The Offer is King

          1. **The Offer Is King** - A good enough offer eliminates the need for hard selling or amazing creative
2. **Three Greatest Offers of All Time:**
   - Domino's: "Delivered in 30 minutes or it's free"
   - Columbia House: "10 CDs for a penny"
   - FedEx: "When it absolutely has to get there by tomorrow morning"
3. **Three Components of Irresistible Offers:**
   - Believability (with a reason why)
   - High ROI / perceived value
   - Business model that supports it
4. **Seven Ways to Ethically Us…
          

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