When things are going bad, try a lot of stuff. Because you have a high chance of making it better. When things are going well, don't try a lot of stu… - Alex Hormozi

The first step is picking the problem to solve. I use a simple model to figure this out. I call it the Problem-Solution cycle.

Let’s break it down. It wasn’t his product — that was great. It wasn’t his offer — he had a zero risk revshare model. It wasn’t his sales skills — he was a natural salesman. So, then what was the problem? He was selling to newspapers! His market was shrinking by 25 percent every year! He had looked at all the angles, except for the most obvious one.

Grand Slam Offer: Pay one time. (No recurring fee. No retainer.) Just cover ad spend. I’ll generate leads and work your leads for you. And only pay me if people show up. And I’ll guarantee you get 20 people in your first month, or you get your next month free. I’ll also provide all the best practices from the other businesses like yours. ● Daily sales coaching for your staff ● Tested scripts ● Tested price points and offers to swipe and deploy ● Sales recordings . . . and everything else you need to sell and fulfill your customers. I’ll give you the entire play book for (insert industry), absolutely free just for becoming a client. In a nutshell, I'm feeding people into your business, showing you, exactly, how to sell them so that you can get the highest prices, which means that you make the most money possible . . . sound fair enough? It’s clear these are drastically different offers . . . but so what? Where’s the money!? Let’s compare both in the below chart. Breakdown: You spend the same amount of money for the same eyeballs. Then, you get 2.5x more people to respond to your advertisement because it’s a more compelling offer. From there, you close 2.5x as many people because the offer is so much more compelling. From there, you are able to charge a 4x higher price up front. The end result is 2.5 x 2.5 x 4 = 22.4x more cash collected up front. Yes, you spent $10,000 to make $112,000. You just made money getting new customers.