Communication: Are you being clear, concise and compelling.
Your customers are clear about what they want. Don't go on and on.
With regard to being compelling. Think along these lines: You know how **you feel about your current state**? Well I've experienced that too, and I solved it by creating x. When you get x for yourself, you'll be **in this fabulous end state** too.
People buy the transformation, the end state, the place they want to be.
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