Whether you’re writing a book, working on a talk, building a website or preparing a sermon, there’s one important ingredient you must include.
Nearly everyone leaves this out.
It’s the answer to this question: What’s at stake?
If I don’t buy into what you’re writing, if I don’t implement what you’re asking, if I don’t click the button…what’s it going to cost me? What am I going to miss? What is at stake?
If your sales page perfectly describes the features and benefits and payment plans and product but doesn’t communicate what’s going to happen if I FAIL TO ACT, then I’m probably not going to act.
If your talk has facts, stories, emotion, or props but doesn’t put the status quo in jeopardy, I’m probably not going to act.
If your book is interesting, funny and well-written but doesn’t convince me why it even matters, it will just end up on the shelf.
Early on, tell people what’s at stake.