You should offer only one opportunity switch (new opportunity), but you can offer as many ways as you like to package that same opportunity.

Your who/what statement helps you quickly identify who you’re serving, what result you can deliver, and what new opportunity you’ve created.

The opportunity switch headline: Now that you know the who and what, you need to give the class a sexy title that will attract your dream customers. I try to create a title that focuses on the result this presentation will deliver. I do that by filling in this phrase: How to (result they desire most) without (thing they fear most).

If you haven’t created your own category yet, you can sell to the frustrated customers in your submarkets.

The last group, and the one we focus on the most, is “the Frustrated.” The Frustrated also use the product they bought, but they hate it. What was once an exciting purchase has now become so frustrating that they’re eager for the next product. They’re actively seeking a better product that can fit their desires.

People want tangible assets that make the core training easier to implement. Scripts, templates, cheat sheets, checklists, time lines, and schedules are all valuable tools you could create.

Here are a few things we have done to increase the perceived value of our offer so far: We changed what we sell from an improvement offer to a new opportunity. We developed proprietary frameworks that are unique to us. We created our own category inside the marketplace where we can become the category king. We packaged our frameworks in different

“How to Develop Passion,” but it could easily have been titled “How to Become an Expert.” In this post he listed five things to develop your passion or expertise.3 Go experiment with a ton of stuff. Identify things that spark your interest. Engage deeply with those things. As you engage, if it goes from interest to true fascination, go down the

“My goal in my marketing is to rewrite the story that’s inside of people’s heads.”