There are only three ways to make money in any business:

1.
Get your message out there to a wider audience.
2.
Pay more per person.
3.
Sell ​​more products to existing customers.
When it comes to improving your business profitability, don't look for ways to improve your business that don't fall into one of these three categories.
And please keep reading.
Also, consider the following case:
“What improves the quality of advertising?”
It's category 1.
Now, look again.
“What increases ad exposure?” is also category 1.
“Increased sales conversion?” would be Category 2.
Should we continue?
“Aha! Now I get it, Joiner.
“What about cost savings? Where does that fit in?”
Sorry, that's category 2 too.
If you reduce the cost of running your business, wouldn't you effectively be able to make more money per person?
Let's take this matter to its logical conclusion.
Take out pen and paper and figure out ways to increase your income that don't fall into these three categories.
Get started.
Give it a try.
Have you tried it? It's good.
Now if you understand, let me ask you a really important question.
If these are the only three ways to increase profits, why do most business owners spend about 95 percent of their time on methods that don't fall into these three categories?
--- p.35~36

Gillette's efforts during World War I brought tremendous success.
Former Gillette CEO Joseph Sprang called it "the years of giving."
The company gave away everything you could think of, from gum to pocket knives to canned meat, along with razors.
In 1953, Gillette further expanded the second cup.
The company launched a canned shaving foam product, and its profits exploded.
Today, Gillette sells so many products, from batteries to toothbrushes, that it's difficult to pinpoint its identity, much like any other major corporation.
But Gillette has used the same great formula to get to that point.
Today, like Coca-Cola, Gillette is widely recognized as one of the world's ten most valuable brands.

--- p.74

Okay, listen carefully.
When someone first sees what you've written, they should want to read it.
It should be easy to read.
He should be drawn to your writing just as the inmate is drawn to Penthouse, a men's monthly magazine founded in 1965.
(Whether it's a sales letter or an advertisement) you need to arrange your writing so that it becomes an attractive 'eye treat' for your readers.
This means wide margins, wide spacing between paragraphs, short words, short sentences, short paragraphs, and an attractive layout.
Now I'm going to tell you one of the most important secrets.
What I'm telling you is so important that it will increase your readership by more than 500 percent.
At the same time, this important point is largely unknown to the agencies and advertising executives I've met.
Listen carefully.
Listen carefully and never forget what you learn.
This is it.
The layout of an advertisement should capture the attention of those who will read it.
Don't let the layout distract the reader! In fact, this might not be so easy to understand.
Maybe I understand better.
Okay, so keep in mind that in most publications, editorial content gets five times more readers than advertising content.
So what does this actually mean? Simply put, it means that your ads should have an "editorial look" whenever possible (you might as well stop here, call Blade, and get to work).
(I can stand on the witness stand again today!).

--- p.118~119

It's important to remember that people today are extremely skeptical about sales activities.
Customers always ask themselves:
“What’s your plan?” So I made it as easy as possible for people to get my samples, with no strings attached.
I told people they could get free samples simply by filling out a form on my website asking for their name and address or by calling an 800 number and leaving their name and address.
The idea is to sneak in a few numbers to make sure there's absolutely no human intervention in these transactions.
This removed the barrier of doubt.
Because you don't have to deal with people, you don't have to be bothered by people trying to persuade you to buy things.
Since I started offering free samples, 67 percent of my website visitors have requested a free sample.
Of those who received a free sample, 27 percent ended up purchasing the product.
We offered products at a discounted price to customers who agreed to receive them on a monthly basis.
This has led to continuous sales growth.
Focus on making a good first impression about your product.
Even if you don't have a way to resell that product (like my program), creating another related product (like my protein powder) makes it much more likely that a customer will buy a second cup.
Because when you sell your first glass, you offer something better than expected.
--- p.167~168

This is it.
It may seem too simple, but if people liked your first installment, what else would they want? Of course, they'd like a second or third installment, right? If you think about it, it's incredibly versatile.
Let's take Hollywood as an example.
Consider Quentin Tarantino's latest film, Kill Bill.
Quentin Tarantino cleverly secured a loyal audience for the sequel by calling the first film "Kill Bill: Volume I."
I went to see Kill Bill: Volume 1, and then I had to go back to the theater and pay for Kill Bill: Volume II to see the complete story.
If you automatically prepare a second glass, your customers will be clamoring for a second glass (or a third, a fourth, a fifth, etc.).
That's how you get rich by serving customers.

--- p.200

One method I used very effectively was the sales letter.
When I receive emails from people, I often repost their questions and praise them for asking such great questions.
Or, when customers tell me a story, I mention it positively in my sales letters.
“I received an email from Jon Jones a while back, and he did a great job of pointing out something I didn’t fully explain last month, and he’s right.
So I'm trying to correct that mistake," he says.
Do you know what I did? Actually, I did two things.
First, it gave John the recognition he was looking for, and patting him on the back made him feel special, which strengthened our personal bond.
But even more importantly, I've built a bond not just with John, but with all of our database customers.
When everyone on my newsletter reads the emails telling me how great John is and how much better I've become, they see that I'm really connecting with everyone, listening to them, and giving them what they want, and it makes me seem more human in their eyes.
Also, they want to receive the same recognition John received from me in front of many people.
When Suzy reads the story about John, she becomes more active and responds more strongly.
She might email me hoping I'll acknowledge her in the next little relationship I have.
And the bond-forming process continues.

--- p.249~250