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Getting that story right builds enthusiasm for a company's shares, sending initial stock prices higher.
Intelligent pre-marketing builds enthusiasm before buyers enter the door.
Well... Yes and no: Yes, because any work being done for the sake of using a process usually results in pretty boring work, and no because anything that builds enthusiasm is never a bad thing.
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Republican officials constructed this year's primary and caucus schedule so that it would not be settled early, hoping to build enthusiasm.
And as part of a grand pre-Olympic effort to build enthusiasm and teach proper fan etiquette, they were instructed how to cheer.
Judicial appointments are an important issue to Mr. Bush's conservative base, and Republicans have successfully used the issue in past years to build enthusiasm for their candidates.
The prizes are intended to hail unsung scientists and their work, but also to build enthusiasm among young people about science as a potential career – not least by borrowing some of the glamour of showbiz.
One Sunday before Easter, the pastor at the Relevant Church in Tampa, Fla., wearing a rabbit suit, whisked the unsuspecting congregation away on chartered buses to a nearby park to build enthusiasm for the coming service.
Concept cars -- preliminary models of possible future vehicles -- have grown more important over the last decade or so as manufacturers test new ideas and try to build enthusiasm for upcoming models among the public.
When Senator John McCain won the endorsement of the Rev. John C. Hagee in February, his campaign hoped it would shore up his conservative credentials among evangelicals and build enthusiasm among a voting bloc that would be critical for him in November.
For this reason there are thousands of people working across the Internet to build enthusiasm for the campaign, some of it even gently mocking, like Barackobamaisyournewbicycle.com, a site listing the many examples of Mr. Obama's magical compassion.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com