3 types of business problems:

0:00I sell high school English tutoring. >> Awesome. >> We do 20k a month in revenue. Can you help me with my offer? >> I'll do my best. >> I had ads going to a short 3-week summer program. >> Okay. >> And that worked really well through 2024, but everyone who was coming through, they just wanted ongoing tutoring. >> Mhm. >> So, I changed to an ad that was just for like ongoing tutoring. >> Uh-huh. >> And then none of them continued as clients.

0:25>> So, as much as you felt like people came in saying, "Oh, I just want this thing." Continuity is rarely sold that way. I'll tell you a story that might illustrate the point. So, little boy begs his dad for a dog. Dad says no, finally caves in and says, "I'll get you a dog, but you have to take care of everything." So, one day dad's away, and then the kid comes crying to his grandmother cuz he has the dog and he realizes the dog has ticks. He's like, "Oh my god, my dad's going to kill me." So, grandmother says, "Hey, give this garlic to the dog. It'll eat it and it'll kind of sweat sweat it out and the ticks will go away." So, the kid tries to feed the dog and it does this and doesn't want to eat it. So, the kid's even more upset now. He goes back to the grandmother and says, "What do I do? It's not eating." She says, "Oh, you didn't just give it to it, did you?"

1:02She's like, "You have to wrap it in the ham first." She's like, "Then give it to him." So, he goes back, wraps it in the ham, dog eats it, you know, the day is saved and everything's good. So, the moral of the story is you have to give people what they want in order to give them what they need. And so, if people were buying the 3-week thing, it really just becomes a sales motion to sell the thing that they then realize because you have a longer period of time to educate them on what matters.