The title of this post is the subtitle to Mark Joyner’s book, The Irresistible Offer.
Other writers such as Jay Abraham and Gary Halbert have discussed the same concepts, but Joyner has formulated them into a format easy to understand and implement.
Business is about service — it’s about providing something (a product or service) that your market values. It’s not about fulfiling the needs of the business (your ego, financial needs, whatever).
It doesn’t help anyone if you’re providing a service your market wants if it’s not communicated effectively to that market.
And that’s where this book really shines. It’s made a huge impact on my thinking.