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Power Sales Writing by Sue Hershkowitz-Coore

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CHAPTER 6CONNECT THE DOTS TO SELL MORE

With every experience, you alone are painting your own canvas, thought by thought, choice by choice.

OPRAH WINFREY

Once you’re prepared to present your sales message in terms of benefits and emotional, authentic outcomes, differentiating your product in the minds of your buyers in your e-mail messages becomes simple.

It’s safe to say that most (although not all) buyers want to save money, feel confident, and experience less stress. Often, however, salespeople provide useless information (like the Brazilian cow leather in the previous chapter) or sell the wrong outcome to the buyer. Knowing what your specific buyer values makes it easy for you to connect the dots between what you offer and the solution ...

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