• Why your product / service is
exceptional.
• What problems, desires, and needs
do they satisfy?
• What's special about it – why is it
better than the competition?
• Who says so besides you?
• With unlimited funds, how would
you improve your product / service?
• What are the best features, and
how is that a benefit?
• Who are its heavy-users – i.e., the
20% who generate 80% of sales?
• What irresistible offers might
trigger an explosion in sales?
• What premiums press your
prospects' hot buttons?
• What makes your case
believable?