In order to sell effectively, you have to understand the problems, fears, desires, objections and conversations of your customers.
Words that Sell
The communication must from the writer's head and heart to the ideal reader's/viewer's head and heart to establish an emotional, "That's for me!" connection.
Speak to win
Imagine giving a presentation to a live audience in rapt attention to what you have to say, laughing at your jokes, giving you a standing ovation and congratulating you afterwards.
Me? A celebrity?
It seems crazy, but people confuse celebrity with authority.