Traditional advertising is a big problem because of the paradox of choice.

Now, what we know to do, what you have to do is to strip away their choice.

We can't give them choice.

We have to create selling environments in which we put them where they have two or three choices, only all of which are ours. That's what we must do.

And if you don't get good at that, all you can ever possibly get is one 622nd sliver of the soup purchases today.

Otherwise, if you want more than that, accidental, random, organic share of purchases, you got to take the customer away from choice.

We have commoditization of everything.

We have the tyranny of free, which is the ultimate commoditization, grows with each possible day because people are willing to cut prices, do things for free.

Find other ways to subsidize them.

The reason Amazon is a killer is because they are willing to operate at, and Wall Street is willing to let them operate at no profit. So, they're able to come into all sorts of categories of goods and now services and sell at a loss, subsidizing the loss by their only profitable business, which is providing web services to people like our friends in the t-shirt business and selling software and so forth.

And Wall Street will give them an unlimited bucket of money.

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About the Author

Darin Spindler is a Magnetic Marketing Legend and is widely known for his complex marketing systems and his ability to get a lot done FAST. Darin was awarded the 2008 Glazer Kennedy Insider Circle Implementer Of The Year. Darin is a contributing author to the NO B.S. Price Strategies book with Dan Kennedy, the millionaire maker. Darin is the Chief Marketing Officer of Magnetic Marketing, where he and CEO Adam Witty are bringing greatness back to the Magnetic Marketing community. Darin is also the co-founder of KidsBowlFree.com and has helped to create over 30,000,000 new customers for bowling centers around the globe. Darin also has a done for you marketing services company that provides bowling centers, CoolSculpting salons and spas along with a handful of private clients. Darin is also the founder of Heartland Pizza Company in Green Bay, Wisconsin. Darin used Direct Marketing to fuel every business that he's invested in both online and offline. In addition to his business interests Darin is the proud father of Presley, named after her mother's love of Elvis. Darin is also a 5x Ironman finisher and hoping to get to Kona someday.

Darin Spindler

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