6. It must raise mutual benefits
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What benefit does a user get from my content?
How does my service or product improve the lives of others?
Why is my brand more trusted than another?
These are some of the questions to be answered. If we are looking to get an email, for denmark consumer email list example, we must give something in return: guides, webinars, consultations, etc. Not only money is exchanged, but also information. Transactions are beginning to stop being unilateral: “a company sells something”; they are beginning to be bidirectional: “a user satisfies his needs within a wide range of options.
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