The 5 Key Components of a Killer Offer

So my offer is not to make you somebody you're not have you show up with more of who you already are and that's what I'm trying to sell you on today that's my offer to you now I'm giving you some hints I'm dropping some Clues I'm giving you some game I'm giving you some [Music] knowledge oh my God how you doing shout out Ashley I saw her earlier On the mic uh connected with her after speaking at Lamar's last event we're going to connect again big things shout out Andy as well right there yeah right

front center connecting I got a shout out let's give it up for for Lamar and Ronnie I'm just I've done a few of these I've spoken at many of these and their front stage game is immaculate the way they run events is crazy good from your perspective but I've seen the backside Of it too and the chaos that comes with running these things and they just do the best of the best the best that I've ever seen yep all right so I got 45 minutes to jam I'm going to do the best I can I

got 15 minutes of questions I'm not sure if there's a a pen or a marker or a thing that we can write on over here if we can we can figure that one out if not we don't have to it's on the side of the screen all Right cool so you don't have to be smart to make hundreds of millions of dollars by the way that's the first writer Downer okay it's important for you to realize that I'm going to take you through the five key offer or five key components of an offer today that

if you do this right you can make more money than you can have ever imagined if you do this wrong this is like swimming Upstream with weights on your shoulders some of you Are this close to the Breakthrough that will change everything in your life and alls you need to do is make one simple adjustment to your offer here's a hint if your offers if your offer is like everybody else's you're doing it wrong so we don't want to do that all right I'm going to break down for you the best thing I ever made

from an offer it was the year 2015 and I was promoting a product and It wasn't even my product how do we make this thing bigger um can we make this fatter bigger like this all [Applause] right all right good all right 2015 I'm selling a product now by the way what is an offer an offer is anything you offer up that people can give you money for simple as that okay so what do I get in exchange For what I give that's an offer it doesn't have to be a product or a service if

you have a significant other at one point in time you said here's the product which is me are you buying or are you not buying okay so that's what an offer so 2015 we're selling this offer it's called ASM ASM stands for amazing selling machine it was a product on how to start a business on Amazon we did not invent this product we did not create this product we were not even in The physical product space prior to this product existing we were what's known as an affiliate an affiliate is essentially something online where if

I say Hey listen you buy that product through my affiliate link and if it tracks through I get the sale I get 50% commission so in this particular place case the offer was for $5,000 to buy this product we make 50% of that so that's a $2500 take-home every time we make a sale happen and we are not using any of Their materials so whatever they have for marketing we said nah not good enough whatever they have for their presentation their selling their communication n not good enough we created our own funnel so there are

thousands of Affiliates promoting this offer at this given time so we are one of many people and we're all fishing in the same Pond and we're all selling the same thing so first key lesson is if I use the marketing everybody else is Using I'm going to get only as good a results as everybody else can get if you say the same thing over and over again does that make the thing more true or not most of y'all are just saying the same thing over and over again hoping that somehow people are going to be

ah the 96 time now I got it right so new information new decision that's a writer down there for your offer if they ain't buying for this reason give them another Reason to buy new information new decision so we created our own offer and our offer was when you buy their thing for $5,000 you get all of our stuff for free what a good offer so why I like being an affiliate was because I didn't have to charge you anything more but I could give you a ton more stuff it didn't cost you anything you

could go buy direct from the vendor five grand buy direct from me five grand you get only this With the vendor you get all this extra stuff with me and this extra stuff was incredible some of it was Hey listen we built this software you can't purchase it anywhere at any price but you can get it for free if you buy it from them this is a writer Downer if there ever was one make the best thing you have impossible to purchase but you can get it for free but you got to buy this other

thing Over here that's what makes it irresistible you know what people want the most what they can have the least of so we simultaneously use exclusivity it's free you can't buy it but you can get it for free if you do X over here so we had software that did that we had a service we said Hey listen you need somebody to help you Source these products so we created a company you can't use this company you can't pay us but you can get it for free if you buy This other person's product and then

we did something we had software we had service we had coaching we had individual coaching I went to some coaches and said hey I'll pay you $300 if you coach my students because I did the math if I keep $2500 of this and I pay out 300 guess what I still have $2,200 so I'm paying coaches to fulfill on an offer that somebody else created that isn't even mine and I'm winning and here's the best part of all I offered a Better than money back guarantee for somebody else's product I don't even know how to

spell guarantee but I know how to offer one and maybe for the first time in the history of an offer somebody else made a better than money back guarantee for a product that they didn't even own or create an't that incredible an't that crazy and that allowed us to get this this is how much money we made from this promotion still a record that stands to This day right so in eight days selling this product which is not ours we made $1.8 million okay oh wait that was second place we made $9.8 million that was

first place right okay so we outs sold second place by $8 million $8 million we we laed them we were so far ahead of second place they thought they Were in first place cuz they couldn't see see us right it's a record that still stands in the affiliate space these days I'm trying to get my own Affiliates to break it hopefully some of you break it promoting my products because I would love to pay all of you out 9.8 million you get a 9.8 million and you get a 9.8 you get a 9.8 million I

don't know so I'm trying so I'm here today to try to help you do things like this in Your market so what we did here was make the offer so good it costs more to not buy it make your offer so good that it's expensive it's more expensive to say no than it is to say yes to and we're going to break down the five components that we did there and other offers that we've made as well that have been world class and record-breaking and I'm going to give you that game as best as I

can in the time that we have here today now if I'm talking about offers it would be Inconsiderate for me not to make an offer to you today right I mean it wouldn't make sense if I didn't so I do have an offer for you today and the offer that I have for you today ironically is probably the weakest offer that I could make so I'm teaching you about how to make killer offers I call it the opportunity of the lifetime I thought that was pretty clever uh somebody said you sure that's what you want

to yeah whatever right I'm not Making a strong offer today now all every everybody that's speaking today tomorrow and the next is making you an offer whether they realize it or not and every time you're talking to anybody you're making an offer whether you realize it or not the offer that I'm making to you today is is going to be very weak and I will tell you why in a second okay but in order for you to understand the context of what makes a good offer and what doesn't make a good Offer we have to

break down its components the first component is what you get I just like to call it get for short cuz you know my brain doesn't work that good so one word word easy right so what you get so this is typically what people think an offer is it's the least important part of the offer what people got during that ASM promotion was their course that was only a small portion I had over 2,000 people Reby a product that they already owned just to get my Free bonuses I mean it's a digital product you don't need

two of them right one is good enough two doesn't make you twice as Rich so my offer what they get is the first component so what are you going to get from me in 45 minutes you're going to get as best as I can on a stage here in front of you speaking off of whatever my demented brain decides to do because I'm working with a net here I don't got no slides this could be great or it could be Interesting let's put it that way right so what you're getting is some ideas so what

I'm trying to offer up to you is some ideas that you can go back at look at and say I can work on this what I'm really offering to you is the ability for you to grow as an individual what I'm really offering to you is a war with your limitations you currently have and that's not a very good offer I'm trying to get you better at playing poker when a better offer would be we just find Really bad people to play poker against so you don't have to get better and you could get a

better result okay so this is why this is not a very good offer here today but I'm going to do my best right so the second thing is the cost what you pay in order to get it so you had to pay a fee in order to be into this room you some of you flew across the country to be here you're staying in a hotel and you're paying for it so you're paying for a lot and hopefully The value you get exceeds what you pay in order to get it but my part is a

part of a bigger piece of everything that you get and so the argument is you're not paying just to see me alone you get me as a as an add-on or as a component of what your offer is and that could could be good that could be bad because the challenge is some of you are at this level in the game some of you are starting at this level of the game some of you sell digital products some of you Sell physical products some of you sell Services some of you are selling things that I

can't even understand how am I supposed to give a message that all of you or as many of you as possible can take impact and do that how do I do that without watering it down or without making sacrifices it's tough I lost sleep over it last night I did I'm like okay if I go high level I maybe reach these people but people getting started maybe I miss them if I go low level and Start and low doesn't mean a derogatory sense it just means you're at to start of your game if I'm trying

to teach you the finer points of the art and you don't know how to hold the Crayons yet I'm a bad coach you're not a bad student and so this is challenging for me so we're going to work through it together we're going to try to figure it out so the cost is Never by the way free when you give stuff away for free is often the most expensive thing you can do for Somebody free is usually the most expensive option for people because that puts the effort on them I want it to put the

effort on me and the least amount of effort on you so cost is the second component preach all right I heard that I liked it third is the bonus the bonus is everything I got no bonuses for you today I I apologize I feel really bad about that there's no incentive to have bonuses if you're not making money first I can't as easily conjure a bonus is if I'm not reaching into my own pocket out of profit so you know when I spoke at Lamar's event here a couple months ago and we gave everybody a

book that was a bonus yeah it's a $10 Kindle book right it's not that great of a bonus but it's at least something and so this is interesting because I can't do the things today that I would do if I was making you a proper offer so a lot of you and I know this cuz I've listened to You and I know of this because I've worked with hundreds and hundreds and hundreds of of customers in hundreds 131 different countries and they all tend to struggle with the same stuff they have this issue where if

I sell you something I've somehow harmed you or done you a disservice and so they sell from the heel they say you kind of maybe sort of possibly might want this and that's a tragedy and I'm hoping that maybe I can break through today and fix that maybe That's the thing that can resonate with you the most and so what we do is we create the bonuses to make it so IR resistible that only an idiot would say no to the offer and so the bonuses we'll talk more about that here in a second but

that's how we structure it the bonuses are the most important thing so here's what's ironic everybody will disagree with me all these gurus out here will disagree with me and they'll say Jason we show them everything we get And then we show cost and I tell them no no no no you show this much of what you get then you walk offer you tell them where to go to buy it and then you really show them what they get and I don't know who's right or wrong my evidence that maybe I'm right is I got

more money than them and I got more success than them but I don't know who's right or not it Just beats me so people tend to tend to move on to this But here's where it comes from people are afraid that if I don't show you everything first before I ask for the money that you'll somehow jump up run out and never see me again that's not true most people are going to say no to the best things you offer the very first time you offer them what do you suppose that is they're scared that's

why they say no and they're not scared of you they're scared of themselves they know who they are today but man what if you Give them another option now you create an ex essential crisis oh shoot maybe I've been underperforming I can admit that and pay you money to get better or I could say no everything's good pay you no money and stay the same most people going say no just it's okay it's not a personal issue they're just going to say no so let's get the no out of the system so this is how

we structure irresistible offers we say here's what you think is 100% of all you're going to get before you can make a decision whether to buy it or not and then you really find out it was only 10% of what you're going to get and it wasn't the most valuable 10% even you know what I'm talking about and then we deal with risk now this is by far the most important part of any offer if you're going to make a truly world class offer that's right y'all are selling the dream too much you got to

stop the nightmares First yeah that's right say it again it again y'all selling the dream too much we need to stop the nightmares first right so here's what's interesting most of us hopefully are subject matter experts or we have some sort sort of position of authority to offer what we offer and so because we have accomplished something that our audience hasn't been able to accomplished yet we look through the perspective as the problem already haven't been Solved so life is nice and peachy for us I don't have money issues anymore it's been a long time

since I've had them so it's hard for me to relate to somebody starting out struggling with money I haven't had any issues of confidence uh in any given period of time people say Jason are you scared of public speaking I say scared of not public speaking because that's where my best customers are right yeah that's where my best customers are if I'm not out here I Can't find my best customers where you guys at I'm looking for you I'm hunting for you by the way why am I here I am here because I go to

where I feel I could be the most useful that's why I'm here and so my offer is and this is the offer to you this is the challenge is I'm trying to sell you on yourself worst offer you could ever make to somebody no I'm serious ious right it's hard work to sell you on yourself it's the equivalent of I could Sell a diet pill in the diet industry or I could I could teach you how to be a healthier person diet pill healthier person H one's this big of an industry one is this big

of an industry right so you help because you care and if I have a very limited time at the places I can go and the people that I can help because I have two beautiful children and I take care of them and try to be active in their life as much as possible I have to sacrifice my time with them to Do something in any other capacity in business and I take that very seriously so I go to where I feel I can have the most impact now it's easier it's easy for anybody on a

stage to Pander to an audience and tell them the things that they want to hear and get some cheap Applause but the evidence of proof of why I'm here in front of you today is because I look at where I make Millionaires and I've noticed an interesting phenomenon out of all the People that read the book out of all the people that follow my advice this community in Atlanta is the people lately that have been the most successful at following it and that might be why I'm the only white speaker at this event I don't

know I mean even at at events with white people I'm extra white just skin tell right so so I think I've been received as useful to and get the invitation and I I believe that I can give it right but It's tough but it's tough so I know it's hard to sell anybody on themselves but if I'm going to sell anybody and have any chance of success it's here but we have to remove the risk so when you're selling to your audience don't think of everything that they can get think of what their biggest excuse

is and then render it a nert what's the biggest excuse and then render it a nert so we're selling an Amazon course and people say Jason I get It I buy the course I screw it up I can go back to the vendor and I can get my money back they have a traditional money back guarantee but that don't make me whole what if I go buy product and now I can't sell product I'm out that money what you got what can you say about that I said I'll just buy your business from you what

yeah yeah if you do X Y and Z one two and three for me and you don't succeed at this level I'll reach into my own Pocket and I'll just buy the business for you because if you can't make it work I'll make the thing work and they say whoa whoa hold on a second I've never heard that before now they're all confused because they don't have that that security blanket to hold on to coddle anymore okay most of y'all your prospects they have security blankets and you're allowing them to hold them stick their thumbs

in their mouth and say we got to give them no more excuses To say who they are and then they will change so we do this with a risk reversal we show people that it's more expensive not to buy so where you want to start in your business is what's the biggest excuse that your audience has that they want to solve and can't solve how do you remove that as an obstacle so when I'm teaching people these days on how to start a business they'll say things like well Jason I don't know how to build

a website okay got it Jason I Don't know how to convert anybody I don't know the understanding of persuasion in the leaste bit okay whatever right Jason I don't know how to uh Drive traffic I have no proof I have author no Authority nobody knows who I am and I don't got much time like really so you don't have money and time I don't know how that's even possible usually you have a lot of money in no time or you got no money a lot of time but whatever and they say Jason can you help

Me succeed and I say yeah of course I can you know how because I've created offers that says how can I help somebody succeed if they are the most miserable wretched excuse for a human being who's ever existed because if I can make that work I can make it work anywhere and that's my attitude so it starts with the risk so all y'all are selling the plan to heaven I'm providing the path out of hell that's the the difference last Component scarcity in basic economics economics 101 how do they determine the value of something there's

two words supply and demand right the more Supply there is of something the less demand there is for it the the less supply of something there is the more demand there is of it this is basic economics but people tend to forget it they say oh man I'll help everybody then guess what happens you help nobody the hardest pill you'll have to swallow in this business And this one took me several years to get okay with is I have to churn my back on four fifths of my audience so I can help the one of

my audience that will give the most impact it's tough because you know who needs your help the most I mean the people that will gladly take everything from you and no matter how hard you try they will not change those are the that's right there the kind of people that you know if if You got time to meditate you should meditate for an hour if you don't got time to meditate you should meditate for 10 hours right the easiest people I can make money for are people that already have too much money and the hardest

person to make money for is the person that doesn't have any money so so I start from the top and work my way down I got this philosophy in business that I think can serve a lot Of you a very well is I make the rich Finance the poor this is I'm like a Robin Hood in this scenario right so I had a Course once upon a time it was called genius webinars and we sold it originally for $5,000 and we only allowed 63 people in the room because that's how many people could fit in

the room and I told the audience before I sold them this thing I said I'm going to take this very thing that I'm going to do in person for $5,000 and my plan is To later turn it into a course just the recordings of it sell that for $1,500 and then I plan from that with the same material write the book that I later wrote called one to many uh lady asked me I wish I could recall her name I was going to the elevator earlier today she's like Jason will you sign my book I

said absolutely will sign your book she pulls it out it's all battle torn and I said this makes me very happy and I make $2 and like 25 cents Off each book sale but it doesn't matter because the people that were willing to pay me $5,000 a piece were the people in that room that forced me to create the product so that I origin that so I could later then sell it for $10 to everybody else so different people have different priorities different people need help in different capacities so why would somebody knowing that I'm

going to eventually a couple years down the line sell the thing for $10 pay me $5,000 to Sit in the room with me and do it why would somebody do that to to somebody make a million dollars of a year waiting even six months to learn some of the secrets I could teach them would cost them so much money $5,000 is a better deal remember what we said earlier you got to make something that a cost more money not to buy it now that's not true for 99% of the market 99% of the market is

like yeah Jason you made like a $100 million on webinars but gez 20 bucks That's way too much for me to pay to learn that secret from you it's like you can argue with them and you're going to be you're still not going to get their money and you're going to be upset afterwards teaching geometry to a pig is an easier situation than that right so instead I control supply and demand I say 63 special Souls amongst the eight billion people that exist in the world will have the luxury of spending two days in a

room with me to learn the Science of what I'm teaching here and then people buy that because it's scarce lot of demand little Supply but it's pointed to the Right audience it's pointed to an audience where people know they need this they've delayed on it they have so much money and the cost of inaction is significantly greater than the investment to hopefully get a return and so that's why scarcity is so important the main reason scarcity is so important is because the safest thing Anybody can do in the short term is to play small it's

the costliest thing you can do in the long term but in the short term think about it you don't got to enter a credit card in anywhere you don't got to take control of the goods you don't have to then do something with the goods you have zero accountability so when you sell what you're really at war with is somebody's inertia you're at war with their inertia it's a very hard thing to over Come somebody's resistance to do anything other than nothing an object at rest stays at rest it's the hardest thing you could ever

do is get somebody that's on an off state to turn them to an on state okay when you got a fire you toss some gasoline on that boom huge when you ain't got a fire and you got two sticks to rub together good luck hard stuff to do so we got to have an an offer so irresistible even the person most Resistant towards it will say yes to it and by the way who is the person most resistant towards it is the person who needs it the most so when you're looking at a market and

you say if I can only sell one out of a hundred people in this market who will I sell at the expense of everybody else this is how I think about it I think about various different people out there swimming in the sea of life and some of them are currently drowning some Of them are just kind of waiting in there some of them are just chilling but there's some of them drowning and I say who's drowning who needs saved and then I throw him a life raft and they say no I don't want it

I want to die and I said no you're going to take this life bre and six or seven hours later they do so I won't give up on them because they don't want to change because change is scary so they would rather die staying the same than change so the Offer structure is get cost bonus risk scarcity so when you you go home I want you to think about what am I giving people right now how do they understand the value of it what are bonuses that I can offer that make it ridiculous that make

it unbelievably irresistible how do I mitigate risk as completely as possible and then how do I use scarcity because scarcity will create the action that otherwise somebody would fall victim to the inaction of scarcity is The greatest motivator that's ever existed and so we have to use it so the price goes up after a certain period of time or a bonus goes away after a certain period of time or the experience can only be gotten to a select few individuals who qualify and you are the ultimate resource for what you have to offer so you're

scarce by Nature I've scoured the world I've made a scientific process out of this and I've researched for 40 years Now I have never found anybody exactly like you and I've interviewed a lot of people I've never found anybody that's exactly you it's hard because you're not even showing up exactly as who you really [Applause] are so my offer is not to make you somebody you're not have you show up with more of who you already are and that's what I'm trying to sell you on today that's my offer to you now I'm giving you

some hints I'm dropping some Clues I'm giving you some game I'm giving you some knowledge now I have some other notes that I make because this is how I present these things I sit in the room in the morning and I walk around and I talk to the people and I start to feel like I can Channel things maybe I'm delusional but maybe I'm not I don't know and I say what does this audience need not the Instagram audience not the recording of this not the story Later not the millions of people out there this

specific audience because there will never be another time and place in history in space other than this shared moment that we have here together okay so I take these these General bits of knowledge that I know and I conduce them down and I say huh what do people need right now that they're not getting In This Very Room and I look at this and I think and I have sess and I read and I Refactor so I'm back there in the in the Green Run I'm making these notes and I'm writing these things down and

I'm talking with Lamar and Ronnie and I'm like hold on a second I got to write this other thing down I got to write this other thing down and if I could leave you with anything I want to leave you with this in the 13 minutes that we have left where you are today is only the start of where you could be in the near Future so let me break down the first offer to you that I ever made year is 2007 November of 2007 I remember the date very fondly because you know back in

the day you would take your first dollar and you would frame it and you'd put it up on the wall my first dollar of business I sold it off PayPal so I got to print it out take the PayPal receipt and frame that the wall right it was November of 2017 okay by the way prior to that I had Made some sales with an offer but believe it or not the demand for a CD in 2005 from a white Hari Krishna rapper very low demand for that thing from Iowa right ain't no market for that

I'm solving a problem nobody wants you laugh but some of you all making this mistake you got to run it back when you get back did I create a solution then go looking for a problem if I did I screwed up instead we got to find the problem and then find a Solution for the problem but November 2007 so I got into the music business and then when I I was not working at it very successfully that's when I started studying well what makes people buy things and then I learned selling entertainment is very hard

solving people's problems infinitely easier more rewarding too by the way so I got hooked on this idea of maybe I can help them solve people's problems and so I ran out of money I was broke I was back I was Writing articles for other marketers and they were putting their names on on them I was a ghost writer and I developed this little system this system where I could write articles fast on any topic microderm evasion Buck week pillows plus size lingeray those were just some of the many different topics that I was writing for

other people making okay money not great but not bad and at least paying the bills and that's when I got the nerve to offer up my first Information product that I ever sold which was how to write an article in seven minutes or less and that's what I came up with now I didn't know what I was doing but I at that point in time I didn't care I had to get it out so the first offer that I ever made in November of 2007 I was selling an ebook it was six pages long you

could read it in about 10 minutes and the price point for it was $4 and why did I sell it at $4 six pages Long November 2007 Day My Life changed forever why did I sell that this way I'll tell you why because I was scared that's why and I tell you this it's okay to be scared so a clothes I often use when I'm selling is this it's like let's just put fear in the passenger seat it doesn't have to drive anymore okay we ain't going to get rid of fear this whole feeli of

fear and do it anyway right good luck with that right we just say fear you can come along for the ride Put your seat belt on I'm going to drive for a little bit and that's what I did and I was scared out of my mind you know what's the excuse what if people buy my thing and don't like it the antidote to that is for me dollars who cares what if I work so hard at this thing and spend so much time and effort and I can't make the thing work it's six pages come

on son that's not that long so I started at $4 he's said well you Got to have a sales letter to sell the thing I don't know how to write one of those things so my pitch basically went this I said I think I could cut down your article writing time in half the first time you go through my product it's only six pages long so it won't take that long to go through my product it's four meas dollar and even if you think that's a lot of money I'll give it back to you if

you don't like it go here and buy the thing that was the pitch That's all it took and people bought it a lot of people bought it a couple thousand people bought it and I thought I discovered the secret to life cuz I made like six grand in two weeks out of thin air I thought wow so I just did that for 13 months over and over again sold these cheap little products I go out and say what's one problem everybody is complaining about and they won't shut up about it but the problem is so

small nobody else is willing to solve it for Them because I'll go where they won't go right I'll Statue of Liberty that I'll give me your poor give me your huddle masses give me your cold give me your sick right that was my attitude and I started working away at it started chipping away at it started learning a thing or two started helping a soul or two and I just discovered what I was selling back then was the easiest thing ever I was selling time if you spent 20 uh hours a week week writing articles

And I saved you 10 hours a week you got to make less than $4 every 10 hours you work for that to be a bad deal you feel what I'm saying you got to be making money that quarter a week to not realize the gain on that what I learned back then and it took me a couple years to really internalize it was some of y'all sell things and you want to talk about hey let's go back in time let me first explain to you how the will was invented that's how you contextualize your offer

Nobody cares right when we sold the ASM offer we spent this amount of time on their product and we spent this amount of time on all the bonuses all the risk reversal the scarcity all the value all the excuses all the limitations when I sell the least important thing that I do is talk about what they buy nobody cares about what they buy they care about what the transformation so I sell information I realize not all of you do but when I sell information what I say is it's not Information it's transformation if I inform

but don't transform I have deserved you I have not helped you so I want to give you the least amount of information possible in order to give you the greatest amount of change possible you know if a doctor said here's a prescription medication you said well hold on a second I'm a smart marketer I went to this conference and I learned a lot about marketing let me tell you something give them 10 times The amount of prescription medication because it'll work 10 times better then it will kill the patient you can't do it that way

you got to will you got to it down you got to say Hey listen okay what's the minimum amount of information I can give you to have the maximum amount of transformation whatever you sell think about how can I give less of it and have more impact how can I remove things and make it better subtraction before addition so the first thing we Ever do when creating an offer we say how can we remove everything that's unessential to this and then how can we communicate it in a way that instantaneously somebody says I want that

I want that heyy give it to me and I want them to feel like there's no possible way I could afford it but I still want it and then I play with them a little of course you and then I find out that yeah actually you can afford it But I kind of want to keep them in that state of being that there's no way I could possibly afford this because it's too good it's too good for me and then miraculously it's also affordable but we got to start with I want that so if you

start breaking out the dictionaries talking about the 172 different things that your product does for somebody they don't say I want that they say get away from me they don't want it even if it's the greatest thing for them if Somebody's dying drowning and you can save them and you explain well here's how the Rope was invented let me tell you the story first right they die before you throw them the life raft so a lot of y'all are OV explaining what you do if we had to break it down give me three reasons why

this thing would be the best thing for somebody to purchase if they were your ideal audience I want three sentences no more no less once you get the three sentences you can expand Them to your heart's content you can add to them you can do stuff with them but I want three things if you could only sell me on your offer with three sentences what would those three sentences be I don't want to hear it until you got those once you got those get back to me then we can work magic one of my best

friends that I've gotten the pleasure to know is a gentleman named Andre Norman he's also here in Atlanta anybody ever heard of Andre yeah that's my mind That's my boy I love that guy so much and uh Andre one day because he knows I've been a hip-hop fan since I was like six years old he's like yeah I'm in Yonkers he's like I got Jus I'm in the studio with him he wants to talk to you I'm like nice awesome he's like he I tell him about this this campaign you did so the culmination of

all these secrets that I'm teaching you uh during Co during the worst period of my life in my adult life for personal tragedies and Things that I was suffering through um the the good Stroke of Luck is God's like let me balance this out for you a little bit and he opened up an opportunity for me that was better than any opportunity I ever seen before and we're running this offer and the offer ends up doing $ 57.9 million in 226 days 50 that's a lot of money right it's so much money that sometimes I

say $57 million because I I can't be bothered to say the 0.9 right I want you to round Down almost a million dollars for the sake of Simplicity because it's a lot of money at that point in time 57 57.9 yeah whatever right 226 days and this went from idea to execution I took a meeting on Zoom 226 days later in a product and a market that I knew nothing about 57.9 so Andre is telling J this and Jada says I I want to I want to make money like that let me talk to him

so I got on this call with Jada thinking Jada's got some sort of plan or some sort of idea right So I'm like all right let's go to work I get on he goes I'm like what you got he goes I just want to make money like that okay good so I'm like what do I got to do so this is what I said to jiss I said J I want you to picture this scenario I want I want you to think about you're in front of an audience with a million people there and you

only have 60 seconds what are you going to bless them with in 60 seconds you can only speak to them for 60 seconds what would you say To those millions of people or a million people to have the most impact the most change what would that be I said you won't know the answer today I said sleep on and think about it if you come up with it get back to me maybe we can do something together because until you have that it's all mve so what would you say to your Market if you only

had 60 seconds and you were either going to change their life or you were going to lose them that's where you Channel your Offer then we build up on it then we figure out how to make it attractive then we figure out what points to be scarce then we think about what else can we do to this thing how can we make it more visually appealing how can we make it so people realize that it's more expensive not to buy it than it is to buy it that sort of stuff okay last two minutes that

I have with you here before we open up for questions I want you to tell it goes back even further than that $4 offer right I'm telling you you will not believe what you can accomplish in 10 years if you sit your mind to it cuz I came from $4 ebooks to $57 million launches right but it goes back even farther than that when I was growing up a lot of trauma in my life a lot of trauma in my parents life it tends to happen over and over again there's a lot of trauma in

your prospect's life and you should be the Catalyst that ends the cycle but for me the trauma that I had For my parents led to drug addiction mother smoking crystal meth to the point where it just became common place I know the smell of it I've seen the foils I still sometimes close my eyes and I can see these visions and I remember one day you want to talk about a killer offer she had this short little Mexican guy that came up from Mexico and he would front her all this Crystal mess she'd go out

there and sell it and she would kick it back to him uh she later got arrested Went to prison for six years and that's kind of why I became a monk you don't say life is good let me become a monk you say my life sucks I need God cuz God's got the ultimate offer right the problem with her supplyer her plug they call it nowadays I wish we came up with that cool slang bag then he couldn't get any weed and I had the I had the connect for the weed so he would go

downstairs front her the Crystal and then she would send him upstairs and say buy weed for My son and because he couldn't find it anywhere else scarcity I had the offer the thing he wanted that he couldn't get anywhere else right I'm charging him a quarter pound he's buying quarter pounds for me but I'm charging him by the eighth I said here's what an eighth is times this by this many quarter pound he was buying it straight up he didn't care cuz the offer was so good to him it was irresistible right I I've never

told that story before in my life Right might never tell it again but in the few seconds I have with you I want to impress upon you the following it doesn't matter where you start cuz here's a fact about you that you need to understand I don't care what your tragedy is I do care on a personal level but on a professional level your adversity will become your Alchemy if you let it if you let it because here's the fact that I know about you so this is me selling you on you this is my

Offer this is my pitch to you this is what I'm offering you here today here's what I know to be true you come from the unlimited you come from the infinite So within you is infinite potential so if you go to bat for your audience what could you accomplish in 10 for 10 years for them what could you create that is unmatchable to anyone anywhere else to be the most you you can be to help the most other people that you can help that is my pitch to you today that is my Offer hopefully it's

well received right there hey Jason um thank you for your comments today my name is Ramone of zone of genius.com and of celebrity CEO can you talk about the differences or similarities between those of us who build landing pages and sell products online landing pages not webinars you don't have the tonality and things of that nature how does that work yeah it's the same way that it all works so the idea is what's the end goal of your Landing page not rhetorical what is the end goal of it end goal of the landing page is

I'm doing a big event in New York City and I want to get 400 people to buy tickets for $549 uh and an incredible offer with Seth golden that's what I'm doing well there you go right so your hopefully you're leading with that as an angle of Seth right so if your goal is to convert this many people on this landing page then that's that's the objective and if It's 400 you have scarcity built right in there the real question you got to ask is it's the right tool for the job often times and and

I'm known as the webinar guy webinars are a byproduct of other things that I do it's a tool in the toolkit usually to make these things work you got to bring several different campaigns what's the price point of the ticket 549 the lowest ticket yeah lowest tickets so you got to calibrate to here's how much revenue this can Generate for me but usually it's multiple different campaigns that's how you would want to approach that does that make sense it makes sense good thank you so much yeah you're welcome yeah don't have just one tool in

your toolkit is the conclusion on this get one tool at first and then add to the kit sir Jason will Morland founder of Genius speakers Academy we help entrepreneurs use the microphone to add Revenue to their business question if You were doing a project with Andre Norman y were going to do a project a uh uh a summit or something what would you call it knowing Andre's skill set what would you call it yeah are you working with Andre I am have a call with him tonight perfect yeah he's in New York right now so

he is yeah so by the way I heard genius over there I heard genius over here right I'm getting a little nervous lots of geniuses in the room okay so first of all hopefully you help Andre because I've been trying to sell Andre for years on making more money right uh little lesson for all of you here's what really got Andre going is he had a TI Tok go viral that did like 17 million on somebody else's Tik Tok right exactly I'm like good now you realize now some pain you're going to want to do

something about this right who's your target audience uh so we're mapping that out right now uh it's me and Andre a couple other people so we're mapping it Out right now it's going to be about 73 people in the room we're going to do it at genius Network in Phoenix so we're now just honing in on it yeah so you can't answer the question till you tell me who your target market is so get very clear on that and then you can figure it out okay gotcha yeah now just a little bit of thing something

for you to think about is again it goes back to who are the richest people that take the least amount of effort to convince that this Is for them and then can I reach them right because that's where we start if somebody's got a pile of money it's easier to get it from them then if they don't right over here hi Jason I'm a fan by the way my name is Gabrielle Allen I am the founder of shade Studio Academy where we teach hairstylist skills to make them more profitable so my question is you said

earlier that uh you have to make it more expensive not to buy and currently I'm working on my offer could You give me some examples of that I use your bonuses by the way and they work nice thank you uh so for your you're teaching essentially hair stylist how to grow their business is that yes so this particular offer is an extension class for 2500 Y and I'm just trying to beef the offer up to make it irresistible that's a okay perfect so I'll give you something that I did Once Upon a Time from the

stage but it works anywhere else is I had a whole room of people and We're selling an e-com product and I say if you need this if you've known you need an e-commerce website for more than six months stand up and then I said if you need more for than 12 months stand up okay anybody else that has been walking around knowing they need this for more than 12 months stay standing everybody else sit down and then I told everybody in that room I said if you're standing you need to go buy my thing so

go there and buy it right now and they Just all went back there and bought it and then everybody really it's true everybody else sitting down I said well we got to figure out if you should buy it or not right and we had that conversation so you don't get the visual in this instance perhaps but you go and you say if there's anybody that needs this product who would it be out of how many people can you reach would you say um my webinars usually have between I don't know 50 to 100 people on

each one So right so let's just say over a period of time your Universe of audiences you can touch let's say it's a thousand people would that be fair yeah okay so I'd say and how many would you like to sell how many would I like to sell yeah I mean besides all of them right I mean like what's what's a realistic goal for you to achieve that you'd be happy with um about 50 and what's the price point 2500 okay so I'd say who are the 50 Souls out of everybody I could reach That

I could create an offer perfectly for them because here's why people don't buy they don't know you're selling the thing so you got to create the offer so clear that it's a magnet towards them so your communication like I said earlier like if you've known you've needed this for more than 12 months you got a buy this because you've known by this point you've lost too much money so think about the audience who's in who would need it the most and how can you tailor The communication to specifically call them out and then can you

do that in a way where once you get the lwh hanging fruit then you can reach up and get the other fruit so who are the 50 people if you could put them all in a room and categorize them exactly as a specific type that you could communicate directly to who would they be and what would you say different to them compared to everybody else even your other customers does that make sense thank you so much You're welcome yep thank you Jason I'm Lisa elely with HR for profit and we show small businesses how to

eliminate pain and profit from hiring and scaling with their people my question for you is you did the ASM affiliate several years ago and broke a record so if you ran that play today what would you do differently it's great question thank you for asking it okay so when we broke that record we did something that nobody really does and I haven't done since is These launches they have a cart close expiration date which at the time I still lived in Iowa ended up being 1559 a.m. Central Time right so we stayed on with our

audience for seven hours up until the cart closed yeah okay yeah and by the way I got this thing this was a writer down there you can't say you care about your audience and then give up on them you just can't do that right so you either care and you stay or you don't care and you leave leaving is okay but You can't say you care right so we demonstrated We Care by staying with them seven hours up until the last second when cart closed now here's what I would have done different it's 2011 I

call my business partner will and for nine minutes we say oh my God can you believe this look at the numbers we've never seen anything like this and then the next 50 minutes we spent here's what could have been better here's what we did wrong here's what we did right and Then I'm watching The Last Dance One Day right and I'm like I'm Michael Jordan right I'm setting records and I'm miserable still and I'm bitter and I'm angry because I could always be better so what I would done what I would have done different this

is what I urge you is if you can get there with kindness and compassion you'll end up going further and it will feel better so what I attempt to do now is to do it in such a Way where I measure myself based on where I was yesterday not on where I could be tomorrow that's the lesson yeah hello Jason I'm Dr Trac a board certified general surgeon and America's burn surgeon I'm the CEO thank you I'm the CEO of the traumatic Skin Institute where I help people who suffer from traumatic skin disorders find Hope

and relief in the skin that they live in and so my question to you is as a surgeon I Essentially am doing a webinar every time I see a patient because I have to try to sell them on the fact that I can offer them something better Y and I think the thing that you said that hit home is I'm typically trying to pave the path to heaven when they really just just want to get out of hell and so I guess the question becomes is how do I transition what I normally do on a

one: one in a webinar fashion when the road from Hell involves things of uh people Who are tired of smelling musty people who want to feel confident that they're not leaving drainage in their clothes and want to be intimate but don't but that's kind of hard to do on a public form but how can I turn that into a webinar I'm glad you brought that up a webinar might not be the the appropriate vehicle for it but I'll give you the messaging anyway so then whatever it ends up being this will be useful to you

you have to address the Uncomfortableness of what you're talking about before you talk about it so when you're communicating with them in this particular instance you will bring up and I did this in my presentation here today um the uncomfortableness of here's what we're going to have to get into and here's why it's going to be tough for you to understand this and accept this or here's some of the the inadequacies you may feel as we go through this and I realize that this is a very sensitive Very delicate subject that is not lost on

me but my challenge is if I don't bring it up then I can't connect with you and I can't help you so forgive me if I run the risk of potentially offending you if it means that maybe I can also help you you feel that right yeah yeah yeah yeah yeah so so just set it up that way we what we do is we we try to deny the truth or try to downplay it when I'm trying to lean more into it so if my product's expensive I don't Pretend it is and I say it

absolutely is expensive and it's worth every penny too that kind of stuff yes hi Jason uh excellent presentation my name is Cameo Roberson and I run a fractional coo agency six and seven figure service based entrepreneurs pay me to rescue them from their operational chaos and be prepared for Next Level growth my question has to do with you mentioned the people who need us the most are the ones who take everything we Have and not change yeah so as we think about the individuals we work with with how do you determine who those people are

that is a great question the the my favorite way is putting an offer in front of somebody and saying pay me money and then seeing who does and who doesn't right and and that's a simplified version of a deeper answer is I learned early on that it should not be my job to decide how you spend your money and I have short changed so many People because I didn't give them the opportunity to buy from me when they wanted to buy from me because I thought I knew better than them on how they should spend

their money okay the problem is when we we approach it the other way then anybody and everybody is like sure okay your offering I'll take it as they should that would it'd be weird for them not to take advantage of somebody who leaves themselves vulnerable and just pretends that the World is going to be okay like and not protect your own boundaries like this is an emotional issue more than it is a business issue issue it's an issue of boundaries and so we create the boundaries in which is acceptable for us to engage with clients

and if the clients aren't willing to engage Within those boundaries we don't take them on as clients if we can't get enough clients then we realize the problem is we're serving the wrong Market because Good clients will respect your bound your boundaries and they will Thrive and do better with those boundaries not unlike our children okay so that's how you do it thank you you're welcome and we should have just done this for the whole time right hi Jason my name is Tony Harris Taylor they call me the networking Queen introverts p me yeah yeah

to help them to get comfortable with networking so that they can turn their contacts into Contracts okay first I want to say thank you for giving us the book at Mastermind in March I consumed your entire video that whole webinar for five hours and I turned around Slide by slide and made $30,000 from your woo [Applause] [Applause] my question is Lamar has taught me when you re register people for webinar to offer a VIP upgrade so my two-fold question is what price point is good for A VIP upgrade and how do you know what bonuses

to give for the upgrade versus the offer that's a great question so um I typically don't do VIP upgrades but I'll cave at that the better you get at this the longer you should go between the the offer in the close what I mean by that is we serve first we sell second the longer you can go once you know what you're doing the better because it creates tension and from that tension that's where you can create Change so I typically don't do that now sometimes you'll want to do that especially if you're doing paid

traffic and it makes sense so I have a lot of clients who do that 17 to 37 is generally the price price range you want to fall within the mistake people make is they think the bonuses have to be relevant to what you're offering they don't have to be okay so yeah at all in fact it's better if they're not right so you know Sports Illustrated back in the day used to run an offer where if you bought a subscription you got a a clock for free like a football clock you guys know what it's

about right the football clock football has nothing to do with Sports Illustrated right right women in swimsuits have has nothing to do with Sports Illustrated right Wells Fargo used to give you a Shotgun If you opened up an account at their Bank shotgun is better for robbing the bank than it is For creating the account right so the bonuses have don't have anything to do with the offer if they're if there people say I want that and that's exciting that's all we want to do as long as it doesn't contradict the offer or create confusion

so that's where you want to look at for bonuses don't think that you have to be limited to well let's just give them more of the same or similar different variation so that's a good one yeah you're Welcome and thank you for telling me about the success