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$100M Leads: How to Get Strangers to Want to Buy Your Stuff
Alex Hormozi
Enhanced brand loyalty is especially important in buying time to respond when competitors innovate and obtain product advantages.
Managing Brand Equity
Aaker, David A.
Promise A Clear Yes/No Result. First, make your promise a clear ‘yes or no’ result. Second, make sure you can deliver on it within your time frame. If you don’t, they will ask not to be billed. Duh. For example, if you promise to decrease someone’s shoulder pain, have them rate their pain 1–10 before you do your magic, then ask them to rate it after. If it went down, you’ve succeeded and you can sell them something else. Keep the promise simple, clear, and measurable. This avoids unnecessary cancellations.
$100M Money Models: How to Make Money
Alex Hormozi
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