Symmetrical image of a road in Morocco.

Last chapter we talked about how important it is for you to let your customers know that there is failure at stake if they don’t buy your product. Even more important yet is… that’s right, you guessed it, success.

Every human being is wired with an aspirational identity. We all want to be a better person tomorrow than we are today. We are motivated to buy products and services to achieve that end.

Where are you taking your customer? Is it towards financial peace? Business growth and success? The ability to live a certain lifestyle? Subconsciously every customer is wanting to ask you where you can take them. You have to paint a picture of what is on the other side of your call to action otherwise your customer has no reason to be motivated to follow you on the journey.

Never assume people understand how your brand can change their lives. Tell them…

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