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6. Explain why investing in time to use the product/service is worthwhile. For example, circulations have to tell prospects how reading time on the particular publication increases productivity and/or profitability. Similarly, if you’re selling business software, you need to discuss how long it will take new users to get the system working and why that investment is worthwhile. Even for “upgrade” mailings to the installed base, recipients must be convinced that it takes very little time to get the new version working, and the time will be repaid very shortly.
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