D"https://m171.keap-link005.com/=
v2/click/2dca4dd04bec0baf2f07362178236c91/eJyNkcFqwzAMht_Fh52SJs5G1wbCKKWU0=
K6HsZ2LSZTVLLaFLK-Uknefk42eNhj49On3J8m-CgarLNetKIWRj1IkgqDRqMHy2llWzVSTUi5l=
vkhEr-3HllxAUV5_uXsrj7CY5w8yTwRfEGLk9WW13tWH7XFfH3Yxi4pik394pMwLOV8ubqbN86r=
ei2H4Uw1G8-Yz2r0omQKMS7U6LsZv1Mf8iRl9mWXn83mGQHQxivxJ9f2scSZzyKkLnDbOdpqMYu=
1s9hTYHL0L1EClbRd8hN51fDdyE-3BVGCU7ifQKINKv9sKjUk9kAY_cQYyFZLzGGf5RrFL3J-n5=
CRIi7y4T_N4xpdQiGDbn6_YwUWUneo9DF8dv5YK" class=3D"bard-text-block style-sco=
pe" target=3D"_blank" style=3D"color: rgb(43, 170, 223); padding: 0px; line=
-height: 1.6;">Click here to be removed from the Perry Marshall Minute seri=
es. </a></p>=20
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          </tbody>=20
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   <div style=3D"max-width: 600px; background: rgb(255, 255, 255);">=20
    <table border=3D"0" cellspacing=3D"0" cellpadding=3D"0" align=3D"center=
" style=3D"font-size: 0px; width: 100%; background: rgb(255, 255, 255);">=
=20
     <tbody>=20
      <tr>=20
       <td style=3D"text-align: center; vertical-align: top; font-size: 0px=
;">=20
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-block; width: 100%; vertical-align: top;">=20
         <table border=3D"0" cellspacing=3D"0" cellpadding=3D"0" width=3D"1=
00%">=20
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            <td class=3D"alignmentContainer" style=3D"overflow-wrap: break-=
word; word-break: break-word; font-size: 0px; padding: 15px; text-align: ce=
nter;">=20
             <div style=3D"margin-left: auto; margin-right: auto;">=20
              <p style=3D"font-family: Helvetica, Arial, sans-serif; paddin=
g: 0px; margin: 0px 0px 13px; line-height: 1.6; color: rgb(153, 153, 153); =
font-size: 11px;">If you'd rather not receive *any* more emails from us, <a=
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nderline; padding: 0px; line-height: 1.6; color: rgb(153, 153, 153);">Unsub=
scribe</a></p>=20
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g: 0px; margin: 13px 0px 0px; line-height: 1.6; color: rgb(153, 153, 153); =
font-size: 11px;">Perry S. Marshall &amp; Assoc<br>805 Lake Street #295<br>=
Oak Park, Illinois 60301<br>United States<br>(312) 386-7459</p>=20
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