The hamburger advantage

Gary Halbert, one of the highest earning copywriters asks a question in his copywriting classes:

“If you owned a hamburger stand, what advantages would you most like to have on your side to make you insanely rich?”

Is it the advantage of having superior meat to make the burgers?
Is it the advantage of having sesame buns?
Is it a robust building with loads of parking place?
Is it having the lowest price?

No. The only advantage you need to make you insanely rich:

Is… a starving crowd!

You won’t sell hamburgers no matter how good they taste or how low priced they are if no one is hungry!

Some kids learnt this advantage really well. They started selling lemonade on top of the hills, where people are thirstiest!

A starving crowd alone won’t make you insanely rich though. Gary Halbert only had half of the solution. There is one more advantage you need. And this advantage is revealed by another question.

Why did Willy Sutton plunder banks?

A reporter asked the infamous robber Willy Sutton, “Why do you plunder banks?”

His answer: “Because that’s where the money is!”

Doesn’t matter how hungry your crowd is, if they don’t have money to pay you, you won’t become rich.

Checklist:

Your aim as a small business owner is to find people who want your product and are able to pay a reasonable price for the product.
The only advantage you need to become insanely rich is: “an audience willing and able to buy your products.”

Also read: The secret of Joe Girard: how he sold 6 cars everyday.

[This article is licensed under a Creative Common Lisence]

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Snip:

Gary Halbert asked what advantage would you like to sell the most number of hamburgers?
No its not low price. Or loads of parkings space. The answer is a "starving crowd."
Willy Sutton was asked why he robbed banks.
His answer: because thats where money is.
Target an audience who is starving + who has money = to make a huge profit.

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