Thanks for your comments. Eben Pagan is a brilliant man. And I think the key with sales (as with copywriting, which is essentially just salesmanship in print) is that it is just as important to understand your prospect intimately as it is to understand your product or service.

If you’ve identified the need, and focus on the value you can bring by delivering what they need then it can be a slam dunk BUT…

only if you convert it into a currency they understand and can relate too.

As in, if they’re a mortgage broker then with this ‘widget’ it’ll be paid for after only 7 transactions then it’s all paid for, or if you’re a consultant then after 5 new clients it’s all owned and paid for.

Picked this up from Eban Pagan – relate, educate and translate. Good advice.

Relate to the lead, educate your prospect and translate into a currency that means something to them.

Good post, enjoy your stuff Scott.