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You really sold it Malik".
The problem is doing it and it doesn't work, and then you look like you really sold out — "That guy can't even get a sitcom going".
Because we may make a bit of coin by the selling the bandwidth, but in twenty years when you're complaining that everything on television is imported from overseas, or what little we make here is a pale imitation of overseas product with no real local voice, you'll realise what it is you really sold.
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When you've got the Union Bank of Albany on the phone, what are you really selling?
But can you really sell a car because it has better options?
"When you signed the paper saying that I could have your soul in exchange for a cup of coffee, did you believe that you were really selling your soul?" "No, it was just a joke".
If you're having trouble figuring this out for your own business, the best thing you can do is put yourself in your customer's shoes to figure out what you're really selling.
Until that point, I didn't realise that you could really sell turkey in huge volumes".
"You were really selling things?" he asked, unsure whether I had broken some little-known rule.
And that's what you are really selling: something that's going to be, if not unique, then very special".
Because, he figures, in a business as ephemeral as the entertainment industry, it's easy to lose track of what you're really selling.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com