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Personalize your card fully. Send a card that s truly personalized and from the heart. In just a few clicks, you can change the text with your own message, try out different colors and fonts, and even upload your own photos. Tweak your design with more elements. Make your card stand out using our design tools. To make your custom Visa or Mastercard gift card even more personal, add an embossed message to the front of the card and design a matching greeting card to go with it. Use the same photo for the custom greeting card or pick a different one. Either way, the recipient will think you spent much more time on it than you actually did. The previous three chapters all help you to establish the baseline for your brand storytelling strategy. In Chapter 1 , you went on a journey of self-reflection by identifying your macro story that defines who you are and what differentiates you. In Chapter 2 , you stepped outside of your box to understand how customer, brand, industry, and cultural insights shape your brand storytelling goals and overall strategy. Then in Chapter 3 , you went on a creative adventure down the storytelling rabbit hole to brainstorm and map out the types of stories your company could be telling. The practice of using credit scores in hirings and promotions creates a dangerous poverty cycle. After all, if you can t get a job because of your credit record, that record will likely get worse, making it even harder to land work. It s not unlike the problem young people face when they look for their first job and are disqualified for lack of experience. Or the plight of the longtime unemployed, who find that few will hire them because they ve been without a job for too long. It s a spiraling and defeating feedback loop for the unlucky people caught up in it. 2. Does Permission Marketing Work Only with Consumers? And consider the unsettling legacy of AM and Eurisko. These were early efforts by Cyc creator Douglas Lenat. Using genetic algorithms, Lenat s AM, the Automatic Mathematician, generated mathematical theorems, essentially rediscovering elementary mathematical principles by creating rules from mathematical data. But AM was limited to mathematics Lenat wanted a program that solved problems in many domains, not just one. In the 1980s he created Eurisko Greek for I discover . Eurisko broke new ground in AI because it evolved heuristics, or rules of thumb, about the problem it was trying to solve, and it evolved rules about its own operation. It drew lessons from its successes and failures in problem solving, and codified those lessons as new rules. It even modified its own program, written in the language Lisp. Writing content continuously for newsletters and social media is always a challenge. However, you can exploit the easy interaction between the two to lighten your writing burden Take advantage of social-marketing capabilities from your email service provider. Many companies now let you easily send your email directly to Facebook and other social-networking pages https us6.admin.mailchimp.com facebook . Mine social media for content. Read related information on social news sites, listen to hot topics that come up in LinkedIn and Facebook groups, and watch for trending topics. Pay attention to comments on your own and other people s forums, message boards, and social communities. Those comments may clue you in to concerns, trends, or industry news. Use Google Alerts, Social Mention, Twitter Search, and other search functions for mentions of your company. You can turn positive comments into testimonial content on your newsletter, social media outlet, or website with permission , or respond to many people at a time who may have read a negative comment. Create a Q A section in your regular newsletter. Respond to questions that are common across social media venues. Use keywords and tags to identify social news and content related to your industry. In turn, be sure to include keywords in any newsletters or newsletter announcements that may be reposted on the web. Pursue market intelligence even further by using the advanced Twitter Search features. Sort tweets geographically through an advanced search to see which topics are of interest locally, in locations where you have offices, or wherever large clusters of your customers or prospects live or work. Then segment your mailing list accordingly, if appropriate. Follow these steps Go to https twitter.com search-home and click the Advanced Search link located under the Search box.