I think I heard this from Dan Kennedy…

There is a classic sales legend about the hotshot salesman pitching a new home-heating system to a little old lady.

He told her everything there was to tell about BTUs…
Construction…
Warranties…
Service… and so on.

When he finally shut up, she said…

“I have just one question – will this thing keep a little old lady warm?”

Answer the question they have in their head.

Not the question that you think is important.

That’s it for today.

Signing off…