You asked one of your staffers to write a benefit statement to communicate the advantages of the Groups section of the CafeMom website, which lets members find and join any of the thousands of existing groups or create new groups focused on just about any topic imaginable. She e-mails the following sentence: “We ve worked hard to define and create a powerful online group capability; you can search far and wide on the Web, but you won t find anything as great as what we ve created.” You then write back, explaining why it s important to make marketing messages about the customer, not about the company. Which of these versions best illustrates this vital aspect of the “you” attitude? (You can learn more about the Groups feature at the CafeMom website, vuww.cafemom.com/ groups.) a. Group members at CafeMom support one another and share their knowledge, experience, and opinions on a wide variety of subjects, from pregnancy to schooling to religion. b. Get support, information, and thought-provoking opinions from CafeMom groups. c. Join a ClubMom group (or start your own) to get support, information, and thought-provoking opinions from other moms on a wide variety of subjects, from pregnancy to schooling to religion. d. Social networking has rapidly become a popular way for web surfers to get insights, information, and thought-provoking opinions, and the CafeMom groups will help you, too.
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