Rather than trying to manipulate prospective buyers, Bnonn Tennant provides four key elements to marketing without the hard sell. He suggests leaving behind the "persuasive" techniques and removing
the "pompous" talk, exchanging them for "plain English" and earning trust to connect better with consumers. Tennant takes us through a strategy that he believes improves clarity in ad copy, provides
information to help consumers make educated decisions, and points more toward the concept of recommendation from friends rather than hype from strangers.
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