Daniel Burstein

Daniel Burstein is the Senior Director, Content and Marketing at MECLABS Institute. Daniel oversees all content and marketing coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the marketing direction for MECLABS — digging for actionable discoveries while serving as an advocate for the audience.

Heather Fletcher is senior content editor with Target Marketing.

The value proposition is "the core, or central, truth about whatever the offering is," says Jose Palamino, president and founder of Value Prop Interactive. More importantly, the value proposition answers the question "Why should anyone care?"

Nigerian email scams clearly aren't best practices for marketers trying to avoid being labeled as spammers, but what if there's a hidden brilliance behind them that allows for better segmentation?

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