Sublime

The key is to identify a client’s biggest fears, pain, and perceived obstacles. “What do they not want to have happen if they pay you? What are they most afraid of?” Reverse their fears into a guarantee. Think of the time, emotion, and outside costs associated with any program or service. The more specific and creative the guarantee is, the better.

David Schonthal surprises and delights audiences, and he does it reliably. No unsolicited email would have secured David a gig with Carol. She had to experience him for herself.

Enhancing The Offer: Scarcity, Urgency, Bonuses, Guarantees, and Naming

the way to grow your business is to focus entirely on your existing customers. Just thrill them, and they’ll tell everyone.

Most businesses waste the lion’s share of all the money spent on advertising by, first, not using it to create and capture interested prospects and then by poor or insufficient follow-up.