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A Character

What do your customers want as it relates to your product or service?

Has a Problem

Is there a root cause of your customers’ problems? Can you personify this root cause as a villain? What is the villain in your customer’s story?

What is a problem your customers deal with as it relates to your product or service?

How is this villain making our customers feel?

Why is it “just plain wrong” for your customers to be burdened by this problem?

And Meets a Guide

What brief statement can you make that expresses empathy and understanding?

How can you demonstrate competency in solving your customer’s problem?

Who Gives Them a Plan

Are there 3 or 4 steps your customers can take that would lead them to a sale or explain how they would use your product after the sale?

List the agreements you can make with your customers to alleviate their fears of doing business with you.

And Calls Then Into Action

What is your direct call to action?

What transitional calls to action will you use to on-ramp customers?

That Ends In a Success

List the positive changes your customers will experience if they use your product or service.

That Helps Them Avoid Failure

List the negative consequences your customers will experience if they don’t use your product or service.
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