To understand and target the specific pain of each prospect
Are you frustrated with X?
Do you need Y?
Imagine if you could Z?
One-liner Exercise Notes:
Examples:
Most people struggle with “this”
But we created “this”
So, they don't have to struggle anymore and they actually enjoy life,
and it looks like “this” for them
What is your customer's problem?
o Be specific (Don’t be vague)
o Make sure it's a pain
o Get it down to a sound bite
What is your plan to help them?
o Make it feel like a new idea
o Make it understandable
o Make it brief
Describe a successful ending to their story
o Make it the "controlling idea" of your business
o Make it something they want
