This is super smart and simple when you are making the right offer to the right group of people.
The example on the episode is selling a surfing lesson, and here is how they do it:
- Choose a specific market
- Identify a huge problem the market has
- Show the market on how big the problem actually is (rub salt in the wounds)
- Educate the market how to fix the problem themselves
- Offer a comprehensive ‘done for you’ solution to the problem
In this case, the solution they offers was an experience that they will remember for the rest of their lives.
