The third step of the Conversion Formula, Educate, is where you provide value and build credibility. This stage is about addressing your audience's questions, concerns, and objections with clear, helpful information. By educating your prospects, you position yourself as an expert and a trusted resource. This could involve explaining how your product works, sharing case studies, or providing useful tips related to your industry. The key is to focus on the benefits to the customer, not just features of your product or service. Effective education not only informs but also helps the prospect envision how your offering could improve their life or solve their problems. Remember, an educated customer is more likely to become a confident buyer.