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Once you dig out your product's true value and communicate it, you can imprint that value on the marketplace for years.

The process works because it recognizes what communication can't do. It can't make people buy something they don't want, no matter how sweetly it persuades them. It can, however, take what there is in a brand that some people do want, find those people, and make it clear how well the brand meets those wants.

There are four steps.

Do all four and do them right, and they don't say "what a great ad." Instead, they say, "I want one of those."

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