Every sale follow this sequence: Problem → Result → Solution.

The problem is:

• the pain of the customers,
• it grabs their attention.

The result is the opposite of the problem.

• It represent life without the problem,
• You promise it to the customers to maintain their attention.
• It isn’t your product or service.

The solution is:

• your product or service (or free bonus),
• the bridge between the problem and the result.