Credibility sets the foundation for customers to believe in the promises, claims, experiences and benefits you make of your product or service. Most of the time this involves entering the language world of your prospects before you take them by the hand and escort them into your world.

In this 15-minute video, Michael Fishman, founder of Michael Fishman Consulting and the annual Consumer Health Summit, shares his model that he calls Drivers of Desire, which recognizes the three main domains of how customers respond (or don’t respond) to your copy: What they will tell, what they can’t tell, and what they won’t tell.

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