Just like in direct mail or any form of communicating, what you say and how you say it has a huge impact on your business success or failure. So often people concentrate on product, process, technical aspects and compliance. In reality people don’t buy those things. What they do purchase are things like: solutions, simplicity, peace of mind, trust, experience and expertise from the vendor. Sure, they want what the products supply. But they really want is someone to take away the complexity, the fear, the uncertainty, the jargon and to save them time or money. Discover how this can be achieved.
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