Are You Getting a Lot More Back Than You're Putting In?

People like buying money, especially when they're going to get a lot more back than they're putting in. And that comes down to the client that you want to serve to, right? There's going to be some clients that feel that pain so much more intensely than others. Some people think it's a million dollar problem for a 10 million dollar problem and then there's some that it is a hundred thousand dollar problem for which one or the unit paid for more. So I'd look at the hook. Was it sexy enough? Is it actually going to cut through the noise?

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