Please note: This is a summary & not the original book. Original book introduction: Master the art of what to say in your funnels to convert your online visitors into lifelong customers in this updated edition from the $100 million entrepreneur and cofounder of the software company ClickFunnels. Your business is a calling. You've been called to serve a group of people with the products, services, and offers that you've created. People come into your funnels looking for a solution to their problems. By positioning yourself as an expert and learning how to tell your story in a way that gets people to move, you are able to guide people through your value ladder, giving them the results they are seeking. This is how you change the lives of your customers, and this is how you grow your company. Most people who put their products up for sale don't understand that their expertise is the key to actually selling the product. Your story, why you created this offer, and why you started your movement are what initially get people to convert and then continue to stay with you over time

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