[EDITOR: The bar chart is optional, only with confirmed numbers.]
Hook A: "My second year in business, I went backwards."
[Text: "Year 2: I went backwards"]
Hook B: "Year one I broke even. Year two I lost money."
[Text: "Year 1: $0. Year 2: negative."]
Hook C: "This is the year most people quit."
[Text: "The year most people quit"]
H · What was your second year in business like?
[Hit: You went backwards. Year one broke even. Year two, you were in the negative.]
E · What was going through your head that year?
[Hit: The honest version. Did you think about quitting? What did you tell her?]
I · What kept you going?
[Hit: One real thing: a person, a client, a moment, stubbornness.]
T · Where are you now?
[Hit: Where things stand today. Numbers only if confirmed. End on: where you are, not a lesson.]