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Sometimes we overcomplicate our offerings and our services for buyers because: 1. we think it's actually complicated or 2. we want it to sound fancy, or 3. we want the buyer to believe that they need our help and they can't do it on their own. 

We think if, “I make it simple for them, they won't buy.” Or, “If I make it simple, they’ll just do it themselves.” As if tax returns were just easy-peasy for everyone.

But the opposite can be true. 

If we simplify how we talk about what the buyer needs to know, and we simplify the process for them, it can be easier for them to buy, because finally, they understand what's required of them, what they're getting, and what the value is to them.

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