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2-Step Marketing#

This is one of the most underrated techniques among marketing newbies. It's incredibly powerful and should be used extensively:

Step One - Attract a Highly Qualified Prospect#

  • Use a compelling offer.
  • Avoid overwhelming them with too much initially.
  • Capture their interest.
  • Make it easy for them to say "yes" and make their first purchase.
  • Sell a low-priced, high-value product.
  • Educate them and share valuable knowledge, ideally from personal experience.

This approach makes them feel like they sought you out, creating a shift in power.

Step Two - Make the Money (Additional, Valuable Offers)#

  • Now it's time to present more offers.
  • With their attention and interest secured, show them how you can meet their desires at a higher level.

Gary Halbert's Powerful "Tugboat Analogy"#

This simple concept can be worth millions:

Tugboats pulling huge ships use thick, heavy steel cables, but to get these cables in place, they start with a series of smaller ropes:

  1. A tiny rope is thrown from the tugboat to the ship.
  2. A bigger rope is tied to the small rope. The crew on the ship pulls in the bigger rope using the small rope.
  3. The bigger rope is tied to the massive steel cables, and the process is repeated.

The Lesson:#

Make it easy for prospects to say "yes" and take a series of small steps before asking for a bigger commitment.

P. T. Barnum's Wisdom#

The world's greatest showman, P. T. Barnum, said:

If you want to catch a whale, don’t use a minnow for bait!

Bottom Line:#

Make it as easy as possible for them to do business with you, and use bait that appeals to them!