Premise: We buy hope, comfort and control and that's all we buy.
Before: How is your customer struggling, before they buy your product?
After: How will your customer experience more comfort & control, after they buy your product?
Consistent: Why is it just like them to buy your product?
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Any new purchase has to feel consistent with your customer’s identity.
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Demonstrate consistency with your customer's identity, values, beliefs and previous purchases.
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Demonstrate that your product is approved of by other people who are just like them.
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Demonstrate that your product is approved of by people your customer looks up to. Heroes, celebrities or experts.
Gradual: How can you prove this isn’t going to kill them?
Action: Why is now the perfect time for them to buy?
Attention: How to use headlines and subheadings.
Motivation: Why this formula works. Human nature in 90 seconds.
Test: Move beyond intuition to escape the plateau.
I II X ↂ
