Acquisition. comom volume one 100 million offers how to make offers so good people feel stupid saying no as entrepreneurs we make bets every day we are gamblers gambling our hard-earned money on labor inventory rent marketing Etc all with the hopes of a higher payout often times we lose but sometimes we win and win big however there is a difference between gambling in business and gambling in a casino in a casino the Odds are stacked against you with skill you can improve them but never beat them in contrast in business you can improve your skills to
shift the odds in your favor simply stated with enough skill you can become the house after beginning a series of books on acquisition it became apparent that I could not talk about any other topic without first addressing the offer the starting point of any conversation to initiate a transaction with a customer what you are Literally providing them in exchange for their money that's where it all begins this book is about how to make profitable offers specifically how to reliably turn advertising dollars into enormous profits using a combination of pricing value guarantees and naming strategies I
call the proper combination of these components a grand slam offer I chose this term partially in homage to the above quote from Amazon founder Jeff Bezos and because like a Grand Slam in Baseball a grand slam offer is both very good and very rare additionally to extend the baseball metaphor it takes no more effort to make a grand slam offer than to strike out the difference is dictated by the skill of the marketer and how well he connects his offer with his audience's Desires in business you can have so so offers the singles and doubles
that keep the game going pay the bills and keep the lights on but unlike baseball where a grand slam scores a Maximum of four runs a grand slam offer in the business world can score you a thousandfold payoff and result in a world where you never need to work again it would be like connecting with the ball so well during one single at bat that you automatically win every World Series for the next 100 years it takes years of practice to make something as complicated as hitting a major league fastball into the bleachers look effortless
your stance Vision Prediction ball speed bat speed and hip placement all must be perfect in marketing and customer acquisition the process of getting new clients there are just as many variables that must all align to truly knock it out of the park but with enough practice and enough skill you can turn the wild world of acquisition which will throw curveballs at you every day into a home run derby knocking offer after offer out of the stadium to everyone else your success Will look unbelievable but to you it will feel like just another day at work
the greatest hitters of all time also have many strikeouts just as there are many failed offers in the track record of great marketers we learn skills through failure and practice we do this knowing that nine out of 10 times we will be wrong we still act boldly hoping for that offer we connect with so well that it results in our big payoff the good news is that in business you only Need to hit one grand slam offer to retire forever I have done this four or five times in my life as for my track record
I have a 30 six is to one lifetime return on my advertising dollars over my business career consider this my lifetime batting average if you will that means for every one I spend on Advertising I get 36 back a 3600% return that is my average over 8 years and I continue to improve this book is my attempt to share that skill With you with a specific focus on building Grand Slam offers so you can experience the same levels of success it's also the first in a series of books meant to get entrepreneurs to financial free
in plain words you money subsequent books in this series will look more deeply at getting more customers converting more prospects into clients making those clients worth more and other lessons I wish I had learned earlier scaling my businesses Pro tip Faster deeper learning by reading and listening at same time here's a life hack I discovered a long time ago if you listen to the audiobook while reading the ebook or physical book you will increase your reading speed and retain more information the contents are being stored in more places in your brain this is how I
read most things worth reading I've priced my products as cheap as the platforms will allow me to so this isn't a ploy to make An extra 99 Cents promise if you want to give it a try go ahead and grab the audio version and see for yourself you might find it as valuable as I have as someone who struggles to stay focused I took two days to talk this book out loud and record it I figured I'd put this half at the beginning of the book so you had a chance to do it if you
found this first chapter valuable enough to earn your attention section one how we got here Quote by Morgan rhs magic will find those with pure hearts even when all seems lost December 24th 2016 Christmas Eve the room was Pitch Black my shoes stuck to a floor covered in dried soda and crushed bits of candy my nostrils were full with the smell of stale popcorn we had showed up too late to get good seats and ended up pressed near the front of the theater just a few rows in front of me the movie's blazing Projection occupied
my entire field of view in the reflected glow I could see the outlines of Lila's family's faces they may as well have been hypnotized I envied them they sat entranced soaking in their paid time off for Christmas must be nice anybody else would have missed it but Lila my girlfriend at the time knew me too well anybody else would have thought I was watching the movie but Lila could tell I was staring blankly at the screen my eyes not Tracking the movie my face was pale my cheekbones and jawline appeared gaunt weeks of chronic stress
had killed my appetite what's wrong she asked I didn't answer she rested her hand on mine to get my attention I didn't react within moments her fingers tightened around my wrist and she looked at me her eyes searching for mine your heart is racing she whispered concerned without asking she took my pulse it was 100 beats per minute nearly Twice what it should be for a fit 27-year-old male at rest in a cool dark room what's going on she asked more forcibly but still Whispering the truth is I was terrified a few hours earlier I
looked like a giant I sat scrunched up in a children's miniature play chair my knees almost touched my chest even with my feet firmly planted on the old beige carpeted floor my laptop felt hot sitting at top my steeply angled knees dolls and toys Were scattered around me they stared at me with wide eyes and toothy grins motionless I had been their entertainment the past few weeks I was in Lila's parents house they had recently become grandparents and used this spare bedroom as a playroom when the grandchildren visited I didn't have a place to live
so they were letting Lila and and I stay there as long as we needed they had let me use the children's playroom as my office for my Business which at this point felt almost as makeb believe as the stories they had told their grandchildren in this room I literally felt like I was playing dress up except the stakes were real and this was my life my ears were hot and red from the phone being pressed against them for what felt like hours I kept switching hands because my arms would tire from holding the phone up
for so long I'm sorry Mr horoi the voice on the other end of the line said said we have To hold on to these funds for the next 6 months we've seen some irregular activity so this is precautionary are you kidding me 120 Grand I said a precaution I'm sorry sir our underwriting team yeah I heard you I said cutting him off I don't accept that sir it's not up to me it's just our poll what am I going to tell my salesman who has a baby and another on the way are you going to
tell him he's not going to Be able to buy his pregnant wife and newborn food are you going to pay his mortgage for him I was seething sir he began again with unphased apathy just trying to deliver the news it's not yours to take my aggression was quickly turning into desperation just send me half so I can pay my employees I pleaded it's Christmas Eve for sake sir we're going to be holding on to the entirety of your funds for the next 6 months per Your agreement The Voice faded into the distance I hung up
and checked my accounts $23,600 commission check for $120,000 in sales I never got without wanting to give myself the opportunity to think about it I wired it to him $22,000 payment successful balance ,36 the sunlight blinded me as we emerged from the matina families shuffled in and out through the Revolving doors making their happy memories I was in a days Lila led me to the car her hand wrapped firmly around mine what's wrong what happened she asked the money isn't coming what do you mean she asked it's delayed I exhaled in defeat they are keeping
it all can they do that apparently I said stoically trying to maintain my compur in front of her parents what are you going to do about the Commissions I already paid him everything I said it without looking at her Lea's concern turned to dread we sat in Silence the whole way home I stared out the window she held my hand in hers it was more comforting than I anticipated we'll get through this 30 days earlier I had to decided to go all in on this new business I called gym launch here was the idea I
would fly around the country to gyms and fill them up to full capacity using this new Methodology that hinged on an offer I had perfected when I owned my chain of gyms leading up to this moment I had sold five of my six gyms the funds from selling them my life's work I had put into an account I had with a new partner this money was supposed to be the seed money for our new company I was finally going to realize some level of success my alarm went off I groggy swung my arm over blindly
clawing at the bedside table I switched off the alarm while Lila managed to sleep through the commotion I laid there silently pulling up the bank accounts a daily ritual the balance said $300 wait that couldn't be right there was $46,000 in here yesterday my adrenal and surged looking closer I saw W $45,600 payment successful I was frantic the money from selling all of my gyms was gone I checked where the money went to my partner he had taken All the money out the last four years of my life had vanished that fast I officially had
nothing and even less to show for it no gyms no equipment no employees nothing I felt dead inside adding insult to injury in that same 30-day period my mother was in critical condition ition because of a near fatal accident and was still under 24-hour supervision and I had totaled my car in a head-on collision at 60 MPH and earned a DUI as my consolation prize this was The cherry on top my one Saving Grace during this time was selling a new challenge offer at a gym and collecting all the cash up front as my fee
for turning their business around so I did the only thing I knew I sold my salesman had done 120 ,000 in a single month and I owed him a $22,000 commission check the problem was the 120,000 never came we need to talk I said as Lila and I went into the other room I worked up the courage to speak but stared at the floor Embarrassed I've got nothing I said to her I'm a sinking ship and you don't have to stay with me she grabbed my chin and pulled my face towards hers so she could
look into my eyes I would sleep with you under a bridge if it came to that I would have cried tears of joy but I was so emotionally exhausted my response appeared apathetic I wouldn't stay with me are we still going to do these launches starting tomorrow she asked all my friends quit their jobs to Do this she was being matter of fact but it still stung I felt defeated listen this could go horribly wrong I trust you we'll figure it out I had two things left at that point a grand slim offer and an
old business credit card with $100,000 limit from when I had my gims on the day after Christmas 2 days after the gut-wrenching call with the payment processor we were scheduled to launch six new gyms at the same time between airfare hotels rental Cars gas and AD spend all multiplied by six I was going to be spending $3,300 per day of money I didn't have my last dollar had gone to paying my salesman I still remember my hand shaking as the advertisements went live off on just like that I was going into debt at a rate
of $412 per working hour just like that $1,300 per day began getting deducted from my account- $3,300 I now officially have nothing- $3,300 I now have officially less than nothing minus $3,300 I have $10,000 less than nothing minus $3,300 this one decision is going to ruin my future forever but things started shaping up here's what happened that month January 2017 as documented by my old processing records I dug up you can see the month along the left column and the revenue collected that month along the right we made 100,100 $17 it was just enough to
cover the $3,300 per day that had been coming off the credit card it was actually working I could hardly believe it I threw the Hail Mary and the universe caught it I went from looking up bankruptcy La years to figuring out what to do with $3 million in profits accured within the first 12 months it felt surreal and in hindsight it still kind of does by the end of the year we were doing $1.5 million plus per month 12 months from Then $4.4 million per month 24 months after that we crossed $120 million in sales
donated $2 million to help fund equal opportunity in low-income areas we met and befriended Arnold Schwarzenegger lifelong hero and were asked to be board members of his charity after school allst Stars Lea and I meeting with Arnold Schwarzinger at his home we are now on the national board of his charity after school allst Stars creating Grand Slam offers has given us access to people we only dreamed of 12 months after that we now have a portfolio of 78 figure and multi8 figure companies across a variety of Industries photography publishing Fitness business Consulting Beauty and business
types brickin up mortar chains software service e-commerce training and of Education our portfolio companies now do about 1 $1.6 million per week and growing I say this because I honestly Can't believe it all of this was because of a girl who believed in me a credit card and a grand slam offer I know I teleported you from rags to riches and the natural question is how that's what I'm going to use the rest of this book and remaining books in up free courses in this acquisition. comom series to break down the skill of making offers
saved me from bankruptcy and likely saved my life I have made so many mistakes in my life I've made so many Bad life decisions I've hurt people knowingly and mistakenly I've done bad things with good intentions I say this because I am human I don't pretend to have the answers I have my own demons that I battle every day but despite my many shortcomings I've still managed to get really good at this one thing and I'd like to share it with you I can teach you how to build great offers I don't know who you
are yes you the one reading this but thank you from the Bottom of my heart thank you for allowing me to do work I find meaningful thank you for giving me your most valuable asset your attention I promise to do my best to give you a positive return on it here is your first piece of good news if you are reading this then you are already in the top 10% most people buy stuff and then promptly ignore it I can also throw out a spoiler the further you get in the book the bigger the nuggets
Become just watch this book delivers the world needs more entrepreneurs it needs more Fighters it needs more magic and that's what I'm sharing with you magic I was 23 years old and to quote Ruth from Ozark I didn't know about but there I was in a Las Vegas Penthouse hotel room along with 10 business owners learning about marketing and sales in my most fashionable beast mode t shirt a shirt I had gotten for Free and one of the five shirts I owned at the time truthfully I was anxious self-conscious and thought I was making a
huge mistake I had paid $3,000 of money I didn't have to get a seat at the table I knew I needed to learn everyone there had a business except me I was planning on starting one a gym TJ the organizer had multiple successful businesses while going over the the agenda I remember he made an off-hand comment about making a million Dollar that year $1 million I was Spellbound I want to be like this guy I'll do anything the problem was I didn't know what any of them were talking about kpis cpls conversion rates my head
was spinning as I pretended like I knew what they were talking about but I didn't and I'm bad at pretending between sessions TJ found me he could tell I was in way over my head TJ was kind curious and caring after a little bit of small talk he Asked me a simple question that changed my life forever do you want to know the secret to sales I had never sold anything in my life I had never even read a book on it I had just recently learned what the term meant seriously I leaned forward intent
to download every syllable he spoke right into my brain I opened my notepad and stared at him with intent I was ready for the secret He looked at me soberly and said make people an offer so good they would feel stupid saying no I nodded wrote it down underlined it and circled it and with that my entire worldview of selling was transformed my mind began racing I didn't have to be skilled or even any good I just had to come up with things that anyone would say yes to the greatest game of my life had
begun what this book is about at some point every successful Business owner was a wantrepreneur a person full of ideas and frustrated at having potential to spare something clicks when they realize the horrible trade they and so many people make trading their freedom for falsely perceived security their discomfort compounds and once the discomfort of staying the same surpasses the discomfort of change they take the leap I'm going to be an entrepreneur so I can be free free to do whatever I want Whenever I want with whomever I want some learned about entrepreneurship through personal development
others got into it through a franchise others bought courses and some just said it I'm doing it I'll make it work and made it work they did most of us open up shop with the intention of helping people in some way many times this assistance is in some way related to something that's affected us personally we set out to give back by providing Value to others by helping them solve a problem that once plagued us then again sometimes this isn't our way in in either case we cling to the dream of making more and being
Freer than we are now many of us thought naively that owning a business would be our crowning accomplishment a final destination when in reality it was just the beginning somehow in the transition between passionate to help others and owning my first business we gradually Realize that we don't even know the first first thing about business let alone turning a profit we may know a lot about our passion about why we started the business but that doesn't mean we know anything about succeeding in business much to the disappointment of the idealists on the sidelines succeeding in
business means getting prospective customers to trade US money for our services our passion for their hard-earned coins that's the Agreement the only way to facilitate that exchange to transact to literally carry out business as a business is by making the process Prospect an offer what's an offer anyways the only way to conduct business is through a value exchange a trade of dollars for Value the offer is what initiates this trade in a nutshell the offer is the goods and services you agree to give or provide how you accept payment and the terms of the agreement
it is what begins the Process of getting customers and making money it is the first thing any new customer will interact with in your business since the offer is what attracts new customers it is the lifeblood of your business no offer no business no life bad offer negative profit no business miserable life decent offer no profit stagnating business stagnating life good offer some profit okay business okay life Grand Slam offer fantastic profit insane business Freedom This book helps entrepreneurs craft those grand slam offers these are the offers that are so effective profitable and lifechanging that
it seems they can only be the result of luck that's how it looks to an untrained eye at least as you likely now know I have crafted thousands of offers over the last decade most failed some did okay and some struck gold but I never really knew why as Dr berglan a famous Stanford Business School professor said it is far better To have understood why you failed than to be ignorant of why you succeeded but as the data started rolling in what seemed like luck and Fortune was closer to a repeatable framework I have been
fortunate enough to have struck gold enough times to document these Frameworks and have gotten lightning to strike twice once I have put the steps and components of those Frameworks in a logical and digestible format so they are actually useful today like now I'm Giving you action instead of a sad but typical book of vague business theories and mental masturbation the two main problems most entrepreneurs face and how this book solves them although you can make the list of problems you face a mile long which is a great way to stress yourself out all these problems
typically stem from two big kahunas one note enough clients two not enough cash excess profit at the end of the month seems Obvious right it costs more money and time to get more clients thereby solving issues one and that money is coming from the profit margins which creates problem too what's more annoying prospects savagely compare and belittle our services in favor of cheaper and crappier Alternatives with the cheapest one winning this of course when winning means getting to work more for even less sad face let's say you've slashed prices to get more customers you may
even have A full client load but here you are barely making it because profit margins are too thin competition becomes a race to the bottom if you're struggling with one or both of these issues you're not alone I've been there heck I think every entrepreneur has these same challenges I also want you to know that it's not your fault typical models weren't designed for profit maximization they were designed by companies who have boatloads of funding and can operate at a loss for Years when these models are used in the real world business owners just barely
get by they essentially buy themselves a job and work 100 hours a week to avoid working 40 crappy trade my guess is that if you're anything like me you signed up for something better keep an open mind the contents of this book if executed can transform your business fast it's okay if you're not into Money numbers or business models I've done all That work for you I'm walking you through the process step by step in these Pages I'm going to explain each of the big two problems we touched on above in detail including why they
don't work then I'm going to show you the solutions and to wrap this adventure up I'll explain how to enhance value to maximize how much you make per customer so that you can outm Market everyone and stack cash we use this offer model for every Niche we work with cyos dentists gyms Agencies plumbers roofers dog walkers physical products software brick and mortar stores and so many more and it's amazing how how fast things can improve with each and every one of them when they use this framework what's in it for you I've made every dumb
business mistake in the book now you can learn from my embarrassing brutal multi-million dollar fuckups without having to suffer the pain yourself building these businesses has Been a very hard and emotional Journey for me I wouldn't trade these experiences for the world however if this book helps just one entrepreneur avoid suffering as I did keep their business open or accomplish their dreams it will all be worth it if you are willing to exchange the time it takes to watch two episodes of your favorite TV show and really study this book and if you implement even
a single offer component I can guarantee you will add More clients and more dollars to your bottom line reading this book and taking it to heart will be the single best return on time for your business nothing else will allow you to do what this book can do in the same amount of time that is a promise as a side benefit implementing a new offer is about one of the easiest things to do in a business so you really can do this this isn't some management practice or culture building hoodoo this is the real how
you Sell for lots of money type stuff what's in it for me I give all these materials this book The accompanying course and all other books and courses which you can find at acquisition. for free or at cost in order to help as many people as humanly possible make more and serve more and I have made these with the intention of providing more value than you can get from a $1,000 course any $30,000 coaching program and hilariously more Than a $200,000 college degree and I do this because although I could sell these materials in that
format I just don't want to I've made my money doing this stuff not teaching how to do this stuff contrary to most of the marketing community at large so my model is different I'll explain more in a second that being said there are two key archetypes I am looking to provide value to with my published materials for archetype 1 entrepreneurs under 3 Million per year in Revenue my goal is to help you get there and earn your trust try just a couple of tactics from this book watch them work then try a few more watch
them work and so on the more you see results in your own business the better once you succeed you become archetype 2 entrepreneurs at minimum between $3 million to $10 million in yearly Revenue once you get there or if that's you now I'd be honored to invest in your business and help you cross 30 Million 50 million or $100 million I don't sell coaching masterm courses or anything like that insteed I have a portfolio of companies I take an equity interest in I use the infrastructure resources and teams of all my companies to FastTrack their
growth but don't believe me yet we just met if you're curious my business model is simple just like the four-piece pyramid logo one provide value at no cost far in excess of what The rest of the marketplace charges for two have entrepreneurs use materials that actually work and make money helping more folks three earn the trust of the hyper executive business owners who use the Frameworks to scale their businesses to3 million to10 million per year and Beyond four invest in those businesses to make more impact at scale while helping everyone else for free if you
look carefully the process reverse Engineers success I think it's pretty Cool here's how I know these business owners can execute the Frameworks I have without handholding and therefore would be very likely to succeed with the next set of Frameworks getting to 30 50 70 million looks different than getting to $3 to10 million they know that my style works for them because already has so we operate on shared trust I trust they can execute and they trust that our stuff works again because it already has all While helping everyone else for free so it allows me
to preemptively avoid failures and dramatically increases success likelihood let me show you how much at the time of this writing every business I have started since March of 2017 has achieved a 1.5 million per month run rate a according to the small business administration the odds of a single business even achieving 10 million per year in Revenue are 0.4% or 1 in 250 having it happen four times in a row is 0.4% * 0.4% * 0.4% * 0.4% equals very very low probability that it was luck as such I can say with conviction that we
know how to recreate success using the framework I share over and over again they work because they are Timeless business principles I actively visualize every day how it felt to wake up in the middle Of the night in cold sweats wondering how I'd make payroll that gut-wrenching meditation keeps me hungry as an entrepreneur but also grateful for my security and peace of mind I want the ladder for you and anyone else that gives a damn about what they do fair enough cool so let's get to it basic outline of this book this book is intended
to be a resource as a resource I mean it will be something you will read through and then keep in your Toolbox coming back to it again and again why as Einstein says never memorize anything you can look up business is not a spectator sport you're not cramming for some midterm and you're not some limp wristed philosopher you do work and to work you need tools this my friend is one of those tools General outline section one how we got here you just finished it section two pricing how to charge lots of money for Stuff
section three value create your offer How to make something so good people line up to buy section four enhancing your offer how to make your offer so good they feel stupid saying no section next steps how to make this happen in the real world section two pricing how to charge lots of money for Stuff grow or die is a core tenant at our companies we believe every person every company and every organism is either growing or dying maintenance is a myth what this means is if your company Isn't growing it's dying this is a sobering
reality for many of us I learned the hard way and my business has suffered for a long time because of it let me explain the market is continuously growing the stock market grows at 9% per year if we aren't growing at 9% per year we are falling behind maintenance in the most generic sense would be 9% growth year over-year furthermore if you're in a growing Marketplace then you might have to grow At 20 to 30% per year just to keep up or risk falling behind so you can see how maintenance is a myth so then
what does it take to grow thankfully just three simple things one get more customers two increase their average purchase value three get them to buy more times that's it sure there are lots of ways to acquire customers and zillions of ways to increase order value and purchase frequency but simply put that's it those Are the only three ways to grow example if I sell 10 clients a month and a client is worth $1,000 to me over their lifetime through average cart value times aage average number of purchases then my business will cap at $10,000 per
month 10 times $1,000 10 new clients per month X $11,000 lifetime value equals $10,000 per month Max Revenue if you want to grow you've got to either sell more clients every month while maintaining Suitable margins or have them be worth more by increasing the profit per purchase or number of times they buy that's it author note only two ways to grow to simplify this concept even more there are really only two ways to grow get more customers and increase each customer's value increasing each customer's value has two sub buckets one increasing profit per purchase two
increasing the number of times they buy for the purpose of this book I highlight Both of those sub buckets as individual growth paths I did this because I think it will be easier to understand the money models that will come in volume 3 all three getting more customers increasing their average purchase value and getting them to buy more are repeated themes in this book but if you seek Simplicity both increasing average purchase value and increasing the number of times a customer buys results in one outcome Increasing each customer's value business terms before going any further
and to better flesh out the concepts that follow we should take a second to Define and better understand understand some key business Concepts when I stood in that Las Vegas Penthouse in my beast mode t-shirt I was clueless about such terms let me help you be better than well me gross profit the revenue minus the Direct cost of servicing an additional customer if I sell lotion for $10 and it costs me $2 my gross profit is $8 or 80% if I sell agency services for $1,000 per month and it costs me $100 per a month
in labor to run that client's advertising then my gross profit is $900 or 90% note this is not net profit net profit is what's left over after all expenses are paid not just the direct costs of fulfillment lifetime Value the gross profit accured over the entire lifetime of a customer this is gross profit multiplied by the number of purchases an average customer will make over their lifetime using the example above if the average customer stays five months and they pay $1,000 per month while it costs me $100 per month to fulfill then their lifetime value
is $4,500 here's the breakdown Revenue $1,000 per month time 90% gross margin Time 5 months equals $4,500 lifetime value LTV note that the indirect costs like admin software rent Etc are not included in LTV note you will find different definitions for lifetime value depending on the source the biggest difference is that some sources only count total revenue While others focus on gross profit over the lifespan I focus on gross profit you may also see me refer to this as lgp lifetime gross profit in other texts for clarity Sake value-driven versus price-driven purchases this book was
intended to be a textbook for any business that wants to grow I've spent and continue to spend hundreds of hours on calls and in-person meetings Consulting entrepreneurs on Crafting their offers I have seen the ones that take off into the stratosphere and those that fizzle having a grand slam offer makes it almost impossible to lose but why what gives it such an impact in short having a grand slam Offer helps with all three of the requirements for growth getting more customers getting them to pay more and getting them to do so more times how it
allows you to differentiate yourself from the marketplace in other words it allows you to sell your product based on value not on price commoditized balls price-driven purchases race to the bottom differentiated H value-driven purchases sell in a category of one with no comparison yes Market matters which I Will expound on in the next chapter a commodity as I Define it is a product available from many places for that reason it's prone to purchases based on price instead of value if all products are equal then the cheapest one is the most valuable by default in other
words if a prospect Compares your product to another and thinks these are pretty much the same I'll buy the cheaper one then they commoditized you how embarrassing but Really it's one of the worst experiences a value-driven entrepreneur can have this is a massive problem for the entrepreneur because Commodities are valued at the point of market efficiency this means that the marketplace drives the price down through competition until the margins are just enough to keep the lights on just enough to become a slave to their business the business makes just enough to justify the owner waiting
anxiously for things to turn around and By the time that lie is realized they are in too deep to Pivot at least until now a grand slam offer solves this problem but what does a grand slam offer do all right let's start by defining a grand slam offer it's an offer you present to the marketplace that cannot be compared to any other product or service available combining an attractive promotion an unmatchable value proposition a premium price and an Unbeatable guarantee with a money model payment terms that allows you to get paid to get new customers
forever removing the cash constraint on business growth in other words it allows you to sell in a category of one or to apply another another great phrase to sell in a vacuum the resulting purchasing decision for the prospect is now between your product and nothing so you can sell at whatever price you get the prospect to perceive not in comparison to Anything else as a result it gets you more customers at higher ticket prices for less money if you like fancy marketing terms it breaks down like this one increased response rates think clicks two increased
conversion think sales three premium prices think charging a lot of money having a grand slam offer increases your response rates to advertisements AA more people will click or take an action on an advertisement they see containing a Grand slam offer if you pay the same amount for eyeballs but one more people respond two more of those responses buy and three they buy for higher prices your business grows I've struck gold on my share of offers not because I've got some superpower but because I've just done this a lot of times and failed even more I
sorted through the crap that chronically fails and pocketed all the stuff that reproducibly succeeds and put it in this book here's the key takeaway From all this a business does the same work in both cases with a commoditized or a grand slam offer the Fulfillment is the same but if one business uses a grand slam offer and another uses a commodity offer the Grand Slam offer makes that business appear as if it has a totally different product and that means a value-driven versus price-driven purchase if you have a commodity offer you will compete on price
having a price-driven purchase versus a Value-driven purchase your grand slam offer however forces a prospect to stop and think differently to assess the value of your differentiated product doing this establishes you as your own category which means it's too difficult to compare prices which means you recalibrate the prospect's value meter real life Grand slam offer money math before and after quick backstory one of our companies is a software that advertising Agencies use to work leads for their customers using this software agencies transform their offer from a commoditized offer of lead generation services to a grand
slam offer of pay for performance let me show you the multiplicative effect it has on the revenue of the business while rounded for illustration sake these values are based on the real numbers of lead generation agency Selling services to Brick and Mortar businesses experience old commoditized way price driven race to the bottom commoditized offer $11,000 down then $11,000 per month retainer for agency Services there are certain metrics and I will explain it one advertising spend means dollar spent on Advertising Impressions reached means eyeballs reached from advertising repun rate means percentage Of people who book call
calculated through click-through rate multiply by opt-in percentage four appointments booked equals number of appointments booked as a result five show rate means the percentage of people who book call six closing percent means the percentage of people who purchase seven appointments closed refers to number of PLP who purchase eight price indicates the amount that people put down to begin service nine total means total amount of Upfront cash collected 10 Rose stands for return on Advertising spend breakdown at 0.5 to1 return on Advertising spend you lose money getting customers but in 30 days those five customers will
pay another $1,000 each bringing you to $10,000 in total and break even the next month the $5,000 that comes in would be your first profitable month and each month thereafter would be profitable assuming they all stay this is an example of a Commoditized service normal agency work there's a million of them and they all look the same commoditized businesses and offers have a harder time getting responses from ads because all their marketing looks the same as everyone else's note it all looks the same because they are all making the same offer you pay us to
work we do work maybe you get results from that work maybe you don't it's reasonable but it's easily duplicated and subject to Commoditization this commoditization creates a price-driven purchase you are forced to be priced competitively to get clients and to stay that way to keep them if the client sees a cheaper version of the same thing then the value discrepancy will cause them to swap providers this is a dilemma lose this client the rest of your clients and potential clients or stay competitive your margins become so thin they vanish furthermore it's hard to get prospects
To say yes and keep them saying yes unless you're hypervigilant about clients commoditizing your business by staying competitive and that's the problem with the old commoditized way they're able to compare unless you switch to a grand slam offer your prices will keep getting beaten down the business eventually dies or the entrepreneur throws in the towel no bueno we want to make an offer that's so different that you can skip the Awkward explanation of why your product is different from everyone else's which if they have to ask ask then they are probably too ignorant to understand
the explanation and instead just have the offer do that work for you that's the Grand Slam offer way let's dive in to see the contrast in sales numbers new grand slam offer way differentiated incomparable value driven Grand Slam offer pay one time no recurring fee no retainer just cover ad spend I'll Generate leads and work your leads for you and only pay me if people will show up and I'll guarantee you get 20 people in your first month or you get your next month free I'll also provide all the best practices from the other businesses
like yours daily sales coaching for your staff tested scripts tested price points and offers to swipe and deploy sales recordings and everything else you need to sell and fulfill your customers I'll give you the entire playbook for insert Industry absolutely free just for becoming a client breakdown you spend the same amount of money for the same eyeballs then you get 2.5 times more people to respond to your advertisement because it's a more compelling offer from there you close 2.5 times as many people because the offer is so much more compelling from there you are able
to charge a four times higher price upfront the end result is 2.5x ultip 2.5x * 4 = 22.4 times more cash collected up front Yes you spent $10,000 to to make $112,000 you just made money getting new customers comparison remember the old way the way you lost half the ad spend UPF front with the new way you are making more money and getting more customers this means that your cost to acquire a customer is so cheap relative to how much you make that your limiting factor becomes your ability to do the work you already love
doing cash flow and acquiring customers is no longer Your bottleneck because it's 22.4 times more profitable than the old model yep you read that right this is the part in the action movie where you walk away from an explosion in slow motion this is the exact Grand Slam offer we used with our software business that serves agencies the numbers can become wild fast I know 22.4 X better sounds unreasonable but that's the point if you play the same game everyone else does you'll get the same results everyone Else does mediocre you hit singles and doubles
keep the lights on but never get ahead but remember the opening passage of this book that when you align all the pieces you can knock it out of the park so well that you win for good in my first 18 months in business we went from 500,000 per year to 28 million per year off of less than a million dollar in ad spend so when I say 20 is to one 50 is to one 100 is to one returns I mean it when you get this right the results are Well unbelievable summary points this chapter
Illustrated the basic problem with commoditization and how Grand Slam offers solve that this gets you out of the pricing war and into a category of one the next chapter will focus on finding the correct Market to apply our pricing strategies to it's one of the most important things to get right a grand slam offer given to the wrong audience will fall on deaf ears we want to avoid that at all costs we must Detour from pricing for a moment to learn what to look for in a market it's an essential box to check before continuing
on our journey pricing finding the right Market a starving crowd the seed that fell on good soil represents those who truly hear and understand God's word and produce a harvest of 3060 or even 100 times as much as had been planted Matthew 13:23 NLT A marketing Professor asked his students if you were going to open a hot dog stand and you could only have one advantage over your competitors which would it be location quality low prices Best Taste the students kept going until eventually they had run out of answers they looked at each other waiting
for the professor to speak the room finally fell quiet the professor smiled and replied a starving crowd you could have The worst hot dogs ter terrible prices and be in a terrible location but if you're the only hot dog stand in town and the local college football game breaks out you're going to sell out that's the value of a starving crowd at the end of the day if there is a ton of demand for a solution you can be mediocre at business have a terrible offer and have no ability to persuade people and you can
still make money an example of this was the toilet paper Shortage at the beginning of covid-19 there was no offer the pricing was atrocious and the there was no compelling sales pitch but because the crowd was so big and so starving rolls of toilet paper were going for $100 or more that's the value of a starving crowd selling newspapers a good friend of mine Lloyd owned a software business that served newspapers for almost a decade they set up digital ad services on newspaper Websites with a few clicks and instantly helped them sell a whole new
ad product he only charged them a percentage of the revenue he added so if they made nothing neither did he it was pure gain for the papers and a great offer but despite having a great offer and natural sales ability his business began to decline being a high achieving entrepreneur he tried all the different angles to solve the problem but nothing worked he couldn't figure out what the Issue was it was hard for me to see him struggle with this because I think Lloyd is much smarter than I am and the answer seemed obvious to
me but watching him go through this has been a lesson I have taken with me for life before I reveal it what do you think the problem was product offer marketing and sales his team let's break it down it wasn't his product that was great it wasn't his offer he had a zero risk revshare model it wasn't his sales skills he was a Natural salesman so then what was the problem he was selling to newspapers his Market was shrinking by 25% every year he had looked at all the angles except for the most obvious one
finally after years of fighting an uphill battle in his Market he realized his Market was the source of his problems and decided to downsize his company don't worry this story has a second half to illustrate the power of a market as soon as Co hit Lloyd pivoted he started an automated Mask manufacturing company with new technology he brought the cost per mask below what people could buy them for from China within 5 months he was doing Millions per month same entrepreneur different Market he applied his same skill set to a business he had zero experience
in and was able to win that's the power of picking the right Market I give you that story as a cautionary tale your Market matters Lloyd is a very smart human he is obviously very capable But we can all be blinded as entrepreneurs because we don't like to give up we are so accustomed to solving impossible problems that we will keep ramming our heads into the wall we hate quitting but the reality is that everyone is affected by their market so how do you pick the right Market what to look for there is a market
in desperate need of your abilities you need to find it and when you do you will capitalize all While wondering what took you so long don't be romantic about your audience serve the people who can pay you what your worth and remember that picking a market like anything is always our choice so Choose Wisely in order to sell anything you need demand we are not trying to create demand we are trying to channel it that is a very important distinction if you don't have a market for your offer nothing that follows will work this Entire
book sits a top the assumption that you have at least a normal Market which I Define as a market that is growing at the same rate as the marketplace and that has common unmet needs that fall into one of three categories improved Health increased wealth or improved relationship for example Lloyd from the above newspaper story could have gone through this entire book and nothing in here would have worked for him why because he Would be targeting newspapers a dying Market that being said having a great Market is an advantage but you can be in a
normal Market that's growing at an average rate and still make crazy money every Market I have been in has been a normal Market you just don't actually want to be selling ice to Eskimos here are the basic tenants of what I look for in markets let's run through them before we return to the offer when picking markets I look for four indicators one Massive pain they must not want but desperately need what I am offering pain can be anything that frustrates people about their lives being broke is painful a bad marriage is painful waiting in
line at the grocery stores is painful back pain ugly smile pain overweight pain humans suffer a lot so for us entrepreneurs endless opportunity abounds the degree of the pain will be proportional to the price you will be able to charge more on This in the value equation chapter when they hear the solution to their pain and inversely what their life would look like without this pain they should be drawn to your solution I have a saying I use to train sales teams the pain is the pitch if you can articulate the pain a prospect is
feeling accurately they will almost always buy what you are offering a Prospect must have a painful problem for us to solve and charge money for our Solution Pro tip the point of good writing is for the reader to understand the point of good persuasion is for the prospect to feel understood two purchasing power a friend of mine had a very good system for helping people improve their resumés to get more job interviews he was great at it but try as he did he just could not get people to pay for his Services why because they
were all unemployed this again may seem obvious But he thought these people are easy to Target they're in massive pain there are plenty of them and it's constantly adding new people this is a great Market he just forgot a crucial Point your audience needs to be able to afford the service you're charging them for make sure your targets have the money or access to the amount of money needed to buy your services at the prices you require to make it worth your time three easy to Target let's say you have a Perfect Market but no
way of finding the people who comprise it well making a grand slam offer will be difficult I make my life easier by looking for easy to Target markets examples of this are avatars that have associations they belong to mailing lists social media groups channels they all watch Etc if our potential customers are all gathered together somewhere then we can Market to them if searching them out however is like finding needles in a haystack then It can be very difficult to get your offer in front of any potentially interested eyes this point is tactical it is
reality not theoretical for instance you may want to serve Rich doctors but if your ads are being displayed to nursing students your offer will fall on deaf ears no matter how good it is main point you want to make sure you can Target your ideal audience easily clarifying point there is no issue wanting to ser serve Rich doctors They are easy to find this is just illustrative that your promotions must be served to the Right audience four growing growing markets are like a Tailwind they make everything move forward faster declining markers are like headwinds they
make all efforts harder this was Lloyd's example newspapers had three of the four makings of a great Market one lots of pain two purchasing power three easy to Target but they were shrinking fast no matter How hard he tried the entire Marketplace was fighting against him business is hard enough and markets move quickly so you might as well find a good Market to give you a Tailwind to make the process easier making this real there are three main markets that will always exist health wealth and relationships the reason that those will always exist is that
there is always tremendous pain when you lack them there is always demand for solutions to these Core human pains the goal is to find a smaller subgroup within one of those larger buckets that is growing has the buying power and is easy to Target the other three variables so if I were a relationship expert trying to find my avatar I'd rather focus on second half of Life relationship coaching for Old-Timers than helping college students in relationships why because senior citizens who are alone are likely Suffering more pain as they are nearer their deaths pain have
more buying power money and are easy to find targeting lastly at the time of this writing there are more people turning 65 each year than turning 20 growing that is the idea think about what you are good at in regards to health wealth and relationships then think about who might value your service the most is in the most pain has the buying power to pay what you want money and can be found Easily targeting as long as those three criteria are strong and the market isn't shrinking you'll be in good shape but how important to
your success is finding a great Market versus a normal Market versus a bad Market the answer it actually depends let me explain order of importance three levers on success it's unlikely you are going to be in a dying market like the newspaper Example it's also unlikely you're going to be selling toilet paper in Co buying frenzy you'll likely be in a normal market and that's totally okay there is a fortune to be made within normal markets my single point here is that you can't be in a bad Market or nothing will work that being said
here's the simplest illustration of the order of importance between markets offers and persuasion skills starving crowd AKA Market is more important than offer strength offer Strength is more important than persuasion skills let's say you were to rate these elements on a scale of great normal and bad you could essentially move down the line from left to right in order of importance a great rating on a higher order piece overpowers anything else lower on the priority scale a normal rating moves the buck to the next part of the equation a bad stops the equation unless a
great from a higher priority component nullifies it here are A few examples example one even if you have a bad offer and are bad at persuasion you're going to make money if you're in a great Market if you're on the corner Hawking hot dog when the bars close up at 2: a.m. with Mobs of starving drunk folks you're going to sell out your hot dogs example two most of us if you are in a normal market and have a grand slam offer great you can make tons of money even if you're bad at persuasion this
is most people reading This book that's why I wrote it to help you maximize your success by learning to really build a grand slam offer example three let's say you're in a normal market and have a normal offer in order to be massively successful you would have to be exceptionally good at persuasion then and only then will you succeed with your persuasive skills serving as the fulcrum of your success heck many empires have been built by exceptional persuaders it's just the Hardest path to follow and requires the most effort and learning nailing your offer helps
you shortcut this path to success otherwise you will just have a normal business that takes exceptional skills to be successful nothing wrong with that but probably not what you signed up for commit to the niche I have a saying when coaching entrepreneurs on picking their target market don't make me Niche slap you too often a newer entrepreneur half-heartedly tries one Offer in one market doesn't make a million dollars then mistakenly thinks this is a bad Market most times that's not actually the case they just haven't found a grand slam offer yet to apply to that
market they think I'll switch from helping dentists to helping chiropractors that's it when in reality both of those are normal markets and represent billions of dollars in Revenue either would work just not both you must pick one no one can serve two masters I Have coined the term Niche slap to remind entrepreneurs in my communities to commit once they pick all businesses and all markets have unpleasant characteristics the grass is never Greener once you get to the other side if you keep hopping from Niche to Niche hoping that the market will solve your problems you
deserve to be nich slapped you must stick with whatever you pick long enough to have trial and error you will fail in fact you will fail until You succeed but you will fail far longer if you keep changing who you Market to because you must start over from the beginning each time so pick then commit riches are in the niches the other reason to commit to the niche is because of how much more you will make simply put niching down will make you far more money author note when to broaden advice for most people for
most if you are under 10 million per year niching down will make you more Money after that it will depend on how narrow the niche is or what is called Tam total addressable Market a business can really only grow to meet the total addressable Market that being said for most people getting to 10 million per year is already a top 0.4% achievement only one in 250 businesses achieve this so for 99.6% of readers below 10 million per year it's almost always easier to serve fewer clients more narrowly but if you Want to go beyond that
you may depending on the size of your Tam have to broaden your Audience by going up Market down Market or into an adjacent Market where your existing Services can provide value for context many companies expanded to $30 million plus per year serving a single Niche chiropractors gyms plumbers solar roofers salon owners Etc if you are at 1 million or 3 million thinking you have capped and must expand you are wrong you just need to be better when I Truly grasped how much more profit I was leaving on the table it changed my life it was
what took me from doing acquisition for anyone to teaching it to a specific Avatar in my instance I decided on a micro gym owner with $100 members assigned lease at least one employee and wanted to help clients lose weight that's pretty specific compared to small business owners or anyone who will pay me which is common and I was very specific in that business Jim Launch we turned down and still do anyone who is not that Avatar that means no personal trainers no online coaches Etc could I have helped them of course I could have I
mean heck the majority of our portfolio is comprised of non- Jim companies but in order to maintain product focus and high converting messaging knowing exactly who the product was for was a GameChanger it helped us know exactly who we were speaking to at all times and exactly Whose problems we were solving but Simplicity and ease may not be enough to sway you so let me illustrate why honing in on one Niche will make you more money reason you can literally charge 100 times more for the exact same product Dan Kennedy was the first person to
illustrate this for me and I will do my best to pass on the torch to you in these Pages niching product pricing example example left column product right column price a general Time management course can be sold for $19 a time management course for sales professionals can be sold for $99 a time management for outbound B2B sales can sell for $499 a time management for outbound B2B Power Tools and Gardening sales rep can sell for $1,997 Dan Kennedy taught me this and it changed my life forever let's say you sold a generic course on time
management unless you Were some massive time management Guru with a compelling or unique story it would be unlikely it would turn into anything significant what do you think yet another time management course is valued at 19 $29 sure nothing to write home about let's just say $19 for illustration sake now we shall Unleash the Power of Niche pricing in various stages on your product so let's imagine you make the Product more specific keeping the same principles and call it time management for sales professionals all of a sudden this course is for a more specific type
of person we could tie their increase to even one more sale or one more deal and it would be worth more but there are a lot of salespeople so this might be a $99 product neat but we can do better so let's go down another level of niching and call our product time management for B2B outbound sales reps following the same principles of specificity now we know our salespeople probably have very experienced deals and commissions a single sale would easily net this salesman $500 or more so it would be easy to justify a $499 price
tag this is already a 25 times increase in price for almost an identical product I could stop here but I'm going to go one step further let's just Niche down one last level time management for B2B Outbound Power Tools and Gardening sales reps boom think about it for a second if you were a power tools outbound sales rep you would think to yourself This is made exactly for me and would happily Fork over maybe, to $2,000 for a time management program that could help you achieve your goal the actual pieces of the program may be
the same as the generic $19 course but since they have been applied and the sales messaging could speak so much to this Avatar they Will find it more compelling and get more value from it in a real way this concept applies to anything you decide to do you want to be the guy who services this type of person or solves this type of problem and even more niched I solve this type of problem for this specific type of person in this unique counter intuitive way that reverses their deepest fear that's why a fitness program for
generic weight loss might be priced at only $19 while a Fitness program designed and marketed only to shift nurses might be priced at $1,997 even though the core of the program is likely similar eat less move more end result the market matters your Niche matters and if you can sell the same product for 100 times the price should you I'll let you decide summary points the purpose of this chapter is to reinforce two things first don't pick a bad Market Normal markets are fine great markets are great second once you pick Commit to it until
you figure it out if you try 100 offers I promise you will succeed most people never try anything others fail once then give up it takes resilience to succeed stop personalizing it's not about you if your offer doesn't work it doesn't mean you suck it means your offer sucks big difference you only suck if you stop trying so try again you'll never become world class if you stop after a failed attempt if you find a crazy good Market ride it and ride it Hard and if you pair a grand slam offer with a crazy Market
you'll likely never need to work again seriously so have this skill set the ability to accurately assess markets by taking into account pain money targeting and growth in your back pocket so that when lightning strikes you can make sure it strikes twice having established how to nail a market let's get back to pricing the first step to making crazy money is charging premium prices Pricing charge what it's worth charge as high a price as you can say out loud without cracking a smile Dan Kennedy January 2019 all I could see was black my eyes felt
glued shut I was awake but the fatigue in my temples felt like a 5B weight was duct taped to my skull dragging my eyelids back down I had to concentrate forcibly to open them the details of the dimly lit room beamed in I rolled over to the edge of the hotel Room bed feeling each and every muscle in my body as my weight shifted hunched on my side I could see my clothes scattered on the floor I was so beat the night before that I didn't even remember taking them off I had just finished a
5-day Gauntlet of keynote after keynote presentation two days of presentations for our highest level clients immediately followed by spending 2 days planning with our entire company 135 employ I had missed a FaceTime call from my father the day before I didn't have anything on my agenda for the morning so I creakily got up slid into a hoodie and some sweats and walked into the hotel hallway to call him back after the initial pleasantries he immediately dove into why he was calling parental concern I saw the picture you posted of all your clients he said but
in an unusually concerned tone I thought the event was for all Your highest paying clients I didn't know it was a big event it looked like you had a thousand people there alone in the hallway and struggling to shake the heavy weight of exhaustion still I tried to gauge where his concern was coming from and what he was getting at I had explained this all to him already it was only for our highest level clients that wasn't all our clients I said just the ones who pay $42,000 a year our gym Lords like I told
You every single person in that picture paid you $42,000 he sounded almost frightened at the idea yeah wild right my voice was horar from Days of speaking and thousands of 20 second conversations is it legal what you're doing he asked wow that escalated quickly I thought to myself do they know they're paying you that much yes it's legal and of course they know it's not like magically Siphoning money that's a lot of money I hope what you're giving them is worth it I contemplated whether it was worth the effort to dive into this or just
ignore it but knowing this was going to be a thing I took a deep breath and began to explain if I made you 239,000 extra this year would you pay me $42,000 I asked using $239,000 because it was the average increase in Topline revenue of a gym using our systems for 11 Months for sure he said I mean if I knew I was going to make that back but what would I have to do about 15 hours a week of work and how long would it take me to make the $239,000 11 months and how
much of the 42,000 would I have to pay you up front nothing just pay me as you start making the money using the system I watched it click my dad got it oh he said well then yeah I would do it and that's why they do it too making shitloads of money Breaks people's minds it literally stretches their mind so far past what they believe is possible they assume you are doing something wrong or illegal they literally can't even why because they think to themselves they can't be that much smarter than me or work that
much harder than me so how is it possible for them to make 1,000 times more than me enough money that it would take literally 10 lifetimes to make what they make in a Year in the 3 years leading up to me writing this book I took home over $1.2 million per month in profit every single month that's more than the compensation for the CEOs of Ford McDonald's Motorola amp Yahoo combined every year as a kid in his 20s it angers those who believe life isn't fair it confuses others who cannot comprehend and believe their must
have been a mistake and it inspires a select few who are bound for greatness I hope That you are in the last category because that is who I am writing this for you can do this you just need to learn how and I'm going to show you price to Value discrepancy I hope what you're giving them is worth it those words would probably sting for most but when my dad said them to me I just knew he didn't understand the value we were providing what I want to show you is how to create and communic
unicate value AK the worth Itness of an offer in order to understand how to make a compelling offer you must understand value the reason people buy anything is to get a deal they believe what they are getting value is worth more than what they are giving in exchange for it price the moment the value they receive dips below what they are paying they stop buying from you this price to Value discrepancy is what you need to avoid at all costs after all as Warren Buffett said price Is what you pay value is what you get
the simplest way to increase the gap between price to value is by lowering the price it's also most of the time the wrong decision for the business getting people to buy is not the objective of a business making money is and lowering price is a one-way road to Destruction for most you can only go down to zero but you can go infinitely high in the other direction so unless you have a revolutionary way of decreasing your Costs to on10th compared to your competition don't compete on price as Dan Kennedy said there is no Strategic Benefit
to being the second cheapest in the marketplace but there is for being the most expensive so the goal of our grand slam offer will be to get more people to say yes at a higher price by increasing our value to price discrepancy in other words we will raise our price only after we have sufficiently increased our value this Way they still get a great deal think buying 100,000 of value for $10,000 it's money at a discount why you should charge so much it hurts most business owners are not competing on price or value in fact
they're not actually competing on anything at all their pricing process typically goes something like this one look at Marketplace two see what everyone else offers three take the Average four go slightly below to remain competitive five provide what their competitors offers with a little more six end up at a value proposition of More For Less and the big secret those competitors they are copying are dead broke so why on Earth copy them pricing where the market is means you're pricing for market efficiency over time in an efficient Marketplace more competitors enter offering a little more
for a little less until eventually no One can provide any more for any less at this point a market reaches perfect efficienc icy and the business owners participating make just enough at the end of the month to keep going the bottom 10 to 20% of operators get washed out or lose the will to fight then fresh business owners enter with no idea and repeat the process of their forefathers and around and around they go in plain words pricing this way means you are providing a service at just above what It costs for you to stay
above water we are not trying to stay barely above water we are trying to make egregious amounts of money that will have your relative is asking if what you are doing is legal again we are not trying to get the most customers we are trying to make the most money that being said since there is no Strategic Benefit to being the second lowest pric player in your Marketplace allow me to give you a brief overview of why I see premium pricing as Not only a very smart business decision but a moral one furthermore it's the
only choice that will allow you to truly provide the most value a unique and strong position in the marketplace let me introduce you to The Virtuous cycle of price virtuous cycle of price I have used this framework in most of the materials I release because it needs to be consistently reinforced the forces of the marketplace will grate on Your belief system you must stay strong and ignore them here's the basic premise of why you need to charge a premium if you want to best serve your customers when you decrease your price you decrease your client's
emotional investment since it didn't cost them much decrease your client's perceived value of your service since it can't be that good if it's so cheap or Price the same as everyone else decrease your clients results because they do not Value your service and are not invested attract the worst clients who are never satisfied until your service is free destroy any margin you have left to be able to actually provide an exceptional experience hire the best people invest in your people pamper your clients invest in growth invest in more locations or more scale and everything else
that you had hoped in the goal of helping more people solve whatever Problem it is that you solve in essence your world sucks and to make matters worse your service probably sucks because you are squeezing blood from the proverbial Stone there's just not enough money left over to make something exceptional as a result you fall in line with the armies of average businesses that race to the bottom I've lived that life it's terrible if you love your customers and your employees please stop short changing them when there is a Better way here's the reverse this
is what happens when you raise your prices when you raise your prices you it increase your client's emotional investment increase your client's perceived value of your service increase your client's results because they value your service and are invested attract the best clients who are the easiest to satisfy and actually cost less to fulfill and who are the most likely to actually receive and Perceive the most relative value multiply your margin because you have money to invest in systems to create efficiency smart people improved customer experience scale your business and most importantly of all to keep
watching the number in your personal bank account go up month after month even with reinvesting in your business this allows you to ultimately enjoy the process for the Long Haul and help more people as you grow rather than burning Out and shriveling Into Obscurity to swing the argument even further in fav of higher prices here are a few interesting Concepts when you raise your price you increase the value the consumer receives without changing anything else about your product wait what yes higher price means higher value literally in a blind taste test researchers asked consumers to
rate three wines a low priced wine a medium priced wine and an expensive wine Throughout the study the participants rated the wines with the prices visible they rated them unsurprisingly in order of their price with the most expensive being the best the second most expensive being second best and the third cheapest option being rated as cheap wine what the tasters didn't know is that the researchers gave them the exact same wine all three times yet the tasers reported a wide discrepancy between the high-priced wine and the cheap wine this Has deep implications for the direct
relationship between value and price in essence raising your prices can directly enhance the value you provide what's more the higher the price the more lure your product or service has people want to buy expensive things they just need a reason and the goal isn't just to be slightly above the market price the goal is to be so much higher that a consumer thinks to themselves this is so much more expensive there must be something Entirely different going on here that is how you create a category of one in this new perceived Marketplace you are a
monopoly and can make Monopoly profits that that is the point one final point I want to drive home if you offer a service where a customer must do something in order to achieve the result or solve the problem you say you solve they must be invested the more invested they are the more likely they are to achieve the positive result therefore it Follows that if you care about your customers you should get them as invested as humanly possible ideally this means pricing your services or product in such a way that it stings a little when
they buy that sting will force and focus their attention and their investment in your product or service those who pay the most pay the most attention and if your customers are more adherent and follow through and if they achieve better results with your Service than your competition then you are in a very real way providing more value than anyone else this is how you win but I know this isn't easy and it shouldn't be your product must deliver so many wish to shortcut the real work do that and you will fail in the real world
to have the go ads to charge big ticket prices you must outwork your self-doubt you must be so confident in your delivery because you have done it so many times that you know that this Person will succeed experience is what gives you the conviction to ask for someone's entire year's salary as payment you must believe so deeply in your solution that when you look at yourself in the mirror at night alone your conviction remains unshakable so let me bring this section home with my personal experience my premium price experience and my my first Niche Consulting
business and gym launch I teach gym owners a better business Model before productizing my Consulting Services I flew out to 33 gyms in 18 months to do full turnarounds we would fly out fix everything in the gym and relaunch it in 21 days we would average an increase in $42,000 in additional sales in 21 days it was wild my fee was the 100% of the revenue I would bring in at our Peak we were turning around eight gyms a month this quickly became a logistical nightmare after the wear and tear of Living in motels month
after month after month I thought to myself there has to be a better way to do this one month there was a gym we were scheduled to go fly out to but I simply didn't want to do it so I told them we were going to cancel the engagement the gym owner practically threatened me to help him so I said I would help him but he would have to do all the work but I would show him how within 30 days days this gym had made almost $44,000 in new upfront cash collected sales four times
their previous month as soon as I saw that my process could be duplicated from afar without me having to fly people in our business exploded I had found the missing link because my travel schedule was no longer a constraint we went on to sell 4,000 plus more gyms over the next few years and counting using a done with you rather than a done for you mod but back to premium pricing when I Entered the space low price competitors offered full service marketing for $500 per month with a single high- price competitor charging $5,000 for his
product I wanted to be the premium price leader I wanted to be so expensive that it created a lure around what we were doing so we came in at three times the highest pric player and 32 times more than the lower priced players a price of $166,000 for a 6 week done with you intensive then we upsold 35% of those People into a 3-year $42,000 year agreement for us to help them grow their gyms for context the average gym owner makes 35,283 this was possible because my conviction was stronger than their skepticism how based a
voluntary survey taken at our last full company event with 158 gyms responding we found that a gym launch gym who has been in our program for 11 months will experience the following average improvements Topline Revenue Growth added $1,932 per month or $239,000 per year recurring Revenue growth added 13,3 $39 per month or $160,600 per year bottom line growth profit from $2,940 $3 per month to 8,940 per month 3.1x client growth plus 67 churn percentage of clients who leave each month from 10.7% to 6.8% retail sales added 4,400 per month In retail product sales revenue prices
from $129 per month to $167 per month the survey just proved what I already knew I had complete conviction in our product I knew it worked I had outworked my self-doubt summary points what should you take from this first and foremost charge a premium it will allow you to do things no one else can to make your clients successful we were able to charge a premium because we provided more value than anyone else in The industry in a real way we were charging on a fraction of what our clients made using our system this is
important our clients still got a deal the gap between what they paid price and what they got value was massive as a result The Virtuous cycle continued to spin we charged the most money we provided the most value our gyms remained the most competitive made the most money always had the latest and best acquisition systems and had the Support to implement them at lightning speed we made many mistakes along the way but our pricing model was not one of them it allowed me the room to make big bets without losing the farm the truth is
that 99% of businesses need to raise their prices to grow not lower them profit is oxygen it fuels the fire of growth you need it if you want to reach more people and make a bigger impact in order to charge so much though you must learn to create tremendous value let's Head there next section three value create your offer how to make offers so good people feel stupid saying no value offer the value equation we question all of our beliefs except for the ones we really believe in and those we never think to question Orson
Scott Card you want to be abundantly clear the goal should be to charge as much money for your products or Services as humanly possible I'm Talking heinous amounts of money that being said anyone can raise their prices but only a select few can charge these rates and get people to say yes from this point forward you must abandon any notion you have about what's fair every enormous company in the world charges you money for things that cost them nothing it costs pennies for the phone company to add an additional user except they don't mind charging
you hundreds per month for access it costs pennies to Manufacture pharmaceutical drugs but they don't mind charging hundreds of dollars a month for it media companies charge advertisers a king's ransom for your eyeballs and it costs them next to nothing to get you to like kitten photos on social media you need to have a big discrepancy between what something costs you and what you charge for it it is the only way to be unreasonably successful many entrepreneurs believe that charging too much is bad the Reality is that yes you should never charge more than your
product is worth but you should charge far more for your product and services than it costs to fulfill it think up to a 100 times more not just two or three times more and if you provide enough value it should still always be a steal for the prospect that is the power of value it unleashes unlimited pricing and profit power to scale your company for example one of my private clients whose company I have Equity in is in the photography space over two years implementing the tactics outlined in this book the owner was able to
increase the average ticket from $300 to $1,000 500 that's a 5x increase gasp even cooler they now spend less time per customer and have higher customer satisfaction the five times increase in average ticket 38x the profit of the business it went from making ,000 per week in profit to $38,000 per week in profit and continues to grow as a result the company was finally able to continue to scale to multiple locations and provide meaningful work to Great employees and a fun benefit we were able to donate even more money to Children's Charities which is something
the owner and I have in common almost $500,000 at the time of this writing but none of that would have been possible without figuring out what People valued most tripling down on it and ruthlessly eliminating everything else a 5x price increase may seem crazy to you but clients voted with their dollars that what the company provides now is far better than what it did before cracking value opens up the world of unlimited profit impact and possibilities those who understand value are the ones who will be able to charge the most money for their services the
good news is that there is A repeatable Formula that I have created I've never seen it displayed elsewhere to help quantify the variables that create value for any offer I call it the value equation once you see it you can never never unsee it it will operate in your subconscious running in the background calling out to you it's a new lens through which to see the world the value equation as you can see from the picture there are four primary drivers of value two of the drivers on top you Will seek to increase the other
two on the bottom you will seek to decrease one yay the dream outcome goal increase two yay perceived likelihood of achievement goal increase three boo perceived time delay between start and achievement goal decrease four boo perceived effort and sacrifice goal decrease if you noticed the questions in the last section that my father asked me you'll see they corresponded with these pillars what will I make dream outcome How will I Know it's going to happen perceived likelihood of achievement how long will it take time delay what is expected of me effort and sacrifice get the bottom
to zero in the beginning of my career I focused all my attention on dream outcomes and the perception of achievement social proof third-party edification Etc in other words the top side of the equation that's where beginner marketers make bigger and bigger claims it's easy and It's lazy But as time has gone on I have realized that these Larger than Life claims are the easiest to establish and therefore less unique after all anyone can make a promise the harder and more competitive are the time delay and effort amp sacrifice the best companies in the world Focus
all their attention on the bottom side of the equation making things immediate seamless and effortless Apple made the iPhone effortless Compared to other phones at the time Amazon made purchasing a single click of a button and made purchases arrive almost immediately maybe by the time you read this they'll be sending drones to our doors within 60 Minutes Netflix made consuming television immediate and effortless so the older I get the more I have shifted my focus to the hard stuff decreasing the bottom side of the equation and I believe the better you do this the more
You will be rewarded by the marketplace final note the reason this is a division equation and not an addition is that I wanted to convey one key point if you can make the bottom part of the equation equal to zero you're golden no matter how small the top side is anything divided by zero equals infinity which is technically undefined for the math nerds in other words if you can reduce your prospect's true time delay to receiving value to zero AKA you realize your Immediate dream outcome and your effort and sacrifice is zero you have an
infinitely valuable product if you accomplish this you win the game given this postulate a prospect would in theory purchase something from you and the moment their credit card was run it would immediately become their reality that is infinite value imagine clicking the purchase button on a weight loss product and instantly seeing your stomach turn into a six-pack or imagine Hiring a marketing firm and as soon as you sign your document your phone begins ringing with new highly qualified prospects how valuable would these product Services be infinitely valuable and that's the point I don't know if
we entrepreneurs will ever get there but that is the hypothetical limit we all should strive towards and why I structured the equation this way perception is reality it's not about how much you increase your prospects Likelihood of success or decrease the time delay to achievement or decrease their effort and sacrifice that in itself is not valuable many times they will have no idea the Grand Slam offer only becomes valuable once the prospect perceives the increase in likelihood of achievement perceives the decrease in time delay and perceives the decrease inre in effort and sacrifice a prime
example of this happened in the London tunnel system the biggest increase in Rider satisfaction AKA value was never from faster trains to decrease weight times instead it was from a simple dotted map that showed them when the next train was coming and how long they had to wait the dotted map which only cost a few million dollars decreased the rider's perception of time delay and sacrifice being bored waiting more than actually making the trains fast which cost billions of dollars to do Isn't that cool this is how we need to Think about our products Pro
tip logical versus psychological Solutions most people naturally try and solve problems using logical Solutions but the logical Solutions have usually been tried because they're logical it's what everyone would try and do as a business owners and entrepreneurs I increasingly approach problems to findy ological Solutions rather than logical ones because if there were a logical Solution it probably would have already been solved thereby eliminating the problem all that's left are the psychological problems examples inspired by Rory Sutherland CMO of Ogie advertising any fool can sell a product by offering it for a discount it takes great
marketing to sell the same product for a premium logical solution make trains faster to increase satisfaction psychological solution decrease the pain of waiting by adding a dotted map Psychological solution pay models to be the hostesses on the trip people would wish it took longer to get to their destination logical solution make elevator faster psychological solution add floor to ceiling mirrors so people are distracted staring at themselves and forget how long they were on the elevator logical solution make it cheaper psychological solution make fewer of them and raise the price which causes people to want it
more often most Logical Solutions have been tried and failed at this point in history we must give the psychological Solutions a shot to solve problems as such as business owners it is up to us to communicate these value drivers with Clarity to increase the prospect's perception of these realities the extent to which you answer these questions in the mind of your prospect will determine the value you are creating only then will we truly be Able to realize the actual value of our product to the marketplace and by extension the egregious prices we want to charge
it's difficult to separate the four value drivers from another as most Vehicles combine many of these elements together but I will do my best to isolate and clearly explain each below ther one dream outcome goal Shu increase people have deep unchanging desires this is what marriages are lost over Wars are fought over and people Will willingly die for our goal is not to create desire it's simply to channel that desire through our offer and monetization vehicle the dream outcome is the expression of the feelings and experiences the prospect has envisioned in their mind it's the
gap between their current reality and their dreams our goal is to accurately depict that dream back to them so they feel understood and explain how our vehicle will get them there the dream outcome is Simple it's the getting there where the value gets enhanced or detracted people generally and and our clients specifically want to be perceived as beautiful to be respected to be perceived as powerful to be loved to increase their status these are all powerful drivers but multiple Vehicles May accomplish the same thing take the desire to be perceived as beautiful for example here
are a lot of Things that touch on this desire makeup anti-aging creams serums supplement ments shapewear plastic surgery Fitness all these vehicles channel the desire to be perceived as beautiful and if we further unpack the idea of a desire to be beautiful we see that it may be a surface level Declaration of a deeper desire to achieve higher status in one's social group the dreamcome value driver is most prominently used when comparing the relative value between two different Desires being satisfied in general the dream outcome that most directly increases a prospect's status will be the
one they value most as such a prospect May value that entire category of vehicles that satisfy one desire more than another category that satisfies a different desire for many men making money is more important than being handsome why because money drives status for men more than being handsome does so in general they will value all Offers that make them money more than offers that help them look good I once heard Russell Brunson tell a story about this concept he explained how his wife Colette at first hearing about about this status concept rejected it she claimed
she wasn't driven by status and would never want to drive a Lamborghini instead she favored her minivan but after talking further she revealed it was because driving a Lamborghini would decrease her status amongst her mom Friends while driving a minivan would show she was a good mother increase in status so it's not about the money it's about the status the perceived increase or decrease in relative standing when compared to others socially or professionally talk in terms of things your prospect believes will increase their status and you will have your prospects drooling Pro tip frame benefits
in terms of status gained from the Viewpoint of Others when writing copy you can make it that much more powerful by talking about how other people will perceive the prospect's achievement connect the dots for them example if you buy this golf club your drive will increase by 40 yards your golf but Jaws will drop when they see your ball soar 40 yards past theirs they'll ask you what's changed only you will know that being said when comparing two products or services that satisfy the Same desire the value from the dream outcomes will cancel out since
they are the same it will be the other three variables that drive the difference in perceived value and ultimately price for example if we have two products or services that both help make someone beautiful it will be the likelihood of achievement time delay and effort required that will differentiate the perceived value of each offer if two Things make someone beautiful what makes one worth $50,000 and another $5 answer the extent of the other three value variables number two perceived likelihood of achievement goal equal increase this was the last of the variables I added when trying
to think through this framework of few years ago I just felt like something was missing with only the other three then I realized people pay for certainty they Value certainty I call this the perceived likelihood of achievement in other words How likely do I believe it is that I will achieve the result I am looking for if I make this purchase for example how much would you pay to be a plastic surgeon's 10,000th patient versus their first if you're a normal sane person a lot more I mean heck you might even ask them to pay
you if you are their first patient ever so you can see even from This simple example that while the service you are receiving is technically the same the only thing that changes is your perceived likelihood of getting what you want both surgeons take the same amount of time to do the surgery if anything the guy who has done it 10,000 times would likely get it done faster and still charge more the more experienced surgeon has a track record of achieving a result which incentivizes their desire of ability people value This perceived likelihood of achievement increasing
a prospect's conviction that your offer will actually work for them will make your offer that much more valuable even though the work Remains the Same on your end so to increase value with all offers we must communicate perceived likelihood of achievement through our messaging proof what we choose to include or exclude in our offer and our guarantees more on these Later three time delay goal equal decrease time delay is the time between a client buying and receiving the promised benefit the shorter the distance between when they purchase and they receive value the outcome the more
valuable your services or product is there are two elements to this driver of value long-term outcome and short-term experience many times there are Short-term experiences that occur while on route to the long-term outcomes they happen along the way and provide value it's good to understand both the thing people buy is the long-term value AKA their dream outcome but the thing that makes them stay long enough to get it is the short-term experience these are little Milestones a prospect sees along the way that shows them they are on the right path we try and tie as
many of these as possible Into any service we offer we want clients to have a big emotional win early as close as possible to their purchase this gives them the emotional buyin and the momentum to see it through to their ultimate goal for example it takes a while to add an extra $239,000 per year to a gym but that's what they're buying so once they have purchased we need to create emotional wins fast one way we do this is to get their ads live and get them to close Their first $2,000 sale within their first
s Days by doing this their decision to work with us is reinforced and they immediately trust us more this makes them more likely to follow the rest of our systems and get to their ultimate destination protip fast wins always try and incorporate short-term immediate wins for a client be creative they just need to know they Are on the right path and that they made the right decision trusting you and your business let me give you another example if I sell someone a bikini body their time delay to realize that outcome may be 12 months or
even longer along the way though as they change their bodies they may experience higher sex drive more energy and an increased community of f they aren't initially buying those things but those things may become short-term benefits that keep them in The game long enough to achieve their ultimate outcome they buy the dream but they stay for the benefits they discover along the way the faster and more clearly you can demonstrate those benefits the more valuable your service will be for a weight loss customer we would get them to meet someone else so they immediately had
some social benefits from the program and we usually gave them a more aggressive diet in the beginning why because we wanted them to Have a big fast emotional win so we could get them to commit to the long term this is also backed by science people who experience a victory early on are more likely to continue with something than those who do not that being said having to wait 12 to 24 months to to get what you want is a long time when you can do lipos suction and be done in an afternoon this shows
just one of the reasons people pay $225,000 for lipos suction with a tummy tuck While people will barely pay $100 Mo to join a boot camp but that's not the only reason is it that leads me to The Last Driver of value effort and sacrifice Pro tip fast beats free the only thing that beats free is fast people will pay for Speed many companies have entered free spaces and done exceedingly well with a speed first strategy a few notable examples the MVD versus DMV wait in line forever or pay $50 you can skip the line
and get your License renewed privately FedEx versus USPS when it absolutely positively has to be there overnight Spotify versus slow free music Uber versus walking fast beats free many will always be willing to pay price for the value of speed so if you find yourself in a market competing against free double down on speed number four effort and sacrifice goal decrease this is what it costs people in Ancillary costs AKA other costs acur along the way these can be both tangible and intangible using the fitness versus lepos suction example let's look at the difference in
effort and sacrif Fitness effort and sacrifice examples wake up 1 to 2 hours earlier in the morning that is 5 to 10 hours per week of time lost it also means stop eating the food you love while you're in a constant hunger it includes physical soreness feelings of Embarrassment at now knowing how to exercise there is risk of injury actual nausea working out meal prepping new groceries that is more expensive new clothing fear of gaining it all back after all this effort impermanence meanwhile liposuction effort and sacrifice fall asleep wake up thin guaranteed be sore
for two 4 hours that's it massive difference right in fact in looking at the marketing of plastic surgeons these are the exact Pain points they hit on when they say things like tired of wasting countless hours in the gym tired of trying diets that just don't work this is why when you sell Fitness you have to spend an hour arm wrestling a client to give over 1/10th to 1/ 100th of the amount of money they pay for surgery there's just not a lot of perceived value because the perceived likelihood of achievement the time delay to
achievement and the effort and Sacrifice are so high so even though the outcome is the same the value of the vehicles are dramatically different hence the difference in price decreasing the effort and sacrifice or at least the perceived effort and sacrifice can massively boost the appeal of your offer in an Ideal World a prospect would want to Simply say yes and have their dream outcome happen with no more effort on their behalf this is why done for you services are almost always more Expensive than do it yourself because the person doesn't have all the effort
and sacrifice there is also a component of perceived likelihood of achievement difference as well people believe that if an expert does it then they will be more likely to achieve the outcome than if they try on their own My Hope Is that you now have a foundational understanding of the components of value and how the interplay between each of the components Creates or detracts from the value someone might be willing to pay putting it all together as I said earlier these elements of value don't happen in a vacuum they happen together in combination so let's
look at a few examples that utilize all four components of value at once in an effort to quantify the value I'll rate them on a binary scale of 01 one being value achieved zero being missing then I will Add all four together to give you a relative value rating of a type of service our goal as marketers and business owners is to increase the value of the dream outcome and its perceived likelihood of achievement while decreasing the time delay of achievement and the effort and sacrifice one has to put in to get there to start
I will do a side by-side comparison of two vehicles with identical dream outcomes meditation and Xanax both offer the buyer relaxation decreased anxiety and feelings of well-being I will demonstrate how the other three variables dramatically shift the value of delivering that dream outcome and ultimately the price example dream outcome relaxation decreased anxiety feelings of well-being meditation versus zenx and that is why Xanax is a multi-billion doll product while I know of almost no multi-billion dollar Meditation businesses value I'm not here to argue about whether meditation is better than Xanax obviously it is but that doesn't
mean it's perceived as more valuable this is also the reason that the supplement industry 123 billion Grand View research is twice the size of the health club industry 62 billion Ira they both accomplish the same perceived objectives being healthy losing weight looking good increased Energy Etc but one is perceived as more valuable because it has lower costs people are more willing to pay $200 for supplements than they are a $29 per month membership taking a pill or drinking a shake is so much faster and easier than going to the gym every day hence valued crazy
world we live in and you can either sit there and make complain posts about how people people ought to be a certain way or you can take advantage of the way people are and Capitalize this book is for those people who want to be Victors not victims of circumstances you can either be right or you can be rich this book is for getting rich if that bothers you just put this down and go back to arguing against human nature hint you're not going to change it now that being said knowing what people value versus what
is good for them is key it means you can find ways to monetize the things that people value in order to give them what they Really need win-win you can make your dent in the universe while making a profit free Goodwill he who said money can't buy happiness hasn't given enough away people who help others with zero expectation experience higher levels of fulfillment live longer and make more money I'd like to create the opportunity to deliver this value to you during your reading or listening experience in order to do so I have a simple question
for you would you help someone you've never Met if it didn't cost you money but you never got credit for it if so I have an ask to make on behalf of someone you do not know and likely never will they are just like you or like you were a few years ago less experienced full of desire to help the world seeking information but unsure where to look this is where you come in the only way for us at acquisition. comom to accomplish our mission of helping entrepreneurs is first by reaching them And most people
do in fact judge a book by its cover and its reviews if you have found this book valuable thus far would you please take a brief moment right now and leave an honest review of the book and its contents it will cost you $0 and less than 60 seconds your review will help one more entrepreneur support his or her family one more employee find work they find meaningful one more client experience a transformation they otherwise would never have encountered One more life change for the better to make that happen all you have to do is
and this takes less than 60 seconds leave a review if you are on Audible hit the three dots in the top right of your device click rate number review then leave a few sentences about the book with a star rating if you are reading on Kindle or an a reader you can scroll to the bottom of the book then swipe up and it will automatically prompt a review if for some reason they have changed either Functionality you can go to the book page on Amazon or wherever you purchase this and leave a review right on
the page P.S if you feel good about helping a faceless entrepreneur you are my kind of people I'm that much more excited to help you crush it in the coming chapters you'll love the tactics I'm about to go over PPS life hack if you introduce something valuable to someone they associate that value with you if you'd like Goodwill Directly from another entrepreneur send this book their way thank you from the bottom of my heart now back to our regularly scheduled programming your biggest fan Alex value offer the thought process if at first you don't succeed
try try try again Thomas H Palmer teachers manual I want to do an exercise with you right now I want to show you the difference between convergent and Divergent problem solving why so that You can actually create the Grand Slam offer that will become the Cornerstone of your business convergent and Divergent thinking in simple terms convergent problem solving is where you take lots of variables all known with unchanging conditions and Converge on a singular answer think math example you have three salespeople who can each take 100 calls per month each it takes four calls to
create one sale including no shows you need to get to 110 sales how Many sales people must you hire deduced information one salesperson equals 100 calls four calls equals one close 100 calls divided by four calls per close equals 25 closes per 100 calls 25 closes per sales rep goal 110 sales total divided by 25 sales per rep equals 4.4 since you can't hire 4.4 reps you decide you must have five answer and since you have three you hire two more math problems are convergent there are lots of variables and a single answer we Are
taught all our lives in school to think this way that is because it's easy to grade but life will pay you for your ability to solve using a Divergent thought process in other words think of many solutions to a single problem not only that convergent answers are binary they are either right or they are wrong with Divergent thinking you can have multiple right answers and one answer that is way more right than the others cool right here's what life presents us For Divergent thinking multiple variables known and unknown Dynamic conditions multiple answers as such I
want to do an exercise with you that will engage the part of your brain that you will need to use in order to make something magical I call it the brick exercise don't worry it'll only take 120 seconds the brick exercise right now I want you to set a timer on your phone for 120 seconds what you need To do think of a brick write down as many different uses of a brick as you can possibly think of how many different ways could a brick be used in life to provide value ready go it's okay
to write in the book all right stop now before I show you my list did you consider the following how big is the brick what is the brick made of PL plastic gold Clay Wood metal how is the brick shaped does it have holes in it does it have divots for interlocking now As you think about that can you think of even more uses for the brick than you probably wrote down here's my list paper weight door stop building things home for a fish in a fish bowl plant holder with dirt in the holes hold
brick as a trophy painted brick rustic decoration to break window make a mural tiny bricks painted a weight for resistance training a wedge under uneven platform pen holder hold brick children's toy Lego bricks flotation device plastic brick payment For goods gold brick stabilizer for leaning something against retainer of value gold brick holder for flag pole hold brick a seat jumbo brick every offer has building blocks the pieces that when combined make an offer irresistible our goal is to use a Divergent thought process to think of as many easy ways to combine these elements to provide
value so if I were selling a brick I would find out what my customer's desire was and then devise How many ways I could create value with my brick now let's do it for real value offer creating your grand slam offer Part One problems and solutions ABC easy as 123 ah simple as Dori Michael Jackson ABC when I started my gym I struggled I wanted so deeply to be successful prove my dad wrong about my decision to start my own business and prove to myself that I was worth something but try as I did I
couldn't even sell people into a $99 per month boot camp people would say litness Is $29 per month this is expensive I even tried getting people to start for free they said they wouldn't bother because $99 per month afterwards was still too much and they didn't want to start something they wouldn't continue with it's a new level of frustration when you can't even give your services away for free to people I felt worthless and I didn't know what to do thankfully during this time I was in groups with other gym owners and I started hearing
About marketers and books I devoured everything I could and as soon as I stumbled on Dan Kennedy's books I was hooked in his books he talked about making irresistible offers again this theme of making an offer so good people would feel stupid to say no kept reappearing but this time remembering what TJ had told me I decided to go all in on this concept rather than just do what everyone else was doing but how everyone else was selling $99 per month Boot camps how was I going to compete so I decided to look at what
we did differently I thought what do they really want no one wants a membership they want to lose weight step number one identify dream outcome I had heard of weight loss challenges so I started there lose 20b in 6 weeks big dream outcome lose 20 lb with a decreased time delay 6 weeks note I wasn't selling my membership anymore I wasn't selling the plane flight I was Selling the vacation when you are thinking about your dream outcome it has to be them arriving at their destination and what they would like to experience step to two
list problems next I wrote down all the things people struggled with and their limiting thoughts around them when listing out problems think about what happens immediately before and immediately after someone uses your product service what's the next thing They need help with these are all the problems think about it in insane detail if you do you will create a more valuable and compelling offer as you'll continually be answering answering people's next problem as it manifests so let's go ahead and list out the problems from a prospect's perspective as you think about them what points of
friction exist for them I like to think in the sequence that the customer will experience each of these Obstacles again Channel insane detail the more problems the better example problem list weight loss first thing they must do buying healthy food grocery shopping one buying healthy food is hard confusing and I won't like it two buying healthy food will take too much time three buying healthy food is expensive four I will not be able to cook healthy food forever my family's needs will get in my way if I travel I won't know what to get next
Thing they must do cooking healthy food one cooking healthy food is hard and confusing I won't like it and I will suck at it two cooking healthy food will take too much time three cooking healthy food is expensive it's not worth it four I will not be able to buy healthy food forever my family's needs will get in my way if I travel I won't know how to cook healthy next thing they must do eating healthy food one Etc next thing they Must do exercise regularly one Etc now we're going to go full circle here
each of the above problems has four negative elements and you guessed it each aligns with the four value drivers as well one dream outcome this will not be financially worth it two likelihood of achievement it won't work for me specifically I won't be able to stick with it external factors will get in my way this is the most unique and service specific of the problem buckets three Effort and sacrifice this will be too hard confusing I won't like it I will suck at it four time this will take too much time to do I am
too busy to do this it will take too long to work it won't be convenient for me now go ahead and list out all the problems your prospect has don't let these buckets which are just meant to get your brain going constrain you if it's easier for you just list out everything you can possibly think of what I showed here Isn't just four problems though we have 16 core problems with 2 to four Subs underneath so 32 to 64 problem s total yaza no wonder most people don't achieve their goals do not get overwhelmed this
is the best news ever the more problems you think of the more problems you get to solve so to recap just list out each core thing that someone has to do then think of all the reasons they wouldn't be able to do it or keep doing it using the for Value drivers as a guide now we Get to the fun part turning problems into Solutions step number three solutions list now that we have our Dream outcome and all the obstacles that will get in someone's way it's time to Define our Solutions and list them out
creating the solutions list has two steps first we are going to first transform our problems into Solutions second we are going to name these Solutions that's it so let's take a look At our list of problems from earlier what we're going to do is simply turn them into solutions by thinking what would I need to show someone to solve this problem then we are going to reverse each element of the obstacle into solution oriented language this is copywriting 101 it's beyond the scope of this book to get into but simply adding how two then reversing
the problem will give most people new to this process a great place to start for our purposes we Are giving ourselves a checklist of exactly what we're going to have to do for our prospects and what we are going to solve for them once we have our list of solutions we will operationalize how we are actually going to solve these problems create value in the next step and I want to be 100% clear you will solve every problem we'll explore how together in the next step problem solution problem buying healthy food grocery shopping is hard
Confusing I won't like it I will suck at it how to make buying healthy food easy and enjoyable so that anyone can do it especially busy moms takes too much time how to buy healthy food quickly is expensive how to buy healthy food for less than your current grocery bill is unsustainable how to make buying healthy food take less effort than buying unhealthy food is not my priority my family's needs will get in my Way how to buy healthy food for you and your family at the same time time is undoable if I travel I
won't know what to get how to get healthy food when traveling problem cooking healthy food is hard confusing I won't like it and I will suck at it how anyone can enjoy cooking healthy meals easily will take too much time how to cook meals in under 5 minutes is expensive it's not worth it how eating healthy is actually cheaper than unhealthy food is Unsustainable how to make make eating healthy last forever is not my priority my family's needs will get in my way how to cook this despite your family's concerns is undoable if I travel
I won't know how to cook healthy how to travel and still cook healthy problem eating healthy food is hard confusing and I won't like it how to eat delicious healthy food without following complicated systems Etc problem exercise regularly is hard Confusing and I won't like it and I will suck at it easy to follow exercise system that everyone enjoys Etc okay who that's a lot of problems and a lot of intuited solutions courtesy of Divergent thinking you'll also notice that a lot of them are repetitive that's totally normal the value drivers are the four core
reasons our problems always relate to those drivers and our Solutions provide the needed answer to give a prospect permission to purchase what's Even crazier is that if only one of these needs is missing in a solution it can cause someone not to buy you would be amazed at the reasons people do not buy so don't limit yourself here Brook Castillo is a friend who runs an enormous life coaching business to give you a different take on the problems solutions list Brook sent me her list as she was going through this book to make a grand
slam offer for a 90-day relationship course take a look to see This process through a totally different lens the main takeaway though don't be fancy just get all the problems down then turn them into Solutions regardless of whether the offer you're creating is around Fitness like the example a relationship course like Brooke or something wildly different like earaches we now know what we need to do step four is the how and how to do it without breaking the bank value offer creating your grand slam Offer part two trim EMP stack cut cut cut friends to
Rachel Green and friends I divided this chapter into two parts because it's the medi section in the book it's also the most important without a valuable product or service the rest of the book won't be as actionable we just covered all the problems we are going to solve the second half of making your offer is breaking down tactically what we are going to do provide for our client in Theory we'd all love to fly out and live with our customers to fix their problems in reality that wouldn't make a very scalable business we need our
offer to be incredibly attractive and profitable that being said if this is your first Grand Slam offer it's important to over deliver like crazy maybe flying out isn't such a bad idea in the beginning make some sales then think about how to make it easier for your clients you want them to think to themselves I get all This for only that in essence you want want them to perceive tremendous value everyone buys Bargains some people just buy $100,000 things for only $10,000 that's where we want to live high prices but a steal for the value
like hopefully this book so far sales to fulfillment Continuum in order to best absorb the Notions of trimming and stacking we need a mental reframe enter the sales to fulfillment Continuum whenever you are Building a business you have a Continuum between ease of fulfillment and ease of sales if you lower what you have to do it increases how hard your product or service is to sell if you do as much as possible it makes your product or service easy to sell but hard to fulfill because there's more Demand on your time investment the trick and
the ultimate goal is to find a sweet spot where you sell something very well that's also easy to fulfill I have always lived by The Mantra create flow monetize flow then add friction this means I generate demand first then with my offer I get them to say yes once I have people saying yes then and only then will I add friction in my marketing or decide to offer less for the same price practicality drives this practice if you can't get demand flowing in then you have no idea whether what you have is good I'd rather
do more for every customer and have cash flow coming In then optimize my business but have zero cash flow coming in after and zero idea about what I need to adjust to better serve my customers here's a perfect example to drive this home when I started gym launch gym owners reached out asking me to help they needed so much help I didn't know where to start but I wanted to make sure they got way more than they paid me so here's what I ended up doing to fill their gyms I would fly out to their
gym for 21 days Spend my own money on hotels car rentals eating out advertising generate the leads work the leads then sell for them I would even do the first onboarding meeting with clients to get them started in short I did everything I took on all the risk they only had to put down $500 to reserve their date which I made refundable at the end of their launch so they had zero Financial Risk zero time risk zero effort and the deal was I got to keep all the upfront cash collected From selling their services and
they got clients for free you can imagine how this was a pretty compelling offer on my own I was able to sell about $100,000 per month in upfront cash for myself so these deals were very lucrative for me over time I scaled that to a team of eight guys selling every month but this began to wear on me and the team it was at that point that I realized that if I were to Simply teach them how to do what I did I Could charge maybe a third of what I would normally make but I
would be able to help hundreds of gyms a month instead of eight and I could do it all sleeping in my own bed bed every night my promise was fundamentally the same I will fill your gym in 30 days it was simply the how and what I did that changed the how and what is what we are breaking apart when talking to business owners about their model I tell them to create Cash Flow by overd Delivering like crazy at first then use the cash flow to fix your operations and make your business more efficient this
revision process can be pretty seamless you may not even have to change what you offer you may just end up creating systems that create the same value for the customer but cost you significantly less resources ultimately this is how businesses beat one another understanding this will be important as you scale your business now That we've established the importance of the fulcrum and how to approach the sales fulfillment balance at the outset let's cover the last two steps of creating our grand slam offer to recap quickly remember that we covered identifying dream outcomes step one listing
problems step two and determining Solutions step three step number four create your Solutions delivery vehicles the how the next step is thinking about all the things you Could do to solve each of these problems you've identified this is the most important step in this process this is what you are going to deliver this is what you are going to do or provide in exchange for money for the purposes of keeping creativity High Divergent thinking think about anything you could possibly do think of all the things that might enhance the value of your offer so much
so that they would be stupid to say no what could you do that someone would Immediately say all that seriously yes I'm in doing this exercise will make your job of selling so much easier even if you come up with something you're not actually willing to do it's okay the goal here is to push your limits and Jog your brain into thinking of a different version of the solution you'd normally default to this is where you get to flex your entrepreneurial creativity reminder you only need to do this once literally one time for a Product
that may last years this is high value High leverage work you ultimately get paid for thinking you got this this should be fun go ahead and list out all your possibilities now then I'll take you through my example I'll just use the buying food problem from earlier as an example I like to group things by how many people I'm going to deliver this thing too at once my list is below and at the bottom I've given you my cheat codes for how I think through this to Get even more creative problem buying healthy food is
hard confusing and I won't like it if I wanted to provide a one-on-one solution I might offer one in-person grocery shopping where I take clients to the store and teach them how to shop to personalize grocery list where I teach them how to make their list three full service shopping where I buy their food for them we're talking 100% done for them four in-person orientation not at Store where it them what to get five text support while shopping where I help them if they get stuck six phone call while grocery shopping where I plan to
call when they go shopping to provide Direction and support if I wanted to provide a small group solution I might offer one in-person grocery shopping where I meet a bunch of people and take them all shopping for themselves two personalized grocery list where I teach a bunch of people how to make their Weekly lists I could do this one time or every week if I wanted to three buy their food for them where I purchase their groceries and deliver them as well in-person orientation where I teach a small group offsite what to do not at
store if I wanted to provide a small group solution I might offer one in-person grocery shopping where I meet a bunch of people and take them all shopping for Themselves personalized grocery list where I teach a bunch of people how to make their weekly lists I could do this one time or every week if I wanted to three buy their food for them where I purchase their groceries and deliver them as well four in-person orientation where I teach a small group offsite what to do not at store if I wanted to provide a on to
many solution I might offer one live grocery tour virtual where I Might live stream me going through the grocery store for all my new customers and let them ask questions live two recorded grocery tour where I might shop once record it then give it as a reference point from that point onwards for my clients to watch on their own three DIY grocery calculator where I create a sharable tool or show them how to use use a tool to calculate their grocery list four predetermined lists where each customer plan comes with its Own grocery list for
each week I could make this ahead of time so they have it then they could use it on their own time five grocery buddy system where I could pair customers all up which takes no time really and let them go shopping together six pre-made instacart grocery carts for delivery where I could pre-make instacart lists so clients could have their groceries delivered to their doorstep step with one click as you see the list can really go On and on here this is just to illustrate the many ways to solve a single problem now do this for
all of the perceived problems that your clients encounter before after and during their experience with your service products you should have a monster list by the end of this product delivery cheat codes what's that you're having trouble being creative I'm going to give you the cheat codes right now kind of like I did with the brick Example The Brick could be Gold or plastic or have holes in it or be a Lego Etc here are my cheat codes for product variation enhancement and a visual to break down the process for you from my Consulting deck
one what level of personal attention do I want to provide oneon-one small group one to many two what level of effort is expected from them do it themselves DIY figure out how to do it on their own do it with them DWI you teach them how to do it done for them dfy you do it for Them three if doing something live what environment or medium do I want to deliver it in in-person phone support email support text support Zoom support chat support four if doing a recording how do I want them to consume It
audio video or written five how quickly do we want to reply on what days during what hours 247 9 to 5 within 5 minutes within an hour within 24 H six 10x to 1110th test If my customers paid me 10x my price or $100,000 what would I provide if they paid me on10th the price and I had to make my product more valuable than it already is how would I do that how could I still make them successful for on10th Price stretch your mind in either direction and you'll come up with widely different solutions in
other words how could I actually deliver on these Solutions I am claiming I will provide do this for each problem because Solutions from one problem will give you ideas for others you wouldn't normally have considered remember it's important that you solve every problem I can't tell you the amount of times one single item becomes the reason someone doesn't buy anecdote why we must solve every perceived problem when I was selling weight loss I insisted that folks prepare all their food at home I found it too difficult to Help clients lose weight when they ate out
because they always blew their diets rather than solve the problem I insisted they do it my way or not at all as a result I lost many sales one month I really needed to make some sales to pay rent my next sale walked in the door it was a business exec looking to lose weight as we got into the sales presentation she told me the program wouldn't work for her because she went out to eat for lunch every day normally I would have lost this sale I was a stickler for making people not eat out
but I really needed the money refusing to lose the sale because of this one thing I conceded I'll make you an eating out guide for when you go to restaurants so you can eat our 100% of the time and still hit your goal how does that sound she agreed and I closed the sale I took the time to make an eating out guide for her but from that point going forward whenever someone said but what about Eating out I had the solution over time I continued solving obstacles with templates and trainings until there were no
more one things to prevent my sales this lesson has stuck with me to this day don't get romantic about how you want to solve the problem find a way to solve every problem a prospect presents with when you do that you make an offer that's so good people just can't say no and that's what we're building here note you must res resolve every obstacle a Buyer believes they will have to convert the highest amount of people that's not to say that if you don't you won't sell people not at all but you won't sell as
many people as you otherwise could have and that's the goal to sell the most people for the highest possible price with the highest possible margin step number five trim and stack now that we have enumerated our potential Solutions we will have a gigantic list next I look at the cost of Providing these solutions to me the business I remove the ones that are high cost and low value first then I remove low cost low value items if you aren't sure what's high value go through the value equation and ask yourself which of these things will
this person one financially value two cause them to believe they will be likely to succeed three make them feel like they can do it with much less effort and sacrifice for help them accomplish their goal and see The result they want with far less time invested ment what should remain are offer items that are one low cost high value and two high cost high value example let's say I moved in with someone and did their shopping exercising and cooking for them they would probably believe they would definitely lose weight but I am not willing to
do that for any amount of money short of a gazillion dollars the next question becomes is there a lesser Version of this experience that I can deliver at scale just take one step back at a time until you arrive arrive at something that has a time commitment or cost you are willing to live with or obviously massively increase your price so it becomes worth it for you I.E the gazillion dollars to live with someone if there's one type of delivery vehicle to focus on it's creating high value one to many solutions these will be the
ones that Typically have the biggest discrepancy between cost and value for example before I started my first gym I had an online training business I created a small Excel sheet app application that after inputting all of someone's goals automatically generated over 100 meals perfectly suited to their macronutrient and calorie needs better yet depending which meals they selected would tell them what they needed to buy at the grocery store in exact amounts and how To prepare them in bulk for their exact amounts it took me about a 100 hours to put the whole thing together but
from that point going forward I sold truly personalized eating plans for very expensive prices but they only took me about 15 minutes to make high value low cost these types of solutions require a high onetime cost of creation but infinitely low additional effort after fi this is exactly why software becomes so valuable that doesn't mean you don't Ever want to do something in a small group or one-on-one model after all I do one-on-one with all of my portfolio company CEOs that we help scale past $30 million plus you just want to make sure you save
those high cost items for Big Value ads only if you think you can accomplish the same value with a lower cost alternative then do that instead when I was running my gym I went through this exercise and created Bulking blueprints an eating out system a travel eating and workout guide meal plans for every body weight and gender a grocery list calculator Plateau busting meal plans for when they got stuck fast cooking guides partnered with meal prep services and did in-person nutrition orientations with every client oneon-one many of the on to many solutions require more upfront
work once created however they become valuable assets that create value and perpetuity it's worth putting In the time to create these because they will create high margin profit for years to come real talk the meal plans I made for my gym have been used by 4,000 plus gyms now and literally hundreds of thousands of people they are simple and easy to follow so they have provided ample return for the week or two of dedicated time I spent making them and if you ever have the desire to build a repeatable business model something that scales these
assets you create will Become the Bedrock this book for example is a high value Asset that is lowcost overall sure it costs me a lot upfront but each additional book I sell after my first one costs me very little and provides tremendous value the final high value deliverable let's sum this up before we configure our final high value deliverable step CH one we figured out our prospective client's dream outcome step ter two we listed out all the Obstacles they're likely to encounter on their way our opportunities for Value steps number three we listed all those
obstacles as Solutions steps number four we figured out all the different ways we could deliver those Solutions step to 5A we trimmed those weighs down to only the things that were the highest value and lowest cost to us all we have to do now is Step number 5B put all the bundles together into the ultimate high value deliverable so let's go back to the Example we see our prospects struggled with the following buying food how anyone can buy food fast easy cheaply foolproof bargain grocery system that'll save hundreds of dollars per month on your food
and take less time than your current shopping routine ,000 value for the money it'll save you from this point on in your life One oneon-one Nutrition orientation where I explain how to use two recoded grocery tour three DIY grocery calculator four each plan comes With its SE list for each week five bargain rocer shopping training six grocery buddy system seven pre-made instacart grocery carts for delivery eight and a check-in via text weekly cooking ready and fiveman busy parent cooking guide how anyone can eat healthy even if they have no time $600 value from getting 200
hours per year back that's four weeks of work one one-on-one nutrition orientation where I explain How to use two meal prep instructions three DIY meal prep calculator four each plan comes with its own meal prep instructions for each week five meal prep buddy system six healthy ax and under five Ming wide seven a weekly post they make to tag me for feedback eating personalized lick your fingers good meal plan so good it'll be easier to follow than eating what you used to cheat with and cost less $500 value One One on One Nutrition orientation where
I explain How to use two personalized meal plan three five mind morning Shake guide four FIV men budget lunches five five men budget dinners six family siiz meals seven a daily picture of their meals eight one-on-one feedback meeting to make adjustments to their plan and upsell them exercise fat burning workouts proven to burn more fat than doing it alone adjusted to your needs so you never go too fast Plateau or risk injury 699 value Traveling the ultimate tone up while you travel eating at workout blueprint for getting amazing workouts in with no equipment so you
don't feel guilty guilty enjoying yourself 199 value how to actually stick with it the never falloff accountability system the unbeatable system that works without your permission it's even gotten people who hate coming to the gym to look forward to showing up thousand value how to be social the live it up while Slimming down eating out system that will give you the freedom to eat out and live life without feeling like the odd man out 349 value total value $4,355 all for only $599 author note most of our facilities now sell this bundle for longer periods
of time for 2,400 to 5,200 wild as we got better at creating and monetizing value the prices and profit of our facilities skyrocketed once you start Down this value creation process each additional piece of value you create stacks on top over time this is why it is important to begin can you see how much more valuable this is than a gym membership the bundle does Three core things one solves all the perceived problems not just some two gives you the conviction that what you're selling is oneof a kind very important three makes it impossible to
compare or confuse your business or offering with the one down The street woo we finally have what we are going to deliver in all its Glory that being said it is unlikely we would present it in this way depending on whether we sell oneon-one or one to many we would present this differently I will address how to present each of these bundled items in the bonus section next section summary points we went through this entire process to accomplish one objective to create a valuable offer that is Differentiated and unable to be compared to anything else
in the marketplace we are selling something unique as such we are no longer bound by the normal pricing for of commoditization prospects will now only make a value-based rather than a price-based decision on whether they should buy from us hurrah now that we have our core offer the next section will be dedicated to enhancing it we will employ a combination of psychological levers bonuses urgency Scarcity guarantees and naming section for enhancing your offer scarcity urgency bonuses guarantees and naming but wait there's more if you order today every infomercial in the 9s May 2019 Arnold squs
an Egger's home every infomercial in the 9s after school Allstar fundraiser the line of cars outside Arnold's house was around the corner and we were in one of them we were sitting in our Uber when a security guard with An earpiece black suit and black sunglasses knocked on the driver's window it was like straight out of a movie the driver rolled down down the window name Alex and Leila horoi he scanned the list on his clipboard nodded then checked off our names great he said his demeanor transformed from Stern to inviting welcome to the fundraiser
stay in this line you'll make a left then Security will escort you the rest of the Way the security guard talked into his walkie-talkie to the next post down the road signaling our car was approved pulling up to the front of the estate was like entering into a Bond movie Lamborghinis Bugattis Ferraris and brands of cars that are too expensive to even speak of old guys with young scantily clad girls A-list actors celebrities with millions of followers who were recording themselves as they arrived talking through their iPhones to Their audiences and us the fundraiser was
$25,000 per ticket to attend with an invite list of only 100 there was a red carpet in all every year the fundraiser culminated in a big auction for memorabilia and items some of the business owners in the audience gave away for charity we walked around looking at the entertainment stations purposely devised to get donors in the giving mood we saw $10,000 scotches $500 cigars pre-released items from major Brands that wouldn't be available to the public until months later and of course the most expensive Cuisine you could imagine Leila and I were just so poking it
all in it was a wonderful night we definitely felt like cool kids Ben the CEO of the charity saw us looking lost and walked over he took me by the arm to introduce me to some of the other donors these were all men who were older than me and donating $100,000 and up without a second thought the man he introduced Me to was one of the Charity's biggest donors he had built an ultra high-end Jewelry and Watch business I'm talking 100,000 500,000 $2 million plus rare status symbols that people buy only so other .001 percenters
know they belong he had donated upwards of $700,000 in merchandise as prizes for the fundraiser that evening Alex and Lila meet George Ben said he's been very generous with his Time and money to the cause George this is Alex and Lila horoi they're donating a million doll Plus tonight to asass I figured you were both good people and wanted to connect you two nice to meet you both George said with calm weathered eyes he was in his late 60s tall and sturdily built you could hear his Eastern block origins in his accent he sounded like
a man who had fought tooth and nail to be here but had softened his demeanor for Gatherings such as these But the tiger with teeth and Claws remained under the surface ready to be called upon at a moment's notice I felt like I understood this guy Ben broke the ice so George was the one who got me to raise the price from $15,000 per ticket to $25,000 we had more demand than ever this year but I took his advice I cut the amount of tickets we sold and raised the prices that's right said George content
That his Sage business advice had been followed when demand increases cut Supply he perked up slightly as we talked about money this man had built his business from nothing and had found ways to sell things for Extraordinary profits by understanding human psychology I had long learned about supply and demand but this guy was using its psychological underpinnings to fuel a fundraising you could take the tiger out of the Jungle but not the Jungle Out Of The Tiger people want what they can't have people want what other people want people want things only a select few
have access to he was dead right they had raised an extra $1 million that night before the event had even started by cutting the supply of tickets and raising the prices on top of that all the people were more qualified than ever to be big donors the night ended up being the most successful night in the Charity's history raising nearly $5.4 Million from only 100 people that's $544,000 per head each of the items was auctioned off as a one-of-a-kind item and if you missed it you would never have a chance again to buy it Arnold
even threw in some bonuses when two people would get high enough in the bidding allowing the charity to get both donations it was a masterful display of human psychology at work in a setting where people were knowingly overpaying for products the products remained Unchanged yet within this setting an item that wouldn't sell at a different venue for $10,000 sold for $100,000 that's how powerful scarcity urgency and bonuses are and breaking down how to use them to further increase demand for your offer without changing your offer is the purpose of this section author note other uion
Powers at play scarcity urgency bonuses and guarantees were not the only persuasion tools being employed to get Egregious prices at the fundraiser they also used commitment and consistency status peer pressure Goodwill celebrity endorsements competition Etc however scarcity urgency and bonuses are the only three I will be breaking down in this book as I believe they belong more with the offer and less with the actual selling which I will talk about in depth in acquisition volume 4 of100 million sales the delicate dance of Desire Fundamentally all marketing exists to influence the supply and demand curve we
artificially increase the demand for our products and services through some sort of persuasive communication when we increase the demand we can sell more units when we decrease Supply we can sell those units for more money the perfect profit combination is lots of demand and very little Supply or perceived Supply the process of enhancing your core offer is designed to Do both of these things increase demand and decrease perceived Supply so that you can sell the same products for more money than you otherwise could and in higher volumes than you otherwise would over a longer time
Horizon author note this assumes a regular business who is not trying to gain Mass Market penetration for some other strategic Advantage a sire comes from not getting what you want in fact I heard this quote that I love from Naval Ravikant desire is a contract you make with yourself to be unhappy until you get what you want it follows therefore that we only want things we do not have as soon as we have them our desire for them disappears therefore if we seek to increase the demand or desire we must decrease or delay satisfying the
desires of our prospects we must sell fewer units than we otherwise can let that sit with you for a second consider this example we promote some two-day workshop That is upcoming first we whisper that it's coming then we tease it with some of the benefits then we shout that it is launching in a week then when we launch this amazing Workshop we have two Supply demand scenarios scenario one we sell 10 units at $500 each sell entire pyramid at Price all say yes scenario two we sell two one-day workshops one-on-one for $5,000 each skim top
of pyramid with 80% not purchasing it's worth noting that each Of these prospects have a different buying threshold in my experience demand for services is nonlinear instead I found demand to be fractal 80/20 in other words 1 of the prospects are willing to pay five times the price or more in the example I might have 10 people willing to pay $500 but two of them willing to pay $5,000 so I would make more have lower costs more profits provide more value and increase the demand in the remaining Prospect Base by selling fewer units think about
how exclusive scenario one versus scenario to would feel think about all the people who would want to purchase but would not be able to would this increase or decrease their desire it would increase it of course on top of that if people see that others who were able ble to get in are loving it it would further increase their desire and the next time they would act with more urgency and be willing to pay more for The same thing than they originally did so now in the aftermath of our second scenario we still have eight
people who have unsatisfied desire this increases their desire further and to boot we now have new prospects who weren't in the original pool who now want what we have conversely if we were to promote scenario 1 again the the $500 price point we would probably sell fewer slots the second time around why we have no pent-up demand all desire has been Satisfied when you pull the trigger too early each successive instance we promote we sell even fewer eventually we run out of sufficient demand to make even a single sale this is the sad State many
businesses find themselves in always trying to generate more demand to make another quick sale hormos law the longer you delay the ass the bigger the ask you can make the longer the runway the bigger the plane that can take off we must Endeavor to keep our supply and Satisfaction of Desire under the demand that we are able to generate this maximizes profits and keeps desire ravenous in our customer base this is the real key to never going hungry summary points the reason I titled this subsection delicate dance of Desire is that supply and demand are
inversely correlated in theory if you satisfy zero desire provide zero Supply you will not make money and eventually leave people Feeling rejected note it takes much longer than you think conversely if you satisfy all the demand you will kill your Golden Goose and not know where your next meal will come from mastering supply and demand comes from the elegant dance between the two if you sleep with your significant other every day they have less desire than if you haven't slept with them for a week we want the ravenous Prospect not merely the aroused therefore understanding
the Interplay between these variables is key to enhancing your offer and the amount of profits you will make over time up to this point we have covered all the things inside of your offer that can make it immune to price comparison and transform regular services and products into things that people will find a way to pay for it would follow that the next variable that can make your offer more desirable is how it is presented in other words the outside variables that Position the product in your prospect's mind these forces are often more powerful than
your core offer in this next section enhancing your offer I will show you how I one use scarcity to decrease Supply to raise prices and indirectly increase demand through perceived exclusiveness two use urgency to increase Demand by decreasing the action threshold of a prospect three use bonuses to increase demand and increase perceived Exclusivity four use Scar and piece to increase Demand by reversing risk five use names to restimulate demand and expand awareness of my offer to my target audience I will Define each then give you examples of how to use them we will use all
these variables to enhance our offer and shift the demand curve in our favor leaving our customers always wanting for more we will start by tactically stimulating fear of missing out AKA fomo through scarcity Enhancing the offer scarcity sold out scarcity is one of the most powerful and least understood forces to unlock unlimited pricing power if you want to learn how to sell air for millions of dollars then pay attention The reason an authority like a doctor a celebrity like opra or a celebrity Authority like Dr o or Dr Phil can charge ous rates is because
of implied demand people assume that there is a lot of demand for their time and therefore not a big supply of It as a result it must be expensive that being said it's hard for most businesses to understand what it's really like to have an uneven Supply demand curve until you've experienced it I'm going to try and walk you through what it felt like for me the first time I experienced it in order to give you a taste of the power when I got into this world of acquisition I saw mentors of mine selling days
of time for $5,000 plus my mind was blown for two reasons first Because I didn't understand how they could make so much money for a single day second because I didn't understand who in their right mind was buying it over time I learned I'll start with the buyer if I have a rare problem and I must solve this problem for my own Pursuit of Happiness it will consume all of my attention by the nature of my problem being specialized there will be very few people who can solve it this means there is not a large
supply of Solvers in many cases I will perceive only one possible solver Supply equal one real life value case study there are many people who can solve the problem how do I make $10,000 per month but far fewer who can solve how can I add $5 million in profit without adding any extra product lines to my business this was a real project that took me 60 minutes and resulted in exactly $5 million in bottomline profit By slightly altering the pricing model of the business you could say the business owner was very happy with the result
of the engagement beyond that if solving this problem speeds up my achievement of a goal by a year or two or immediately results in me making hundreds of thousands of dollars or millions of dollars that solution becomes far more valuable does it not of course it does and so it would follow if I can pay Someone $50,000 for a day of their time and see an increase of $500,000 per month in Revenue Vue within 3 months because of the insights and strategies revealed that would be a hell of a return on investment right so there
are two components to the value first how rare the sources are second the actual value being provided the value and Rarity compound to create some truly breathtaking profits specialized Consultants are paid millions of dollars To solve problems worth tens of millions to clients the client pays for all the experience and expertise the expert has and avoids the cost of Errors time and money in short they skip the bad stuff and go straight to the good stuff more quickly and for less money than it would cost to figure it out on their own a beautiful economic
exchange I personally experienced this for the first time when I had two different people offer me $50,000 for a Day of my time after speaking at an event they were scaling an education business in a niche not too dissimilar from my own and could not get past the one million per month Mark as someone who was doing $1 million per week in the same business type at the time I was a very specific type of person with the keys to their problem so what happened you ask drum roll I didn't accept their offers why because
I was making more than $50,000 per day in profit from my Business and didn't want the distraction author note it was years later that I started acis.com to help these very people but instead of charging a day rate I simply become an equity holder in the company to completely align interests for short and long term and so I can see the implementations through and as my time is limited by the laws of physics for everyone else below that 3 million to 10 million per year mark I make all these Materials for free after the event
concluded and I was speaking with Lea I realized how I had somehow become one of those people I had always wondered about it was a very surreal experience for me I finally understood how premium prices were truly made simple supply and demand there is little that substitutes for incredible demand you can try and fake it but there is a special type of ofu given Vibe that's hard to replicate when you truly do not need a person's Money or even want it that's how these guys can charge so much because they don't need it the person
who needs the exchange less always has the upper hand I always try to remember that it's one of the negotiating and pricing principles that has best served me in my life but Alex how are you going to show me how to use scarcity to increase the amount of people who want my offer when currently no one does great question let's attack some real world in the Trench's strategies to reliably create scarcity creating scarcity when there's a fixed Supply or quantity of products or services that are available for purchase it creates scarcity or a fear of
missing out it increases the need to take action and by extension purchase your offer this is where you publicly share that you are only giving away x amount of products or can only handle why new clients for example if a musician drops a limited Edition hoodie and says he only made 100 and they will never be made again are you more or less likely to buy it than one that is always available more likely naturally the idea that you can never get it again makes it more desirable this is an example of scarcity it is
the fear of missing out on something it pulls on our psychological fear of loss to get us to take action humans are far more motivated to take action to hoard a scarce resource than They are to act on something that could help them fear of loss is stronger than desire for gain we will wield this psychological lever to get your clients to buy in a frenzy all at once until you are sold out three types of scarcity one limited supply of seats slots in general or over X period of time two limited supply of bonuses
three never available again but how do you use this properly without being phony I'll try and give you some Real world examples physical products having limited releases is a tried and true method of using this psychological bias to to your advantage you can have limited releases for flavors colors designs sizes Etc this month we are releasing 100 boxes of mint chocolate cookie flavored protein bars important point to properly utilize this method you should always sell out here's why it's better to sell out consistently than over order and fail at creating That scarcity this method Stacks
in Effectiveness if it is done repeatedly over time just not too often once a month month seems to be the sweet spot for most of the companies that I know who do this with regularity second important note when using this tactic you must also let everyone know that you sold out that is part of what makes it work so well this way even people who are on the fence when they see that it was sold out it Gives social proof that other people thought it was worth it and now that the choice has been made
for them they desire it more because there is no way they can get it so the next time you make the offer they will be far more likely to take you up on it fun fact Chanel a brand that has maintained insane margins and pricing for over a century is a master of scarcity they send only one two of each piece to each store so every store has a different Selection and every item is the last or second to last item in stock this allows them to price far above market and turn buying impulses into
purchases services with Services especially if you want to consistently get customers it can be a little trickier to use scarcity but I will show you a few simple ways to employ scarcity ethically to increase your take rates on offers these all have similar elements with very slight tweaks I'm enumerating these because one of these might mentally fit your business model more than others one total business cap only accepting ex clients only accepting ex clients at this level of service ongoing this this puts a cap on how many clients you service but also keeps them in
it you create a waiting list for new prospects the moment the door opens they jump right in and price resistance disappears periodically you can increase Capacity by 10 to 20% Then cap it again this works well for your highest tiers or service levels a this is like saying my agency only will service 25 customers total period over time you can increase your prices and squeeze the lower performing accounts out and bring in new more profitable accounts or you can periodically open slots as your capacity allows always leaving some demand unmet two growth rate cap only
accepting X Clients per week ongoing we only accept five new clients per week and we already have the first three spots taken I have six more calls this week so you can take the spot or one of my next calls and you can wait until we reopen I have used this method since the beginning of my business I always knew what my capacity was per week and simply chose to let our prospects know how many openings we had left this banks on the fact that you can Only handle a certain amount of new clients anyways
on a regular basis so you might as well let them know it three cohort cap only accepting X clients per class or cohort similar to the above except done on whatever Cadence you desire only accepting x amount per class or cohort report over a given period is another way of thinking about it imagine you only start clients monthly or quarterly this helps you get some cadences in Place in your business operationally while also allowing your sales team some legitimate scarcity example we take on 100 clients four times a year we open the doors then close
them Etc Pro tip provide limited access for higher ticket Services these scarcity tactics work especially well for higher ticket upsells if you want to create one off workshops trainings events seminars Consulting Etc these are things that by their nature take time and provide more Access pairing them with clear scarcity or fixed amounts seats or spots will rapidly drive up the demand but always remember have less spots available than you think you can sell so that when you want to do it again in the future everyone will remember you sold out fast this is a compounding
strategy that increases in Effectiveness over time one of the few in the marketing Arsenal let me give you a real example of scarcity to enhance the value of a free lead Magnet if I were to tell you right now that I have a checklist that you can download for free that has all these materials for you in this book in bulleted format you might be inclined to put this book down and go there to download it now but if I told you I have it set so that every week the page only allows 20 new
people to download it you'd be far more likely to go see if you can grab it and even more so so if when you try it you see that it has Already run out for the week result you join a list that notifies you the next time 20 more checklists become available for download what happens next when you get that notification you'll hit the link on your phone and go to the page because you don't want to miss out again by employing scarcity we make what would otherwise be a neat free download into a desirable
thing not everyone has access to you also by extension would be far more likely to to consume it when you do Get your hands on it all because of how we control it Supply cool right let me give you a real example of scarcity to enhance the value of a free lead magnet if I were to tell you right now that I have a checklist that you can download for free that has all these materials for you in this book in bulleted format you might be inclined to put this book down and go there to
download it now but if I told you I have it set so that every week the page only allows 20 new People to download it you'd be far more likely to go see if you can grab it and even more so if when you try it you see that it has already run out for the week result you join a list that notifies you the next time 20 more checklists become available for download what happens next when you get that notification you'll hit the link on your phone and go to the page because you don't
want to miss out again by employing scarcity we make what would otherwise be a neat free download Into a desirable thing not everyone has access to you also by extension would be far more likely to consume it when you do get your hands on it all because of how we control it Supply cool right Honest scarcity the most ethical scarcity the easiest scarcity strategy is honesty wait what let me explain I'm sure right now you probably couldn't handle 1,000 clients tomorrow right but how many could you handle 5 10 20 25 well you might as
well Define a number that you are willing to take on in a given time period than advertise that simply letting people know that you are 34s of the way to capacity this week will move people over the edge to buying from you or letting people know that you are 81% to capacity in your total business will make people more likely to sign up with you before they lose the chance scarcity also implies within it social proof If you are 81 % to capacity Then a decent amount of people made the decision to work with you
and the closer you get to your arbitrary fullness the faster the spots will disappear but only you get to draw where that line is full neat right summary points employ one or multiple methods of scarcity in your business you will drive a faster purchasing decision from your prospects and at higher prices just let them know your limits and let psychology do the rest now that we've covered some Of my favorite scarcity tactics that you can use year round what else could you do to increase demand without changing anything about your offer increase urgency we will
cover that next Pro tip extreme scarcity if you don't hate money sell a very limited supply of one-on-one access you can do that via any of the mediums described in delivery Cube direct message access email access phone access voice memo access Zoom access Etc there are lots of ways you can do this But I promise you this if you want to immediately make a lot of money create a very exclusive service level based on access to you yes unscalable that you cap at a tiny number price it very high then tell people you will make
more money than you thought possible these also tend to be some of the best clients and limit your delivery to something that you don't hate for me I hate emails and messages but don't mind Zoom calls make it work for your working style the Cream of the crop the 1% of 1% will adjust and Take Action Pro tip once you're out you can never come back you can create scarcity by also capping your service level and saying that if they leave then can never return this type of scarcity makes people think extra hard about leaving
I started doing this with my gyms early on then I was in a mastermind that employed this then I started using it in my higher level of gym Lords this works best with small Groups like the above example as groups become much bigger the tactic loses some teeth speaking from experience enhancing the offer urgency deadlines Drive decisions me scarcity is a function of quantity urgency is a function of time this is where you only limit when people can sign up rather than how many having a defined deadline or cut off for a Purchase or action
to occur creates urgency frequently scarcity and urgency are used to gether but I will separate them out for you to illustrate the concepts I'm going to show you my four favorite ways of using urgency on a consistent basis ethically one rolling cohorts two rolling seasonal urgency and three promotional or pricing urgency four exploding opportunity they will employ urgency in your business without being Phony my favorite way of doing this is having cohorts of client start on a regular Cadence this has the added operational benefit of helping you create a choreographed onboarding experience for new clients
as you scale this will become increasingly important one cohort-based rolling urgency for example if you start clients every week even in unlimited amounts you can say if you sign up today I can get you in with our next group that kicks Off on Monday other otherwise you'll have to wait until our next kickoff date if you wanted to juice it up a little bit you could say I actually had a client who signed up a few weeks ago Dropout so I have an opening for our next cohort that kicks off on Monday if you are
pretty sure you're going to do this sooner or later might as well get in on it now so you can start reaping the rewards sooner rather than paying the same and waiting those two tweaks Above have pushed so many sales Over the Edge by just reminding a potential customer that if they sign up they will be starting on Monday and if they do not they will have to wait a week it's small things like this that nudge people to take the action they know they should take anyways obviously the less frequently you kick off new
customers the more powerful this is for example if you only start clients two times a year people will be very inclined to sign up Especially as the date approaches even starting new clients every other week can confer this urgency nudge what if I lose sales by turning business away just like guarantees there is always a fear that you will make less money by employing this strategy we are afraid that we will lose sales we would have otherwise made every experienced marketer on the planet will tell you it is a fear and it is unfounded the
biggest sales on a week-long campaign or Launch happen in the last 4 hours of the last day up to 50 to 60% that means that the last 3% of the time allotted creates 50 to 60% of the sales that's completely illogical but also unmistakably human so just like a guarantee you will make more money from the many people who decided to take action than people who actually missed out because in reality those people were never going to buy heck they didn't even buy when they had their fee to the fire so why would they without
Good to remember what to do if you just started a cohort and someone wants to buy you have two options one you can offer them a speed personalized onboarding to get them up to speed as a bonus for signing up today and still get them in or my preference two you can explain to them that since the next group starts in a little they will have the advantage of having more time to review the materials talk to their employees for B2B products or family Members for b2c products on top of that they can have a
more extended payment plan that you can only make available to them since the start date is so far out an advantage that most clients do not get in the end remember you always have the advantage because you are the one who calls the shots two rolling seasonal urgency in a digital setting having actual signup date countdowns is very useful but make sure they are real if they aren't you'll lose credibility and Just look like every other wannabe marketer this is very common with internet businesses that use launch models I personally love having the dates that
I am running a promotion through on my landing pages and in my copy I want it to be visible everywhere the nice thing is that you can always fire up another ad campaign and a new landing page with new dates and be right as rain you will see your conversions go through the roof and it takes maybe 5 Minutes of editing well worth the time investment example our new year promotion ends Jan 30 next month our Valentine's lovers promo ends Feb 30 next month our sexy by Spring special ends March 31 next month are fools
in love April promo ends April 30 the actual promotion may be the same but naming it something different by season gives you a real differentiator that gives you a start and a finish deadlines Drive Decisions by simply having these You can point to them and let human beings push themselves over the edge so as not to miss out Pro tip local businesses this is my number number one strategy for local businesses they must vary their marketing more frequently than National advertisers putting a new rapper with a date on the same core service gives you urgency
and Novelty that will consistently outperform the same old campaigns three pricing or bonus based Urgency this is another way of creating urgency using your actual offer or promotion pricing structure as the thing they could miss out on kind of brilliant it allows businesses that sell clients year round to still use urgency for example yes let's get you started today so you can take advantage of the discount you came in for I'm not sure how long we will be running it as we change them every 4 weeks or so and this is one of the better
ones we have run in A while this creates some fear of missing out on the promotion or discount or bonuses rather than your actual service it would be a lie to say that if you own a roofing business you won't service them if they buy after the date but if you talk specifically about the promotion you can often elicit the same urgency on buying in the prospect while maintaining your integrity win win you can interchange a pricing promotion discount or added bonuses like free Install or free onboarding or an extra Workshop valued at ,000 if
they buy now these are all things you can swap around your core offer to create urgency Pro tip clean your pipeline with every price change if you ever really are planning on raising your prices hopefully soon if you are reading this book then you can always clean out your pipeline by letting people know the price is going up so get in now never raise your prices without Letting people know it shows a position of strength and will give you a nice little influx of cash from the people in the pipeline who were on the fence
four exploding opportunity on occasion you will be exposing the prospect to an Arbitrage opportunity the opportunity itself has a ticking time clock as all great opportunities do every second someone delays they miss out on disproportionate gains example if I was explaining an Arbitr opportunity between buying products on eBay and selling them on Amazon this Market inefficiency would over time correct itself the sooner someone acts the better it will be for them this could be true for selling someone on the oper opportunity of trading cryptocurrencies buying a stock getting into a new platform to advertise before
competitors jump on the bandwagon highly competitive job environments often get job offers that are exploding Offers every day they wait to take the job their pay or bonuses decrease this forces prospects to make fast decisions rather than try and wait it out to see if they get a better offer all of these examples show opportunities that decay with time so if you find yourself in front of an opportunity like this make sure to emphasize it summary points adding a deadline and incorporating one or multiple forms of urgency will get more people to take Action than
would otherwise I have employed all four of these methods with great Effectiveness I suggest you do the same next up bonuses enhancing the offer bonuses it's all gravy baby play on an Old English saying I have to give special thanks to Jason flad for my renewed appreciation for bonuses they are so powerful that they earned an entire chapter in this chapter I'm going to cover what to offer how to pick them how to Value them how to present them How to price them the main point I want you to take away from this is that
a single offer is less valuable than the same offer broken into its component parts and stacked as bonuses see image the entirety of our offer we came up with at the end of the last section this section is about how to present those pieces in what order for example I may in fact do lots of things in my service but until I enumerate them they are unknown this is why every Infomercial of all time continues on with but wait there's more they would not use these techniques unless they were effective as every second of airtime
costs money and must be justified with Roi you'll also notice that if you watch those old infomercials they would sell one knife for $38.95 then include 37 other knives sharpeners pans and guarantees to beat the prospect into submission they establish the price then they expand Upon it until you feel it's such a good deal it would be stupid to pass it up the reason this works is we are increasing the prospect's price to Value discrepancy by increasing the value delivered instead of cutting the price we anchor the price we tell them to the core offer
then with each increasingly valuable bonus that discrepancy grows wider and wider until it's too big to bear and we snap the rubber band in their mind that is holding their wallet In their pocket we are now going to present that stack of deliverables that we assembled earlier in a way that makes them irresistible Pro tip add bonuses instead of discounting whenever possible on core offers whenever trying to close a deal never discount the main offer it teaches your customers that your prices are negotiable which is terrible adding bonuses to increase value to close the deal
is far superior to cutting prices it puts you in a position of strength And Goodwill rather than weakness resenting bonuses oneon-one versus group selling there are key differences between pitching to a group versus a single person group selling is beyond the scope of this book but I want to at least address when a bonus would be brought up in a one- one selling scenario when selling one on one you ask for the sale first before offering the bonuses if they say yes then after they have signed up you let them know the Additional bonuses they're
going to get this creates a wow experience and reinforces their decision to buy on the other hand if the person does not buy after the first ask then you present a bonus that matches their perceived obstacle then ask again don't feel weird about asking again you simply agree with the prospect add the bonus and ask if this consolation was fair enough people have a hard time rejecting reciprocity so adding a bonus to a accomodate then Another then another and people will feel almost obligated to buy from you if you recall from our trim and stack
chapter each of those deliverables is now being weaponized and presented at the perfect time we're going to provide all these bonuses to them anyways but it increases the perception of our offer value by layering these bonuses one at a time bonus bullets that being said there are a few key things to remember when offering bonuses one always offer them You can use the bulleted bundle we came up with at the end of section three two give them a special name that has a benefit in the title three tell them a how it relates to their
issue B what it is C how you discovered it or what you had to do to create it D how it will specifically improve their lives or make their experience I faster easier or less effort sacrifice value equation four provide some proof this can be a stat a past client or personal experience to Prove that this thing is valuable five paint a vivid mental image of what their life will be like assuming they have already used it and are experiencing the benefits six always ascribe a price tag to them and justify it seven tools and
amp checklists are better than additional trainings as the effort and amp time are lower with the former so the value is higher the value equation still Reigns Supreme eight they should each each address a specific Concern obstacle in the prospect's mind about why they can't or won't be successful bonus should prove their belief incorrect nine this can also be what they would logically realize they will need next you want to solve their next problem before they even encounter it 10 the value of the bonuses should eclipse the value of the core offer psychologically as you
continue to add offers it continues to expand the price To Value discrepancy it also subconsciously communicates that the core offer must be valuable because if these are the bonuses the main thing has to be more valuable than the bonuses right no but you can use this psychological bias to make your offer seem wildly compelling 11 you can further enhance the value of your bonuses by adding scarcity and urgency to the bonus themselves which takes this technique and puts it on steroids a Bonuses with scarcity version one only people who sign up for xyy program will
have access to my bonus number one two three that are never for sale or available anywhere else other than through this program version two I have three tickets left to my $5,000 virtual event if you buy this program you can get one of the last three tickets as a bonus B bonuses with urgency version one if you buy today I will add in XYZ bonus that normally costs $1,000 for free and I'll do that because I want to reward action takers C with hope you can see the subtle differences the first two examples aren't constrained
by time they state that if you buy the program you will get things you normally would not be able to the bonus with urgency is about them buying today and if they do not buy today they lose those bonuses minor difference but worth noting advanced level bonuses other people's products and services you can get other Businesses to give you their services and products as a part of your bon bonuses in exchange for exposure to your clients for free this is free marketing for them and high value products for you at no cost businesses will do
this because you are going to give their business exposure for free to the highest quality prospects your customers as long as they are not direct competitors you can get some brownie points secure some future referral IUS And make your offer more valuable at the same time if you secure enough of these relationships you can literally justify your entire price in the savings and additional true to price bonuses for example if I owned a pain clinic I might get a massage therapist to give me one two free massages to incorporate into my offer on top of
that I might get a chiropractor to give me two free adjustments value $100 a lowi inflammation food company to Give me discounts for their products $50 savings discounts for braces and Orthotics 150 savings a local Health Club down the street to give me a personal training session for free and a free month of membership to their pool $100 value discounts on pharmaceutical drugs from the local pharmacist $100 per month in savings repeat the above for multiple service providers so perhaps I get 10 chiropractors to all give me a free Adjustment now I have 10 free
adjustments in my bundle Etc now if my offer was $400 then the value of these free bonuses alone is worth more than the $400 as if that weren't already awesome enough if you really want to be a Jedi negotiate a group discount and a commission to yourself this is exactly what we did with our supplement company our gym owner clients who use our sister supplement company Prestige Labs Sponsored athletes get a 30% discount on our products on top of that the sponsored athlete gets paid 40% of all sales netted after the applied discount so it's
a win-win for everyone their clients get it for 30% less than our main site they get paid for giving away exclusive discounts and we get customers in exchange for the commission paid everyone wins if you are following along each of these bonuses can become revenue streams for you indirectly by Getting clients to say yes more easily and directly because you can negotiate that each of these businesses can pay you for the people you send their way so let's also say we negotiated the following affiliate commissions for making the introduction to these businesses the chiro gives
you $100 per person who comes into their office the food company gives you free food yum orthodics company gives you $100 per person referred Health Club gives you a Free membership or $50 per person who signs up Pharmacy gives you a $100 per person now let's look at how much money we made our 400 offer now has the possibility of making us an extra $350 pure profit that's the beauty of these relationships the other businesses will pay you and you don't have to do anything but refer customers to them that you have already spent the
money to acquire and if you really want to get crazy come up with a grand slam offer With these partner businesses by using the same Concepts in the book so that each of the bonuses themselves becomes even more valuable than a simple commoditized service summary we want to employ bonuses because they expand the price to value Val discrepancy and get people to purchase who otherwise wouldn't they massively increase the prospect's perception of the value of our offer so here's what to do one create checklists tools swipe files Scripts templates and anything else that would take
lots of time and effort to create on one's own but is easy to use once created anything that you can invest in one time that clearly cost time or money to create but can be given away endless time is a perfect fit for a bonus two beyond that make a habit to record every Workshop every webinar every event every interview and use them as additional bonuses as needed to crush a perceived Obstacle three proactively negotiate group discounts and a referral commission with adjacent businesses that solve needs your customer will have as a result of beginning
this process with you what's the next natural thing they might want go to those businesses get a deal for them they could never get for eles because you are negotiating with the purchasing power of all your customers at once very powerful author note the longer you are in business the More of these bonus assets you will have at your disposal all of these things are valuable put them in a vault and keep them in your back pocket to sprinkle into an offer to get the deal closed information products work very well here because they have
high perceived value low cost and zero operational effort besides giving an additional login tickets to Virtual experience expences or events work too same goes for a higher level of service that has a fixed Cost like giving someone VIP service for a month which also doubles as a way of upselling them into that level of service to keep them on it more on that in book two what should be a bonus versus part of the core offer if I'm the one fulfilling it short answer wow factor in other words something you wouldn't want someone to miss
many times you have so much stuff you will be providing your customers good thing that valuable nugget can get lost in the mix You want to take the most distinct ones that can almost stand on their own and pull those out to highlight them this is especially true for things that are short in length but high in quality or value checklists or infographics can condense a lot of information into a small space someone might not feel Justified paying lots of money for a product Launch map for example but as a bonus would be perceived as
very valuable next up we have our core offer We are presenting it in a way to increase scarcity and urgency to increase the light likelihood they wanted even more we stacked the bonuses of our offer to make the price to Value discrepancy out of this world and break our prospects Minds next on our magical journey we'll be addressing the big elephant in the room risk we will completely obliterate it using a combination of guarantees so they have no reason not to buy enhancing the Offers guarantees you're going to like the way you look I guarantee
it Men's Warehouse ad that ran forever title guarantees worth their weight in gold the single greatest objection for any product or service being sold is drum roll risk risk that it doesn't do what it's supposed to do for them therefore reversing risk is an immediate way to make any offer more attractive you will want to spend a disproportionate amount of time figuring out how you want to Reverse it that being said how much more attractive can a guarantee make an offer Jason flan who I referenced earlier once stated that he had seen the conversion on
an offer 2 to 4X simply by changing Ching the quality of the guarantee it's that important from an overarching perspective there are four types of guarantees one unconditional 2 conditional 3 anti- guarantee four implied guarantees you must always hit your guarantee hard even if you don't Have one say it boldly and give the reason why but won't people take advantage of a crazy guarantee sometimes but not usually that being said you must understand the math if you close 130% as many people and your refund percentage doubles from 5% to 10% you've still made 1.23 X
the money or 23% more and that all goes to the bottom line example 100 sales five refunds equals 95 net sales guarantee offer 130 sales 13 refunds which is 10% equals 117 net sales 117 IDE 95 equal 1.23 X2 2 3% increase don't be emotional just do the math for a guarantee to not be worth it the increase in sales would have to be 100% offset by people who refunded so an absolute increase in sales of 5% would need to be offset by an absolute increase in refunds of 5% but that might be a doubling
of refunds which is unlikely so for the most part the stronger the guarantee the higher the net increase in total purchases even if The refund rate increases alongside it warning while guarantees can be effective sellers people who buy because of guarantees can become very shitty customers a person who only buys because of a guarantee is a person who may not be willing to put in the work necessary to see success with your product or service in a world where you want to reverse risk and get customers the best outcome possible tying your guarantee to the
things they need to do to be Successful can help all parties proe high cost Services warning if you have a tremendous amount of cost associated with your product or service you will likely want to employ a conditional guarantee or an anti- guarantee as you will have to eat the cost of the refund and the cost of fulfilling types of guarantees if you don't achieve X we will what makes a guarantee have power is a conditional statement if you do not get X result in Ytime period we will Z to give a guarantee teeth you have
to decide what you'll do if they don't get the result without the or what portion of the guarantee it sounds weak and diluted note this is what most marketers do bad example we will get you 20 clients guaranteed better example you will get 20 clients in your first 30 days or we give you your money back plugs your advertising dollars spent with us this is a simple but strong guarantee here Are the four types of guarantees I'll go over them in theory then we will apply them one unconditional guarantees as I stated earlier there are
unconditional conditional and anti- guarantees unconditional are the strongest guarantees they're basically a trial where they pay first then see if they like it this gets a lot more people to buy but you will have some people refund especially as consumer culture continues to shift towards entitlement and zero Accountability two conditional guarantees conditional guarantees include terms and conditions to the guarantee these are the ones you can get very creative on in general you want these to be better than money back guarantees because if they are going to make an investment you want to match their investment
Psych logically with an equal or higher perceived commitment these also can have a very powerful effect on getting clients results if you Know the key actions someone must take in order to be successful make those part of the conditional guarantee in a perfect world 100% of your customers would qualify for a conditional guarantee but will have achieved their result and therefore will not want to take it that is an ideal we can all Aspire towards and just FYI if given the option of getting a refund or getting the outcome they were promised the vast majority
of people will take the outcome Three anti-g guarantees anti-g guarantees are when you explicitly State all sales are final you will want to own this position you must come up with a creative reason why the sales are final typically you'll want to show a massive exposure or vulnerability on your part that a consumer could immediately understand and think yes that makes sense these types of guarantees are especially important with items that are consumable or massively diminish in Value once given four implied guarantees implied guarantees are any offer that is a performance-based offer this comes in
many different forms rev share profit share triggers ratchets monetary bonuses Etc are all examples the endall concept is the same if I don't perform I don't get paid unique to this particular structure it also confers the upside of if I do a great job I will be very well compensated these only work in situations where you have transparency For measuring the outcome and trust or control that you will get compensated when you do perform stacking guarantees an experienced salesman understands that like bonuses you can actually stack guarantees for example you could give an unconditional 30-day
no questions asked guarantee then on top of that give a conditional triple your money back 90-day guarantee that would be an example of stacking an unconditional with a conditional guarantee you can Also stack two conditional guarantees around different or sequential outcomes for example you'll make $10,000 by 60 days $30,000 by 90 days as long as you do thing one 2 and three this future Paces the prospect into an outcome they now believe is far more likely since you will be deliberately spelling it out in a conditional guarantee with a timeline for achievement doing this shows
the prospect you are serious about getting them results and convinced that they Will achieve what they want this shifts the burden of risk back from them onto us a very powerful strategy let's go through some different guarantee examples guarantee if you don't don't achieve X in ytime we will insert offer unconditional no questions asked refund guarantee what the client gets a a full refund b a 50% refund c a refund of their ad spend and any ancillary costs incurred D you pay for a competitor's program instead e you Return their money plus an additional $1,00
or other applicable amount my take this is about as simple as it gets it's also very risky you put yourself in a situation where if someone does not achieve the results whether because of your fault or not you will still be held accountable obviously this is a strong but unoriginal guarantee you can add conditions but the more conditions you add the faster this guarantee loses its teeth wording I heard Jason flan who I Referenced earlier pitch his unconditional guarantee on a webinar and I thought it was unbelievable these are 100% his words and not my
own I take no credit for this but have included it for completeness I'm not asking you to decide yes or no today I'm asking you to make a fully informed decision that is all the only way you can make a fully informed decision is on the inside not the outside so you get on the inside and see if everything we say on this webinar Is true and valuable to you then if it is that's when you decide to keep it if it's not for you no hard feelings you will then after signing up at URL
be able to make a fully informed decision that this isn't for you but you can't make this decision right now for the same reason you don't buy a house without first looking at the inside of it and know this whether it's 29 men or 29 days from now if you ain't happy I ain't happy for any reason whatsoever if You want your money back you can get it because I only want to keep your money if you're happy all you have to do is go to support x-ways Comon tell use give me my money and
you got it and in short order our response times to any support request average 61 lman over a 24/7 time period you can only make such a guarantee when you're conf ENT that what you have is the real deal and I'm fairly confident that when you sign up at URL you're getting exactly what you need to Benefit Pro tip name your guarantee something cool if you are going to give a guarantee spice it up instead of using satisfaction or some other vanilla word describe it more strongly generic example bad 30-day moneyback satisfaction guarantee creative imagery
example number one good in 30 days if you wouldn't jump into shark infested waters to get our product back we will return every dollar you paid creative Imagery example number two great you'll get our famous club a baby seal guarantee after 30 days of using our services if you wouldn't Club a baby seal to stay on as a customer you don't have to pay a penny unconditional satisfaction-based refund guarantee expanded from above what the client gets if at any time there they're not satisfied with the level of service they're receiving from you they can Request
a refund at any time for the program my take believe it or not this was my guarantee when I sold weight loss programs besides being an irresistible offer I guaranteed satisfaction I used the strength of my guarantee to close a lot of deals do you think I'd still be in business if I gave a crazy guarantee like that and wasn't good at what I did now I'm not guaranteeing you're going to hit this goal in six weeks after all because I can't eat the food for you but I am guaranteeing that you will get $500
worth of value and service from us to support you if you don't feel like we gave you that level of service I'll write you a check the day you tell me we suck it works perfectly with a best case worst case close best case you get the body of your dreams and we give you all your money towards staying with us to hit your long-term goal worst case you tell me I suck I write you a check and you get 6 weeks of free training both Options are risk-free but the only thing guaranteed not to
help you is walking out of here today if you are good at what you do you can use a guarantee like this to push a lot of people over the edge that line made me a lot of money I had two people take me up on it out of 4,000 sales in 3 and 1 half years satisfaction no questions asked is the highest form of guarantee it means we could do everything right and you could still ask for your money back as long as You know the math you will typically make up for the refunds
in spaces with higher and faster closing on the sales side but you have to be good at fulfilling your promises if not steer clear I believe this offer works much better in lower ticket situations it becomes very risky as you go into higher ticket services with higher costs of fulfillment Pro tip unconditional versus conditional based on business type bigger broader guarantees work better With lower ticket b2c businesses many people just won't bother taking the time the higher the ticket and the more business-oriented it is the more you want to steer towards specific guarantees that may
or may not include refunds and may or may not have conditions conditional outsized refund guarantee what the client gets double or triple their money back or a no strings attached payment of X or another amount That's far more than what they paid my take this is for when you sell something with high margins and this is a guarantee to add with a consumption condition that means they must do a variety of things to qualify for this guarantee a worldclass affiliate marketer Jason flan who did $27 million in a single day recently used an amazing guarantee
for a course he sold he said if you buy this course and spend X on Advertising your e-commerce store using The methods herein and don't make money I will buy your store from you for $25,000 no questions asked he claimed that an additional 3 million in sales came from this crazy guarantee on a $29.97 course what's more he only gave 10 of these $25,000 refunds out so the refund generated $2.75 million in extra sales that's what a crazy guarantee does for you in general a very strong guarantee like this will definitely drive more sales this
really serves the Purpose when you need a lot of stuff to be done by your prospect and assuming those things are done there's a low chance of the result not being achieved sometimes a guarantee like this can actually get clients better results on Top This guarantee will typically outperform a traditional 30-day money back guarantee in terms of net conversions sales minus refunds conditional service guarantee what the client gets you keep working for them Free of charge until X is achieved my take this is probably my personal favorite guarantee of all time it essentially guarantees they
will achieve their goal but it eliminates the element of time you are never at risk for losing the money the guarantee is around the outcome to add further flavor to it you can make this guarantee conditional on them doing key actions linked with success setting up a web page attending calls showing up to workouts weighing in Reporting data Etc real talk since I have been advising businesses to use this particular guarantee I have yet to have a single person say a client took them up on it realistically if someone actually does everything you ask them
to do and doesn't achieve the result by the time you had said one of two things usually happens one CGR client commitment you happily keep working with them until they achieve the desired result too it Gets dropped your client is likely very close to the goal which means means satisfied also it's likely the sales conversation with the guarantee was months earlier what may have been important in the sales conversation is a distant memory now replaced by their affection towards you are your business conditional modified service guarantee what the client gets you give them another Yong
period of service or access to your product Services free of charge Generally why should give them at least twice the duration my take this is like the service guarantee but it ties a specific duration to your extended work I involvement so instead of being on the hook forever you're only on the hook for an additional y period of time I've seen it work magically and keep the business on the hook for a more finite period of time which may be an easier place for you to start before doing the allout service guarantee above conditional Credit-based
guarantee what the client gets you give them back what they paid but in a credit toward any service you offer my take this is best used during an upsell process to seal the deal on a service they are unsure they will like they already like what they have you are trying to sell them more of that worst case they can apply it to the thing they already like so it maintains Goodwill with the customer conditional personal service guarantee what the client gets You work with them oneon-one free of charge until they reach X objective or
result my take this is absolutely one of the strongest guarantees in existence it's like a service guarantee on crack you will definitely want to add B conditions though they must respond back in 24 hours they must use the products you tell them to they must XYZ only if they do that will you keep working with them one-on-one this is especially powerful as you scale and become more Edified as a business owner can you imagine one of my salespeople saying Alex will personally work with you until your offer converts right it would work it would also
be a nightmare so I would probably put contingencies like provided you've already spent $10,000 on your existing offer using our structure the offer you ran was for lead generation and it was a free offer these are things that would make it unlikely they would not succeed if for some reason they Hadn't with those stipulations in place I could probably fix their problem in 10 minutes just looking at it conditional Hotel plus airfare perks guarantee what the client gets if you don't receive value we will reimburse your product and your hotel plus airfare my take this
is technically a refund of ancillary cost from our first example I just love it a lot for workshops and inperson experiences normally the event would cost more than the hotel and airfare so It's like adding an extra $1,000 to a guarantee but way more tangible it's original enough that people like it conditional wage payment guarantee what the client gets you offer to pay their hourly rate whatever that may be if they don't find your call session with them valuable my take this is also an ancillary cost guarantee just a very original one one if someone
ever actually asks for the wage payment just ask them for their tax return and divide It by 19 60 number of working hours at 40 hours per week for a year but no one asking for a refund will actually do that so you will never actually have to give one of these out like ever conditional release of service guarantee what the client gets you let them out of their contract free of charge my take this voids a commitment or cancellation fee if you have a business that has enforcable commitments contracts or Clauses this can be
a powerful guarantee Better yet if you are in a business that does not enforce your contracts then you have nothing to lose by adding the guarantee conditional delayed second payment guarantee what the client gets you won't build them again until after they make or get their first outcome example lose your first 5 pounds make your first sale get your website live Etc my take I like this a lot especially if you have a very systematized process for getting the first result it gets the Prospect thinking in fast action terms and gets them moving it will
also Focus your team on activating your client this is a great one when you know what metric or action drives activation predicting indicator of long-term retention of a client I've successfully used this guarantee loads of times conditional first outcome guarantee what the client gets you continue to pay their ancillary costs ad spend Hotel Etc until they reach their first outcome example if you Don't make your first sale in 14 days we will pay for your ad spend until you do my take just like the delayed second payment just centered around a different cost I personally
like this setup a lot it keeps everyone focused on getting that first dollar over the bridge once that one comes across the second comes soon after anti guarantee all sales are final what the client gets access to Super exclusive very valuable service product likely this is a very powerful Thing that once seen cannot be unseen or once used cannot be taken away example a line of code to improve your checkout experience on a website once someone received this code they could try and use it without paying you or a series of opening messages for picking
up girls or opening sentences for messaging cold prospects things that are very valuable but incredibly easy to steal after they've been seen understood my take this can enhance the Persuasiveness of the sale and the value of the product or service it essentially implies that the client is going to use it and see an immense benefit thereby exposing the business to vulnerability it acts as a damaging admission we have in all sales our final policy but that is because our product is so exclusive and so powerful that once used it cannot be unused since it is
so standard to have some sort of guarantee not having one is attention worthy so instead of Being wishy-washy lean into the fact this thing works so well and is so easy to copy you must make all sales final they'll believe you even more if you take this position we are going to show you our proprietary process that we are using right now to generate leads in our business our funnels ads and metrics we're going to be exposing the inner workings of our business as a result all sales are final note strong reason why is needed
here just make one up that Sounds compelling the more you can show real exposure the more effective this will be anti-g garantees can also work very well with high ticket products and services that require a lot of work or customization if you're the type of customer who needs a guarantee before taking a jump then you are not the type of person we want to work with we want motivated self-starters who can follow instructions and are not looking for a way out before they even begin if you Are not serious don't buy it but if you
are boy are you going to make a killing from these examples you should get the idea implied guarantees performance models Revenue shares and profit sharing performance a only pay me x per sale or x per show we XX per pound lost Revenue share a 10% of Topline Revenue B 20% profit share C 25% of Revenue growth from Baseline profit share a x% of profit B x% of gross profit ratchets 10% if overx 20% if over y 30% if over Zed Bonuses tar triggers I get X when y occurs what the client gets if you do
not perform they do not have to pay if you perform your compensation has been determined based on on an agreement decided upon before you begin working my take performance Revenue share and profit shares aren't guarantees per se but for all intents and purposes they are there is an implied guarantee whenever you enter into a revenue share or performance Partnership if you don't Make money you don't have to pay me in my opinion this is one of if not the most desirable setup first because it makes you accountable to your client's results second it weeds out
low performers perfect alignment between client and service provider Fosters collaboration and a long-term relationship I'm a big fan the drawbacks are tracking and collection so if you can find a way around that you've hit a gold mine this is a part of the offer we Teach our agencies who use our software we help them switch from a retainer model to a performance model and wrap that into the Grand Slam offer I walked through earlier I've seen countless agencies go from $20,000 per month to 200,000 plus per month in a matter of a few months you
can also pair a revenue share or performance setup with the minimum it would be like saying we get the greater of a $1,000 or 10% of revenue generated so if the client Doesn't generate money because of whatever reason this at least covers your costs of services Etc or saying we get $1,000 moo for the first 3 months then after that it switches to 100% performance this would be ideal for a setup that takes a lot of time to get going these types of offers work well when you have quantifiable outcomes the stronger of course is
no guaranteed payment without performance create your own winning guarantee reversing risk is The number one way to increase the conversion of an offer experienced marketers spend as much time crafting their guarantees as the deliverables themselves it's that important I have personally used all the guarantees listed above except for the hotel and phone call one which I just saw and liked but you can come up with your own the key is to identify a client's biggest fears pain and perceived obstacles what do they not want to have Happen if they pay you what are they most
afraid of reverse their fears into a guarantee think of the time emotion and outside costs associated with any program or service the more specific and creative the guarantee is the better that being said guarantees are enhancers they can enhance the magnetism or attraction of any offer but they cannot make a business if a guarantee is used to cover up a poor sales team or a poor product It will backfire into lots of refunds no my advice start selling service-based guarantees or setting up performance Partnerships this will make all sales final so no fear from refunds
most importantly it will commit you to your customer's results and keep you honest from there either keep that guarantee and scale perfectly fine or move up the food chain to less restrictive guarantees to increase volume we now have a core offer built and guarantees Chosen next up now all we have to do is put a bow on this puppy and actually name it naming an offer correctly determines how well your advertising converts how big of a response you get from outbound emails cold calls texts and how many inbound responses you get from organic comments it
matters that being said I will show you how to generate unlimited names or wrapping paper for your offer that way it never fatigues no matter how small your Market May be this is the key to Evergreen lead generation enhancing the offer naming implicit egotism effect we are generally drawn to the things and people that most resemble us like the tree that falls in the forest that no one hears having a grand slam offer will not make you money if no one finds out about it the goal must be that upon hearing about your offer your
ideal prospects are interested enough to take action naming it properly is an integral part of this Process here's an example say you see a free six we stress release Challenge and a float tank Center session while they may be the same thing just name differently you're much more likely to respond to the first now here's the rub over time offers fatigue and in local markets they fatigue even faster why in a local market it costs relatively little to reach an entire population on most platforms you can reach 1,000 people for about $20 so if there
are 200,000 people in your addressable area then it would only cost you $10,000 to reach all of them one time important disclaimer reaching an audience one time in no way means an offer is fatigued most people don't even notice an offer on the first mention that's why you need to create new creative videos images and new hooks stories and copy around the same offers you can still use offers for a long time but when we're talking about years of use not months offers can Eventually fatigue over time you can rename the offer to refresh it
this one concept will get you leads forever I mean it so pay attention we are not changing the actual offer we are only changing the wrapping paper if you've put together a bundled offering you're still ultimately going to be doing the same things the work you do Services you provide and products you offer will remain unchanged as the name shifts again we're simply changing the wrapper Here's the simplest formula I've come up with for this process important note not all these components are mandatory you will typically use three to five of them in naming a
program or service if you can fit them all in great but it's likely the name will become too long the shorter and punchier the better so it's a balance between brevity and specificity the only way to really know what works is to write the name out and test them let's run through the Components now author note marketing theory if you like understanding the concepts behind my chosen M AIC formula each roughly translates to attention mag magnet discrimination a avatar purpose go goal timeline I interval and Method C container make a magnetic reason why we start
the name with a word or or phrase that tells people the reason why we are running our promotion I like to tell people to think like a fraternity party planner when I was in college we Had a party once because a guy got his wisdom teeth removed I say this to say the reason why can literally be anything it really doesn't matter so long as you believe it and you can even make a joke of it like the fraternity example but this should answer one or both of the following questions why are they making this
great offer or why should I respond to this offer what's in it for me examples free 88% off giveaway 88% off spring summer back to school grand Opening new management new building anniversary Halloween New Year note I will discuss how to monetize free and discounted offers in volume 3 money models announce your avatar this component calls out your ideal Avatar who you are looking for and who you are not looking for as a client you want to be as specific as possible but no more when in a local area the more local you can make
your headline the more it will convert so don't do a City try and go to the submarket or hyper local area Not Baltimore but talson MD not Chicago but Hinsdale Etc examples bave dentists Rolling Hills moms brick-and mortar businesses salon owners retired athletes Brooklyn busy Executives give them a goal this is where you articulate your prospect's dream outcome it can can be a single word or a phrase it can be an event a feeling an experience or an outcome anything that would excite them the more Specific and tangible the better examples pain-free celebrity smile first
place never out of breath perfect product Grand Slam offer little black dress double your profit first client High ticket seven figure 100K Etc indicate a time interval you're just letting people know the duration to expect here the this gives an example of how long your results will take to achieve note if you're making any sort of quantifiable claim like income gain Or weight loss most platforms will not approve this type of messaging with a stated duration to achievement because it implies a guarantee it implies they are going to get this outcome in a period of
time which goes against many platform rules so don't give a quantifiable outcome with the duration unless your platform allows it that being said duration is a powerful component of a grand slam offer and you should definitely use it anywhere you Don't need to deal with compliance alternatively if the goal you help them with is not a claim per se then absolutely use a time interval $10,000 in 10 days versus make your first sale in 10 days examples AA minutes BB hours CC days DD weeks Z months 4 Hour 21 day 6 week 3 month complete
with a container word the container word denotes that this offer is a bundle of lots of things put together it's a system it's it's something that can't be held up to a Commoditized alternative examples challenge blueprint boot camp intensive incubator masterclass program detox experience Summit accelerator Fast Track shortcut Sprint launch slingshot catapult explosion system getaway Meetup transformation Mastermind launch game plan Deep dive Workshop comeback rebirth attack assault reset solution hack cheat code liftoff Etc Pro tip find time to rhyme good Rhymes stick in people's minds rhyme your program name to win the Game Google rhyming
dictionary for an easy shortcut note don't try and force it it's not a requirement it's just a nice to have X six-pack Fast Track 5-day bookprint Sprint marriage Thrive Deep dive 12we TW putt shortcut 12- Monon no debt reset celebrity butt shortcut get some ass Master Class just thought it was funny Etc you get the idea Pro tip alliteration alliteration is when you make all or most of the words start with the same letter or sound an alternative Approach to rhyming is to use alliteration when naming your program this is easier for most people than
rhyming again you do not need to Rhyme or alliterate Don't Force It X make money Master Class change your life challenge big booty boot camp Camp debt detox real estate reset life coach liftoff Etc author note marketing theory if you like understanding the concepts behind my chosen magic formula each roughly translates to attention M magnet Discrimination a avatar purpose G goal timeline I interval and Method C container I might be weird but naming offers is one of my favorite parts of this process what I want to highlight yet again is that your actual money model
pricing and services will remain largely unchanged changing the wrapper simply means changing the exterior perception of what your grand slam offer is below you'll find a few examples of named offers for different Industries Wellness free 6 we Lean by Halloween challenge 88% off 12we bikini blueprint free 21-day mommy makeover 60-minute make your friends jealous model hair system 6 we press release Challenge free bend over painfree in 42 days healing FastTrack doctors $20000 off celebrity smile transformation Lakeway moms $1 500 off your kids braces Lakeway moms 12 months to a perfect smile $1,000 off for 15
families back to school free braces giveaway grand opening free ex-ray and Treatment instant relief back soar no more 90-day rapid healing intensive 81% off tightness $1 massage new client summer special coaching five clients in 5 days blueprint 7f agency 12we intensive 14-day find your perfect product launch fill your gym in 30 days free I could keep listing these but hopefully you get the idea now it's time for you to give it a try for your grand slam offer again you don't necessarily have to use all the power components of The headline using 3 to 5
will typically create something that is more unique and desirable allowing you to separate yourself from the competitive field and create an offer that will get clicks and engagement and ultimately make you money furthermore you don't need to do them in the magic order do what sounds punchier to you after doing this for a while you'll see that some offers convert better than others that's natural and every once in a while you'll get a name That takes off like a rocket I honestly have no idea why some names win and others do not so don't be
emotional about it keep trying keep striking out then try more you'll get there now that you have several working names for your offer you can use two to three of your best names in your advertising campaign quickly note the winner then use that as a control to test against with new names that is how you promote Pro tip name sub items and bonuses use the magic headline Formula for each item in your stack and bundle it will automatically enhance the value of your offerings simply by naming in a way that res resonates with your prospects
what happens when offers fatigue as you Market offers you will need to create variations over time as the tastes of the market change over time here's the order in which you will change things to keep lead flow consistent one change the creative them images and pictures in your ads two Change the body copy in your ads three change the headline the rapper of your offer four free sixe goodine challenge to 36 weone challenge F holiday hang new year new change the duration of your offer 7 change the enhancer of your offer your free discount component
eight change the monetization structure the zizo offers you give prospects and the price points associated with them book two I follow this variation framework because most of the time it's the first Handful of items that need to be changed typically they need to be changed again and again without touching anything on the bottom of the list for example when ads fatigue we don't change our entire business we just run the the same ad again with a different video or image once that stops working we change it again eventually you need to change the words in
your ads and repeat the process then and only then would you change the wrapper let's say we change from a 6 we Stress release challenge to a 42-day relaxing holidays challenge for a massage center same core offer just a different rapper then of course you could change the duration of your offer 6 weeks to 28 days or 8 weeks Etc the lower on the list you go the more operationally heavy it is is so really be sure you have exhausted the earlier lighter ways of varying your offer once you've monetized an offer rarely should you
change it just rinse and repeat over And over and over again this can be hard because we are entrepreneurs and love change change here usually just creates inefficiency in operational drag costing you money no way no so use your entrepreneurial add on the rapper first the look and feel of the offer copy creative headlines then change the seasonality of the offer then change the duration if you're still stuck change what you were giving away for free or discount change the entire machine Behind it only as a last resort and for a darn good reason especially
once you get traction but how do you get initial traction good question try the offer structure and headline that you think has the highest likelihood of working then stick with it and if they don't convert at first don't worry you'll get better often times if you are using these types of models many of them will work in that case stick with the one that gives you the highest return You can also rotate between offers if it doesn't create lots of operational drag for your type of business this is the ultimate position of power you have
multiple aces in the hole that you can play at any time which keeps your marketing converting at an even higher level author note marketing local businesses ironically local business marketing is both easier and harder than National level marketing it's easier to get to work but harder to keep working Or scale and the reason is in local markets it's easier because there is trust in the familiar so selling in person at higher prices in a local market is inherently easier it means you will convert a much higher percentage of your leads this makes marketing work most
of the time the downside of local marketing is that offers fatigue rapidly because there is only a limited radius that a local business can serve to reference an earlier concept The Tam Total addressable market for a brick and mortar is only its immediate radius most times so by extension the smaller the radius the faster offers fatigue this is the double-edged sword of local learning to rapidly variate my offers headlines and creative when I had my local businesses was a Cornerstone skill that made my expansion to National level advertising much easier for me so if you
are in a local market just remember you aren't going to change the value stack Of your offer you are just going to change the way it looks to the marketplace in your marketing naming summary we must appropriately name our offer to attract the right Avatar to our business true to the people do judge a book by its cover half-ass naming your product or offering can ruin conversions don't fall victim to Lazy naming follow the steps here to name your product or service offering and watch the same offer get 2x 3x or 10x the response rate
You'll believe it when you see it I know I did enhancing your offer section recap congrats you figured out how to make your offer valuable how to break your services into component parts and how to rebundle them into a more valuable hole you added a guarantee to get more people to buy your offer and actually consume it so they could be more successful you presented it with urgency and scarcity to get more people to desire it and now you've named your offer so it attracts The right prospects and repels the bad ones all while containing
a big promise everyone can understand but we covered a lot so I want to give you a quick breather before we Forge into book two to help you attract clients and monetize your offer section V execution how to make this happen in the real world your first 100 ,000 the first $100,000 is a but you got to do it I don't care what you have to do if it means walking everywhere and not eating anything that Wasn't purchased with a coupon find a way to get your hands on $100,000 after that you can ease off
the gas a little bit Charley Munger Vice chairman birkshire Hathaway March 2017 my heart was racing I could literally feel each beat pounding in my chest I clenched my jaw to fend off the knot in my throat that I knew would lead to tears I wanted to give in years of emotions were bottled below the surface years of ignoring my reality and lack of Success years of putting off how I felt just focusing on moving forward the pressure was shooting to the surface I could feel it we did it I said Leila my wife now
looked up at me she was in the kitchen making dinner and stopped spatula in hand what do you mean we did it we hit 100K I could barely get the words out because I didn't want the tears to break through the tremble in my voice like Revenue no like in our personal bank accounts holy really That's amazing she ran over to me disregarding the food on the stove and wrapped her arms around my neck spatula still in hand I'm so proud of you she squeezed me I slumped into her arms it was like every knot
in my body that I had been holding on to melted all at once I could barely contain myself but when I think back to it the feeling I had wasn't happiness it was relief I'd moved from Fear to security I'd traded feeling like a failure every day Watching my work and effort yield nothing to realizing a dream the constant anxiety and fear of what are we going to do finally be replaced by something else I finally had time to let myself feel something I felt like this struggle chapter of life was finally over look I
said it's for real I nuzzled my head out of Lila's arms I didn't want to look her in the eyes because I knew it would put me over the edge I pulled my phone out and put it between us we Both stared at the unmoving screen with our personal bank account balance $1,018 our gazes remained unbroken as they confirmed a new shared reality it wasn't an illusion it wasn't Revenue it wasn't profit that was still in the business account only to be taken out later by some unforeseen emergency it wasn't earmarked money that had to
be used to pay off some debt it was ours for real babe I said we could up and not make another dollar for three Straight years and still be okay at the time $33,000 per year was more than enough for us to live at our current expenses for 3 years and some years of ups and downs years of plowing money into my business only to watch it vanish in overhead payroll and mistakes years of seminars courses workshops coaching programs masterminds had finally turned into wealth it felt like I had broken into a new plane the
relative increase in wealth was more than I ever felt tens Of millions of dollars in the bank later it was and still is the richest I have ever felt in my life it was the beginning of the next chapter in my life as a business person and entrepreneur some people get there fast some people get there slowly but everyone gets there eventually as long as you don't give up keep moving forward keep getting up keep believing it can happen and it will in a nutshell we've covered a lot and I think it's important for information
to sink In that it be Consolidated and restated so this is the back of the napkin bullet list to summarize what we've learned so far and why one we covered why you must not be a commodity in this Marketplace du why you should pick a normal or growing market and why niches get you riches three why you should charge a lot of money four how to charge a lot of money using the four core value drivers four how to create your value offer in five steps six how to stack the value Deliver it and make
it profitable seven how to shift the demand curve in your favor using scarcity eight how to use urgency to decrease the action threshold of buyers 9 how to strategically use bonuses to increase the demand of your offer 10 how to completely reverse buyer risk with a creative guarantee 11 how to name it in a way that resonates with your avatar you now have a valuable high margin decoded Grand Slam offer this is the first building block of a wonderful Business a product or service that people desperately want and truly solves their problem for many this
will be enough to make far more sales at higher prices with more profit your first true Grand Slam offer should be able to get you to your first $100,000 for others you will still want more which is 100% your right as a capitalist there's so much more to building an acquisition machine profitably I could not cover it all in one book out of respect for you I Wanted to make this thorough but manageable that being said the next book is dedicated to exactly that getting more through generating leads in that book I will break down
exactly how to acquire customers at a profit meaning if you structure your PR otions correctly you should never have to pay for a new customer again that is the subject of acquisition K100 million lead generation final thoughts entrepreneurship is about acquiring skills beliefs and character Traits to advance I find that we must determine which skills beliefs and character traits we lack most times we simply need to improve and the only way to do that is through learning from experience and or highquality sources I have received terrible advice from people who were ahead of me at
the time and though experience is the best teacher she is not the kindest it is my most sincere hope that what I produce provides the guidance I so desperately Needed when I was coming up on my entrepreneurial journey and I wish I could cover it all in a single book for my sake and yours but to do you the service I wish I had had I cannot the devil is in the details Excellence exists in the depth of knowledge and nuances that's what separates the greats from everyone else I hope that in all the content
I produce you see my dedication to this detail and Nuance that makes all the difference these Lessons were hard one I hope you've enjoyed this first volume in my offers series before we move forward into volume two where we'll be focusing on lead generation as mentioned above I wanted to Circle back to where we started after reading this book I hope one you're well on the path to creating your first Grand Slam offer or at the very least can take components that you were missing in your offer to make it more compelling to your Market
two I've Delivered on my promise from the beginning of this book B that investing 2 to 3 hours of your time here would yield you a far higher return than just about anything else you could do three I hope in return I've taken one small step towards earning the thing I value most from you your trust finally I hope this book creates a small dent in improving the world because I believe no one is coming to save us it's up to us as entrepreneurs to innovate our way into a Better world and that's something I'm
willing to devote my life to and I hope you are too I'm grateful for your attention you could have given it to anything and you chose to invest it with me I take it in high regard so sincerely thank you stay hungry Alex
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