Your customers' own thoughts are more influential than what you say or write. Your customers persuade themselves. Engage the voice inside their head. They listen to their mind chatter more than your marketing.
One of the great myths of sales and advertising is people can be persuaded to do things they don't want to. Some sales people like to say, "I can sell ice to Eskimos." As if to say, they can overwhelm their customers with so many arguments and benefits that the...
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