Page 115 - The $100 Startup_ Reinvent the Way You Make a Living, Do What You Love

unexpectedly by sending a handwritten thank-you card in the mail or in whatever
way makes the most sense for your business.

The point is that the small things count.
Like the orange slice at mile 18 of the marathon, an offer you can’t refuse
comes along at just the right time. As you follow your blueprint to freedom,
think carefully about how you can create a similarly compelling offer.
The next step is to take the offer out into the world. Ready?

KEY POINTS
As much as possible, connect your offer to the direct benefits customers

will receive. Like the Alaska coupon books, a compelling offer pays for
itself by making a clear value proposition.
What people want and what they say they want are not always the same
thing; your job is to figure out the difference.
When developing an offer, think carefully about the objections and then
respond to them in advance.
Provide a nudge to customers by getting them to make a decision. The
difference between a good offer and a great offer is urgency (also known
as timeliness): Why should people act now?
Offer reassurance and acknowledgment immediately after someone buys
something or hires you. Then find a small but meaningful way to go
above and beyond their expectations.

*Ironically, there were no donuts available after the 26.2-mile race,
something many runners would have been thrilled to see. Keep this in mind if
you are ever in charge of providing donuts for marathoners.

†Unfortunately, the fee to join DirectBuy is thousands of dollars, and it’s not
always clear how much money the average home owner will save with the
service. But as with Priceline, perhaps this creates an opportunity for another
third-party business to provide the information.

‡To watch a short video on how Brandy creates her great work, check out
YouTube.com/loosetoothdotcom.

§I asked Nev if he’s had issues with customers abusing this policy. His
response: Nope, no problems at all. Nev credits Tim Ferriss, author of The Four-
Hour Workweek, with giving him this idea.