When you have the best interest in mind, you can tell the truth. You don't have to sell everyone. You're just looking for the people who resonate. In that case, Dr. Vadia's primary market is like a 45 to 50 year old male with their parents' heart issues. And so when you know exactly who the reader want, who you want them to be, you can speak directly to them and to nobody else. So he transitions an opening chapter of his book from the agitation to the introduction of the solution where it's often the story of his patients.

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