You need to unveil the unspoken reasons why your customers buy: avoid PAIN. Neuroscience tells us that PAINS or threats activate the oldest, most primitive area of our brains. How do you capture PAINS from the reptilian brain?
You need a maximum of 3 compelling reasons why your customers should buy from you: you need CLAIMS. The brain has no appetite or energy for processing complicated descriptive statements. You need GAIN proofs. Your customers are wired for quick decisions which can be made if you have strong claims. How do you choose your 3 claims?