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Index
Praise for Finding the Right Message
Title Page
Copyright
Author’s Note
Contents
Get the Audience Core Messaging Sheet
Introduction
Part I: Getting Your Voice of Customer Research
Chapter 1: Understanding Your Customers’ Why
Chapter 2: Asking the Right Questions
Part II: Analyzing the Research
Chapter 3: How to Do Customer Research without the Customers
Chapter 4: Tapping into Your Research
Chapter 5: Determining Your Key Messages for Those Ideal Buyers
Part III: Applying What You’ve Learned to Your Website Copy
Chapter 6: It’s Time to Talk About You
Chapter 7: Nailing Down Your Value Proposition
Chapter 8: Tying Together Your Features and Benefits
Chapter 9: Closing Thoughts
About the Author
Notes
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