Seth's Blog : "What do I get?"
"What do I get?"
When people are confused, unengaged or dubious, it's probably because you haven't answered a very simple question to their satisfaction.
The answer doesn't have to be direct (quid pro quo doesn't scale very well) but it must be clear enough to be understood.
Marketing is often the craft of using symbols and inferences to make it very clear to people what they're going to get.
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