197 questions to higher conversion rates - conversion checklists
DESCRIPTION
The Persuasive Prose conversion checklists will help you quickly uncover new opportunities to increase your conversion rates. To save your progress and other bonuses, download the full interactive PDF: http://persuasiveprose.com/conversion-checklists/TRANSCRIPT
Conversion Checklists197 Questions to Higher Conversion Rates
Paul Giannottithe ‘Conversion Copywriter’
Contents
Section 1: Who Are You Selling To?
Section 2: Headlines and Introductions
Section 3: Your Copywriting
Section 4: The Offer
Section 5: Is It Believable?
Section 6: Are You Working a Guarantee?
Section 7: Do You Offer Bonuses?
Section 8: Reducing Refunds?
Section 9: Building Business Through Referral
(page 4)
(page 7)
(page 9)
(page 12)
(page 17)
(page 20)
(page 22)
(page 24)
(page 26)
Section 10: Where From Here? (page 28)
Who Are You Selling To?
'R�\RX�KDYH�D�FOHDUO\�GH¿�QHG��DQG�DFFHVVLEOH��WDUJHW�DXGLHQFH"
'R�\RX�WUDFN�WKH�VRXUFH�RI�DOO�QHZ�SURVSHFWV��DQG�WKH�FRVW�RI�HDFK�SURVSHFW�VRXUFH�"
+DYH�\RX�VWXGLHG�KRZ�\RXU�FRPSHWLWRUV�JHW�QHZ�FXVWRPHUV��DQG�EXVLQHVVHV�LQ�RWKHU�LQGXVWULHV�"
'R�\RX�NQRZ�WKH�LVVXHV�SUREOHPV�IHDUV�GUHDPV�GHVLUHV�WKDW�NHHS�\RXU�SURVSHFWV�XS�DW�QLJKW"
,V�WKHUH�D�FOHDU�SDWK�WR�SXUFKDVH��VDOHV�IXQQHO��ZKLFK�\RX�GLUHFW�HDFK�SURVSHFW�WKURXJK"
+DYH�\RX�VHJPHQWHG�\RXU�FXVWRPHU�OLVWV"�
$UH�\RX�RIIHULQJ�WDLORUHG�VROXWLRQV�WR�HDFK�FXVWRPHU�VHJPHQW��L�H��WRS�VSHQGHUV�"
'R�\RX�KDYH�D�QHZ�FXVWRPHU�ZHOFRPH�NLW"
'R�\RX�KDYH�SURFHVVHV�WR�FDSWXUH�WKH�QDPHV�DQG�GHWDLOV�RI�\RXU�SURVSHFWV�FXVWRPHUV"
'R�\RX�NQRZ�KRZ�PDQ\�FOLHQWV�\RX�VHUYH�SHU�ZHHN��DQG�KRZ�PDQ\�RI�WKHVH�DUH�QHZ�FOLHQWV�"
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
noYes!
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3.
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$UH�\RX�RIIHULQJ�WDLORUHG�VROXWLRQV�WR�HDFK�FXVWRPHU�VHJPHQW��L�H��WRS�VSHQGHUV�"7.
'R�\RX�KDYH�SURFHVVHV�WR�FDSWXUH�WKH�QDPHV�DQG�GHWDLOV�RI�\RXU�SURVSHFWV�FXVWRPHUV"9.
Who Are You Selling To?
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'R�\RX�UHJXODUO\�VXUYH\�\RXU�FXVWRPHUV�IRU�IHHGEDFN�DQG�LGHDV"
$UH�\RX�FRQWLQXDOO\�WHVWLQJ�QHZ�VWUDWHJLHV�WR�JHQHUDWH�OHDGV��DQG�PHDVXULQJ�WKH�UHVXOWV�ORZHVW�FRVW�"
'R�\RX�JLYH�DZD\�XQVROLFLWHG�JLIWV�WR�\RXU�FXVWRPHUV�WR�EXLOG�\RXU�UHODWLRQVKLS"
$UH�\RX�FRPPXQLFDWLQJ�UHJXODUO\�ZLWK�\RXU�FXVWRPHUV"
'R�\RX�FRPPXQLFDWH�LQ�WKH�³YRLFH´�RI�WKH�RZQHU�IURQW�SHUVRQ��SHUVRQDOLW\�DV�RSSRVHG�WR�D�FRUSRUDWLRQ�"
'R�\RX�LQFRUSRUDWH�XS�VHOOLQJ�DW�WKH�SRLQW�RI�SXUFKDVH"
$UH�\RX�VHOOLQJ�RQ�WKH�EDFNHQG�E\�H[SDQGLQJ�\RXU�SURGXFW�VHUYLFH�OLQH"
$UH�\RX�VHOOLQJ�RQ�WKH�EDFNHQG�E\�RIIHULQJ�QHZ�SURGXFWV�VHUYLFHV�IURP�QRQ�FRPSHWLWLYH�SDUWQHU�EXVLQHVVHV"
11.
12.
14.
16.
18.
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noYes!
$UH�\RX�FRPPXQLFDWLQJ�UHJXODUO\�ZLWK�\RXU�FXVWRPHUV"
'R�\RX�LQFRUSRUDWH�XS�VHOOLQJ�DW�WKH�SRLQW�RI�SXUFKDVH"
$UH�\RX�VHOOLQJ�RQ�WKH�EDFNHQG�E\�RIIHULQJ�QHZ�SURGXFWV�VHUYLFHV�IURP�QRQ�FRPSHWLWLYH�SDUWQHU�EXVLQHVVHV"
13.
15.
17.
19.
Who Are You Selling To?
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'R�\RX�KDYH�D�VWUDWHJ\�LQ�SODFH�WR�UHDFWLYDWH�ROG�FOLHQWV"
'R�\RX�DVN�IRU�WHVWLPRQLDOV�LQ�ZULWLQJ�ZLWK�SHUPLVVLRQ�WR�XVH�LQ�\RXU�PDUNHWLQJ"
,I�GLUHFW�PDUNHWLQJ��DUH�\RX�UHJXODUO\�WHVWLQJ�QHZ�DQG�UHOHYDQW�OLVWV"
'R�\RX�NQRZ�ZKDW�\RXU�OLIHWLPH�FXVWRPHU�YDOXH�LV��L�H��WKH�DYHUDJH�SUR¿�W�D�FXVWRPHU�EULQJV�WR�\RXU�EXVLQHVV�"
20.
21.
23.
24.
noYes!
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'R�\RX�NQRZ�ZKDW�\RXU�OLIHWLPH�FXVWRPHU�YDOXH�LV��L�H��WKH�DYHUDJH�SUR¿�W�D�FXVWRPHU�EULQJV�WR�\RXU�EXVLQHVV�"
24.
22.
Headlines and Introductions
$UH�\RX�XVLQJ�D�OHDG�LQ�WR�WKH�PDLQ�KHDGOLQH"
,V�WKH�KHDGOLQH�GLVSOD\HG�LQ�ODUJH�DQG�EROG�IRQW"
+DYH�\RX�XVHG�PXOWLSOH�KHDGOLQHV�WKURXJKRXW�\RXU�FRS\"�
+DYH�\RX�IHDWXUHG�\RXU�RIIHU�LQ�D�KHDGOLQH"
+DYH�\RX�IHDWXUHG�\RXU�JXDUDQWHH�LQ�D�KHDGOLQH"
+DYH�\RX�IHDWXUHG�D�TXRWH�LQ�D�KHDGOLQH"
+DYH�\RX�LQFRUSRUDWHG�WHVWLPRQLDOV�LQ�D�KHDGOLQH"
,V�WKHUH�D�VXE�KHDG�WKDW�WUDQVLWLRQV�LQWR�\RXU�LQWURGXFWLRQ"
+DYH�\RX�SHUVRQDOL]HG�WKH�VDOXWDWLRQ"
,I�%�%��LV�WKH�FRS\�DGGUHVVLQJ�WKH�GHFLVLRQ�PDNHU"
'RHV�WKH�LQWURGXFWLRQ�FRPSHO�SHRSOH�WR�NHHS�UHDGLQJ"
25.
26.
28.
32.
noYes!
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+DYH�\RX�SHUVRQDOL]HG�WKH�VDOXWDWLRQ"
27.
29.
31.
33.
35.
34.
30.
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+DYH�\RX�LQFRUSRUDWHG�WHVWLPRQLDOV�LQ�D�KHDGOLQH"31.
'RHV�WKH�LQWURGXFWLRQ�FRPSHO�SHRSOH�WR�NHHS�UHDGLQJ"35.
Headlines and Introductions
,V�WKH�8QLTXH�6HOOLQJ�3URSRVLWLRQ�FOHDUO\�H[SUHVVHG"
'R�\RX�H[SUHVV�\RXU�VWURQJHVW�SRLQW�EHQH¿�W�ULJKW�DW�WKH�EHJLQQLQJ"
,V�WKH�PHGLD�\RX�DUH�XVLQJ�WDUJHWHG��L�H��KHDOWK�PDJD]LQH�IRU�VXSSOHPHQW�EUDQG�"
+DYH�\RX�PDWFKHG�WKH�GHVLJQ�ZLWK�WKH�SXEOLFDWLRQ�\RX�DUH�UXQQLQJ�LQ"
36.
37.
noYes!
,V�WKH�PHGLD�\RX�DUH�XVLQJ�WDUJHWHG��L�H��KHDOWK�PDJD]LQH�IRU�VXSSOHPHQW�EUDQG�"38.
39.
Your Copywriting
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$UH�\RX�ZULWLQJ�VLPSO\���DW�D�VL[WK�JUDGH�OHYHO"
'RHV�LW�UHDG�ZHOO�DORXG"
'RHV�HYHU\�VLQJOH�VHQWHQFH�SDVV�WKH�³ZKR�FDUHV´�WHVW"
,V�WKH�FRS\�ELJ�HQRXJK�WR�UHDG��ZLWK�DQ�HDV\�WR�UHDG�IRQW�OLNH�7LPHV�5RPDQ�"
+DYH�\RX�VSDFHG�DQG�LQGHQWHG�WR�PDNH�LW�HDV\�WR�UHDG"
$UH�VHQWHQFHV�DQG�SDUDJUDSKV�VKRUW"
'R�\RX�XVH�WKH�VDPH�ODQJXDJH�\RXU�SURVSHFW�VSHDNV"
,V�D�FRYHU�OHWWHU�RU�OLIW�OHWWHU�LQFOXGHG"
+DYH�\RX�SHUVRQDOL]HG�GHVLJQ�E\�DGGLQJ�QRWHV�LQ�PDUJLQ��KLJKOLJKWLQJ��HWF�"
'R�DOO�\RXU�SDJHV�HQG�ZLWK�FOLII�KDQJHUV"
40.
41.
42.
45.
46.
47.
48.
49.
50.
noYes!
'RHV�LW�UHDG�ZHOO�DORXG"42.
,V�WKH�FRS\�ELJ�HQRXJK�WR�UHDG��ZLWK�DQ�HDV\�WR�UHDG�IRQW�OLNH�7LPHV�5RPDQ�"
,V�D�FRYHU�OHWWHU�RU�OLIW�OHWWHU�LQFOXGHG"48.
43.
44.
$UH�VHQWHQFHV�DQG�SDUDJUDSKV�VKRUW"46.
'R�DOO�\RXU�SDJHV�HQG�ZLWK�FOLII�KDQJHUV"50.
Your Copywriting
$UH�DOO�IHDWXUHV�EDFNHG�ZLWK�RQH�RU�PRUH�EHQH¿�WV"
'R�\RX�SUH�TXDOLI\�WKH�UHDGHU"
+DYH�\RX�FOHDUO\�H[SUHVVHG�\RXU�SURVSHFWV¶�SUREOHP��VR�WKH\�FDQ�IHHO�\RX�XQGHUVWDQG�WKHP�"
,V�WKH�FRS\�ZULWWHQ�WR�HPRWLRQDOO\�FRQQHFW�ZLWK�WKH�SURVSHFW"
'R�\RX�WHOO�DQ�DUFKHW\SDO�VWRU\��L�H��XQGHUGRJ�FRPHV�RXW�RQ�WRS�"
+DYH�\RX�EHHQ�VSHFL¿�F�ZLWK�WKH�IDFWV��VWDWV�DQG�SURRI�WKDW�PDNH�\RXU�SURSRVLWLRQ�EHOLHYDEOH"
'R�\RX�LQFOXGH�UHOHYDQW�SLFWXUHV�DQG�LPDJHV"
'RHV�HDFK�LPDJH�KDYH�VL]]OLQJ�FRS\�LQ�WKH�FDSWLRQ"
,I�FUHDWLQJ�D�SDFNDJH��GRHV�HDFK�SLHFH�KDYH�D�KHDGOLQH"
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51.
52.
53.
56.
57.
58.
59.
60.
noYes!
+DYH�\RX�FOHDUO\�H[SUHVVHG�\RXU�SURVSHFWV¶�SUREOHP��VR�WKH\�FDQ�IHHO�\RX�XQGHUVWDQG�WKHP�"
53.
'R�\RX�WHOO�DQ�DUFKHW\SDO�VWRU\��L�H��XQGHUGRJ�FRPHV�RXW�RQ�WRS�"
,I�FUHDWLQJ�D�SDFNDJH��GRHV�HDFK�SLHFH�KDYH�D�KHDGOLQH"59.
54.
55.
'R�\RX�LQFOXGH�UHOHYDQW�SLFWXUHV�DQG�LPDJHV"57.
Your Copywriting
,V�\RXU�XQLTXH�SURSRVLWLRQ�VWDWHG�LQ�UHSHWLWLRQV�WKURXJKRXW"
'R�\RX�XVH�VXEKHDGV�WKURXJKRXW"
$UH�\RX�WHOOLQJ�WKH�FRPSOHWH�VWRU\"
'R�\RXU�EXOOHWV�UHIHUHQFH�SDUWV�RI�WKH�SURGXFW�SDJH�QXPEHUV"
'RHV�WKH�FRS\�IRFXV�RQ�WKH�UHDGHU��XVLQJ�ZRUGV�OLNH�\RX��\RXU�"
$UH�\RX�IHDWXULQJ�WKH�ULJKW�DSSHDO��IRXQG�WKURXJK�UHVHDUFK��VXUYH\LQJ�DQG�WHVWLQJ�"
$UH�\RX�DOZD\V�ZULWLQJ�IRU�WKH�VHUYLFH�DQG�EHQH¿�W�RI�\RXU�FXVWRPHU"
,V�WKH�PDLQ�EHQH¿�W�RU�RIIHU�VWDWHG�FOHDUO\�LQ�WKH�36"
+DYH�\RX�GHPRQVWUDWHG�RU�SURYHG�\RXU�SURSRVLWLRQ�HIIHFWLYHO\"
61.
62.
63.
66.
67.
68.
69.
noYes!
64.
65.
$UH�\RX�WHOOLQJ�WKH�FRPSOHWH�VWRU\"63.
'RHV�WKH�FRS\�IRFXV�RQ�WKH�UHDGHU��XVLQJ�ZRUGV�OLNH�\RX��\RXU�"65.
$UH�\RX�DOZD\V�ZULWLQJ�IRU�WKH�VHUYLFH�DQG�EHQH¿�W�RI�\RXU�FXVWRPHU"67.
+DYH�\RX�GHPRQVWUDWHG�RU�SURYHG�\RXU�SURSRVLWLRQ�HIIHFWLYHO\"69.
The Offer
,V�WKH�RIIHU�FOHDUO\�H[SODLQHG"�
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$UH�\RX�RIIHULQJ�LPSURYHPHQW�RYHU�SUHYLRXV�YHUVLRQV�RU�\RXU�FRPSHWLWLRQ"
'R�\RX�VKRZ�D�SULFH�FRPSDULVRQ�ZLWK�RWKHU�FRPSDQLHV��L�H��FRPSDULQJ�DSSOHV�WR�RUDQJHV�"
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$UH�IUHHPLXPV��UHFRUGHG�PHVVDJHV��IUHH�FDOO�QXPEHUV�RU�IUHH�RQOLQH�UHSRUWV��XVHG�WR�HQWLFH�WKH�UHDGHU�WR�UHVSRQG�RU�RUGHU"
$UH�\RX�RIIHULQJ�\RXU�SURVSHFW�ELJJHU��EHWWHU��PRUH"
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70.
71.
72.
75.
76.
77.
78.
noYes!
73.
74.
79.
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74.
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76.
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The Offer
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'R�\RX�RIIHU�DQ�LQFHQWLYH�WR�SD\�LQ�D�OXPS�VXP"
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$UH�\RX�XVLQJ�ERQXVHV�RU�SUHPLXPV�WR�VZHHWHQ�RIIHU"
'RHV�WKH�RUGHU�IRUP�UHVWDWH�WKH�RIIHU"
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'R�\RX�RIIHU�XSVHOOV�FURVV�VHOOV�XSJUDGHV�DW�WLPH�RI�SXUFKDVH"
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80.
81.
82.
85.
86.
87.
88.
noYes!
83.
84.
89.
90.
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'RHV�WKH�RUGHU�IRUP�UHVWDWH�WKH�RIIHU"86.
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,V�WKH�SULFH�FRPSDUHG�WR�WKH�YDOXH�RI�WKH�WRWDO�SDFNDJH��DQG�VDYLQJV�VKRZQ"90.
The Offer
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,V�WKHUH�D�GHDGOLQH�GLVSOD\HG�RQ�WKH�RUGHU�DUHD"
91.
92.
95.
96.
97.
98.
noYes!
93.
94.
99.
100.
101.
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,I�\RXU�RIIHU�LV�QHZ�RU�QHZV�ZRUWK\��GR�\RX�IHDWXUH�WKDW�KHDYLO\"95.
+DYH�\RX�VHW�WKH�SULFH�ZLWK�DQ�RGG�HQGLQJ�QXPEHU"97.
'R�\RX�RIIHU�LQVWDOPHQW�SD\PHQWV"99.
,V�WKHUH�D�GHDGOLQH�GLVSOD\HG�RQ�WKH�RUGHU�DUHD"101.
The Offer
'R�\RX�XVH�FRQWLQXLW\�RIIHUV"
&DQ�FXVWRPHUV�VDYH�E\�RUGHULQJ�RQOLQH�RU�WKURXJK�FUHGLW�FDUG"
'R�\RX�LQFOXGH�D�UHSO\�HQYHORSH�HQFORVHG"
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$UH�\RX�RIIHULQJ�VDPSOHV�RU�IUHH�WULDOV�WR�DWWUDFW�QHZ�FXVWRPHUV"
'R�\RX�SUHVHQW�D�FOHDU�JXDUDQWHH�ZLWK�WKH�RIIHU�DQG�RUGHU�IRUP"
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,V�WKHUH�D�NH\�FRGH�GHYLFH�IRU�WUDFNLQJ"
102.
103.
104.
107.
108.
109.
110.
noYes!
105.
106.
111.
112.
'R�\RX�LQFOXGH�D�UHSO\�HQYHORSH�HQFORVHG"104.
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$UH�\RX�RIIHULQJ�VDPSOHV�RU�IUHH�WULDOV�WR�DWWUDFW�QHZ�FXVWRPHUV"108.
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,V�WKHUH�D�NH\�FRGH�GHYLFH�IRU�WUDFNLQJ"112.
The Offer
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113.
114.
115.
noYes!
,V�WKH�RUGHU�IRUP�GHVLJQHG�ZLWK�HQRXJK�VSDFH�IRU�FXVWRPHUV�WR�ZULWH�FRPIRUWDEO\"115.
Is It Believable?
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,V�WKH�DGYHUWLVLQJ�YDOXDEOH��HGLWRULDO�DGYHUWRULDO�"
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116.
117.
118.
121.
122.
123.
124.
noYes!
119.
120.
125.
126.
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,V�LW�ZULWWHQ�IURP�WKH�SHUVSHFWLYH�RI�D�SHUVRQ��LQVWHDG�RI�D�FRPSDQ\"122.
,V�\RXU�ELJ�SURPLVH�EHOLHYDEOH"124.
'R�\RX�DFNQRZOHGJH�GLVEHOLHI��LI�\RXU�SURPLVH�LV�YHU\�VWURQJ�"126.
Is It Believable?
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127.
128.
129.
132.
133.
134.
135.
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130.
131.
136.
137.
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$UH�\RX�XVLQJ�D�FHOHEULW\�HQGRUVHPHQW��RU�D�FHOHEULW\�ZLWKLQ�\RXU�LQGXVWU\�"135.
'R�\RX�H[SRVH�D�ELJ�KRD[�LQ�WKH�LQGXVWU\�DQG�EHFRPH�WKH�FXVWRPHU¶V�FKDPSLRQ"137.
Is It Believable?
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'R�\RX�H[SODLQ�VSHFL¿�F�GHWDLOV�WKDW�PDNH�\RX�PRUH�FUHGLEOH"
138.
137.
noYes!
Are You Working a Guarantee?
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140.
141.
142.
145.
146.
147.
148.
noYes!
143.
144.
149.
150.
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'R�\RX�FOHDUO\�H[SUHVV�WKH�YDOXH�RI�WKH�JXDUDQWHH"144.
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'RHV�WKH�JXDUDQWHH�VWDQG�IRU�D�VXUSULVLQJ�DPRXQW�RI�WLPH"150.
Are You Working a Guarantee?
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151.
152.
noYes!
Do You Offer Bonuses?
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Do you offer information based ‘how to’ bonuses that address your prospect’s key SUREOHPV"
153.
154.
155.
158.
159.
160.
161.
noYes!
156.
157.
162.
163.
$UH�WKH�ERQXVHV�OLQNHG�WR�VXSSRUW�WKH�PDLQ�SURGXFW"155.
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Do you offer information based ‘how to’ bonuses that address your prospect’s key SUREOHPV"
163.
Do You Offer Bonuses?
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noYes!
Reducing Refunds?
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165.
166.
167.
170.
171.
172.
173.
noYes!
168.
169.
174.
175.
'R�\RX�KDYH�KHOS�GHVNV�YLD�H�PDLO�DQG�SKRQH"167.
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'R�\RX�SURGXFH�D�PRQWKO\�QHZVOHWWHU�WR�VXSSRUW�\RXU�FXVWRPHUV"175.
Reducing Refunds?
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176.
177.
178.
181.
182.
noYes!
179.
180.
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Building Business Through Referral
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Do you incentivize other salespeople or organizations that serve your target market to UHIHU�\RX"�
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183.
184.
185.
188.
189.
190.
191.
noYes!
186.
187.
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'R�\RX�DFWLYHO\�SXUVXH�RWKHU�EXVLQHVVHV�WR�UHIHU�FXVWRPHUV�WR�\RXU�EXVLQHVV"187.
Do you incentivize other salespeople or organizations that serve your target market to UHIHU�\RX"�
189.
'R�\RX�VSRQVRU�LQIRUPDWLRQ�EDVHG�DFWLYLWLHV��L�H��VHPLQDUV��OXQFKHV�ZLWK�VSHDNHU��HWF��"191.
Building Business Through Referral
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192.
193.
194.
197.
noYes!
195.
196.
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