When we launched ClickFunnels, I tried to figure out the one key belief that I needed my audience to understand and believe. I came up with this basic statement: If I can make people believe that (my new opportunity/category) is/are the key to (the result they desire most) and is/are only attainable through (my specific vehicle/frameworks), then all other objections and concerns become irrelevant and they have to give me money.
