The Brain Audit: Why Customers Buy (And Why They Don't)

‘I solve this type of problem for this specific type of person in this unique counter-intuitive way that reverses their deepest fear.”

“We intuitively sort of knew what we didn’t like in customer service everywhere else: automated calling trees, slow response times, poor problem solving, etc. So we made sure there was as little friction as possible between the customer contacting us and actually getting their problem solved.”

For a consultative site, you cannot talk only about your company and its products. You must talk about how your visitors can solve their problems and the problems of the stakeholders they report

the first about the customer and their problem; the second about your solution; and the third to sell a product.