The Business of Authority

Don't Bury The Lead

Episode Summary

Start by answering "What's in it for me?"

Episode Notes

Start by answering "What's in it for me?"

Talking Points

Quotable Quotes

“Burying the lead in a conversation is just as bad an idea when you’re having a sales conversation as it is on your website.” –RM

“If you know what your ideal buyer's pain is, and you can just say ‘hey, do you have this pain?’ That’s the headline.” –JS

“If you do nothing else before a conversation, an email, a point on the website, the way you’re restructuring your website, you just ask from your viewer’s perspective, “what’s in it for me?” What do they get from this page?” –RM

”You want to find the perfect language that will resonate with the people who you’re trying to reach, right? Well then you’re going to have to decide exactly who you're trying to reach.” –JS