Eight Copy Glitches that Dry-Gulch Results
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2. IGNORING ALTERNATIVES TO THE PRODUCT OR SERVICE. This sin arises when writers have not done the necessary homework. The result is a “generic” sell. The marketer doesn’t implicitly answer why his product is more beneficial than what the prospect is currently using. When alternatives are not discussed and convincingly dismissed, the prospect’s natural inertia blocks response and a sale.
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