Our thought process exactly matches our evolution: First, survival. Then, social relationships. Finally, problem solving. - Oren Klaff

For [target customers] Who are dissatisfied with [the current offerings in the market]. My idea/product is a [new idea or product category] That provides [key problem/solution features]. Unlike [the competing product].

who believes that we feel decisions in our body, not our mind. There’s a whole side to us that computers don’t have and the “rational economic man” economists like to talk about doesn’t have either. Our bodies “know” the situations we meet in life and how we should respond.

To solidify the prize frame, you make the buyer qualify himself to you. “Can you tell me more about yourself? I’m picky about who I work with.” At a primal, croc brain level, you have just issued a challenge: Why do I want to do business with you?