It makes sense that for most things in life it’s best if you start at the very beginning, except when it comes to one very important part of your business - the messaging you use to sell your products. In this case, you want to flip the script.

It's the old features/benefit story. Describing your product in this way gives them all the specifics to choose and place an order. But they may not be interested in that just yet. Here’s what’s missing with this approach.

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