-“Yes, they understand my fears, anxieties, and feelings.”

-“I want what they have.”

Example:

“Do you feel like you’re wasting hours trying to create content to promote your service and coming up blank? Are you burned out by trying to write everything on your own?”

Once a company identifies its “Aha” Moment, it can then move on to Step 4.

Step 4: Offer The Solution To Their Problem

People make purchases either to gain something they don't currently possess, or to avoid losing something they currently have. Their decision is ultimately motivated by their money, health, or relationships. A company should assess in what ways they are able to assist consumers in order to align themselves with their needs. This could include things such as:

-Can the company help the consumer make money, save money or avoid losing it?

-Can it save time?

-Can it help the consumer enjoy great health or avoid being sick?

Example:

Problem: Do you fell like you’re wasting hours trying to create content to promote your service and coming up blank?

Solution: Save yourself hours of frustration trying to struggle through writing it yourself. A fresh perspective—written by an experienced professional—can be the breakthrough that delivers the results you’ve been waiting for—prospects who click on that “Sign up” or “Buy now” button and turn into loyal, raving fans.

The Pencil Test

Prospects will always want to know the answer to one pivotal question: “What's in it for me?" A company must make sure to advertise the benefits of purchasing their product or service. An easy way to assess the benefits of a product is to perform The Pencil Test:

1. Look at a pencil.
2. Make a list of all its features.
3. Convert those features into benefits (i.e. Feature=eraser Benefit=can get rid of mistakes and allow one to start over.)
4. Let your imagination run wild--there are more benefits to a pencil than meets the eye!