First, I must have a need. aka "Find a need and fill it."

Second, I must have a reason to act sooner rather than later. Reminder: the fear of failure is greater than the need to succeed. So tell me how I am failing today by not acting.

Third, I must have resources that I can direct or redirect to purchase your good(s) and/or service(s).

Finally, and this is key for most people, you have to show me a vision of how you "make it all happen" for and with me. Tell me a story. A compelling one where I become the hero.