Cryptic crossword clue
Promotion essential to story and commercial – see what I’m saying? 3-4

The most common and most likely answer to this crossword clue is the 8 letter word LIP-READ

I've seen this crossword clue in Financial Times
L
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P
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Buddy explains!

The straight part
We know that "see what I’m saying?" is the straight/definition part of the clue. The straight part is often a synonym or definition, in this case see what i’m saying? = lip-read.
The cryptic/wordplay part
In cryptic crossword there's often an wordplay/cryptic part as well.
This part involves a more complex hint, such as an anagram, homophone, hidden word, etc.
Sadly, We don't have an explanation for this specific crossword clue yet.

What does LIP-READ mean?

LIP-READ verb
  1. To determine what a person is saying by watching how their lips move.

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