, I was speaking with one of my friends on the phone yesterday…

And he told me about his business and how his sales had been dwindling.

He attributed it to how bad the economy was…

And how saturated his market was.

According to him, the economy had reduced the purchasing power of his audience…

And because he had many competitors who were selling what he was selling…

He felt his customers were purchasing from the person who sold at the lowest price.

I listened to him go on and on about these two…

And after a while, he asked me what I thought.

I went ahead to tell him something I've shared with you before.

Something I call: The Traffic-Offer Complex

Every business in the world that involves buying and selling hinges on this complex.

Here's what I told him:

The economy is not the problem…

And your competition is not the problem too…

The problem is one of these two or both of them.

It's either you're not reaching as many people as you should be reaching…

Or there is nothing unique and enticing about your offer.

Or both.

You see , 

Most people sell a product and expect people to want to buy…

People don't buy products…

They buy special offers.

What makes Mama Rashidat different from Mama Nkechi is not just the prices of their food…

But other factors like:

• How they treat their customers
• Speed of delivery
• Taste of their food
• Extras they serve their customers for free 

They are both selling a package (offer) not just food (product)...

That's why no matter what, there would be people who like eating at both or them…

No matter how much they price their food.

Now to traffic,

I love to use the analogy of an ugly guy and a handsome guy

They are both single and make a bet on who gets a girlfriend before the end of the week.

So the ugly guy goes out and talks to 20 girls within the week…

While the handsome guy talks to just 2 girls…

At the end of the week, the ugly guy has a girlfriend…

While the handsome guy doesn't.

Why?

The ugly guy increased his chances of getting a girl by talking to more girls…

While the handsome guy, even though he was handsome didn't increase his chances…

And hypothetically if he had talked to 20 girls, he might have had more girls wanting to be his girlfriend as opposed to the ugly guy who had one.

This breaks down the Traffic-Offer Complex.

If you want to build a business that thrives…

First, you create an offer that's enticing (something irresistible)...

And then you take this enticing offer and show it to as many interested people as possible.

Do that, and you'd never cry NO sales

Stay jiggy 

Oxide

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