Kevin and Ash, we are two freelancers that have been working together for 6 years. 

Kevin (me): I am a 30-year telemarketing and content marketing veteran. Wait, before you overreact, let me explain. I was actually the friendly one, who tried to help people. You’d be amazed with the number of times I got in trouble for not cheating people. That means I have experience in sales and integrity, but I also have a technical background in nuclear power. I was a jeweler and goldsmith, which is how I got a firm grasp on emotional sales. I've learned a lot of lessons about honesty. Here is one I will share with you.

The biggest thing I have learned over the years in telemarketing is that, “All sales are emotional.” This means boring, fact ladened web pages do not sell. Features do not sell. It’s the benefits that sell. AIDA (Attention Interest Decision Action) is the key. This is a significant concept, that also spills over into the overall web design. Everything is needed to help with the process.