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So there are two skills that you need to study in order to learn to craft a impactful message, and that is marketing, which is creating a message that is attention grabbing, relevant and valuable for a specific person. So from their perspective, the second thing is sales, which is a process for making people aware of their problems and presenting a solution to those problems. 11:07 Notice how you don't just target people that are automatically aware of everything you do. It's a process. And sales can be synonymous with storytelling because the human mind make sense of the world via stories. It strings things together from past to now to future and how it interacts with your situation in life. 11:28 And so both sales, marketing and story, they're all based around transformations. That's what people want. They want a desirable outcome in the future. They want to avoid where they were in the past, and maybe they want to get out of the position that they're in right now. They want to improve.
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