Moving a prospect from prospect to customer requires picking and qualifying leads carefully, structuring the right offer, and writing to that lead and incorporating that offer into the most effective copy you can. What makes copy compelling? Identifying and engaging a prospect's core emotion. Move beyond the surface objections of your prospect, make the conversation about value, and you can position more effectively. This is the way to ultimate influence, moving past individual sales with a client, toward a relationship that means long-term, repeat business, because repeat business and referrals are the gold that you seek. Contact Lars Nielsen, playwright and copywriter, whose unique blend of art and science will help you make killer conversions a habit in a shortened sales cycle.