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When everyone claims their product is the best what do you do? I bet you stick to using the one you normally use. Why would you switch?

Our brain’s are hardwired to avoid trying something new, especially when we already have something that does the trick.

As an advertiser our goal isn’t to market products that compete with stuff that already does the trick. No, our goal is to market products that fulfill an entirely new trick. What trick does your product do?