calling out their fears in your copy and ads is an incredibly important element to get your dream buyer to take action and motivate them to move away from what they fear most.

So, here’s the bottom line: Being busy is not the same as being productive.

what could you give prospects that would give them some results right away?

The fate of your business lies not just in having the best product or service but in your ability to market your products or services. While this might be difficult for you to accept, it’s true. I’m not saying you don’t want to have the best product or service in your industry, I’m saying the money is not in that – because if you can’t effectively

You must know your customer intimately!

Tell your prospect where your product has been offered or sold at full price or even how many thousands of people have paid the full price for the product or service.

The headline should snap your reader’s eyeballs to the screen and promise them a specific, vivid benefit. Focus on solving one specific pain point for your prospect.

Focusing on your dream buyer brings clarity to your marketing message, and your copy becomes sharp and hard like the tip of a spear that cuts through the noise in your marketplace, which ultimately leads to a more profitable business.

You see, there are five major functions of business—product