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Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less by Joe Pulizzi

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CHAPTER 7More Right or Less Right

Judge a man by his questions, not by his answers.

VOLTAIRE

In the Pulizzi household, it goes by just two words: the Disclaimer. Let me explain. Growing up, and on into the present, my mother is meticulous about how she chooses and buys gifts for members of our family. As I was presented with gifts for either my birthday or for Christmas, my mother would reach out to hand me the gift … and then pause. Before she handed me the gift, the words that came out of her mouth were what my sister, Lea, and I always called “the Disclaimer.”

The Disclaimer was why I might not like the gift—why it might not be the perfect gift for me. It usually accompanied a gift receipt of some kind and sometimes a listing of other gifts ...

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