You’re pitching before they’re ready (do this first)

I've spent the last two weeks going through sales copy for two different clients — and they both made the exact same mistake.

Not a small one. A mistake that's probably costing them thousands of dollars every single month.

And here's the crazy part — their copy actually looks good. Great hook. Clear offer. They just skip one thing... and it's the one thing that actually gets people to buy.

If you've ever written a sales page, an email, or pitched on a call and felt like people just... didn't lean in the way you expected — this is exactly why. Let's break it down.

Chapters

00:00 Introduction: Common sales mistakes and the importance of the right sequence 01:59 The principle: Immersion creates conversion 05:05 The problem with pitching too soon 07:10 The importance of baking in the pain 10:08 How to articulate and tease out the pain 13:07 The role of premise and unique worldview 17:09 Teaching as a belief-shifting tool 19:59 Using storytelling to build trust and authority 22:55 The power of a compelling premise 25:48 Aligning the offer with the premise 29:01 The long game: building trust over time 31:02 Analyzing your sales pages for proper sequencing 33:06 Summary: The sequence of promise, pain, premise, and offer

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Rebel: Find Yourself by Not Following The Crowd https://www.grahamcochrane.com/rebelbook

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