Section 1. What's a money model?

Hermosie has the highest return on advertising of any business using our advertising tracking platform, by a mile.

He has the biggest discrepancy between dollars spent and dollars earned.

And we only work with businesses spending at least 250,000 per year on marketing or more.

So these are the cream of the crop marketers, and his numbers are in the stratosphere by comparison.

Alex Becker, CEO,

Iros. December 2019, hello, sir, can I have your ID so I can look up your reservation?

The car rental agent said, smiling. I already had my ID in hand, ready, so I slid it across the counter.

Hmm, it looks like we don't have your car reserved.

We have an equivalent car, though, and you're a big guy.

Would you prefer a roomier pickup instead?

Blinking a few times.

Yeah, that sounds nice, I said.

I've got you down here for three days.

She cocked her head to the side a bit.

Would you like to have a late return so you can turn in the vehicle at any time during the day without worrying about late fees? I pulled up my schedule

on my phone. Yeah, we have an evening flight, so that sounds good. Great, give me a second. Just putting

that in. So would you like better insurance to cover any bumps and scratches on the car? It covers any

and all damage to the vehicle during your time. Nope, I'm good. No plans on drag racing while I'm here. I joked. So only the minimum insurance then? Yeah, that's all I need. Okay, then. I'll have your keys in a second. Did you want us to take care of fuel so you don't have to worry about filling it up? You can it on empty and not worrying about paying a fee we do it for three dollars and seventy five cents a gallon what's gas costs around here i asked about three fifty a gallon she replied cheerfully sure why not i hate filling it up when i'm rushing to catch a flight already then here's your receipt just go around the corner and your truck should be halfway down to the left. Enjoy your trip. As I walked, I glanced at the receipt. It stopped me in my tracks. I could only laugh at myself. I came for a $19 a day car, and I left paying $100 a day, a 5x difference. And that's the power of a well-designed money model. They knew everything I wanted before I asked. And when they asked to solve problems I didn't even know I would have, I accepted. A money model happened. A money model is a sequence of offers. At their core, we find every opportunity to solve a customer's problems, and then offer to solve it. For that reason, money models tend to have many offers in a specific order. If you offer the right thing when customers realize they need it, you can make as many offers as you like. This is the rental car company's money model stated plainly. Offer 1, vehicle upgrade. Offer 2, late return. Offer 3, premium insurance. Offer 4, minimum insurance downsell. Offer five, prepaid gas. So yeah, I paid more,

but it also solved more problems. Let's break down the problem she solved. First, she solved my

big man and small car problem by offering a vehicle that had more space. Then she solved my late

checkout problem by offering the flexibility to keep vehicle longer.

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