1. Get their Attention The Top X Things [Market Being Served, i.e. – “Small Business”] Need to Know to Grow their Business this Year! And why your competition hopes you never learn them…

2. Identify the Problem What is the “thing” you are going to solve? What is the “condition” they are experiencing?

3. Agitate the Problem What pain is it causing? What are they losing? What do they stand to lose?

4. Show them the Solution Promise that you can solve the problem Tell them your story Tell them your clients’ stories

5. Show them Proof Statistics Testimonials Something they can “see”

6. Give your Credentials Why you? What have you done? How long have you been doing it? Awards? Recognition?

7. Show the Impact How will this improve their life? How will this help them achieve their dreams? Literally list out every benefit they can expect

8. Show more Proof Statistics Testimonials Something they can “see”

9. Make an Offer Stress the value Add as much value as possible Make it a “no brainer”

10. Give a Guarantee Show them there is no risk

11. Call to Action (Desire) Appeal to their emotions

12. Inject Scarcity Limited number Limited time Offer not to be repeated

13. Call to Action (Logic) Appeal to their logic Why it’s a no-brainer

14. Give Warnings Consequences of not taking action now Build the emotions

15. Call to Action (Fear) Last chance Don’t lose out