arrows miss target.

So – you’ve just given your customer a clear call to action. Will they do it? Probably not. Remember, your purpose as a business owner is to help your customer solve a problem. And here’s the single most important thing you need to know about how human beings make purchasing decisions…

Every human being is trying to avoid a tragic ending.

You HAVE to tell your customers that there is failure at stake if they don’t make the decision to use your wizbang or sign up for your service. This is counterintuitive because we don’t want to scare our customers. But if you fail to warn your customer about the tragedy that could befall them if they don’t work with you, you fail to answer the “so what” question every customer is secretly asking.

Simply put – if you don’t warn your customer that there is something at stake, you are doing them a disservice. Shame on you…

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