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 Use Free:**
   - Free Bribe Offer
   - Limited Free Offer
   - Free Trial + Penalty
   - Free with Deposit
   - Free Forever
   - Free Giveaway
   - Free with Commitment

## The Offer Is King

The offer is king. That's because it actually is.

If you have a good enough offer, you don't have to sell hard. You don't need amazing copy or amazing creative. You just get a lot of people to sign up for your thing.

Most businesses should be founded on a core offer that is exceptional—an irresistible offer. That's what grows the business. I want to walk you through three legendary offers, the three components that make them work, and seven ways to ethically use free.

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## Three of the Greatest Offers of All Time

### 1. Domino's: "Delivered in 30 minutes or it's free"

This is an irresistible offer. They had pizza—but because of that guarantee, people wanted to order. They didn't have to be sold. When someone was hungry, they thought, "In 30 minutes, I can have pizza at my door."

There's al…
          

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