One of the things that Irun into over and over again with businesses that I come acrosswith is they just don’t have a good feel about how to package what they do into acompelling offer that’s going to make somebody want to stand up and say, “Hey, I wantthat.” We’re going to talk with Donnie about that today.In addition to all of that, Donnie has authored a book called “Stealth Selling: Non-PushyPersuasion for Professionals,” which I highly recommend. We’ll give you a link to that atthe end of the show.Donnie, welcome. Great talking to you.
: Wow, thanks for having me. Thanks for a great introduction. Hopefully, we canlive up to the expectation that we’ve just set. [laughs]
: I have full confidence. We’re talking about offers today. Probably, 9 out of 10business owners that I will say the word “offer” to, their immediate response will be,“You mean like a sale?” We’re not talking about a sale. We’re not talking about a specialdiscount. It might include that, but really, that’s not what we’re talking about.Can you kind of describe to folks? When you and I talk offer, what does that mean toyou?
: What we want to do, ideally, is kind of the opposite of a sale. You want to beable to make more money rather than less. You want to be able to charge more for whatyou’re offering than what the next guy is.By coming up with an offer, you don’t want to turn yourself into the Wal-Mart of your field. What you want to do is turn yourself into the Apple of your field and createsomething that your target audience is going to line up for and pre-order buy in piles,like they do for anything that Apple does.That’s kind of what we are talking about when we say offer. How do you get your product, your service… how do you construct something that will make it reallyappealing to your target audience?You know what’s funny? I suppose you watch Shark Tank, right?
: Oh, all the time.
: [laughs] A couple of weeks ago—I can’t remember which one it was—a guyand his wife came on and they were selling the chicken wing chip dip. Did you see thatepisode?
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