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You need to do something pretty special to stand out, so make sure your messages are clear and appeal to exactly the people you are trying to sell to.
Your back story give your audience the transparency to know who you are and what you represent. It also gives your brand an emotional tone and deeper meaning to your marketing message.
Understand your customers. The more accurate your information and knowledge, the more effective you will be at selling.
Research your competitor. You need to know what offers, guarantees, prices or fees you are selling against, in order to make YOUR offers the most attractive.