...tell a personal interest story that can be used as a metaphor for the situation that you're dealing with.
Starting and running a business is hard work and requires certain business skills to establish the business and assure it will survive and grow.
If your audience fits your ideal customer profile, your job is to get their attention and be a presence in their mind so that, when they are ready to seek information or to make a purchase of your product or service, they will think of you as the right resource.
A word to avoid at this stage is "IF".
An effective way to persuade others (and be persuaded ourselves) is to have them create mental pictures of the past, present and future and of places. A simple way to do this is by using a “magic” word: “Imagine!”
You can take the edge off an unpleasant feature by telling your customer in advance what to expect.
One of the best ways to differentiate your business, justify premium prices and eliminate an obstacle to sales of your product or service is to provide an Extraordinary Guarantee.
The customer wants to know how this product or service will solve the customer's problems and make his or her life better.
We need to remind ourselves that we are not our customers. Our business is to find out what THEY want and help them get it.
Here is the amazing story of how a failing salesman turned his career around following Benjamin Franklin's secret success formula.