Posted 22 October 2012 - 07:21 PM
at first i thought this session wasn't so great. but reviewing my notes, this has some good nuggets of information. this is the second time this week (since Saturday actually, where i have heard someone say "making any choice is better than avoiding a choice because you are afraid it won't be the right choice.
this episode was about exclusivity, and control. both with examples on google adwords - tweaking the concept for maximum profit and controlling how it works; and Sripraphai - appealing to a subset of a large market, and taking advantage of the ratings system to gain leadership by creating their own market.
earwolf must not be allowed to playback the entire episode, you can tell these are highlights or specific clips, not the entire seminar, but it is good enough to get you thinking. if you need more information you now have the appetite and you can go search for the answers to the questions you have.
Seth's most recent blog post talked about the concept of an elevator speech. it should not be the whole story of your business, it should make the listener want to book time with you to hear the rest of the story, so you can get them to become a customer.