People buy brownies, not the recipe. Emphasize how you'll improve their lives, not the policy details.

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People buy brownies, not the recipe. Emphasize how you’ll improve their lives. Skip the geek-speak. Anat Shenker-Osorio is the founder a of ASO Communications and a messaging expert. This one minute clip provides an illustrated explanation from her interview on the ‘Last Word with Lawrence O’Donnell’. Watch the whole interview here. Sell the benefits, not …

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