This includes the language used in all aspects of the marketing campaign—from emails, to mobile notifications, to print and online advertisements—as well as, in the case of Web- and mobile-based products, the messaging used within the product itself: not just the tagline and value proposition on the landing page, but also the text accompanying the product’s every feature or screen or page. This is critical for customer acquisition for all businesses, not just Web-based ones, because today every product must have a Web presence and with users finding their way to yours through so many different
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