Quick tips

• Read the doubt first. The crowd's doubt tells you what the pitch has to answer: proof for a sceptic, discretion for a proud knight.
• Hook their problem. The best first line names this crowd's own problem or goal, not the potion.
• Sell the change. A benefit is what changes for the buyer. Ingredients and cauldrons are features.
• One clear next step. A good call to action says what to do, where and when, and makes it easy.
• Never fake it. Promises the potion can't keep and fake deadlines always flop: trust is gone for the next sale.