1 Sell everyone
2 not better but different and new
3 Fight for - fight against
4 lead with problem not the solution
5 story > features
6 conversations about their problems
7 technobable
8 no origin story
The story creates the buying emotions
They buy your story not the offer
The offer is just the justification
9 sell the transformation not the product
Sell the sizzle not the steak
10 close is missing
Ask for the sale
Logical reasons to act now
