Episode 19. If Results don't matter then what does?

Throughout the years of talking to prospects, I've noticed that
when pitching only the results that your business can achieve, you
can miss a massive opportunity to increase conversion. The value is
in including the journey that accompanies the results. People love
to hear about the story behind the outcome. They want to know about
how your business has helped the person or business get the results
that they have achieved.