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  CONTENTS >> PRIMER   August 2003
 
EXECUTIVE SUMMARY

Learn Your Core Product Line

Facts Tell stories Sell.

By Michael Clouse


Most customers actually know very little--factually--about the products they use. In fact, the reasons people buy the products they choose often have little to do with "information" and are more emotionally based. Knowing your core product line means absorbing a balance between relevant facts and powerful stories.

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