Sublime

My entire business is based on the classics of direct response, studying guys like John Carlton, Dan Kennedy, Gary Bencivenga, and anyone else.

Dan Kennedy, taught me that “we are all in a relationship business, not a product business.” He explained to me that people may come into your value ladder because of a product, but they stay because of their relationship with you, the Attractive Character.

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

CREATING YOUR OWN CATEGORY (AND BECOMING THE CATEGORY KING)