When you’re writing your marketing materials or making a presentation, remember that not everyone will be persuaded by the same words as you. People need to have their own ‘internal’ questions answered, in a set order, to help them make up their minds. I learned of this particular idea from Eben Pagan's Guru Mastermind videos.
Why? Why do they need to know about your product or service? Answer this question by focusing on all the positive things that will result and motivate them to read further.
What? Explain the background and all the processes of what you’re selling and appeal to those who like to work with theories.
How? Include bullet points that set out specific action steps and procedures to help those people who like to know all the details of how things work.
What if? Describe what will happen if they take action immediately to help them imagine they already own your product or service. Then give a very clear call to action to help them take the next step straight away!
Answer all four questions, in this order, and you’ll get your message across to more people.
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