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johnza

Thanks for this. Cool article. I am a huge believer in the power of Proof over that of claims. It is good to get your positioning and arguement down right but then the best thing to do is prove it. (Proof>Benefit>Feature) Demonstrations are a compelling way. Love the safety glass story!

Steve

John,

Yes, Sean does a great job of breaking down demonstration.

The safety glass story is a great example of infusing drama into your benefit.

By the way, your book -- Marketing Playbook -- looks great. It's on my reading list.

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