Here’s a tip for the business owners and the copywriters who want to get better at writing compelling copy.

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A friend of mine just sent me a link to his landing page. It’s a really sharp landing page because he’s a really sharp guy.get?

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What’s more important to your clients price? Or speed, speed? Or price?

Because I meet a lot of business owners that spend a lot of time stressing out about their rates.

Am I charging too much?
What do I need to do to stay competitive, perhaps I should be pulling my prices down.

However, if you look at all the industries out there that are totally crushing it, it’s not about price. It’s about speed. So for example, if I’m feeling a little bit stressed out, I can hire a meditation expert and discover mindfulness, or I could pop a pill.

If I wanted to listen to some music, or watch the video, I can scour the interwebs for some free downloads, or I can sign up to Spotify or Netflix. So stop trying to find ways to pull your price down and see if you can find ways to help your clients get outcomes faster by boosting the speed because if you can speed things up, you will not be pulling your prices down. You will be pushing your prices up to match the value of the speed.

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Over the years I’ve been privileged to meet and interview a whole bunch of amazing entrepreneurs, people like Bill Gates, James Dyson, not that he’s an entrepreneur, but even the Dalai Lama. And I’ve heard it said that entrepreneurs are amazing risk takers.

I don’t believe that entrepreneurs are amazing risk takers. I just believe that they are better able to analyze the facts. Everyone else is governed by fear. And as my mother likes to remind me, every now and then fear is an acronym. It stands for false evidence appearing real.

So next time you’re presented with an opportunity, I want you to think like an entrepreneur, I want you to analyze the facts. I want you to de risk it, and I want you to stop being governed by that terrible word fear, because most of the time fear stands for false evidence appearing real.

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If you want attract better quality clients, you need a stage in your funnel called the triage.

This is a way to help you avoid the tire kickers and the time wasters. It will help you collect valuable intelligence data insights, and of course, it’s going to help you have better conversations with potential clients.

Now the triage stage can be managed as a conversation, and that’s what most people do they just pick up the phone or jump on a zoom call and have a conversation. Me. I prefer to manage this stage as an online form.

The best triage forms have 10 ingredients and you can see those ingredients on the screen right now. If you’d like to see a live example of a triage form, find the link in my bio and click that and follow the steps.

I personally believe that having a triage form is the most important piece of an online funnel because it will help you save time gathering sites and it will position you as the prize

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Did you know that the wrong content delivered at the wrong time can actually do you more harm than good?

I’m talking about the client journey from stranger to suspect to prospect to client, if it’s a stranger, don’t try and tell that stranger how you can help them talk about their headaches. Now the suspect is suspicious, they don’t quite believe that you can help them yet. So there’s no point talking about ROI or benefits or features.

Instead, share your process, share your path, explain how you’re going to get them from A to B, when someone has moved on from a stranger to a suspect to a prospect, then you can talk about the ways that you can improve their world. And finally, when somebody becomes an actual client, then you can talk about their bigger desires.

So when someone’s a stranger talk about their headaches when they’re a suspect, talk about their obstacles, when their prospects talk about their aspirations. And when they’re a client talk about their desires.

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