Most Important Concepts:

How I Can Use this Info:

Chapter Recap:

Introduction:

• Everything in the book is evergreen, and will still be valuable in 10 years time.
• Doodles are made for instant recall, so you can remember the concept with a look of an image.

Section 1 - Sales funnel secrets:

• Ultimately, the business that can spend the most to acquire a customer wins.
• A business beats its competition by making the same prospect worth more to his business than to that of his competition.
• The secret formula:
  • Who is your dream customer?
  • Where are they congregating?
  • What is the bait that you can use to attract them to you?
  • What is the unique result that you can create for them?

Secret #1 - The secret formula

Secret #2 - Hook, story, offer

• There are two ways to have the lowest price product in your market:
  • Decrease the price (and cut your margins and profit).
  • Increase the value so much that when you sell it for what it’s worth, it seems inexpensive.
• Every step of your funnel should have a hook, a story, and an offer.
• To overcome price resistance, increase the value of your offer so it’s worth 10 times more than what you’re selling it for.

Secret #3 - The value ladder

• Humans are wired to seek mire value from places we’ve already received it from.

Secret #4 - The attractive character

• An attractive character attracts people to them, rather than having to go out and get people to come to you.

Secret #5 - Funnel hacking