Buyers decide emotionally then justify logically. The discovery phase uncovers what they actually want, the assessment phase shows concrete evidence like ranking deficiencies and website problems to back up why your solution wins.
People buy based on emotion, but they justify based on logic. And so the discovery part gets the, the emotional piece of it out. The actual assessment where you show them where they're not ranking, you show them what's wrong with the website, you show them the issues with their paid strategy. That's the logical side that helps them justify why they should use you versus the competition.
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