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Talking

"Look: You can put your product or service in front of someone who you KNOW would love it and benefit from it, but if you can't effectively communicate how you will solve their problem, THEY won't even pay attention to you, let alone buy.

Let me repeat that.

Even if someone is your PERFECT potential customer, they won't pay attention or buy your product if your communication is wrong in the first place..."

He is writing the way he would talk.

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