Useful and believable promises

That's another way to think about marketing.

We only sign up/pay attention to/pay for offers from marketers when:

What's promised is something we think is worth more than it costs

and

We believe you're the best person to keep that promise.

If your marketing isn't working, it's either because your promises aren't useful (and big) enough or we don't believe you're the one to keep them.

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