Chapter 1 Introduction-H x 2 + O 1
Chapter 2 "I Get 1,000 Channels of TV and Most of It's Crap" 3
Chapter 3 Chunking 9
Chapter 4 The Great Chunkula 15
Chapter 5 The Great Formula 21
Chapter 6 Why The Great Formula Works 23
Chapter 7 The Great Formula Step 1: Create The Irresistible Offer 27
Chapter 8 The Great Formula Step 2: Present It to a Thirsty Crowd 31
Chapter 9 The Great Formula Step 3: Sell Them a Second Glass 35
Chapter 10 In Search of the Thirsty Crowd 37
Pay for Access to a Crowd 38
Speculate for Access to a Crowd 39
Manifest a Crowd from Thin Air 40
Find Lost Crowds 41
Chapter 11 Second Glass Tactics 43
The Upsell 44
The Cross-Sell 44
The Follow-Up 45
The Continuity 46
Chapter 12 The Great Formula in History 49
Holiday Inn 49
Gillette Safety Razor 53
Amazon.com 60
Charles Atlas: "The Sand-in-the-Face Boy Becomes 'The World's Most Perfectly Developed Man'" 63
Tin Lizzie 65
Edmonds Baking Powder and Cookbook 67
Estee Lauder 69
Table for Six 71
Chapter 13 Mad Scientists Using The Great Formula 73
Picasso Tile Illusion
by Joe Sugarman 75
Two Excerpts from the Boron Letters
by Gary Halbert 78
Thirsty Crowd Selection and Sneaky Second Glasses
by David Garfinkel 88
How to Attract a $90,000 New Car
by Dr. Joe Vitale 92
A Personal E-mail from a Former BBDO Senior Vice President to Mark Joyner
by Ben Mack 95
$28,000 Lying on the Table
by Russell Brunson 109
The Gold Standard in Thirsty Crowds
by Paul Galloway 111
Former NASA Scientist Flies a Second Glass to the Moon
by Harry "Hank" Johnson 114
How to Masterfully Persuade Your New Clients to Swig from the Second Glass-Even Before They've Sipped the First ... Or, Put a Better Way ... How to Increase Your Sales by 200 Percent or More Instantly by Doing This One Simple Thing
by Lee Benson 118
Secrets from the Blogosphere: How to Get a Lifetime of Loyal Readers, Subscribers, and Customers for Free!
by Skye Mangrum 127
How Two Magic Words Can Almost Guarantee Your Customers Will Be Practically Begging You for a Second Glass
by Yanik Silver 132
Find Their Thirst Through Criteria Elicitation
by Kenrick Cleveland 139
Hard-Coding the Minds of Your Prospects for the Second Glass
by Joshua Shafran 144
You're Getting Thirsty ... Veee-rrry Thiirrr-sssstyy
by Tellman Knudson 180
Creating an Unending Wave of Win-Win-Win Promotions and Strategic Partnerships
by Dr. Joe Rubino 192
Passion and E-mail in The Great Formula
by Andrew Fox 195
"What's the Secret to Completely Dominating Any Market within 180 Days?"
by Brad Callen 200
How to Create Your Own "Thirsty Crowd" from Scratch for Automatic Repeat Profits
by Craig Perrine 207
Getting Others to "Pass the Glass": Ethics and the Success Stream
by Shel Horowitz 216
How to Find a Thirsty Crowd on Google
by Perry Marshall 222
How to Access Pent-up Demand, Create New Value, and Get the Quantum Leap Upsell: The True Story of a Million-Dollar Idea
by Perry Marshall 229
Index 235