Imagine you are a potential customer. The contractor you have just met is sharp, courteous and has a good product. He shakes your hand firmly and reaches in his pocket, pulling out a small metal case. He flips it open and peels out a small white card with his name and number on it. However, as you hold it between your fingers, you notice that it just doesn’t feel right. The paper is flimsy, probably from recycled card stock. The font is relatively banal;

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