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What Don’t You Do?

It’s easy to rattle off the features of your product or benefits of your service.

Which means it’s not hard for the competition to do that too.

Far more difficult to stand for something and be willing to stand out because of what you don’t do.

It turns out that time and again telling the story of what’s missing and how you are least like the competition is a far better marketing strategy.

Image by Eric Konon.

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