The 'Well, I Hope So Test' For Marketing Jargon

In fact, let me
give you a way you
can easily and
quickly evaluate
your own marketing
to see if you're
caught in in the
jargon trial.
This evaluation is
what I endearingly
call the well, I
hope so test when
you make the claim.
Don't think about
it in terms of
what's coming out
of your mouth.
Think about it
in terms of what's
entering your
prospect's ears.

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