<head></head><body><p>There is really no other way to explain why there is such a massive gap between what people know in their brains and what they say when they sit down to type up a marketing piece. It’s terrible because it tells the reader a bunch of information he thinks he already knows, that he doesn’t think applies to him. Meanwhile, the truly important part of the discussion is completely omitted. That’s right: the one thing that will make somebody take action is not in the copy at all.</p>
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