Marketing is the effective procedure of generating responses, hopefully in a predictable manner. The three components of marketing are:

1. Make the "Big Promise"
2. Document your claims
3. Make as irresistible and/or as risk free an offer as possible.

With certain established products and services, the "Big Promise" is known and the value (price) is a "given". Secondarily, the "Documentation of Claims" is not necessary, with value also a "given." But for the sake of a worst-case scenario, let's walk through a start-up product or service...

The Big Promise- This is the process of describing, in a personal and relatable way, the benefits of responding to your stimulus. You are either solving a problem that you have already explained, or you are enhancing the consumers personal life condition in some way that's preferable to the status quo, using one of the four basic human desires.

Example: "Everybody ages! The result of aging for you is less stamina to do the things that you want to do."

Here we have described the problem. The consumer's imagination will fill in the blanks according to his/her own personal desires and fears.

Promise: "We have a new way for you to maintain your stamina!" Here we have described a solution to the problem that we have brought to their attention.

Document Your Claims

"Over 100 homes in your area have benefited from our services. References are available, hundreds of people are now enjoying much more ability to_________ . The National Association of ____________says 'it's a proven fact, it works!'". Documenting your claims is mandatory to penetrate the bulk of potential new customers. Skimming the top of easy, gullible people is not conducive to sustained profitability.

The goal is for your solution to the problem, or the missing out on the enhancing benefits of your product or service, to generate an attitude of, "if it works as well as you say it does, how can I not buy it?" (assuming that it's affordable). Therefore, you are pre-solving any potential objections to the acceptance of the value, guaranteeing a sense of trust that the product or service will deliver.

Make the Irresistible Offer

Minimizing the consumer's risk is now easier, because of proving the claims, but still, motivating them to respond is best done by a justifying-of-action offer, as irresistible as possible, that's also as risk-free as possible.

Examples: "Double Money-Back Guarantee", "Don't Pay For 30 Days", or "Call by ____and get a free______"

The goal of all of this is to have a response that equals "You can't possibly lose, it's risk-free; you can only gain the result that you want or need."