How do I craft messaging that motivates indecisive buyers or laggards?

I know I mentioned this one elsewhere, but you have to really understand the goals they're trying to achieve, the challenges they face in achieving them, what inspires them and what keeps them up at night. People are motivated either intrinsically or extrinsically and they are typically either running to something (their goals, etc) or from something (their fears, etc) Understanding those perspectives - why they make a decision and then what drives them to take action or what holds them back will help you craft compelling messages that either reinforce their decisions to chose you so they make it faster or get them to question their indecision so again - they choose you.