I was walking a client through a lead generation campaign last week. We had chosen a specific job title, built the audience around that role, and written the ad around a very specific problem that someone in that position tends to experience daily. All our boxes were ticked nicely, and we were ready to launch.  But as we were wrapping up, the client paused and asked a question that pulled us into something deeper. They wanted to know whether we should also mention all the oth

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