From your prospect’s point of view, what you serve isn’t nearly as interesting as who.
The particulars of what you do
And how good you are at doing it
Aren’t nearly as compelling
Or particularly beneficial
With regard to helping your prospect decide
Whether or not they should buy from you.
What makes for the easiest buying decision:
Is your prospect seeing on your homepage
Laid out in great detail
The very problem they’re struggling with
And more importantly
What it’s like to struggle with it.
Makes it undeniably clear
Just how good you are
At what you do.