Irrespective of whether you’re writing an email, a tv show, a radio ad, or an Instagram post, the headline you use will determine the lion’s share of its effectiveness.

A stronger headline means substantially more people will notice your ad.

But a weak headline means people will ignore your ad, regardless of how good your offer might be…

Yesterday I read a news article announcing people are sick of businesses cranking up their PR machines to join the Black Lives Matter movement. Not because they don’t believe in the movement. But because the vast majority of companies are full of BS. I agree.

How many times has someone told you that? (Of course you never hear back from them again.)

If you’re getting push back from your prospects about your prices, or stalling tactics – then this article is for you. The good news is that it likely has nothing to do with your prices or your abilities but it has everything to do about your actual sales process and how you market your business. It’s likely you either don’t have a good one, or you have gaping holes in the one you’ve got that are making people clamor to safety.