"you need to enter their personal story"

"Your customers care a whole lot more about themselves than they care about your products or your messages.  That’s why your marketing and sales communications shouldn’t focus on your products.  They should focus on your customers.
...
Every person you come in contact with greets you with a rich personal narrative going on in their mind, not a blank slate. If you want to get their attention and have them value the encounter, you need to enter their personal story, not force them into your story."

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"Come and win with us" vs "Let us win with you"

Trechos retirados de "It’s not about Michael Jordan. It’s about you."