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We’d like to think that customers buy our products because they’re so impressed with its features and functions. The problem is that this totally ignores other factors in the purchase decision.

The truth is that there are a lot of other elements, many of which can work in your favor if you just communicate differently.

When was the last time you vowed that “I’ll never work with that company again” after getting burned? Or when you’re looking for products, you think, “Hmm, I don’t think I’ll look at things from that company”?

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