The reason asking for a commitment too early in a relationship doesn’t work is because a commitment is risky, and taking risks works against our survival mechanisms.

Before you create your sales funnel, come up with three or four things you want your customers to know about your brand.

Stating the Problem Is a Way to Be Remembered in Your Customer’s Mind Always start your one-liner by stating the problem. What’s the obvious response when your coworker tells you he has a headache? • Coworker: “I have a headache.” • You: “Do you want an Advil?”

A one-liner is a concise statement you can use to clearly explain what you offer. It is the most powerful tool you can use to make customers curious about your brand. A one-liner makes people lean in rather than tune out at cocktail party.

You should enlighten your customers about how your product works to solve their problem.

When you ask the first person what they do, they tell you they are a private chef. You curiously inquire how they got started, who they have cooked for, and the conversation quickly turns to the chef’s favorite restaurants in the area. It never occurs to you that you might need their services.

Remember, customers do not move into confusion.

Regardless, the point is this: to pique somebody’s curiosity, you must associate your products with something that will help them survive.

The brain is only willing to go so far before it decides it would rather live in a happy world, even if that world is a fictional construct.