The point of good writing is for the reader to understand. The point of good persuasion is for the prospect to feel understood.

Commit to the Niche

What level of personal attention do I want to provide? one-on-one, small group, one to many b) What level of effort is expected from them? Do it themselves (DIY) - figure out how to do it on their own; do it with them (DWY) - you teach them how to do it; done for them (DFY) - you do it for them c) If doing something live, what environment or medium

People want to buy expensive things. They just need a reason. And the goal isn’t just to be slightly above the market price — the goal is to be so much higher that a consumer thinks to themselves, “This is so much more expensive, there must be something entirely different going on here.” That is how you create a category of one. In this new perceiv

The longer you delay the ask, the bigger the ask you can make. “The longer the runway, the bigger the plane that can take off.”

Conversely, if we were to promote scenario one again (the $500 price point), we would probably sell fewer slots the second time around. Why? We have no pent up demand. All desire has been satisfied. When you “pull the trigger too early,” each successive instance we promote, we sell even fewer. Eventually, we run out of sufficient demand to make eve

In order to sell anything, you need demand. We are not trying to create demand. We are trying to channel it. That is a very important distinction.

Step #3: Solutions List

the opening passage of this book: that when you align all the pieces, you can knock it out of the park so well that you win for good. In my first 18 months in business, we went from $500k/year to $28,000,000/yr off of less than $1M in ad spend. So, when I say 20:1 . . . 50:1 . . . 100:1 returns, I mean it. When you get this right, the results are,