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In a complex world it is essential to tell
what you are doing in one simple sentence.
why is it important?
Your work sounds generic.
Professional jargon makes you sound like everyone else; it is better to use simple words that clearly describe what sets us apart.
A complex message makes you lose money.
When your message is unclear, the customer has no reason to prefer you over the competitors. So the price becomes the main factor; we want to be where what we do - will be the main factor.
The sale process is getting easier.
A simple sentence that clearly and communicatively describes what we do gives us the confidence to talk about what we are doing reflexly and naturally.
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