The only thing that beats “free” is “fast.” People will pay for speed. - Alex Hormozi

• The secret to sales: Make people an offer so good they would feel stupid saying no.
• List potential objections and problems customers might have and address them.
• People pay for certainty, speed and ease.
• Sell for as much as you can.
• Choose a market that is expanding, or at least not dying.
• Create the best offer you can by knowing your customers as much as you can and throwing as many bonuses and free stuff as humanely possible.
• Their discomfort compounds. And once the discomfort of staying the same surpasses the discomfort of change, they take the leap.
• Dr Burgelman, a famous Stanford business school professor said, it is far better to have understood why you failed than to be ignorant of why you succeeded
• You need three things to grow:
  > More customers.
  > More customers that buy more stuff from you.
  > More customers that buy more stuff from you more often.

• Starving Crowd (market) > Offer Strength > Persuasion Skills
• The more niche down you are, the better it is, because the more you can charge.

• The more niched down you are, the more specific your product is, the rarer it is, the more you can charge.

• If you can’t be 10 times cheaper than your competitors, don’t compete on price.
• There is no advantage to being the second cheapest. But there definitely are advantages in being the most expensive.
• You need premium pricing, here's why:

• The table above is pretty clear.
  When you increase your price, you increase the value of what customers get. It’s a psychological trick. People assign more value to what costs more.
  Finally, if you offer a service where the customer must do something in order to receive the value (reading the book you sell, respecting the plan you sell, using the gym subscription you sell, etc), then they become more invested when you sell for a higher price.

• There are long-term outcomes and short-term experiences to any purchase. People buy for the long-term outcome, but they stay because of the short-term experiences.

• Value Offer: Part I

1. Identify Dream Outcome
   People don’t want to go to the gym. They want to lose weight. Airlines don’t sell plane tickets. They sell holidays (mostly). What do your customers want, really?

2. List Problems
   Write down all of the problems and limiting beliefs people struggle with and that your product could fix.
   Eg: losing weight.
   To lose weight, people need to eat healthy food. We’ll focus on that problem. What problems do people run into when they want to buy healthy food?
   > Buying healthy food takes time.
   > It’s annoying
   >It demands research
   > It demands time to cook
   > You can’t do it when you travel
   > It’s expensive
   

3. Solutions List
   First, name the solutions to the problems you have found.
   Second, actually find a way to fix the problem.
   “Buying healthy food takes time”-> How to buy healthy food quickly.

4. Solutions Delivery Vehicles
   ‍Now is the time when you figure out what you’re going to do to solve all of the problems that your customers have.
   Think about anything you could possibly do. Think about everything that could enhance the value so much that your customers would be stupid saying no.

5. Trim & Stack
   Now that you have all of these problems and all of these solutions, you have an enormous list.
   Remove the solutions that are costly to provide, and deliver little value. Then remove the solutions that are cheap to provide, and deliver little value.
   You end up with costly solutions to provide that deliver high value, and cheap solutions to provide that deliver high value.

• To summarize:
  > 1: What’s the client’s dream outcome?
  > 2: What are all of the problems that they have in their way to their dream outcome?
  > 3: What are all of the solutions that can fix all of the problems?
  > 4: How would you deliver these solutions?
  > 5a: Only select the high-value solutions.
  > 5b: Put all the bundles together into the ultimate high-value deliverable.

            I've come across many marketing books, but this one truly stands out as one of the most practical and useful reads. It was written by a small business owner for fellow business owners, consultants, and entrepreneurs, making it incredibly relatable and valuable. The advice and exercises provided in this book are spot-on and can be easily implemented in real-life situations.

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Reasons to read it:

• You’ll learn how to make offers so good people feel stupid saying no.
• You’ll understand the value of fair has nothing to do with offers and prices.
• You’ll get enhanced understanding behind bonuses, upsells and cross.

Reasons to skip it:

• Readers who have no interest in business, entrepreneurship, or deal-making may find the book's subject matter less engaging.