People do not buy because they hold beliefs that make buying feel risky. There are three kinds: beliefs about the vehicle (will this work), internal beliefs (can I do it) and external beliefs (will something outside me stop it).
The best way to break a belief is a story where you or someone else held that belief and found it was false.
Do it step by step
- List every reason someone would not buy.
- Sort them into vehicle, internal and external.
- Find or write a story that breaks each one.
- Place those stories in your webinar, emails and sales page.