[Structure a benefit-orients mission statement like: "We help [customers] do/feel/be [benefit]."]

[Have an FAQ for busting objections.]

If the program doesn't rock your world, you'll get 100 percent of your money back, plus 20 percent for your trouble.

[Kris realized that micro-businesses weren't a good fit as they are often run by one or two people with less resources to risk on services. Switching to multi-location owners made her offering more appealing and an easier sell.]

[Industries or movements with many fans and haters always present a good business opportunity.]

If you wanted to learn about [something, but without] surfing around, a $25 investment could solve the problem.

[Test the market with these questions: 1. Have people asked for your help? 2. Are there enough of them willing to pay for your expertise? 3. Are other businesses serving the market but without your approach?]

[Value means helping people. Giving more value means helping people more.]

[Features describe, whereas benefits are emotional.]