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This book will awaken you to the ways profitable sales are lost due to poor differentiation of the marketing message. What makes your company unique is what makes you money but this is regularly overlooked. When you differentiate your message you sopport higher price point and build the right customer base. It's an incredible but under valued strategy. Buyers are still buying, even in tough economies but they are much more discerning than ever before. Don't let the profit assassins keep working in secret in your business.