Start with the headline that you used to get the customer there in the first place. That lets them know that they are at the right place and is less confusing.
Second, relate to them and their problems. Tell a story about how you experienced a similar problem. Show them that you understand what their problem is and can empathize. Use words such as ‘grapple’ and ‘struggle’.
Third, ask them if they are open to a different way of looking at the problem. Most people like to think of themselves as open minded, even to themselves.
Fourth, mention your solution in generic terms. Don’t mention your solution directly, but instead use language such as “Have you ever thought about… “ or “What if you tried… “. You want to get them intrigued with the idea, not give them a lot of information.
Read the book!
Chris O’Byrne
http://OnlineArtsMarketing.com/blog