This episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely chapter 8: CONTENT PART 1: MESSAGES What is a message? Variations from channel to channel Adapting message variants for different segments Using cultural differences in message variants Beware of poor translations Using parametrization for extra personalization Creating value for customers in your messages Category entry points Value creation in a broader perspective Using message variants when repeating a message Focusing on messages when working outbound Is it really for me? Personalizing the choice of communication channel The full book is available in print and kindle and can be bought here. (or your local amazon...) An abstract of the book can be downloaded here. All models and illustrations from the book can be downloaded here.