Here are four questions that remove resistance in your marketing before it even starts.
Here is a simple framework I use every time I create anything designed to persuade. Four questions. In this exact order. Why you? Before anything else, tell the person why this is relevant to them. If you skip this, they are already thinking: is this for me, or is this just noise? Why me? Why should they listen to you specifically? This is where your credibility does its work. Answer it before you say a single word about what you are offering. Why this? Now, and only now, you talk about what it is. The first two questions create the frame. This one fills it. Why now? Not always needed. But when there is a genuine reason, a real reason, not a manufactured one, this question creates the kind of clarity that turns interest into action. Four paragraphs. Four questions. One framework. I use it for emails, videos, web pages, talks and proposals. Every single time. And here is the thing that makes it so valuable. Resistance is created through a lack of clarity. When you answer these four questions well, resistance rarely shows up at all. People do not push back on an offer that is clearly for them, clearly from someone credible, clearly the right solution, and clearly needed now. They simply say yes. I am curious which of the four you find hardest to answer well. Tell me which fits best: a) I skip straight to the what without setting the frame first b) I struggle to position my own credibility without feeling awkward c) I rarely think about the why now and I suspect it is costing me d) I use this kind of approach already but I want to sharpen it