Why do some companies make a fortune while others dismally fail? They fail to articulate clearly and concisely what sets them apart from their competitor. A message to the marketplace that gives them a reason to choose them. And generally speaking, like I say, it’s a risk reversal guarantee.

Your business must solve people’s problems. Take them from pain to pleasure, from problem to solution. If you can’t articulate yourself that way, you’re ability to make a lot of money fast is diminished.  So what we do is find ways of expressing ourselves. Most businesses do actually solve people’s problems. But we know the more we solve people’s problems the more they will spend with us.

The definition of an entrepreneur, a person that solves problems for people at a profit. I often say that otherwise you’d be a nurse or fireman or something like that. Entrepreneurs solve people’s problems at a profit.

P.T. Barnum, “You can’t catch a whale with a minnow.”  Plain vanilla, the biggest enemy of the entrepreneur of course is clutter. That’s all the other rubbish out there sent by everybody else. Depending on whose book you read, we’re exposed to about 4,000 pieces of marketing per day or manipulation if you like. Give away part of a profit; I’ve explained that to you. And make your bonus your product. Andrew and Darrel what was I going to tell you there? I can’t remember.

Outrageous guarantees, here is my take on guarantees, if you can’t guarantee it go sell something else. And it should be a bit hairy, a bit scary and a bit ugly. Find someone else to sell it to. Improve your product or service in order to not have a problem again with your guarantee, even better still.

Double your money back guarantees will increase sales by 50% and interestingly enough reduce refunds by 50%. Isn’t that interesting?

The worst reason to advertise is your need for customers, the best reason to advertise is having something bold, exciting and interesting to say structured to get a response from the marketplace. That’s the reason you advertise. We market and advertise to get a client, you market and advertise to make a profit and there is a very big distinction between that. We want to build that herd of people interested in what we have to say and we will buy that process.

In other words, we give first in the hope that at some stage maybe you’ll want to become part of what we do. So give first and take last.