The $100 Startup

She’s not reluctant to spend money on things that will (1) build her brand and (2) boost her sales.

In the rough awesome format, point 1 is the main benefit, point 2 is a reinforcement of the main benefit or an important side benefit, point 3 is where you deal with the objections, and point 4 is where you bring it all together and nudge buyers toward a call to action.

ramp up sales and income—if you want to. It helps to have a strategy of building interest

2. The Incredible Guarantee, AKA “Don’t Be Afraid” Regardless of what you’re selling, the overriding concern of many potential customers is, “What if I don’t like it? Can I get my money back?”

The common theme was to figure out what people want and then find a way to give it to them. This is the road map to a successful, profitable business. As you build your escape plan, keep your eyes on the prize: creating real value by giving people what they really want.

3. Provide a nudge.

you usually don’t get paid for your hobby itself; you get paid for helping other people pursue the hobby or for something indirectly related to it. This point is critical. I began my writing career by sharing stories about a quest to visit every country in the world, but I don’t get paid for that.

Full financial disclosure.