If no one is willing to preorder, you know you have more work to do before you have a viable offer—by asking why they’re not willing to purchase right now, you’ll discover their major Barriers to Purchase

Offers of Free value continue to exist because they work—the Free value is subsidized by the additional sales that are made because of the offer.

Psychologists call this reactance, and it appears in early childhood. Every parent has experienced the fallout of telling a child they “can’t” or “have to” do something. Prospects react in much the same way when a salesperson attempts to pressure a sale, resisting out of an instinct to preserve their autonomy.

When you make an offer to a new prospect, they will automatically and unconsciously examine how your offer will influence their social status. Consciously building Social Signals (discussed later) into your offer is almost always an effective way to increase its appeal to your target market.

Physiology represents the “lowest” level of human need, while self-actualization (the exploration of a person’s innate potential) is the “highest.”

Predictability—they do great work every single time, deliver on schedule, and they’re always pleasant to work with.

business is not necessarily about maximizing Profits. Profits are important, but they’re a means to an end: creating value, paying expenses, compensating the people who run the business, and supporting yourself and your loved ones. Dollars aren’t an end in themselves: money is a tool, and the usefulness of that tool depends on what you intend to do

Sampling is prone to bias if the sample is not truly random or uniform. For example, measuring the average household income in the United States by surveying property owners in Manhattan will skew the data considerably higher than if you survey property owners in West Virginia. For best results, use the largest random sample you possibly can.

Internal Controls are a set of specific Standard Operating Procedures (discussed later) a business uses to collect accurate data, keep the business running smoothly, and spot trouble as quickly as possible.