Jason flylan here I'm going to show you how to create a killer offer via a checklist so I'm going to put the checklist on the screen when I have my team put it up here somewhere so you can see it right now as I'm talking and then we're gonna go through each of these step by step I got the checklist locked and loaded right over here slightly out of skew of camera's eye don't hold that against me I figured it was important to get down to business so let's do it core offer price bonuses scarcity
and risk these are the five components of a killer offer it doesn't matter what type of offer you're making doesn't matter how you're making it you have the core part of it you have what you charge for that you have the bonuses that they get for free the extra goodies if you will the scarcity which means the benefit of acting fast and the pain of inaction they want to know what those terms are and then the risk involved in order to acquire what you're selling so let's start with the core offer I have four things
that I'm looking to do in a core offer the first is I want to have an attractive name that automatically creates desire of ownership for your target market so that's the first thing that we're looking for so a boring name or a blase name game generally doesn't cut it an over-the-top hypey crazy name doesn't cut it either it actually detracts the value of what you're selling so back in the day there used to be these ClickBank offers they're like assassin sniper profit machine artillery gun fight number 17 I'm just making that up but it was
ridiculous so the hype was too too hypey now I have a product called Product E-class and it's a pretty boring name but because it has Brand value these days we've kept it so that's on the lower end of the scale versus the higher end of the scale you want something somewhere in the middle that's attractive when somebody hears it immediately they're like oh I want that that's interesting let me know what that is and so the more specific you can name it to a market that you're serving the better that that will land so that's
the first element second element a one sentence benefit statement focus on the transformation that your product provides so this is a good lesson no matter what you're selling if you only had one sentence to sell the thing in what would that say sentence B nobody seems to have that that's crazy to me you should have that elevator pitch version of your product now the reason why is nobody usually buys your thing with one single sentence it's just asking too much that's why most people skip over it but what I've discovered is if you could be
succinct with it you have a now strong Foundation that you could build upon further and the real lesson to this exercise is most people focus on the product not on the outcome what's important is people aren't buying your products they're buying the outcomes and so this forces you to focus on the outcome in a single sentence so and here's the way I use this procedurally if I'm selling this generally on a webinar so I sell I'll say it's with great pleasure I introduce to you very attractive product name and people say oh that sounds great
and then after that I hit them with the one sentence benefit statement so it's like a one-two punch boom boom they're like oh man this is really awesome then the third thing you want to do on your checklist for your offer is the four to seven highlights of your offer so generally you have four to seven key things about your offer that just blow somebody's mind more than anything else so if you think about how you would sell a car there's thousands of things that you can point out related to the car most of them
are inconsequential you ever seen one of those manuals that come with the car and they're like thick and it's on like six point type and it would take you 50 hours to read the manual imagine if somebody sold you like that well let's start talking about how these spark plugs are designed and made no you don't need to know about the spark plugs there's generally about four to seven things that you need to know about that are interesting to you before you decide to buy a car or not which is one of the biggest purchases
that most people make in their life besides a house is a car and so what we want to do with your core offer here is what are the most important four to seven elements of that offer then we want to give it a headline just like you would write a headline for a sales letter or a headline for an email or a headline for whatever and then we want to have a couple bullet points just easy Punchy things that get people excited that make them say I gotta buy the product so I can get that
outcome and that by the way takes a while to explain if you want to put some math to it is like if we have four key components of the offer headline bullet point bullet point bullet point headline bullet point bullet point bullet point that will probably if you were selling this on a webinar probably take you two to five minutes just off of that alone and then what we want to do for those core elements of the offer the core offer the four elements the five six seven we want to put proof elements besides our
claims so if you say something along the lines of we spent two hundred and fifty thousand dollars of our own research to figure this out show the receipts show the invoices show something otherwise you could just be making it up and even if you're not making up if you don't validate the claim of what that part of the core offer does it's less likely to land it's less likely to resonate with the audience and that's it though if I'm selling on a webinar my core offer I want you to think that you've seen everything and
that you know what the full deal is before I make the pitch for the price which is coming next and I'm want to do that in five minutes or less what I normally see people doing with their core offer if they're selling it on a stage or on a webinar or at some sort of event on their feet is they spend 15 minutes on the thing crazy right too long the other problem too is if it's in print so if somebody's writing out a sales letter for it is they spend all this time to introduce
the offer and it's pages and Pages or it's minutes and minutes in a video sales letter if you will and then they still belabor the offer they get way into the features of the offer and they focus too much on every little tiny detail about the offer and then people fall asleep before they learn how to bot now here's what I do next that's very different than everybody else and that's why I think we get better results than everybody else gets and nine out of 10 times when I tell somebody to do this it significantly
improves their conversion nothing is a hundred percent of course it is this price comes second so here's the core offer first and I want to get that done and fast as possible and then I want to put the price in right after that now here's the reason why we put price in second is because nobody can decide whether they want to buy something or not until they know what the price is now most people show you everything and then they end on price and then the focus is on cost I show you very little up
front just the core offer which is the shortest part of the full deal of how I present something related to the totality of the offer and then I put the price in now the price is likely you're going to say no the first time you see the price of anything that you're interested in buying most things Beyond impulse purchases or Beyond little transitory types of deals you don't really care too much either buy it or you don't but for a higher price goods and things that require a little bit more consideration a little bit more
effort of ownership you're most likely to default to know even if you want the thing because no is easy anything other than no is challenging because you've got to fill stuff out you got to spend the money and then hopefully the benefit comes back to you later so the default position is no this is why we put the price up front so if people want to say no we get them to say no immediately or if people want to say maybe they can only say maybe really seriously once they know what the price is now
occasionally some people will say yes and that's fantastic because we get them to say yes soon right away and they don't have to wait till later to say yes and give us their money later they can give it to us sooner so this is why there's some logic here of core offer and then price now this is what we do with price we don't spend a whole bunch of time on price because you don't need to spend a whole bunch of time on price we go through the offer the core portion of the offer then
we reveal what the price should be so we anchor the value to something much higher than what the price actually is my favorite way to do this essentially goes here's what it's worth to me here's what it's worth to others that I've shown this to here is what this type of thing goes for on the market traditionally here's what we normally offer it at here's your special offer if you take advantage before the countdown timer expires or for whatever reason that the scarcity so that's the first mention of scarcity so scarcity will be interwoven throughout
the whole presentation of the offer but that's really the first major portion where you see it where there's a special deal that if you act fast enough you can secure an even deeper discount and there is something to be said about even if you know that this is an act of marketing and you're the consumer on the other end it doesn't matter if we put a large number in somebody's mind the anchor is large too small which is much preferable from small to large remember when you might not remember this I don't know how old
you are but Netflix several years back they raised their price by like a dollar or two and had a mutiny on their hands everybody freaked out because even if it's a small increase in price from like nine dollars to ten dollars people lose their mind so it's better to start with an absurdly high price drop it drop it again drop it one more time and then tell them what the actual price is now so the checklist that I have is Reveal Your Price before you show the bonuses that's the first check second check is Anchor
the value of your offer to something much higher prices we discussed third have a clear direct call to action of how to buy your product so on a webinar I say this is what this has been worth to me big number this has been What It's Worth to others also a huge number this is what something like this comparable on the market would go for high number this is what we normally retail it at regular price this is your special deal when you go to example.com yes and sign up before the countdown timer expires it's
a very clear call to action if you were doing this one to one it would be and if you sign up right now and you slide it over then you can get started today for just blank you tell them what to do essentially you sign this contract I can get this to you at this deal what we really want the customer to feel is like they're ripping us off that's what I shoot for when I create the whole offer is I want them to feel almost guilty like man you shouldn't be giving this away at
this price I get it I understand why you are hopefully you don't come to your senses before I give you the money I think you're going to come to your census one day but let me buy right away before you do come to your senses so that's how we juxtapose price so they understand that it should be way more than what it actually is and now we move on to bonuses by far the most important facet of the offer in terms of deliverables are the bonuses so the first check I have on my offer checklist
is make your bonuses more valuable than the product itself everybody gets this backwards they put all the best stuff in the product and then they sell you the the bonuses as scraps or they offer for free the bonuses of scrap major mistake there's a psychological component where when you get something for free that you shouldn't get for free it feels so much better it's crazy right like I I should have to pay a lot of money for this and I get it for free oh my God what a good deal that's how people think and
so we want to lean into that so we make the bonus the best part of the offer is something they can't buy they can only get for free but the string that's attached to it is they have to buy the core thing to get the bonus for free so once upon a time Wells Fargo there was a promotion they did a long time ago wouldn't work today on the current culture but once upon a time they said if you opened up a bank account we'll give you a free shotgun people that otherwise would not open
up bank accounts did not need to open up bank accounts with Wells Fargo we're going to open up the bank account just to get the shotgun shotgun had nothing to do with the bank account tenuous relationship at best interesting it'd probably be like okay do you want to create more bank robbers well give them more guns I don't know it didn't make a lot of sense but because the bonus was so good people went and did it the football clock for Sports Illustrated is kind of the same deal has nothing to do with reading articles
in a magazine but the clock was so cool people wanted it so bad they would buy magazines and throw them away just to get the clock so make your bonus more valuable than the product itself that's the key Hallmark of a killer offer is to have these bonuses that are ridiculous and by the way they're exclusive you can't get them anywhere else so make your bonuses more value than the product itself link a price and value to each individual bonus so again we're focusing on value if these bonuses have actual retail value because they can
be gotten from somewhere else but the retail value is really high then you can use that I do like when we have actual retail value so what I like to do is I would say Hey listen we took a piece out of this course over here or this thing over there that retails for twenty five hundred dollars and we put it in over here in this bonus for free so one thing you can do is you can pull a portion out of a different product so say you you're selling something over here that's like two
thousand dollars and you pull a component out of it and then you put it in your new offer that you're selling over here what you can say is this thing that I've given you as a bonus you can't buy anywhere on its own the only way to get this would be to buy this other course over here for two thousand dollars and then you could get this so now we get the best of both worlds we get the exclusivity because you can't buy it on its own you'd have to buy it as part of something
else and that's something else has a high retail value associated with it and sometimes we do this where we have bonuses pulled out of twenty five hundred dollar products that we put into fifteen hundred dollar products so literally the only way to get this bonus would be to pay more for the course where the bonuses contained in than what I'm selling you today that's what makes it a really good deal I use multiple media for your bonuses so if it's like hey here's six Zoom sessions I did on six different topics where here's nine different
checklists for nine different things it's not nine bonuses it's one bonus repeated nine times so we want multiple modalities so we I love bonuses that have you know a component of software a component is one-on-one coaching a component is a Facebook group a component is a is a cheat sheet a component is like an audit a component is a case study something that has different deliverables not just the same deliverable for every single bonus if you can save your best bonus for last so I like to lead with my second best bonus so when we
do that call to action you know we show the core offer we reveal the actual price we tell them where to go to sign up we say and best of all if you sign up fast enough before this offer expires there's a scarcity again then you're gonna get some really great bonuses bonus number one boom and that's your second best bonus and then you and on a high note which is your best bonus save your best bonus for Less we sell the bonuses similar to the components of the core offer sexy title reason why it's
a bonus three to four highlights about that bonus with proof attached to it and then put a value on it total the value of all your bonuses and all of a sudden the bigger bigger number of value goes up and the price is small it's a pittance compared to the value now let's talk about the scarcity part of the checklist there's really only four ways that something can be scarce it's either scarce meaning it goes away or the price increases those are your two options based upon a time limit or a quantity limit so those
are the only four components and so is your price going to go up after a certain time or after a certain quantity is sold then the other thing is access is the offer going to go away after a certain time or after a certain quantity so are the bonuses exclusive to this offer and on avail available anywhere else or are they not exclusive I prefer exclusive bonuses that's what I shoot for so if we put a bonus here we can't use that bonus anywhere else or we can't do anything else with it the ideal the
Paradigm that I shoot for is the bonuses are exclusive just to that offer they're not available anywhere else you couldn't buy them normally they're not attached to the offer normally so generally the normal price of the product is higher and it doesn't come with bonuses the special offer is the price is lower and it comes with all these bonuses and none of these bonuses are available anywhere else in any other product and you can't buy these bonuses on their own that makes scarcity extra extra supercharged extra special and then the third checklist under scarcity give
a believable compelling reason for why the offer is scarce so it can't just be like because I want you to buy and I'm manipulating you so you have to buy right away that doesn't work right so you have to come up with a reason typically the reason that I make which is always true I always give a true reason why but sometimes it doesn't have to be that complicated it could just be like listen if I left you on your own and I didn't give you a time limit you would think about this forever and
then you would never make a decision so we just got to know if you're in or out by this time sometimes the reason why I said is I treat this like a bus everybody's got to get on the bus I'm waiting for you to get on the bus but then once the bus gets ready to leave you're either on or you're not on because we have to make a decision and we gotta at some point in time switch our Focus from getting new customers on to focusing on the existing customers that we have and so
that's another reason my favorite reasons why for scarcity is because there absolutely has to be some sort of limitation attached to it and there's no two ways about it so if I'm selling an exclusive in-person event and we only have 50 spots because that's the size of the room then that's the best scarcity you could ever have is where it's so powerful a damaged goods offer these are why these are so incredible because you have 178 damaged mattresses they functionally just fine but the problem was they put the labels on backwards so you need to
get rid of them fast so then it's believable for the price discount it's believable for this scarcity that kind of stuff crushes it the last checklist on scarcity is emphasized both the benefit of acting fast and the pain of missing out so people generally do one or another I find it as more powerful if you go from both angles carrot and stick and lastly risk first check mark what's the worst case scenario for investing and why is it still better than not investing at all so I love to think about this when I'm constructing an
offer what if this person is the unluckiest who's ever existed and everything that they do goes wrong even though they're sincere and even though they try their hardest and I say how can I make that person succeed despite all that with this offer and we do that by removing the risk so I think through that and then I use that to inform the offer that I'm going to be making second check part can you offer a no questions asked money back guarantee can it be presented with impact so generally it makes more sense than not
to have some sort of money back guarantee ideally it's unconditional that's not always possible but that's where we try to make it if we can't and then just having it is one thing but selling it making it sexy making making it powerful is another thing so can we name the guarantee can the guarantee have a cool name can we do a dramatic demonstration related to the guarantee stuff like that now the extra credit level almost Nobody Does this but man if you can do this it changes everything can you do a conditional better than money
back guarantee so are there some things that if they meet these requirements and do not get a certain result you'll give them double their money back or Beyond double their money back those things are very hard to do but if you can pull them off it is one of the greatest sales pitches that you can ever design ever almost every single offer I've ever done that's knocked it out of the park had a regular guarantee and a better than money back guarantee the last check mark besides money what other risk can you mitigate or completely
remove so I think about time a lot how can I show somebody that their time will never be wasted if they do this so if they try this out and they don't get the result that they want how are they still better off so how can we minimize beyond the Financial Risk what other risks are there when they try this out and how can we make those risks seem insignificant render those risks inert so this is not all there's a lot more that you can do with an offer especially if you're playing in the big
leads I can give you 15 20 30 40 other considerations but these are the key ones these are the 20 that makes the 80 results how you position your core offer when you Reveal Your Price what you do with the bonuses how you introduce scarcity how you make it believable how you minimize risk those are your key components of a killer offer get to work let me know how it works out for you
