Ask almost any marketer what customers think about when viewing a website and they’ll tell you it comes down to, What’s in it for me?

It's generally agreed that’s the big thing we have to get across.

It's incentive to keep reading or to take action. The presumption is that “what’s in it for me?” neatly distils our buyers’ motivations into a very clear question.

Or does it?

Brain science tells us that in most situations, there are at least a dozen things your customers really want to know before they'll take your products or services seriously as a solution.

It all boils down to the ultimate consideration...