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Just because everyone doesn't buy, doesn't mean we cant have HUGE conversion rates. We still have the ability to "become" our prospect and create copy so powerful ALMOST everyone goes down. So how do we do it? Easy.
Let's pretend our entire market is standing in front of us on a football field. They're packed in like cattle. Depending on how large your target market is, this could literally be billions or tens of thousands. Then out of nowhere, one of your prospects starts “absorbing” everyone else on the field.
By the time he's done, the entire market has been "compressed or condensed" into one person or PERSONA. Are you still with me? All of the thoughts, feelings, emotions, experiences, etc have all been pressed into this one human. This is your IDEAL PROSPECT.
While each person was unique in their very own way, as you speak to this ideal prospect, you start to notice something strange. Many of the desires and problems of the market overlap.
You start broad and realize that everyone on the field wanted to lose weight. They've already been targeted to that level. But when you dig even deeper you realize something incredible, many of them...
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