Imagine a pharmaceutical company releasing a new miracle medication. You know the drill — billboards, television ads, multi-page magazine ads. Big deal. And the big promise they've chosen to put in the bold, all caps header at the top of each ad: “IT HELPS...
How someone asks you a question tells you what is they're seeking from you: validation, or a solution. If you answer a validation seeker's question with a solution oriented response (or vice versa), you're apt to wind up with a dissatisfied client, reader or customer,...
