Step 12: The Simple Basics of a Great Sales Message

Do the “so what?” test against your avatar.
1) Rational reasons:
Business is headed in this direction
It’s where the money is
I really should have a decent website, my website is an embarrassment
Or…I paid a lot of money for my cool website…but it’s not making me any money…huh? what? websites make people money? what are you talking about?
Convert a percentage of online traffic into customers

2) Emotional APE-BRAIN reasons that seal the deal deep inside
–be cool
–be first
–laugh at your competitors as they “only” make money with their physical business
–make more money

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