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Why Do They Come?

There was a twenty-minute wait for croissants at Lune long before the New York Times announced that the best croissants in the world might just be made in Melbourne. Now you can wait for thirty, but people still get up early and hang in there just to try one.
Why would they take a tram across town for a $5 pastry?

Why does someone buy a Maserati, not a Tesla?
Why don’t cinema goers save the $20 and stay at home with Netflix?
Why do your customers come to you?

It’s not possible to tell your story effectively without knowing the answer to this question.
How many of the reasons that you list are reflected in your marketing?

Inage by Lars Ploughmann.

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