is not necessarily the thing you should put on your sales page.
There’s always that part of your offering
That’s your absolute favorite
That doesn’t show up in testimonials
But that you know
Does your client
A world of good
To the point that it seems obvious
You should shout it from the rooftops
But here’s why you might hedge
On that hunch:
Your prospect hasn’t bought anything yet
And that thing you love
Is most likely something that can only be valuable
Once your prospect has buy-in
Literally and figuratively
If you mention it before the sale
It tends to pull focus
From your prospect’s biggest
And most expensive reason
To buy from you.
I’m here,
Kevin
P.S. I’ve seen this most often with Mindset Training – which rarely solves the most painful of pain points and is better viewed as added value. Really, really good stuff after the sale. But before the sale, can lead your prospect down rabbit holes, confusion and devaluation of your service.