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Adjust the Callout Label in the Callout Specification dialog to create custom labels.
19 - Text Tools
47 - Text and Callouts
1547 - Custom Callout Labels
5473 - Creating Text and Callouts
1570 - Working with Label Macros
1924 - Productivity Tips - Using Macros in Object Labels
1925 - Productivity Tips - Adding Labels to Polyline Objects
1934 - Using Annotation Sets to be more Productive
10130 - How to Watermark and Add your Company Logo to a Rendering