hey guys Charlie Morgan in this video I'm going to teach you how to build insane offers and by Insane I mean offers that are so good that people like literally can't turn them down I'm going to walk you through the framework that I've used to build offers using this framework right I have nothing to tell you by the way right there's no 997 course or case study or free training or webinar or [ __ ] like that I just want to help you because I built two companies using this model framework right for offer creation
norflow Consulting is a marketing agency that I sold after scaling to seven figures an imperial agency is a multi-south Africa coaching business that I currently run running around 200 300K a month in revenue and we have built offers that are bloody insane and today I didn't want to make this video I wasn't going to because I think that it's so powerful that it might flood the market with all these ideas but I've actually done it in a really clever way where I'm walking you through a framework I'm not giving you a bloody offer right I'm
not going to give you exactly what to say or how to say it because if I do that then you're going to be a monkey see monkey do idiot that just copy and paste things and you won't get results not that you're an idiot but my point is that I want to teach you to think instead of just giving new things you teach a man to face feeding for a lifetime so I've got a loom I'm going to cut the clip in it's about 20 minutes long if you struggle with the tensioner span and you
can't watch the video for more than five seconds without clicking off you're going to struggle to grow business regardless so I promise you if you watch this for the next 20 minutes your life will change and your eyes will completely open up to everything that's possible in business I even give you an example of an offer that I'm touring with for one of my businesses as well and a tangible concrete example you can see for something I might be working on in my company really exciting stuff on the way um just so that you actually
have an idea to put against either way I hope you enjoyed this video I really enjoyed making it because I get quite in case you can't tell excited when it comes to offers and [ __ ] like that so have an amazing day and I'm gonna cut the clip in now cheers all right it's just a quick one right so when I'm creating an offer and I'm going to use the lens of a coaching business because that's what I've created an offer for recently I have a very specific way of creating offers right in a
very very unique way of doing it and seeing it as a metaphor I'm going to show you and if you apply this to your business and you you create an offer and craft offer through this methodology business will get so much [ __ ] easier for you you won't even believe it um so people think that right the first thing is that your offer right is not in full capital letters It's Not Your Service right and also your offer is not your guarantee I need I cannot stress this enough right you're not you you're technically
you're offering a service you're offering a guarantee but that's not what you're actually offering your offer is this is it's it's the it's the sales argument that encapsulates the entity of growth that is your business oh that was poorly worded it's the it's the sales argument that encapsulates the growth experience as a result of your product right specifically for marketing or for coaching so this is the first thing get it through your head your offer is not your service and your offer is not your guarantee your service and your guarantee are components of your offer
that were missing a very key thing so what I'm going to do is draw you something and you're going to wonder what the hell I'm drawing but bear with me right so I'm going to draw this right and then I'm going to draw this okay and then what I'm also going to draw is is this and this and this and we'll just draw this as well right and then what I'm also going to draw is this this and this right and then I'm gonna just well I didn't mean to do that [ __ ] so
this is my this is going to seem weird but just I promise this will make sense so this is how I look at offers in visual form right so your offer consists of in my opinion four things right thing number one here is the goal your business serves the purpose of helping people achieve a goal what you want to do is set a minimum standard for what you can actually achieve someone like what what can you actually achieve for someone and you set that as the goal of the offer so for example I could say
that my coaching business the minimum goal I help everyone achieve that works with me is adding an extra twenty thousand dollars in new monthly Revenue in six months so you start your offer has to encapsulate an outcome if you really want to know what you're offering with your business you're offering an outcome you're offering a future state perceived by someone that is much more comfortable and pleasurable than the current one they're in right now that is what you are offering your business serves as a vehicle so every human being has their current situation and this
is where they are and it could be with no money right and then every human being also has their desired situation which is you know it's represented by you know height ironically you're going from lower to higher but they have a desired situation which could be a certain amount of money they're making per month you have this for your Fitness you have it for your relationship you have it for everything but we're going to use Finance because it's easy so people have their desired situation in their um their desired situation up here and their current
situation down here there's obviously a gap right and typically here they're quite sad typically here they'd be very happy so what you're really selling is the transfer of emotion from sad to happy or if you actually look at it from a Freudian perspective you're selling a transfer from Pain to pleasure that is what your business does successful businesses transcend the gap between people's current situation which creates pain and of desired situation that creates pleasure okay the irony is that the desire situation becomes the current which creates pain and another one is credit the only way
a current situation can be painful is if someone perceives a desired situation so the interest I'm not going to get into this too much maybe another day but the point is is that in between um current and desired there is a gap right and your business must be the thing that helps people bridge this Gap so what I'm going to show you here is how this links in so the star up here right that we see the star is the goal and this is what someone wants to achieve or it's it could be a component
that helps people achieve their desired outcome so for example let's say that someone is really unhealthy and really unfit and they just they're they're weighing like you know 200 kilograms for the sake of extremes and they want to come down to weighing 80 kilograms they can be healthier you might not be able to help them get there in full but maybe they recognize that part of their transformation requires them to have healthy eating habits and so the goal that you set for them right the sort of micro desired situation is I will get you in
a place where you're eating healthily and you do not break into bad habits of health and health of unhealthy eating and that's like a it's like a micro Transcendence right because it's a component of someone losing weight but you can offer things within things so for example like maybe you run an appointment setting business you can't control people's sales process but you can control how many appointments they get and so if someone wants to grow their business from 10 grand a month to 100 Grand a month they need appointments to do that but appointments don't
necessarily mean revenue but you can't control the revenue so you you can help them transcend a specific situation to a specific part of their life or business that contribute to the overall thing they're trying to achieve right so what I'm looking at here is the goal the goal is the promise right this is the outcome right so it's synonymous with promise or outcome right what do you get as a result of working with me and I'm not talking about you get the latest copy and you get the coolest funnels and I'm going to give you
my sales script and I'm going to teach you how to do this no what comes as a result of you giving people the things you give them what change in their life has actually seen people's lives don't change because they get a piece of copy people's lives change because of what happens when they get that piece of copy right so the goal is is it's the promise it's the outcome it's the it's the end result right and so we always start with the goal or the outcome the second thing the second component of the offer
right this is number one the second component of the offer is the steps right so this is like this is obviously metaphorically visualized by staircase and the steps is what you'll notice here between current situation desire situation is the arrow goes upwards and if we want to go upwards we need to climb right so we can sort of almost put the arrow to look like this in the step format to make it a little bit cleaner and more metaphorically applicable um so we need to sell steps right so we start we are selling the goal
ultimately but the Step this is where you need to make it really [ __ ] tangible right what are the steps that you're going to if you run a done-for-you solution right what are the exact things you're going to put into Motion in in the linear fashion the linear order that's going to get people to get to the goal so if the goal is I'm going to add 20K a month to your business what are the steps you're going to afford to do that because for someone to believe a goal is possible and achievable for
them to believe that you can actually do something for them you needed to demonstrate that you actually have a clear-cut roadmap or methodology to get them there people do not believe intangible gray stuff they believe what they can see right you know that saying like oh believe a ghost like if I don't believe in ghosts because I've never seen them if you go to a business and you make them a massive promise but don't show them how you're getting them that promise then you're like a ghost they're not going to believe it because they haven't
seen it right so you need to have a step-by-step process it needs to actually be like tangible like we're gonna do this then this then this then this if it's done for you you can say I'm doing this for you if you're coaching them you say this is what we start with and once we've done this it's this and this and this right so for example I'll walk you through um this right so this is an offer that I'm working on for my coaching business it's not finalized right um but I'm I'm creating I'm playing
around with some new offers at the moment um this is not for the for the record if you're watching this you plan on buying Imperium this is not our offer this is not we might not roll this out I'm just playing around with different wordings and being quite bold old and seeing how it makes me feel walking it through him this is not what we offer or necessarily intend to so I don't want you to set your expectations incorrectly if you plan on buying our stuff this is just purely a Sandbox thing for this video
right so let's say that this is what I want to do with Imperium but whether or not we're going to do this we might take a different channel so my offer could be we legally vow to add twenty thousand dollars in new monthly Revenue to your business in 180 days with our profusely apologetic legally binding guarantee if you don't add 20K a month to new monthly Revenue we'll refund all your money wire transfer you five dollars five thousand dollars and give you five thousand eight hundred dollars worth of coaching over six months to say sorry
right so the offer is this is the goal right so twenty thousand dollars you know in new monthly revenue is is the outcome it's the promise like what when you work with us for six months you get 20 grand a month in your monthly Revenue right and then what we've got here are terms so the terms are these steps right so you see we actually have to have number two which is the steps and I've actually laid out the steps because I know that knowing what I know if someone followed our systems and program and
they did all of this stuff for 180 days they had at least 20 grand probably more than that like 50. right so I have terms and terms can be replaced with steps right so if you watch all the mindset and Foundations content if you join 12 q a calls if you conduct all the sales calls with our process and build your offer as per our instructions you've got an infrastructure for foundations right um for outbound infrastructure if you send 200 of our Terminator looms make 200 cold calls a day with our script using va's of
course we wouldn't expect to do this if you send 100 luminous automated emails and if you send 50 call messages per day then you've hit this these are the steps I'm just giving you tangible things to do so you'll get 20 grand a month if you do this as we tell you to do it right and then inbound infrastructure is is following you know produce two video content pieces a week three to four social marketing posts a week building your audience adding 50 people a day sending one newsletter per week starting and building a Facebook
group so what I'm doing here is telling people what to do so the steps is the it's the secret this is what you have if you do this then you will you know get the goal and get the outcome but you have to do it how we tell you to do it because if you do it yourself you're gonna [ __ ] it up right so the offer is sort of it consists of multiple things so you've got number two which is the steps which is the things that you have to do or the things
that I'm doing for you in order for you to accomplish this goal if you climb these steps you will get to this point and then you'll have what you want but then what we have over here is my all four drawings um a tools right so tools um slash instructions right so what I'm now doing is this is the part where it says we will right so for example one step right is for someone to conduct all the sales calls with our process and the tool right for someone to conduct this they actually need to
have our process so we'll provide you with a full sale system or another step would be post three to four social content marketing posts per week if you do that you get the right result but if you don't do it if you do it without us you'll do it wrong so we'll give you the templates and the Frameworks right so every everywhere it says we will We Will We Will We Will these are the tools or instructions so the things that we do to like craft these steps in the way that it gets them what
they want because I'm telling you now like if you look at this and just try to do it yourself without our not necessarily our guidance we're not the be all end although I think we probably will be at some point but my point is that I could tell you to do all this stuff but if you don't know how to do looms properly if your cold calling is all form if your cold messages suck if your videos suck if you if you don't know how to do content if you don't know how to build an
audience and build a newsletter and you haven't got any clue to build a Facebook group you can try but you won't do it properly right so my point here is like you have the steps which make it tangible so you can see what you need to do to achieve your goal but then you can't this is the key thing to the offer you can't build those steps and take them without our help right so if anything do you know what actually probably makes more sense to draw here right if anything is this is like a
guard rail right so you know when you're like you know walking up some steps or something and there's like a guard rail um that's basically what we have here right sorry I had to pause my learner um so like what you want to do is imagine that like the tools or instructions these are like a guard rail right so you can help people you can give people the steps but if they don't have like a guardrail to hold on to then they're going to fall right now here's where it gets really interesting because here's the
the bottom weird thing at the bottom so this is a trampoline right or a net whatever you want to call it but I want to use the word trampoline because trampoline is [ __ ] sick right the trampoline is your risk reversal right risk reversal so this is basically people need to know right in order for your offer to be complete and to be attractive people need to know what you're what you're helping them achieve right what's the outcome of working with you with the end result right what steps are you going to help them
take or what steps do they need to take to achieve that what steps are you going to take to achieve that and what do you do to make sure like what guardrail do you have to make sure that they're taking the right steps and they don't fall off right now the fourth thing and the final thing is the risk reversal so what you need to do is tell someone look if you don't hit this goal if you climb these steps and you don't hit the goal or you're climbing these steps and you fall off then
you're going to land safely right so this trampoline represents risk reversal so if someone lands on this and like they let's say they don't hit the goal and they get to the top and then like they realize that after all this work it didn't work then they fall and they land on the trampoline because if you take the trampoline away and they land on the hard ground like people there's a um there's a cognitive bias called the zero risk bias and it states that people love to minimize risk right so it makes sense if you
want to build your offer in alignment with human nature and the objective reality of the world you need to have a really [ __ ] good guarantee so risk reversal is guarantee right it's guaranteed it's pay on results it's like if someone Falls is it painful or is it a little bit painful does it sting or not what I like to do and what I've been contemplating once again if you want to buy Imperium this is not what we're doing right now we may not be doing this in the future it's just an intangible example
right what I like to do is make this fall as pleasurable as possible so what I actually have here right as you can see for our guarantee is if you don't add 20K a month in New monthly Revenue we will refund all of your money right so that first of all takes away a lot of pain because you land on the trampoline but it's still pretty painful because you've wasted all this time wire transfer you five thousand dollars and give you 5 800 worth of coaching for six months for free to say sorry so if
if with Imperial and this like I said this may not be what we do it's just it's an example for the video right but if someone Falls right on the trampoline it they won't there's no damage at all they're gonna love it they're gonna love failing to some degree you don't want to necessarily incentivize for failure but that was a poor example but you get my point so if someone fails not only do they get a full refund right which alleviates a lot of pain but then they also net five thousand dollars right and on
top of that they get um they get five thousand eight hundred dollars of coaching for six months for free so it's kind of like you have to basically make sure with this by the way that the goal is far more attractive than the the downside but otherwise people will just be incentivized to ask you to to make it to purposely make it not work but that's why you need to have extremely tangible terms because I know people did this they get the result right so my point here is that your offer consists of these four
things well this is this is I might be wrong there might be more things to this but this is how I see it in its raw sort of first principles and this is what I reason up from when I'm building offers so you start with the goal which is the outcome it's the promise it's what do people actually bloody get for working with you so what's the end goal and then you have the steps right which is you know exactly how does someone climb to achieve that goal and what you know in a linear fashion
step one do this step two do this step three do this step we'll do this and then on top of that you need to put a guard rail in place so they have they have your hand to hold as they're building these steps if you're doing a coaching business you have a guard rail if it's a done-for-you business you're actually building the steps for them right and they just do the climbing they do the easy part you build it and they just walk up the steps if it's a coaching thing you build it with them
right so you have the tools and instructions or you know this could be knowledge it could be software whatever that might be and then at the bottom here below the steps right below the chasm which you could you know call it here because ultimately like when someone works with you they're taking a risk it's like over here they're on flat ground and over here they're on flat ground but between here and here there's a long way to fall which maybe work which means they may be worse off than they currently were before they were with
you so the problem with like if you don't have a guarantee or risk reversal is people perceive a risk because it's like if they're here on Solid ground but they could be here on Solid Ground to Traverse this crap means they need to be walking on very you know fragile steps depending on how good you are and if these steps fall through they're going to fall to a place that was worse than their initial current situation and that's why people don't buy from you right so you have to think like how can I put a
trampoline here to bounce them back up and soften the blow to make sure that they at least go back to where they were when they started or they're a little bit further ahead right which is what we obviously had maybe implementing right once again if you plan on buying Imperium this is not our offer this may not be our offer I don't know right it's just an idea it's a sandbox that is how I build offers right and if you want to know how to do it you just have to follow this process it's a
model it's a framework take it with a pinch of Soul apply your own knowledge to it and yeah um by the way if you are really struggling to acquire clients and you count for the life of you figure out how to book appointments and close deals just click the first link in the description um it'll take you through to a funnel like it's a [ __ ] funnel right I'm going to try and tell you something this is a YouTube video I've given you value now I'm going to ask you for something in return it's
how the world works right and I don't I'd rather be transparent with my intentions here instead of just saying oh I've got the webinar to send you to like [ __ ] that you know what that's like right I've got no case study funnel or [ __ ] free training or any crap there's no ebooks here it's just a video right so if you anyway long story short if you want more clients and you're struggling to acquire them click the first link below I don't really mind if you do or not but if you choose
to by all means it might be nice for you um by the way we're fully booked on calendars right now um if I check out our Discovery call you you basically go through to this um and unfortunately at present we don't have a huge amount of availability we've got a couple of times what one two yeah a few at the moment so if you basically try and schedule and there's no times um we're fully booked across three reps so you might need to check again tomorrow the next day which sucks but it's kind of how
it is at the moment which is good um that's what happens when you get the offer thing right okay um but anyways I hope you enjoyed this video um please subscribe because when you subscribe it motivates me to make more content that might be valuable to you so it's really cool um and you can like the video If you enjoyed it and also I read all the comments so you can comment anything below you can tell me to tell me you hate me if you want tell me this is the worst idea you've ever seen
because I always take feedback I'd like to know why but yeah I hope you found this helpful and I love you for subscribing if you subscribe even then if you don't I love you for watching to the end because most people don't have the attention span for a 20 minute video talk to you later have a wonderful day ciao
