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Simon:

Thank you for being the one brave soul to comment here. My approach is the soft angle, and there comes a time when it's legitimate to ask. I like how you put it - "the balance between utility and effectiveness." A delicate one to achieve.

A very thoughtful post, I learned a lot.

To my mind, soft selling operates a very fine line between pure branding without the ability to sell (which in itself is perfectly acceptable) and hard selling to the point of being divisive. Kudos to those that are able to find the perfect balance between utility and effectiveness

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