People buy a better version of themselves

People don’t buy our product or service. They buy a better version of themselves.

Our product or service is just a means to that end. (It’s not the only means. There are other products and services that can deliver that end, and they’re usually not in our industry category or sector. These are our true competitors.)

Whoever most emotionally delivers the better version of themselves the buyers are seeking will get the most sales.

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