THIS MAY SEEM perverse: after all, everyone promotes their product’s positive aspects and plays down the negatives. However, people are still aware of the negatives—ignoring this elephant in the family room is likely to cause problems if you do not address it. No amount of positive promotion will overcome a serious negative, because people will assess your promotion in the light of what they already know—and if what they know about you is bad, they will simply not accept your positive messages.
When diesel fuel was first used for road vehicles, it was almost exclusively ...
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