The real secret to winning this game is SO simple, most of you are missing it. On this episode Russell talks about receiving a card in the mail asking to be on a podcast, and why that offer wasn’t irresistible enough. Here are some of the other things he talks about on today’s episode: What was missing from the card asking Russell to be on a podcast, making him throw it away. Why you should always look at what is in it for your customer, or date or whatever, in order to make what you’re proposing impossible to refuse. And how you make something you create more valuable than someone’s time or money, so they will trade you for it. So listen here to find out why a card sent in the mail wasn’t irresistible enough, and how that person could have made it impossible for Russell to turn down. ---Transcript--- Good morning, good morning everybody. This is Russell Brunson and welcome to the Marketing Secrets podcast. Hey everyone, so I’m officially back from Kenya, crazy, and it feels so good to be home. It’s so nice. It was so much fun to see my kiddos last night and this morning, we hung out. And I’m heading to the office late today, I’m not going to spend too much time there, just kind of planning and prepping for next week because next week is when world domination begins, it’s also when my diet begins, it’s also when my diet begins and my new workout regimen, and my new trainer and a whole bunch of other stuff. It’s like a rebirth, I’m excited. The one thing I’m bummed out about though, I filmed all the story for the Kenya trip. I brought my camera, I filmed everything, I was really proud of it, for Funnel Hacker TV. I thought it was going to turn into three or four episodes, going to be amazing. And I left the SD card in the tent in the middle of nowhere. I totally want to cry. I keep calling them to see if they can find it, they haven’t been able to so far. So you may or not be able to see my entire trip. So cross your fingers that someone will find it. I want to cry. Anyway, I do have something to share with you guys today that I think would be valuable. So we got home and we’re going through all the stuff and envelopes and packages and junk and everything and I got a card from somebody in the mail. And it was handwritten, and somehow the person had found my personal address, which is kind of creepy. But they put forth the effort, and they wrote me a letter, and like I said, it was handwritten, they said, “Hey Russell, I want you on my podcast, and it’s only going to take 7 minutes. Let me know if you’re in.” And I read that and I gave it to my wife and I was like, “What do you think about this?” And she was like, “I don’t know, sounds good.”  And I said, if you notice that in this card he was basically telling me the benefit to him. Like, “Hey I really want you to be on my podcast.” That’s a benefit for him, he did give me one benefit, it was it would only take 7 minutes of my time. But he didn’t talk about what was in it for me. And I want everyone to understand this, when you’re asking people for anything, this is when you’re trying to sell something, trying to ask a girl on a date, whatever it is you’re trying to do, you always have to create an offer. And the offer, I don’t know if I’ve talked about this on the podcast before, but when I was first getting started, there was an acronym called WIIFM, what’s in it for me. So whenever I’m pitching someone on something, I’m not telling them what’s in it for me, I’m telling them what’s in it for them. I want the customer, or the person saying, what’s in it for me. So if I was going to pitch Russell on a podcast, I wouldn’t say, ‘hey, this will only take 7 minutes, it’s going to be amazing to have you on my podcast.’ Because all you’re really doing is pitching the benefits of yourself of having me on your podcast. You gotta start thinking about, what’s the offer I’m creating Russell for him to take the time out of his day to be on my podcast. And again, this is true if you’re as