End the tyranny of the templates

I want to foster a rebellion against the misuse of templates, a non-trivial barrier if you want to build sales tools that influence real people to buy your stuff and not someone else’s. If we could just recover the time wasted on filling in worksheets and counting words, we could get out of our own muddled heads and into the clarity that arrives when we have grokked a buyer who needs to make a decision.

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Topics: Buyer Personas, Positioning & Messaging, Writing

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