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Every sales transaction is about identifying a gap—the distance between where customers are now (their current state) and where they want to be (their future state).
Never use a long word where a short one will do.
George Orwell's Six Rules for Writing - Infusionmedia
Cris Trautner
In fight-or-flight situations, I learned, one of the first things the body does is give up sphincter and bladder control (hence the phrase scared shitless) so it can commandeer every bit of available strength for battle. That’s why some soldiers actually make it a point to go to the bathroom before combat.
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