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On Message by Theo Theobald

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Chapter One

How did we get here?

Now is a great time to be thinking about our communication, because for a host of reasons our potential to make a real impact is greater than ever before. Part of this is to do with access to audiences in a way which would have cost a fortune in advertising spend only a few years ago. Today we can link to a niche segment who are actively interested in our offering and deliver real value through both our product and our messaging. What has brought this about? How was it exactly that we got to here?

We begin by taking a look at the recent evolution of messaging, which has catapulted us from a handful of hard-won connections with partners who were probably reticent at first, right through to hordes of potential ...

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