How to Analyze Your Competition's Word Choices

A lot of it is reading between the lines, but at the same time you get hints of these things. You get hints at what they're saying from the transcripts of conversations that you have with CEO. And so there's hints that comes through in terms of the types of words that they actually use. When you sit back and you compare that and you look at those words and those emotions that he's trying to communicate then again, or in the market and what customers need. Then you're able to find a sweet spot, what in our lines we need the most interms of the archetypes.

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