It has many great examples and step-by-step instructions on how to do so.
I’m currently going through my highlights to start implementing the insights within my business.
Flow: 5/5
Actionability: 5/5
Mindset: 4/5
Some of My Highlights:
“We are not trying to create demand. We are trying to channel it.”
“If you don’t have a market for your offer, nothing that follows will work.”
“The degree of the pain will be proportional to the price you will be able to charge.”
“The point of good writing is for the reader to understand. The point of good persuasion is for the prospect to feel understood.”
“Those who pay the most, pay the most attention.”
“In the real world, to have the ‘gonads’ to charge big ticket prices, you must outwork your self doubt.”
“The harder, and more competitive, are the Time Delay and Effort & Sacrifice. The best companies in the world focus all their attention on the bottom side of the equation.”
“As such, as business owners, it is up to us to communicate these value drivers with clarity to increase the prospect’s perception of these realities.”
“The dream outcome is the expression of the feelings and experiences the prospect has envisioned in their mind.”
“Our goal is to accurately depict that dream back to them, so they feel understood, and explain how our vehicle will get them there.”
“But, after talking further, she revealed tit was because driving a Lamborghini would decrease her status amongst her mom friends, while firing a minivan would show she was a good mother (increase in status). So it’s not about the money, it’s about the status (the perceived increase in relative standing when compared to others socially or professionally).”
“…people pay for certainty.”
“How likely do I believe it is that I will achieve the result I am looking for if I make this purchase?”
“People value this perceived likelihood of achievement.”
“People who experience a victory early on are more likely to continue with something than those who do not.”
“Many will always be willing to pay (price, for the (value) of speed.”
“And you can either sit there and make ‘complain’ posts about how people ‘ought’ to be a certain way. Or you can take advantage of the way people are and capitalize. This book is for those people who want to be victors, not victims of circumstances.”
“When talking to business owners about their model, I tell them to create cash flow by over-delivering like crazy at first.”
“What could you do that someone would immediately say, ‘All that? Seriously? Yes, I’m in.'”