How to Pivot a Problem Aware Prospect

The challenge with content marketing and copywriting is many of them think they know how to do it. In the world of writing, you have to basically draw a line between a problem aware prospect and a problem where and solution aware prospect. So qualified lead kind of reaches out to maybe someone you're coaching. What's the thing that a good potential like someone you would get on the phone with be like, this might be a good fit? And what's their initial ask look like?