Every documentary makes a promise to the prospective viewer: Bridging a gap in their knowledge, world view or abilities.
The viewer expects to be changed somehow when the documentary is over.
Every non-fiction book makes a promise to the prospective reader: bridging a gap in their knowledge, skills or abilities.
The reader expects to be changed somehow when they turned the last page.
Your audience expects the same: what gap does your product or service help to bridge?
How will you change the audience?
uwehook 
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