
Your Move: The Underdog’s Guide to Building Your Business

The first mistake brands make is they fail to focus on the aspects of their offer that will help people survive and thrive.
Donald Miller • Building a StoryBrand: Clarify Your Message So Customers Will Listen
When I ask you, “Why do you want more?” the common answers are “freedom” or “security.” Those are fine, but I want to challenge you to go deeper. The problem is that high-level, vague visions never motivate us as much as we’d hope.
Ramit Sethi • I Will Teach You to Be Rich: No Guilt. No Excuses. Just a 6-Week Program That Works (Second Edition)
Knowing your dream buyer changes everything – your product and service offering, your marketing strategy, value proposition, pricing, tone of your copy, what channels you advertise on, and more.
Sabri Suby • SELL LIKE CRAZY: How to Get As Many Clients, Customers and Sales As You Can Possibly Handle
KEY TAKEAWAYS While this chapter didn’t talk about how to write great copy (see the recommended reading at back of this book for that information), you now understand why the final 20 percent of the 41/39/20 rule is so critical. Your copy and creative shape how your list experiences your offers and are how you connect with them in a meaningful (and
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