What's the Transformational Language?

People want to see the before and after. Can you show me a guy who looks like me now, and then show me what i can look like in 90 days? That's powerful. So it's really useful to have people who are so excited about the results they've gotten your product or service that they're willing to go on video and tell the story. Don't try to make the testimonial vidios perfect because the more slick they look, the more fake people suspect they are. It's good to get this real people giving their real thoughts about your product,. Your service, your conference, whatever you happen to be offering for sale.