You’re pitching before they’re ready (do this first)

I've spent the last two weeks going through sales copy for two different clients — and they both made the exact same mistake.

Not a small one. A mistake that's probably costing them thousands of dollars every single month.

And here's the crazy part — their copy actually looks good. Great hook. Clear offer. They just skip one thing... and it's the one thing that actually gets people to buy.

If you've ever written a sales page, an email, or pitched on a call and felt like people just... didn't lean in the way you expected — this is exactly why. Let's break it down.