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How to create almost instant interest in any product or service.
”Master this box and prospects ask “How?” instead of tuning out — and you earn a premium price.
Work top to bottom:Start→Do the work→You’re ready
START HERE
Every conversation starts with confusion, not curiosity.
Without a painkiller sentence you can’t open an enrolling conversation, can’t earn the “How?” that gives you the right to ask questions, and can’t price the Better tier — because you haven’t named the pain yet.
→ Can you make a stranger recognize their own pain in one sentence?
DO THE WORK
Build your Seven Second Sale.
Tell people what they want to hear, NOT what you want to say. Fill in the formula with one painkiller verb:
We help [ICP] [VERB] [PROBLEM].
Pick one painkiller verb — it removes a pain (and anchors a premium price):
reduceavoidpreventminimizemitigateeliminate
Avoid vitamin verbs (improve, optimize, enable) — they collapse you into commodity pricing.
People are 10X more likely to act to remove a pain than to gain a benefit — so the verb must remove pain. When the listener asks “How?” you’ve earned the right to learn their situation — but do NOT answer yet. (Tim Draper: if he can’t grasp your customer story in 30 seconds it’s unclear — first impressions drive 80% of his decision.)
“Tell people what they want to hear, NOT what you want to say.”
YOU’RE READY
A stranger hears one sentence and asks “How?”
When your seven-second sale earns a “How?” every time, you’ve mastered it. Move on to Enrolling.
THE THREE BIGGEST MISTAKES
SKIP
You default to a vitamin verb — improve, optimize, enable — instead of a takeaway verb, so your pitch reads as nice-to-have instead of make-it-stop.
SHORTCUT
You get polite nods instead of “How?” — the line describes your product, not a pain sharp enough to make a stranger want to know more.
STUMBLE
In the conversation you answer “How?” immediately instead of asking three questions back, and stop learning.