A good storyteller knows to get to the problem fast, otherwise they will lose the audience.

Remember, customers do not move into confusion.

No landing page is too long, as long as the text and images are interesting.

A human brain is designed to experience pleasure when it understands something and fear or resistance when it doesn’t.

Empathy without authority falls flat, as does authority without empathy.

the purpose of negative stakes in a story is to contrast with the happy ending we all want to experience.

Make your intentions known early and often. Use a strong call to action.

repeats your message narratively and visually.

For instance, if step one in the plan is to “set up a call,” what benefits will they receive from that call? Will it save them time, will they find out if they’re a good fit, will they get information they currently don’t have? If step two in the plan is to “get a plan,” will they stop wasting time, will they get your expert advice, with they have