$100M OFFERS
100M Offers by Alex Hormozi
“Make people an offer so good they would feel stupid saying no.”
- 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.
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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:
1. Not enough clients
2. Not enough cash (excess profit at the end of the month) what does it take to grow? Thankfully, just three simple things:
1. Get more customers
2. Increase their average purchase value
3. Get them to buy more times That’s it.
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Grand Slam Offer allows you to sell your product based on V ALUE not on PRICE.
Commoditized = Price Driven Purchases (race to the bottom)
Differentiated = Value Driven Purchases (sell in a category of one with no comparison.
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it allows you to sell in a “category of one,” or, to apply 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:
1. Increased Response Rates (think clicks)
2. Increased Conversion (think sales) 3. Premium Prices (think charging a lot of money).
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If you pay the same amount for eyeballs but 1) more people respond, 2) more of those responses buy, and 3) they buy for higher prices, your business grows.
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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 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 play book for (insert industry), absolutely free just for becoming a client.
In a nutshell, I'm feeding people into your business, showing you, exactly, how to sell them so that you can get the highest prices, which means that you make the most money possible . . . sound fair enough?
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Y our 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?
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Don’t be romantic about your audience. Serve the people who can pay you what you’re worth.
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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.
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When picking markets, I look for four indicators:
1. Massive Pain
2. Purchasing Power
3. Easy to Target:
Main point: you want to make sure you can target your ideal audience easily.
4. Growing
There are three main markets that will always exist: Health, Wealth, and Relationships.
here’s the simplest illustration of the order of importance between markets, offers, and persuasion skills:
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Order of Importance:
Starving Crowd (market) > Offer Strength > Persuasion Skills
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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 #1:** 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 hocking hot dogs when the bars close up at 2am, with mobs of starving drunk folks, you’re gonna sell out your hotdogs.
**Example #2** (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 #3**: 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 skill to be successful (nothing wrong with that, but probably not what you signed up for).
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[[ 💡 Niching down will make you far more money.]]
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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.”
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If you try one hundred 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
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Having established how to nail a market, let’s get back to pricing. The first step to making crazy money is charging premium prices.
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is how to create and communicate value, aka the “worth-it-ness” of an offer.
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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.
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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.’
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[[pricing process typically goes something like this]]
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[[Pricing where the market is means you’re pricing for market efficiency.]]
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We are trying to make egregious amounts of money that will have your relatives 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.
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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 clients’ emotional investment since it didn’t cost them much . . .
- Decrease your clients’ perceived value of your service since it can’t be that good if it’s so cheap, or priced 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.
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Here’s the reverse. This is what happens when you raise your prices.
When you raise your prices, you :
- Increase your clients’ emotional investment
- Increase your clients’ perceived value of your service
- Increase your clients’ 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.
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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 tasters 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.
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The higher the price, the more allure 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.”
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### Anyone can raise their prices, but only a select few can charge these rates and get people to say yes.
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You need to have a big discrepancy between what something costs you and what you charge for it.
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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 hundred 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.
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The Value Equation
1. (Yay) The Dream Outcome (Goal: Increase
2. (Yay) Perceived Likelihood of Achievement (Goal: Increase)
3. (Boo) Perceived Time Delay Between Start and Achievement (Goal: Decrease)
4. (Boo) Perceived Effort & 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 & Sacrifice
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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 prospects' 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.
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Pro Tip: Logical vs 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 find psychological 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.
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📌 “Any fool can sell a product by offering it for a discount, it takes great marketing to sell the same product for a premium”
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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
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- #1 Dream Outcome (Goal = Increase)
Our goal is not to create desire. It’s simply to channel that desire through our offer and monetization vehicle.
The dream outcome is simple; it’s the “getting there” where the value gets enhanced or detracted.
People generally, 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
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Talk in terms of things your prospect believes will increase their status, and you will have your prospects drooling.
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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 buddies' jaws will drop when they see your ball soar 40 yards past theirs . . . they’ll ask you what’s changed . . . only you will know.
- #2 Perceived Likelihood of Achievement (Goal = Increase)
people 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?”
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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).
- #3 Time Delay (Goal = Decrease)
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 buy in 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 seven 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.
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Pro Tip: 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.
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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 vs DMV wait in line forever or pay $50 you can skip the line and get your license renewed privately. Fedex vs USPS (when it absolutely positively has to be there overnight). Spotify vs Slow Free Music. Uber vs 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.
- #4 Effort & Sacrifice (Goal = Decrease)
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
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And you can either sit there and make “complain” posts about how 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
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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.
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Convergent & 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.
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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?
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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.”
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> It’s a new level of frustration when you can’t even give your services away for free to people.
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Dan Kennedy’s books, I was hooked.
In his books, he talked about making “irresistible offers.”
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what do they really want? No one wants a membership; they want to lose weight.
Step #1: Identify Dream Outcome I
Step #2: List Problems
1. Dream Outcome→ This will not be financially worth it 2. 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).
2. Effort & Sacrifice→ This will be too hard, confusing. I won’t like it. I will suck at it.
3. 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.
Step #3: Solutions List
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.
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.
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.
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.
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.
To recap quickly, remember that we covered identifying dream outcomes (step one), listing problems (step two), and determining solutions (step three).
Step #4 Create Your Solutions Delivery Vehicles (“The How”)
1. What level of personal attention do I want to provide? one-on-one, small group, one to many 2. 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 (DWY) - you teach them how to do it; done for them (DFY) - you do it for them 3. 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 4. If doing a recording, how do I want them to consume it? Audio, video, or written.
2. How quickly do we want to reply? On what days? during what hours? 24/7. 9-5, within 5 minutes, within an hour, within 24 hrs?
3. 10x to 1/10th test. If my customers paid me 10x my price (or $100,000) what would I provide? If they paid me 1/10th 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 1/10th price? Stretch your mind in either direction and you’ll come up with widely different solutions.
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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 everyday. 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 percent 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.
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Note: You must 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
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If you aren’t sure what’s high value, go through the value equation and ask yourself which of these things will this person:
1. Financially value
2. Cause them to believe they will be likely to succeed
3. Make them feel like they can do it with much less effort and sacrifice
4. Help them accomplish their goal and see the result they want with far less time investment.
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If there’s one type of delivery vehicle to focus on, it’s creating high value, “one to many” solutions.
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People want what they can’t have. People want what other people want. People want things only a select few have access to.
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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.
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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).
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> Demand for services is non-linear. Instead, I’ve found demand to be fractal (80/20). In other words, one fifth of the prospects are willing to pay five times the price (or more).
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The longer you delay the ask, the bigger the ask you can make. “The longer the runway, the bigger the plane that can take off.”
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I will show you how I:
1. Use scarcity to decrease supply to raise prices (and indirectly increase demand through perceived exclusiveness) 2. Use urgency to increase demand by decreasing the action threshold of a prospect.
2. Use bonuses to increase demand (and increase perceived exclusivity).
3. Use guarantees to increase demand by reversing risk.
4. Use names to re-stimulate demand and expand awareness of my offer to my target audience.
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### 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.
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Fear of loss is stronger than desire for gain.
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Three Types of Scarcity
1. Limited Supply of Seats/Slots: in general or over X period of time.
2. Limited Supply of Bonuses
3. Never available again.
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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 seems to be the sweet spot for most of the companies that I know who do this with regularity.
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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.
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Pro Tip - Extreme Scarcity If you don’t hate money, sell a very limited supply of 1-on-1 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 dont mind zoom calls. Make it work for your working style. The cream of the crop (the 1% of 1% will adjust and take action).
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Pro Tip - Once Y ou’re Out, Y ou Can Never Come Back You can create scarcity by also capping your service level and saying that if they leave than 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).
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a single offer is less valuable than the same offer broken into its component parts and stacked as bonuses (see image)
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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.
Bonus Bullets:
That being said, there are a few key things to remember when offering bonuses:
1. Always offer them (you can use the bulleted bundle we came up with at the end of Section III) 2. Give them a special name that has a benefit in the title 3. Tell them:
2. 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) 4. Provide some proof (this can be a stat, a past client, or personal experience) to prove that this thing is valuable 5. Paint a vivid mental image of what their life will be like assuming they have already used it and are experiencing the benefits 6. Always ascribe a price tag to them and justify it 7. Tools & checklists are better than additional trainings (as the effort & time are lower with the former, so the value is higher. The value equation still reigns supreme).
3. They should each address a specific concern/obstacle in the prospects mind about why they can’t or won’t be successful (bonus should prove their belief incorrect) 9. 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.
4. 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).
5. 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).
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a) Bonuses With Scarcity
1. Version 1: Only people who sign up for XZY program will have access to my Bonus #1, 2, 3 that are never for sale or available anywhere else other than through this program.
2. Version 2: I have 3 tickets left to my $5,000 virtual event, if you buy this program you can get one of the last 3 tickets as a bonus.
b) Bonuses With Urgency
1. Version 1: 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.
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Summary We want to employ bonuses because they expand the price to value discrepancy and get people to purchase who otherwise wouldn’t. They massively increase the prospects' perception of the value of our offer. So here’s what to do:
1. 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.
2. 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).
3. 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 themselves (because you are negotiating with the purchasing power of all your customers at once, very powerful).
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From an overarching perspective there are four types of guarantees:
1. Unconditional
2. Conditional
3. Anti-Guarantee
4. Implied Guarantees.
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**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 Money Back Satisfaction Guarantee.
Creative Imagery Example #1 (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 #2 (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.
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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.
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- Make a Magnetic “Reason Why”
We start the name with a word 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
- 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 sub market, or hyper local area. Not Baltimore but Towson, MD. Not Chicago, but
Hinsdale, Etc.
Examples: Bee Cave Dentists, Rolling Hills Moms, Brick & 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 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, 1st Place, Never Out Of Breath, Perfect Product, Grand Slam Offer, Little Black
Dress, Double Your Profit, First Client, High Ticket, 7 Figure, 100k, Etc.
- Indicate a Time Interval
You’re just letting people know the duration to expect here. This gives an example of how long your results will take to achieve
- Complete With A Container Word