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I don't have a lot of advice, but I can tell you that as a person who receives a large number of cold calls & emails at work, that the chances of your message NOT going in the trash immediately is really low.
Make your message short, to the point, and include a good subject line. You'll probably get ignored anyway--but maybe not if I happen to be thinking about getting something like your product at the moment. You'll definitely be deleted if I can't figure out what you're selling immediately.
Oh, and if you call and get no answer, leave a voice mail.
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