Every marketer needs to study this video:
Start with Why, not What.
What you do simply serves as proof of what you believe.
"People don't buy what you do, they buy what you believe."
That so true. Which explains why dry as dust experts fail to win us over and why you never met a con man you didn't like.
I rewrote my home page headline after I watched this video.
He had me in tears.
Put this on page one, Howie!
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