Sublime

Dan Kennedy’s magnificent teaching about defying the norms of your industry. In the teaching I heard, he advised making a big, fat list of all the norms of your industry: What everyone does just because that’s what everyone does. And then, go through that list, one-by-one, and literally defy them by doing the opposite.

Big Fish, Small Pond: Positioning to win a subsegment of an existing market

Your story—why you created this offer and started your movement—is what gets people to convert initially, and continue to stay with you over time.

6. Do you know how you will get predictable sales?

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 w

Now while I’m digging my well and building relationships with people, at the same time I’m buying my way in to their audiences. I do this for a few reasons. First: It’s faster. Paid ads can give you immediate feedback. I can turn an ad on and within minutes have people flooding into my funnels. Second: It gives me the ability to test out different