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Too many equate marketing to deception or to a shouting contest as Seth Godin tells us all marketers are liars. Marketing should not be about any of this marketing is showing why your product or service has value nothing more. Take the Ramones for example they never tried to be anything but a punk band their message and their passion is what made them a fan base.
How does this relate to my product you ask? Simple tell them why they want it what it should do for them, what they should do and then shut up and let them decide. They have too many people shouting at them already.
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