People often think everything starts with the ad and the Before Unit…
It doesn’t.
Just because the 8 Profit Activators are positioned in a certain order: First the Before Unit, the During Unit, and ending with the After Unit…
That doesn’t mean you must follow the exact sequence when you apply them to your business.
See, your starting point depends on where you’re currently at.
And when you don’t have anything yet. When your business is still fresh and you’re at the very beginning of it...
You start with the During Unit.
Because here’s the thing…
Before you can do the marketing, you need to do “the market for it.” So that the market exchange can happen...
Before you can do the marketing, you need to do *“the market for it.
Or, in other words, it all starts with what it is that you’re actually exchanging with somebody for money.
This market exchange can be anything. It can be people buying a book from you… or a digital product… a service…
But whatever it is, it has to actually solve a problem. It has to be valuable so much that people are prepared to pay you money for it.
But make no mistake, when people buy, say, your book… they don’t buy the physical product. They don’t buy your mechanism or your time…
Whenever people buy anything from you, what they’re actually paying for is what they THINK your product or service is going to do for them…
People pay money for their transformation.
That’s why, before you go off and do anything else… before you start even thinking about ads…
You need to know what that transformation is. And define a concrete result you can get for people...
So instead of thinking about your target market as a whole…
Zoom in to a concrete, real-life person first. Somebody you really care about. And then ask yourself…
If they were in a situation that requires your help… what would be the best outcome you know you would be able to personally facilitate for them?
And that’s the transformation your market will gladly pay you big money for…