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Tip for July 19, 2004

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Ten Commandments of Guerrilla Marketing Design, No. 10

Guerrilla designers are CRAFTSMAN

Guerrilla marketers are proud parents, and work hard at it. They are passionate about the integrity of their designs. They recognize that the tiniest details can undermine the effectiveness of their message.

When they run out of space, they edit to the bone--ruthlessly eliminating unnecessary ideas, sentences and words--rather than reducing type size or line spacing in order to "fit everything in."

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