Jose Palomino, Founder and CEO, Value Prop Interactive
"The key is converting these five doubts into five certainties," he said.
Marketers need to address those five questions with their value proposition to turn, "Who are you?” into "I see that you are fundamentally aligned with my/our best interests."
"Those red lights turning into green lights is what this is all about," Palomino said. "You get them to that one yard line, but you’ve got to get them over."
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