Never assume your reader has the same level of understanding about your services as you have.

It’s your specialist subject, right?

They only know for certain what their problem is.

They’re looking for a solution that seems:

  • Believable
  • Transferrable to them
  • Simple for them to implement
  • Not hard to fathom WTF you’re talking about
  • Different from the other stuff they already tried and didn’t work

Also, even if you spoon-feed them every last detail, if it feels like you’re just recycling someone else’s s**t, they probably ain’t buying anyway.

I love stretching metaphors.


PS: Did you join the VIP book-launch Group for “Jonny Hates Selling”, published on the 21st June? It’s free, and there are goodies. 

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