"No one really cares how clever you are. They're too busy asking themselves why they should care about what you have to say".
Whether you're a creative selling yourself or your agency, or a client selling your product or service, it's easy to get ensnared in the trap of thinking "We already have a great product. All we need to do is tell people about it."
Nope.
When people are emotionally engaged by your messages and desire more information, they have a much higher – an exponentially higher — chance of actually making decisions based on it. If someone isn’t engaged by your messages, then it’s safe to say they’re only being bombarded by unsolicited communications you haven’t helped them care about. Read more
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