The most important ingredient
Forget about sales. You should not even thinking about sales if you did no sort out this problem before. The key that allows the customers to open te door that leads to the purchase button. The missing piece that allows you to start the gear. The secret ingedient that turns the potion into a magic. TRUST. People say that if you don't include the CTA you are missing a sale. Well, if you don't even trust you might also have the best CTA in the world but none will buy. Business owners start questioning how could the position themselves. Ferrari: luxury Toyota: cheap Nike: sport legends Redbull: extreme sports BEFORE achieve that positioning they first became TRUSTED brands. Any brand in the world is positioned as trusted before anything else. So how do you become trusted? - Showcase your work - Overdeliver - Understand the reader problem - Solve the problem - Set expectations and then meet those expectations