The request was to distill the results of a research paper into a document that could be shared at an industry conference. The goal was to generate leads. The call to action was to have the reader call my client to receive a copy of the complete research paper. The audience was B2B and B2C members of the Wild Bird Feeding Industry. The final copy had a sample bag of the product attached to it and was included in the swag bag given to all the conference attendees.
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