Create a Story

The first thing you need to do is express empathy. Guides care more about the success of the hero than they do about their own success. The key words here are that “they care.”

The second thing you need to do to position yourself as a guide is demonstrate authority. By authority, I mean you’ve got to demonstrate that you actually know how to help your hero customers overcome their challenge and win the day.

When you give your customer a three- or four-step plan, they are much more likely to place an order.

Keep the plan easy, and your customer will feel safety and comfort and will start taking steps toward a purchase.

People don’t tend to do things unless you ask them to do things. What do you want them to do with the information you just gave them? Book a consulation, make a purchase, subscribe?

Let’s give customers something they can accept or reject in our marketing collateral. Let’s call them to action. Let’s ask them to make a purchase.

When we remind them that our product keeps them away from frustration and pain, they become more motivated to buy.

• What negative consequence does my product help my customers avoid?
• What will people continue to experience if they do not buy my product or service?