.caw cowrw
3055 W. MAPLE RD
(WEST OF HAGGERTY),
COMMERCE TWR 48390
OPEN SATURDAYS
Capatilized Cost Reduction
S 000.00
Refundable Security Deposit
S 500.00
Acquisition Fee
S 495.00
First Month's Payment
S 469.00
Amount Due At Lease Inception
S 1,464.00
plus taxes, title and registration fees
BROUGHT' TO YOU EXCLUSIVELY BY VOLVO
FINANCE NORTH AMERICA, INC. 'Offered
through Volvo Finance North America, Inc. by
participating Volvo retailers through December 31,
LEAS(
1999. Subject to credit approval and availability from
FOR 39
existing retailer inventory. Retailer prices will vary
and effect customer cost. 5469 payment based on
29-month closed-end lease for new 2000 V70 All
Wheel Drive Cross Country with Sunroof/Leather
Package and Touring Package. The refundable se-
curity deposit is required. Taxes, title and registra-
tion fees extra. Custom liable for insurance, maintenance, repairs. S.15/mile over 12.000 miles/year and a 5295 disposition fee. See your authorized Volvo retailer for com-
plete details. 0 1999 Volvo Finance North America. Inc. - Volvo for life" is a registered trademark of Volvo. Always remember to wear your seat belt www.volvocars.com
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client, I can honestly say that I'm not
just telling you what you should do.
I'm living proof that it works."
Dunitz operates The Last Word
from a basement office in her Ann
Arbor condominium. She has no
employees and contracts out services
such as graphics.
As a wordsmith, Dunitz tackles
everything from creating Web sites to
writing sales brochures and speeches.
She's picked up some interesting
assignments as a speechwriter, putting
words in the mouths of celebrities
ranging from the CEO of General
Motors to WXYZ-TV anchors.
She also presents seminars for
clients, sometimes appearing on stage
in disguises based upon the characters
in her weekly Crain's ads.
Dunitz has done work for a num-
ber of blue-chip corporations, includ-
ing Kmart and Ford Motor Co.
Other clients have included Wayne
State University, Deloitte & Touche,
Hercules Machine Tool & Die,
Charlevoix Homes and Capital
Consultant Engineers. Most of her
clients are in the Detroit area,
although some have ranged as far
afield as the West Coast and
Indianapolis. A very small percentage
of her clients are Jewish-owned busi-
nesses, she said.
Surprisingly, given her predilection
to talk about herself, Dunitz is tight-
lipped when it comes to the subject of
her earnings. She said her business
doubled last year and has grown sub-
stantially this year.
"I am very busy," Dunitz said. "I
get between three and five unsolicited
requests from potential clients each
week." Active in the metro Jewish
community, Dunitz is a member of
Temple Beth Emeth in Ann Arbor.
She is a former officer of the
American Jewish Committee.
Dunitz has attended singles ser-
vices sponsored by the Jewish
Federation of Metropolitan Detroit,
and has participated in Jewish singles
weekends/trips sponsored by Jewish
organizations around the country.
"My two older girls, Helen and
Dorothy, went on the Teen Mission
to Israel the summer before last,"
Dunitz said. The two younger ones,
Risa and Jocelyn, will be going on it
this coming summer."
Dunitz has been to Israel several
times, most recently, three years ago
with her mother on a Jewish
Community Council of Metropolitan
Detroit trip just months before her
mother's death.
'AR — KYLIGHTS— T
goal — although it took more than
the Crain's ads for her to reach that
threshold. One step was her decision
to stage a public relations blitz with
herself as the client each year. She
developed a story the media could
latch on to. The campaign began with
a romance novel she wrote and put
on the Web four years ago. She fol-
lowed it up the next year with a
booklet with eight articles in it on
how to communicate effectively. "Last
year," she said, "I wrote and produced
a comeback song for Detroit."
When media mogul Michael
Bloomberg came to Detroit, Dunitz
ran into Mary Kramer at the lun-
cheon. That's when Kramer told
Dunitz, "Carol, you have a cult fol-
lowing."
She wondered about the connota-
tion of cults, but Dunitz realized it
actually could be positive.
Never one to let an opportunity
escape, Dunitz put her message on
the billboard and made sure no one
in the media missed it.
The billboard went up to premiere
her new Web site on Sept. 1. Offering
everything but fan club membership,
the Web site spotlights testimonials
from satisfied customers, chapters
from her romance novel, snippets
from her song and a gallery of
Dunitz's Crain ads.
Kramer was one of many who
checked out the Web site. She even
wrote about it in an article on wacky
Web sites. Certainly Dunitz's weekly
ads have been a blessing for Crain's.
'An advertiser called me and wanted
to buy an ad on the same page as
hers," Kramer said, "because he knew
that page had a high volume of read-
ers.
"The reason I can get away with
the kind of ads I have is because what
I'm marketing is creativity," Dunitz
said. "And I think people understand
that. So it doesn't have to be serious.
It can be a little zany.
"To start out five years ago with no
contacts, and no experience, with just
a Ph.D. that's 12 years old, is amaz-
ing. Now everyone knows me,"
Dunitz said.
"When I first started out, I would
write a brochure, or do a Web site, or
maybe a direct mail piece or a few
promotional letters. Now, I get people
calling me to do an entire marketing
campaign. I'm handling everything.
"I think it's pretty amazing to go
from square one in five years to hav-
ing all this name recognition and
awareness. When I go in to pitch a
11/19
1999
71