"Do I Start With A Problem Or A Benefit?"
start with a benefit or a problem.
The problem with a benefit opening for most people
is that it becomes about them,
not about the person who has the ability to pay you.
Now the beauty of starting with a problem
is it takes some real brain work as to what
is going on in the life of your prospect.
And writing about the problem shows you have cared enough
about his situation.
The difference between a person going straight into benefits of
what he has got first, shows little respect for the intelligence
of your reader or listener.
Speak to the one person who is the right fit for you and speak to that person alone.
Don't speak to the other 95% because they will never buy anyway.
If you don't speak just to the 5%, then the message isn't for them either,
therefore you have zero or next to zero response.
You get good at crafting this potent message to the 5% by thinking
and writing out the Avatar of these people
or even better the one person.
In the end, it's a race to who understands a group of people,
then create a sales message which shows you know them, better than the rest.
Best,
Ewen
>> For Agency Founders: The Fast Shortcut To Selling SEO, Leadgen, Webdesign & Other Services
.