The Keynote
Three things every offer has to earn.
Most business audiences have heard a hundred talks about marketing tactics. This talk starts earlier, with the thing every tactic depends on: what you actually sell.
Profitable by Design follows the true story of a founder who spent six figures on marketing and got nothing, the strange case of a dying technology that sold itself without a single ad, and the day Forrest's own nine-year winning streak as a conversion expert came to a screeching halt. Each story points to the same pattern. Buyers choose a business, pay it more, and recommend it to others when its offer is built to stand apart from everything else in the market. By the end, the audience sees their business, their market, and their own buying decisions differently, and they leave with a practical framework for building that kind of offer.
Why buyers choose one business over another
What drives every buying decision, from a pack of gum to a six-figure engagement, and why it matters most for anyone who sells a service.
What gives buyers a reason to pay more
How the structure of an offer changes the price conversation, so buyers stop comparing you line by line with the cheaper option down the street.
What makes an offer easy to recommend
The story of a referral partnership that switched on and off like a light, and what it reveals about why people refer some businesses and stay quiet about others.
A two-part framework for building it
The Market Crux is the false belief your market holds about what stands between buyers and the result they want. The Differentiation Device is the part of your offer that solves the real problem in a way competitors can't easily copy.
Built on true stories: a $100,000 marketing failure, a product that grew with zero marketing, a seven-figure agency built on a fifty-dollar-a-month budget, and a referral partnership that switched on and off like a light.
