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There are amazing companies out there producing amazing technical products. Components, machines, services and systems that enable people to survive catastrophic diseases, reduce energy consumption, remove toxic emissions, simplify life at work, and many other things. However, getting the wording right is the key to success. Not least for technical products sold from one business to another (B2B), as this usually means complex offerings, long buyer journeys, many decision-makers and a high risk. "Words that change the world" shows you how to craft marketing texts for technical B2B products. You get hands-on advice to find out what to write about, create a creative concept and find the words that make people think, trust and take action.