MOC : [[BUSINESS]] Source : Projets : Tags : Date : 2024-11-17 ***  ## Highlights - How? It allows you to differentiate yourself from the marketplace. In other words, it allows you to sell your product based on VALUE not on PRICE. Commoditized = Price Driven Purchases (race to the bottom) Differentiated = Value Driven Purchases (sell in a category of one with no comparison. Yes, market matters, which I will expound on in the next chapter) ([Location 619](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=619)) - There is a market in desperate need of your abilities. You need to find it. And when you do, you will capitalize, all while wondering what took you so long. Don’t be romantic about your audience. Serve the people who can pay you what you’re worth. And remember that picking a market, like anything, is always our choice, so choose wisely. ([Location 803](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=803)) - When picking markets, I look for four indicators: ([Location 818](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=818)) ## Les massive pains pour vendre - 1) Massive Pain They must not want, but desperately need, what I am offering. ([Location 822](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=822)) - The degree of the pain will be proportional to the price you will be able to charge ([Location 826](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=826)) - point: your audience needs to be able to afford the service you’re charging them for. ([Location 841](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=841)) ## - 3) Easy to Target Let’s say you have a perfect market, but no way of finding the people who comprise it. Well, making a Grand Slam Offer will be difficult. I make my life easier by looking for easy-to-target markets. ([Location 845](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=845)) - Growing Growing markets are like a tailwind. They make everything move forward faster. Declining markers are like headwinds. They make all efforts harder. ([Location 856](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=856)) - Starving Crowd (market) > Offer Strength > Persuasion Skills ([Location 885](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=885)) - Niching Product Pricing Example: Example Product Price Time Management $19 Time Management For Sales Professionals $99 Time Management For Outbound B2B Sales $499 Time Management For Outbound B2B Power Tools & Gardening Sales Reps $1997 ([Location 945](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=945)) - They believe what they are getting (VALUE) is worth more than what they are giving in exchange for it (PRICE). ([Location 1076](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1076)) - Most business owners are not competing on price or value. In fact, they’re not actually competing on anything at all. Their pricing process typically goes something like this: 1)     Look at marketplace 2)     See what everyone else offers 3)     Take the average 4)     Go slightly below to remain “competitive” 5)     Provide what their competitors offers with a “little more” 6)     End up at a value proposition of “more for less” ([Location 1101](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1101)) - In essence, raising your prices can directly enhance the value you provide. What’s more, 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.” ([Location 1178](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1178)) - drivers (on top), you will seek to increase. The other two (on the bottom), you will seek to decrease. (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) ([Location 1303](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1303)) - 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 These are all powerful drivers. ([Location 1374](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1374)) - Step #1: Identify Dream Outcome ([Location 1742](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1742)) - Step #2: List Problems ([Location 1751](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1751)) - Step #3: Solutions List ([Location 1810](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1810)) - Everyone buys bargains. Some people just buy $100,000 things for only $10,000. ([Location 1890](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1890)) - 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. ([Location 1898](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1898)) - have always lived by the mantra, “Create flow. Monetize flow. Then add friction.” This means I generate demand first. Then, with my offer, I get them to say yes. Once I have people saying yes, then, and only then, will I add friction in my marketing, or decide to offer less for the same price. ([Location 1902](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1902)) - Step #4 Create Your Solutions Delivery Vehicles (“The How”) The next step is thinking about all the things you could do to solve each of these problems you’ve identified. This is the most important step in this process. This is what you are going to deliver. This is what you are going to do or provide in exchange for money. For the purposes of keeping creativity high (divergent thinking), think about anything you could possibly do. Think of all the things that might enhance the value of your offer. So much so that they would be stupid to say no. ([Location 1934](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1934)) - What level of personal attention do I want to provide? one-on-one, small group, one to many b)     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 c)      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 d)     If doing a recording, how do I want them to consume it? Audio, video, or written. e)      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.? f)      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. ([Location 2013](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2013)) - Step #5: Trim & Stack Now that we have enumerated our potential solutions, we will have a gigantic list. Next, I look at the cost of providing these solutions to me (the business). I remove the ones that are high cost and low value first. Then I remove low cost, low value items. If you aren’t sure what’s high value, go through the value equation and ask yourself which of these things will this person: 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. What should remain are offer items that are 1) low cost, high value and 2) high cost, high value. ([Location 2041](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2041)) - The Final High Value Deliverable Let’s sum this up before we configure our final high value deliverable. Step #1: We figured out our prospective client's dream outcome. Step #2: We listed out all the obstacles they’re likely to encounter on their way (our opportunities for value). Step #3: We listed all those obstacles as solutions. Step #4: We figured out all the different ways we could deliver those solutions. Step #5a: We trimmed those ways down to only the things that were the highest value and lowest cost to us. All we have to do now  is… Step #5b: Put all the bundles together into the ultimate high value deliverable. ([Location 2089](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2089)) - Buying food→ How anyone can buy food fast, easy, cheaply → Foolproof Bargain Grocery System . . . that’ll save hundreds of dollars per month on your food and take less time than your current shopping routine ($1,000 value for the money it'll save you from this point on in your life) 1-on-1 Nutrition Orientation where I explain how to use… Recoded grocery tour DIY Grocery Calculator Each plan comes with it’s own list for each week Bargain grocery shopping training Grocery Buddy System Pre-made insta-cart grocery carts for delivery And a check-in via text weekly.   Cooking→ Ready in 5 min Busy Parent Cooking Guide . . . how anyone can eat healthy even if they have no time ($600 value from getting 200 hours per year back — that’s four weeks of work!) a)      1-on-1 Nutrition Orientation where I explain how to use… b)     Meal Prep Instructions c)      DIY Meal Prep Calculator d)     Each plan comes with it’s own meal prep instructions for each week e)      Meal prep buddy system f)      Healthy snacks in under 5 min guide g)     A weekly post they make to tag me for feedback   Eating→ Personalized Lick Your Fingers Good Meal Plan . . . so good it’ll be easier to follow than eating what you used to “cheat” with and cost less! ($500 value) a)      1-on-1 Nutrition Orientation where I explain how to use… b)     Personalized Meal Plan c)      5 min Morning shake guide d)     5 min Budget Lunches e)      5 min Budget Dinners f)      Family size meals  g)     A daily picture of their meals h)     1-on-1 feedback meeting to make adjustments to their plan (and upsell them)   Exercise→ Fat Burning Workouts Proven To Burn More Fat Than Doing It Alone . . .  adjusted to your needs so you never go too fast, plateau, or risk injury ($699 value)   Traveling→ The Ultimate Tone Up While You Travel Eating  & Workout Blueprint . . . for getting amazing workouts in with no equipment so you don't feel guilty enjoying yourself ($199 value)   How to actually stick with it→ The “Never Fall Off” Accountability System . . . the unbeatable system that works without your permission (it’s even gotten people who hate coming to the gym to look forward to showing up) ($1000 value)   How To Be Social→ The ‘Live It Up While Slimming Down” Eating Out System that will give you the freedom to eat out and live life without feeling like the “odd man out” ($349 value)   Total value: $4,351 (!) All for only $599. ([Location 2105](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2105)) - People want what they can’t have. People want what other people want. People want things only a select few have access to. ([Location 2240](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2240)) - These forces are often more powerful than your core offer. In this next section Enhancing Your Offer, 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. 3)     Use bonuses to increase demand (and increase perceived exclusivity). 4)     Use guarantees to increase demand by reversing risk. 5)     Use names to re-stimulate demand and expand awareness of my offer to my target audience. ([Location 2327](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2327)) - So there are two components to the value: first, how rare the sources are; second, the actual value being provided. The value and rarity compound to create some truly breathtaking profits. Specialized consultants are paid millions of dollars to solve problems worth tens of millions to clients. The client pays for all the experience and expertise the expert has and avoids the cost of errors (time and money). In short, they skip the bad stuff and go straight to the good stuff more quickly and for less money than it would cost to figure it out on their own . . . a beautiful economic exchange. ([Location 2373](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2373)) - 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. ([Location 2415](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2415)) - Scarcity is a function of quantity. Urgency is a function of time. This is where you only limit when people can sign up, rather than how many. Having a defined deadline or cut off for a purchase or action to occur creates urgency. Frequently, scarcity and urgency are used together, but I will separate them out for you to illustrate the concepts. ([Location 2506](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2506)) - I’m going to show you my four favorite ways of using urgency on a consistent basis, ethically: 1) Rolling Cohorts, 2) Rolling Seasonal Urgency, and 3) Promotional or Pricing Urgency 4) Exploding Opportunity. ([Location 2512](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2512)) - Presenting Bonuses 1-on-1 vs Group Selling ([Location 2611](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2611)) - There are key differences between pitching to a group versus a single person. Group selling is beyond the scope of this book. But I want to at least address when a bonus would be brought up in a 1-1 selling scenario. When selling one on one, you ask for the sale first, before offering the bonuses. If they say yes, then after they have signed up, you let them know the additional bonuses they're going to get. This creates a wow experience and reinforces their decision to buy. On the other hand, if the person does not buy after the first ask, then you present a bonus that matches their perceived obstacle, then ask again. Don’t feel weird about asking again. You simply agree with the prospect, add the bonus, and ask if this consolation was “Fair enough.” People have a hard time rejecting reciprocity, so adding a bonus to accommodate, then another, then another, and people will feel almost obligated to buy from you. ([Location 2612](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2612)) - 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: 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). 8)     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. 10) The value of the bonuses should eclipse the value of the core offer. Psychologically as you continue to add offers, it continues to expand the price to value discrepancy. It also, subconsciously communicates that the core offer must be valuable because if these are the bonuses, the main thing has to be more valuable than the bonuses right? (No, but you can use this psychological bias to make your offer seem wildly compelling). 11) You can further enhance the value of your bonuses by adding scarcity and urgency to the bonus themselves (which takes this technique and puts it on steroids). a)      Bonuses With Scarcity Version 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. 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 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. 12)  You can also make a guarantee itself a bonus. Ex: “I want to remove any fear you have about making the decision today. So, if you decide to move forward today, I’ll also give you a 30 day money back… ([Location 2627](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2627)) - You can get other businesses to give you their services and products as a part of your bonuses in exchange for exposure to your clients for free. This is free marketing for them, and high value products for you at no cost. Businesses will do this because you are going to give their business exposure for free to the highest quality prospects, your customers. As long as they are not direct competitors, you can get some brownie points, secure some future referral IOUs, and make your offer more valuable at the same time. If you secure enough of these relationships, you can literally justify your entire price in the savings and additional true-to-price bonuses. For example - if I owned a pain clinic, I might get a massage therapist to give me 1-2 free massages to incorporate into my offer. On top of that, I might get: ...a chiropractor to give me two free adjustments. (Value: $100) ...a low inflammation food company to give me discounts for their products ($50 savings) ...discounts for braces and orthotics ($150 savings) ([Location 2685](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2685)) - 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 costs time or money to create but can be given away endless times 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). ([Location 2735](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2735)) - From an overarching perspective there are four types of guarantees: 1) Unconditional 2) Conditional 3) Anti-Guarantee 4) Implied Guarantees. You must always hit your guarantee hard, even if you don't have one. Say it boldly and give the reason why. ([Location 2767](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2767)) - What makes a guarantee have power is a conditional statement: If you do not get X result in Y time period, we will Z. ([Location 2791](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2791)) - Better example: You will get 20 clients in your first 30 days, or we give you your money back + your advertising dollars spent with us. This is a simple, but strong guarantee. ([Location 2798](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2798)) - 1) Unconditional Guarantees As I stated earlier, there are unconditional, conditional, and “anti-” guarantees. Unconditional are the strongest guarantees. They're basically a trial where they pay first then see if they like it. This gets a LOT more people to buy, but you will have some people refund, especially as consumer culture continues to shift towards entitlement and zero accountability. ([Location 2803](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2803)) - 2) Conditional Guarantees Conditional guarantees include “terms and conditions” to the guarantee. These are the ones you can get VERY creative on. In general, you want these to be “better than money back” guarantees. Because if they are going to make an investment, you want to match their investment psychologically with an equal or higher perceived commitment. ([Location 2808](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2808)) - Anti-guarantees are when you explicitly state “all sales are final.” You will want to own this position. You must come up with a creative “reason why” the sales are final. Typically, you’ll want to show a massive exposure or vulnerability on your part that a consumer could immediately understand and think “Yes, that makes sense.” ([Location 2817](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2817)) - An experienced salesman understands that, like bonuses, you can actually stack guarantees. For example, you could give an unconditional 30 day no questions asked guarantee then on top of that give a conditional triple your money back 90 day guarantee. That would be an example of stacking an unconditional with a conditional guarantee. ([Location 2828](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2828)) - What the Client Gets: A) a full refund, B) a 50 percent refund, C) a refund of their ad spend and any ancillary costs incurred, D) you pay for a competitors program instead, E) you return their money plus an additional $1,000 (or other applicable amount) My Take: This is about as simple as it gets. It’s also very risky. You put yourself in a situation where if someone does not achieve the results, whether because of your fault or not, you will still be held accountable. Obviously this is a strong, but unoriginal guarantee. You can add conditions, but the more conditions you add, the faster this guarantee loses its teeth. Wording: I heard Jason Fladlien, who I referenced earlier, pitch his unconditional guarantee on a webinar and I thought it was unbelievable. These are 100% his words and not my own. I take no credit for this but have included it for completeness.   “I’m not asking you to decide yes or no today...I'm asking you to make a fully informed decision, that is all. The only way you can  make a fully informed decision is on the inside, not the outside. So you get on the inside and see if everything we say on this webinar is true and valuable to you. Then, if it is, that’s when you decide to keep it. If it’s not for you, no hard feelings. You will then, after signing up at URL be able to make a fully informed decision that this isn’t for you. But you can’t make this decision right now for the same reason you don't buy a house without first looking at the inside of it. And know this...whether it’s 29 min or 29 days from now...if you ain’t happy, I ain’t happy. For any reason whatsoever, if you want your money back you can get it because I only want to keep your money if you’re happy. All you have to do is go to [email protected] and tell us “gimme my money” and you got it, and in short order - our response times to any support request average 61 min over a 24/7 time period. You can only make such a guarantee when you're confident that what you have is the real deal and I'm fairly confident that when you sign up at URL you’re getting exactly what you need to BENEFIT.” ([Location 2843](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2843)) - [Unconditional] Satisfaction-Based Refund Guarantee (Expanded from above): What the Client Gets: If at any time they're not satisfied with the level of service they're receiving from you, they can request a refund (at any time) for the program. My Take: Believe it or not, this was my guarantee when I sold weight-loss programs. Besides being an irresistible offer, I guaranteed satisfaction. I used the strength of my guarantee to close a lot of deals. “Do you think I'd still be in business if I gave a crazy guarantee like that and wasn't good at what I did? Now I'm not guaranteeing you’re going to hit this goal in six weeks, after all, because I can't eat the food for you. But I am guaranteeing that you will get $500 worth of value and service from us to support you. If you don't feel like we gave you that level of service, I’ll write you a check the day you tell me we suck.” It works perfectly with a best-case/worst-case close. “Best case you get the body of your dreams and we give you all your money towards staying with us to hit your long-term goal. Worst case you tell me I suck, I write you a check, and you get six weeks of free training. Both options are risk free. But, the only thing guaranteed not to help you is walking out of here today.” If you are good at what you do, you can use a guarantee like this to push a lot of people over the edge. That line made me a lot of money. I had two people take me up on it out of 4,000 sales in three and a half years. Satisfaction/No questions asked is the highest form of guarantee. It means we could do everything right and you could still ask for your money back. As long as you know the math, you will typically make up for the refunds in spaces with higher and faster closing on the sales side. But you have to be good at fulfilling your promises. If not, steer clear. I believe this offer works much better in lower-ticket situations. It becomes very risky as you go into higher-ticket services with higher costs of fulfillment. ([Location 2866](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2866)) - What the Client Gets: Double or Triple their money back, or a no-strings-attached payment of $X,XXX (or another amount that’s far more than what they paid). My Take: This is for when you sell something with high margins. And this is a guarantee to add with a consumption condition. That means they must do a variety of things to qualify for this guarantee. A world class affiliate marketer Jason Fladlien (who did $27M in a single day) recently used an amazing guarantee for a course he sold. He said “if you buy this course and spend $X on advertising your ecommerce store using the methods herein, and don't make money, I will buy your store from you for $25,000 no questions asked.” He claimed that an additional $3M in sales came from this crazy guarantee on a $2997 course. What’s more, he only gave 10 of these $25,000 refunds out. So the refund generated $2.75M in extra sales. That’s what a crazy guarantee does for you. In general, a very strong guarantee like this will definitely drive more sales. This really serves the purpose when you need a lot of stuff to be done by your prospect, and, assuming those things are done, there’s a low chance of the result not being achieved. Sometimes a guarantee like this can actually get clients better results on top. This guarantee will typically outperform a traditional 30-day money back guarantee in terms of net conversions (sales minus refunds). ([Location 2891](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2891)) - What the Client Gets: You keep working for them free of charge until X is achieved. My Take: This is probably my personal favorite guarantee of all time. It essentially guarantees they will achieve their goal, but it eliminates the element of time. You are never at risk for losing the money. The guarantee is around the outcome. To add further flavor to it, you can make this guarantee conditional on them doing key actions linked with success: setting up a web page, attending calls, showing up to workouts, weighing in, reporting data, etc. Real Talk: Since I have been advising businesses to use this particular guarantee, I have yet to have a single person say a client took them up on it. Realistically, if someone actually does everything you asked them to do and doesn’t achieve the result by the time you had said, one of two things usually happens: 1)     Seeing your client’s commitment, you happily keep working with them until they achieve the desired result 2)     It gets dropped. Your client is likely very close to the goal, which means satisfied. Also, it’s likely the sales conversation with the guarantee was months earlier. What may have been important in the sales conversation is a distant memory now, replaced by their affection towards you/your business. ([Location 2906](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2906)) - What the Client Gets: You give them another Y-long period of service or access to your product/services free of charge. Generally, Y should give them at least twice the duration. My Take: This is like the service guarantee, but it ties a specific duration to your extended work/involvement. So instead of being on the hook “forever,” you’re only on the hook for an additional Y period of time. I’ve seen it work magically and keep the business on the hook for a more finite period of time which may be an easier place for you to start before doing the “all out” Service Guarantee above. ([Location 2923](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2923)) - [Conditional] Credit-based Guarantee What the Client Gets: You give them back what they paid but in a credit toward any service you offer. My Take: This is best used during an upsell process to seal the deal on a service they are unsure they will like. They already like what they have, you are trying to sell them more of that. Worst case, they can apply it to the thing they already like. So it maintains goodwill with the customer. ([Location 2930](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2930)) - [Conditional] Personal Service Guarantee What the Client Gets: You work with them one-on-one, free of charge, until they reach X objective or result. My Take: This is absolutely one of the strongest guarantees in existence. It’s like a service guarantee on crack. You will definitely want to add conditions, though: they must respond back in twenty-four hours, they must use the products you tell them to, they must XYZ. Only if they do that, will you keep working with them one-on-one. This is especially powerful as you scale and become more edified as a business owner. Can you imagine one of my sales people saying, “Alex will personally work with you until your offer converts”? Right. It would work. It would also be a nightmare. So I would probably put contingencies like, “Provided you've already spent $10,000 on your existing offer using our structure, the offer you ran was for lead generation,… ([Location 2937](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2937)) - What the Client Gets: If you don't receive value, we will reimburse your product and your hotel + airfare. My Take: This is technically a “refund of ancillary costs” from our first example. I just love it a lot for workshops and in-person experiences. Normally the event would cost more than the hotel and airfare, so it's like adding an extra $1000 to a guarantee but way more tangible. It’s original enough that people like it.   [Conditional] Wage-Payment Guarantee What the Client Gets: You offer to pay their hourly rate, whatever that may be, if they don’t find your call/session with them valuable. My Take: This is also an ancillary cost guarantee, just a very original one. If someone ever actually asks for the wage payment, just ask them for their tax return and divide it by 1,960 (number of working hours at 40 hrs/wk for a year). But no one asking for a refund will actually do that, so you will never actually have to give one of these out. Like ever.   [Conditional] Release of Service Guarantee What the Client Gets: You let them out of their contract free of charge. My Take: This voids a commitment or cancellation fee. If you have a business that has enforceable commitments, contracts or clauses, this can be a powerful guarantee. Better yet, if you are in a business that does not enforce your contracts, then you have nothing to lose by adding the guarantee.   [Conditional] Delayed Second Payment Guarantee What the Client Gets: You won’t bill them again until after they make or get their first outcome.  Ex: Lose your first five pounds . . .  make your first sale . . . get your website live, etc. My Take: I like this a lot, especially if you have a very systematized process for getting the first result. It gets the prospect thinking in fast action terms and gets them moving. It will also focus your team on activating your client. This is a great one when you know what metric or action drives activation (predicting indicator of long term retention) of a client. I’ve successfully used this guarantee loads of times.   [Conditional] First Outcome Guarantee What the Client Gets: You continue to pay their ancillary costs (ad spend, hotel, etc) until they reach their first outcome. Example: If you don’t make your first sale in 14 days, we will pay for your ad spend until you do.  My Take: Just like the delayed second payment, just centered around a different… ([Location 2951](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2951)) - 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. Note: I will discuss how to monetize free and discounted offers in Volume III: Money Models.   Announce Your Avatar This component calls out your ideal avatar: who you are looking for and who you are not looking for as a client. You want to be as specific as possible, but no more. When in a local area, the more local you can make your headline, the more it will convert. So don't do a city, try and go to the 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. Note: If you’re making any sort of quantifiable claim (like income gain or weight loss) most platforms will not approve this type of messaging with a stated duration to achievement because it implies a guarantee. It implies they are going to get this outcome in a period of time, which goes against many platform rules. So don’t give a quantifiable outcome with the duration unless your platform allows it. That being said, duration is a powerful component of a Grand Slam Offer and you should definitely use it anywhere you don't need to deal with compliance. Alternatively, if the goal you help them with is not a “claim” per se, then absolutely use a time interval. “$10,000 in 10 days” vs “Make Your First Sale in 10 Days.” Examples: AA Minutes, BB Hours, CC Days, DD Weeks, Z Months. “4 Hour” “21 Day” “6 Week” “3 Month”   Complete With A Container Word The container word denotes that this offer is a bundle of lots of things put together. It’s a system. It’s… ([Location 3101](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=3101)) - Below you’ll find a few examples of named offers for different industries.   Wellness Free Six-Week Lean-By-Halloween Challenge 88% Off 12-Week Bikini Blueprint Free 21-Day Mommy Makeover 60-minute Make Your Friends Jealous Model Hair System Six-Week Stress-Release Challenge (Free!) Bend Over Pain Free in 42 Days . . . Healing Fast Track   Doctors $2,000-Off Celebrity Smile Transformation Lakeway Moms - $1,500 Off Your Kids Braces Lakeway Moms - 12 Months To A Perfect Smile ($1000 off for 15 families) Back to School Free Braces Giveaway Grand Opening Free X-Ray & Treatment - Instant Relief Back Sore No More! 90 Day Rapid Healing Intensive (81% off!) Tightness? $1 Massage New Client Summer Special   Coaching 5 Clients in 5 Days Blueprint 7F Agency 12 Week Intensive 14 Day Find Your Perfect Product Launch Fill Your Gym in 30 Days (Free!) ([Location 3161](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=3161)) - What Happens When Offers Fatigue As you market offers, you will need to create variations over time as the tastes of the market change over time. Here’s the order in which you will change things to keep lead flow consistent. 1)     Change the creative (the images and pictures in your ads) 2)     Change the body copy in your ads 3)     Change the headline - the “wrapper” of your offer a)      Free 6 Week Lean Challenge to Free 6 Week Tone Challenge b)     Holiday Hangover to New Year New You 4)     Change the duration of your offer 5)     Change the enhancer of your offer (your free/discount component) 6)     Change the monetization structure, the series of offers you give prospects, and the price points associated with them (Book II) ([Location 3200](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=3200))  ## Highlights - How? It allows you to differentiate yourself from the marketplace. In other words, it allows you to sell your product based on VALUE not on PRICE. Commoditized = Price Driven Purchases (race to the bottom) Differentiated = Value Driven Purchases (sell in a category of one with no comparison. Yes, market matters, which I will expound on in the next chapter) ([Location 619](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=619)) - There is a market in desperate need of your abilities. You need to find it. And when you do, you will capitalize, all while wondering what took you so long. Don’t be romantic about your audience. Serve the people who can pay you what you’re worth. And remember that picking a market, like anything, is always our choice, so choose wisely. ([Location 803](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=803)) - When picking markets, I look for four indicators: ([Location 818](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=818)) - 1) Massive Pain They must not want, but desperately need, what I am offering. ([Location 822](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=822)) - The degree of the pain will be proportional to the price you will be able to charge ([Location 826](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=826)) - point: your audience needs to be able to afford the service you’re charging them for. ([Location 841](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=841)) - 3) Easy to Target Let’s say you have a perfect market, but no way of finding the people who comprise it. Well, making a Grand Slam Offer will be difficult. I make my life easier by looking for easy-to-target markets. ([Location 845](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=845)) - Growing Growing markets are like a tailwind. They make everything move forward faster. Declining markers are like headwinds. They make all efforts harder. ([Location 856](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=856)) - Starving Crowd (market) > Offer Strength > Persuasion Skills ([Location 885](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=885)) - Niching Product Pricing Example: Example Product Price Time Management $19 Time Management For Sales Professionals $99 Time Management For Outbound B2B Sales $499 Time Management For Outbound B2B Power Tools & Gardening Sales Reps $1997 ([Location 945](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=945)) - They believe what they are getting (VALUE) is worth more than what they are giving in exchange for it (PRICE). ([Location 1076](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1076)) - Most business owners are not competing on price or value. In fact, they’re not actually competing on anything at all. Their pricing process typically goes something like this: 1)     Look at marketplace 2)     See what everyone else offers 3)     Take the average 4)     Go slightly below to remain “competitive” 5)     Provide what their competitors offers with a “little more” 6)     End up at a value proposition of “more for less” ([Location 1101](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1101)) - In essence, raising your prices can directly enhance the value you provide. What’s more, 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.” ([Location 1178](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1178)) - drivers (on top), you will seek to increase. The other two (on the bottom), you will seek to decrease. (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) ([Location 1303](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1303)) - 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 These are all powerful drivers. ([Location 1374](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1374)) - Step #1: Identify Dream Outcome ([Location 1742](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1742)) - Step #2: List Problems ([Location 1751](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1751)) - Step #3: Solutions List ([Location 1810](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1810)) - Everyone buys bargains. Some people just buy $100,000 things for only $10,000. ([Location 1890](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1890)) - 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. ([Location 1898](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1898)) - have always lived by the mantra, “Create flow. Monetize flow. Then add friction.” This means I generate demand first. Then, with my offer, I get them to say yes. Once I have people saying yes, then, and only then, will I add friction in my marketing, or decide to offer less for the same price. ([Location 1902](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1902)) - Step #4 Create Your Solutions Delivery Vehicles (“The How”) The next step is thinking about all the things you could do to solve each of these problems you’ve identified. This is the most important step in this process. This is what you are going to deliver. This is what you are going to do or provide in exchange for money. For the purposes of keeping creativity high (divergent thinking), think about anything you could possibly do. Think of all the things that might enhance the value of your offer. So much so that they would be stupid to say no. ([Location 1934](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1934)) - What level of personal attention do I want to provide? one-on-one, small group, one to many b)     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 c)      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 d)     If doing a recording, how do I want them to consume it? Audio, video, or written. e)      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.? f)      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. ([Location 2013](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2013)) - Step #5: Trim & Stack Now that we have enumerated our potential solutions, we will have a gigantic list. Next, I look at the cost of providing these solutions to me (the business). I remove the ones that are high cost and low value first. Then I remove low cost, low value items. If you aren’t sure what’s high value, go through the value equation and ask yourself which of these things will this person: 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. What should remain are offer items that are 1) low cost, high value and 2) high cost, high value. ([Location 2041](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2041)) - The Final High Value Deliverable Let’s sum this up before we configure our final high value deliverable. Step #1: We figured out our prospective client's dream outcome. Step #2: We listed out all the obstacles they’re likely to encounter on their way (our opportunities for value). Step #3: We listed all those obstacles as solutions. Step #4: We figured out all the different ways we could deliver those solutions. Step #5a: We trimmed those ways down to only the things that were the highest value and lowest cost to us. All we have to do now  is… Step #5b: Put all the bundles together into the ultimate high value deliverable. ([Location 2089](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2089)) - Buying food→ How anyone can buy food fast, easy, cheaply → Foolproof Bargain Grocery System . . . that’ll save hundreds of dollars per month on your food and take less time than your current shopping routine ($1,000 value for the money it'll save you from this point on in your life) 1-on-1 Nutrition Orientation where I explain how to use… Recoded grocery tour DIY Grocery Calculator Each plan comes with it’s own list for each week Bargain grocery shopping training Grocery Buddy System Pre-made insta-cart grocery carts for delivery And a check-in via text weekly.   Cooking→ Ready in 5 min Busy Parent Cooking Guide . . . how anyone can eat healthy even if they have no time ($600 value from getting 200 hours per year back — that’s four weeks of work!) a)      1-on-1 Nutrition Orientation where I explain how to use… b)     Meal Prep Instructions c)      DIY Meal Prep Calculator d)     Each plan comes with it’s own meal prep instructions for each week e)      Meal prep buddy system f)      Healthy snacks in under 5 min guide g)     A weekly post they make to tag me for feedback   Eating→ Personalized Lick Your Fingers Good Meal Plan . . . so good it’ll be easier to follow than eating what you used to “cheat” with and cost less! ($500 value) a)      1-on-1 Nutrition Orientation where I explain how to use… b)     Personalized Meal Plan c)      5 min Morning shake guide d)     5 min Budget Lunches e)      5 min Budget Dinners f)      Family size meals  g)     A daily picture of their meals h)     1-on-1 feedback meeting to make adjustments to their plan (and upsell them)   Exercise→ Fat Burning Workouts Proven To Burn More Fat Than Doing It Alone . . .  adjusted to your needs so you never go too fast, plateau, or risk injury ($699 value)   Traveling→ The Ultimate Tone Up While You Travel Eating  & Workout Blueprint . . . for getting amazing workouts in with no equipment so you don't feel guilty enjoying yourself ($199 value)   How to actually stick with it→ The “Never Fall Off” Accountability System . . . the unbeatable system that works without your permission (it’s even gotten people who hate coming to the gym to look forward to showing up) ($1000 value)   How To Be Social→ The ‘Live It Up While Slimming Down” Eating Out System that will give you the freedom to eat out and live life without feeling like the “odd man out” ($349 value)   Total value: $4,351 (!) All for only $599. ([Location 2105](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2105)) - People want what they can’t have. People want what other people want. People want things only a select few have access to. ([Location 2240](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2240)) - These forces are often more powerful than your core offer. In this next section Enhancing Your Offer, 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. 3)     Use bonuses to increase demand (and increase perceived exclusivity). 4)     Use guarantees to increase demand by reversing risk. 5)     Use names to re-stimulate demand and expand awareness of my offer to my target audience. ([Location 2327](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2327)) - So there are two components to the value: first, how rare the sources are; second, the actual value being provided. The value and rarity compound to create some truly breathtaking profits. Specialized consultants are paid millions of dollars to solve problems worth tens of millions to clients. The client pays for all the experience and expertise the expert has and avoids the cost of errors (time and money). In short, they skip the bad stuff and go straight to the good stuff more quickly and for less money than it would cost to figure it out on their own . . . a beautiful economic exchange. ([Location 2373](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2373)) - 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. ([Location 2415](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2415)) - Scarcity is a function of quantity. Urgency is a function of time. This is where you only limit when people can sign up, rather than how many. Having a defined deadline or cut off for a purchase or action to occur creates urgency. Frequently, scarcity and urgency are used together, but I will separate them out for you to illustrate the concepts. ([Location 2506](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2506)) - I’m going to show you my four favorite ways of using urgency on a consistent basis, ethically: 1) Rolling Cohorts, 2) Rolling Seasonal Urgency, and 3) Promotional or Pricing Urgency 4) Exploding Opportunity. ([Location 2512](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2512)) - Presenting Bonuses 1-on-1 vs Group Selling ([Location 2611](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2611)) - There are key differences between pitching to a group versus a single person. Group selling is beyond the scope of this book. But I want to at least address when a bonus would be brought up in a 1-1 selling scenario. When selling one on one, you ask for the sale first, before offering the bonuses. If they say yes, then after they have signed up, you let them know the additional bonuses they're going to get. This creates a wow experience and reinforces their decision to buy. On the other hand, if the person does not buy after the first ask, then you present a bonus that matches their perceived obstacle, then ask again. Don’t feel weird about asking again. You simply agree with the prospect, add the bonus, and ask if this consolation was “Fair enough.” People have a hard time rejecting reciprocity, so adding a bonus to accommodate, then another, then another, and people will feel almost obligated to buy from you. ([Location 2612](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2612)) - 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: 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). 8)     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. 10) The value of the bonuses should eclipse the value of the core offer. Psychologically as you continue to add offers, it continues to expand the price to value discrepancy. It also, subconsciously communicates that the core offer must be valuable because if these are the bonuses, the main thing has to be more valuable than the bonuses right? (No, but you can use this psychological bias to make your offer seem wildly compelling). 11) You can further enhance the value of your bonuses by adding scarcity and urgency to the bonus themselves (which takes this technique and puts it on steroids). a)      Bonuses With Scarcity Version 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. 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 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. 12)  You can also make a guarantee itself a bonus. Ex: “I want to remove any fear you have about making the decision today. So, if you decide to move forward today, I’ll also give you a 30 day money back… ([Location 2627](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2627)) - You can get other businesses to give you their services and products as a part of your bonuses in exchange for exposure to your clients for free. This is free marketing for them, and high value products for you at no cost. Businesses will do this because you are going to give their business exposure for free to the highest quality prospects, your customers. As long as they are not direct competitors, you can get some brownie points, secure some future referral IOUs, and make your offer more valuable at the same time. If you secure enough of these relationships, you can literally justify your entire price in the savings and additional true-to-price bonuses. For example - if I owned a pain clinic, I might get a massage therapist to give me 1-2 free massages to incorporate into my offer. On top of that, I might get: ...a chiropractor to give me two free adjustments. (Value: $100) ...a low inflammation food company to give me discounts for their products ($50 savings) ...discounts for braces and orthotics ($150 savings) ([Location 2685](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2685)) - 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 costs time or money to create but can be given away endless times 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). ([Location 2735](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2735)) - From an overarching perspective there are four types of guarantees: 1) Unconditional 2) Conditional 3) Anti-Guarantee 4) Implied Guarantees. You must always hit your guarantee hard, even if you don't have one. Say it boldly and give the reason why. ([Location 2767](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2767)) - What makes a guarantee have power is a conditional statement: If you do not get X result in Y time period, we will Z. ([Location 2791](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2791)) - Better example: You will get 20 clients in your first 30 days, or we give you your money back + your advertising dollars spent with us. This is a simple, but strong guarantee. ([Location 2798](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2798)) - 1) Unconditional Guarantees As I stated earlier, there are unconditional, conditional, and “anti-” guarantees. Unconditional are the strongest guarantees. They're basically a trial where they pay first then see if they like it. This gets a LOT more people to buy, but you will have some people refund, especially as consumer culture continues to shift towards entitlement and zero accountability. ([Location 2803](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2803)) - 2) Conditional Guarantees Conditional guarantees include “terms and conditions” to the guarantee. These are the ones you can get VERY creative on. In general, you want these to be “better than money back” guarantees. Because if they are going to make an investment, you want to match their investment psychologically with an equal or higher perceived commitment. ([Location 2808](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2808)) - Anti-guarantees are when you explicitly state “all sales are final.” You will want to own this position. You must come up with a creative “reason why” the sales are final. Typically, you’ll want to show a massive exposure or vulnerability on your part that a consumer could immediately understand and think “Yes, that makes sense.” ([Location 2817](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2817)) - An experienced salesman understands that, like bonuses, you can actually stack guarantees. For example, you could give an unconditional 30 day no questions asked guarantee then on top of that give a conditional triple your money back 90 day guarantee. That would be an example of stacking an unconditional with a conditional guarantee. ([Location 2828](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2828)) - What the Client Gets: A) a full refund, B) a 50 percent refund, C) a refund of their ad spend and any ancillary costs incurred, D) you pay for a competitors program instead, E) you return their money plus an additional $1,000 (or other applicable amount) My Take: This is about as simple as it gets. It’s also very risky. You put yourself in a situation where if someone does not achieve the results, whether because of your fault or not, you will still be held accountable. Obviously this is a strong, but unoriginal guarantee. You can add conditions, but the more conditions you add, the faster this guarantee loses its teeth. Wording: I heard Jason Fladlien, who I referenced earlier, pitch his unconditional guarantee on a webinar and I thought it was unbelievable. These are 100% his words and not my own. I take no credit for this but have included it for completeness.   “I’m not asking you to decide yes or no today...I'm asking you to make a fully informed decision, that is all. The only way you can  make a fully informed decision is on the inside, not the outside. So you get on the inside and see if everything we say on this webinar is true and valuable to you. Then, if it is, that’s when you decide to keep it. If it’s not for you, no hard feelings. You will then, after signing up at URL be able to make a fully informed decision that this isn’t for you. But you can’t make this decision right now for the same reason you don't buy a house without first looking at the inside of it. And know this...whether it’s 29 min or 29 days from now...if you ain’t happy, I ain’t happy. For any reason whatsoever, if you want your money back you can get it because I only want to keep your money if you’re happy. All you have to do is go to [email protected] and tell us “gimme my money” and you got it, and in short order - our response times to any support request average 61 min over a 24/7 time period. You can only make such a guarantee when you're confident that what you have is the real deal and I'm fairly confident that when you sign up at URL you’re getting exactly what you need to BENEFIT.” ([Location 2843](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2843)) - [Unconditional] Satisfaction-Based Refund Guarantee (Expanded from above): What the Client Gets: If at any time they're not satisfied with the level of service they're receiving from you, they can request a refund (at any time) for the program. My Take: Believe it or not, this was my guarantee when I sold weight-loss programs. Besides being an irresistible offer, I guaranteed satisfaction. I used the strength of my guarantee to close a lot of deals. “Do you think I'd still be in business if I gave a crazy guarantee like that and wasn't good at what I did? Now I'm not guaranteeing you’re going to hit this goal in six weeks, after all, because I can't eat the food for you. But I am guaranteeing that you will get $500 worth of value and service from us to support you. If you don't feel like we gave you that level of service, I’ll write you a check the day you tell me we suck.” It works perfectly with a best-case/worst-case close. “Best case you get the body of your dreams and we give you all your money towards staying with us to hit your long-term goal. Worst case you tell me I suck, I write you a check, and you get six weeks of free training. Both options are risk free. But, the only thing guaranteed not to help you is walking out of here today.” If you are good at what you do, you can use a guarantee like this to push a lot of people over the edge. That line made me a lot of money. I had two people take me up on it out of 4,000 sales in three and a half years. Satisfaction/No questions asked is the highest form of guarantee. It means we could do everything right and you could still ask for your money back. As long as you know the math, you will typically make up for the refunds in spaces with higher and faster closing on the sales side. But you have to be good at fulfilling your promises. If not, steer clear. I believe this offer works much better in lower-ticket situations. It becomes very risky as you go into higher-ticket services with higher costs of fulfillment. ([Location 2866](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2866)) - What the Client Gets: Double or Triple their money back, or a no-strings-attached payment of $X,XXX (or another amount that’s far more than what they paid). My Take: This is for when you sell something with high margins. And this is a guarantee to add with a consumption condition. That means they must do a variety of things to qualify for this guarantee. A world class affiliate marketer Jason Fladlien (who did $27M in a single day) recently used an amazing guarantee for a course he sold. He said “if you buy this course and spend $X on advertising your ecommerce store using the methods herein, and don't make money, I will buy your store from you for $25,000 no questions asked.” He claimed that an additional $3M in sales came from this crazy guarantee on a $2997 course. What’s more, he only gave 10 of these $25,000 refunds out. So the refund generated $2.75M in extra sales. That’s what a crazy guarantee does for you. In general, a very strong guarantee like this will definitely drive more sales. This really serves the purpose when you need a lot of stuff to be done by your prospect, and, assuming those things are done, there’s a low chance of the result not being achieved. Sometimes a guarantee like this can actually get clients better results on top. This guarantee will typically outperform a traditional 30-day money back guarantee in terms of net conversions (sales minus refunds). ([Location 2891](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2891)) - What the Client Gets: You keep working for them free of charge until X is achieved. My Take: This is probably my personal favorite guarantee of all time. It essentially guarantees they will achieve their goal, but it eliminates the element of time. You are never at risk for losing the money. The guarantee is around the outcome. To add further flavor to it, you can make this guarantee conditional on them doing key actions linked with success: setting up a web page, attending calls, showing up to workouts, weighing in, reporting data, etc. Real Talk: Since I have been advising businesses to use this particular guarantee, I have yet to have a single person say a client took them up on it. Realistically, if someone actually does everything you asked them to do and doesn’t achieve the result by the time you had said, one of two things usually happens: 1)     Seeing your client’s commitment, you happily keep working with them until they achieve the desired result 2)     It gets dropped. Your client is likely very close to the goal, which means satisfied. Also, it’s likely the sales conversation with the guarantee was months earlier. What may have been important in the sales conversation is a distant memory now, replaced by their affection towards you/your business. ([Location 2906](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2906)) - What the Client Gets: You give them another Y-long period of service or access to your product/services free of charge. Generally, Y should give them at least twice the duration. My Take: This is like the service guarantee, but it ties a specific duration to your extended work/involvement. So instead of being on the hook “forever,” you’re only on the hook for an additional Y period of time. I’ve seen it work magically and keep the business on the hook for a more finite period of time which may be an easier place for you to start before doing the “all out” Service Guarantee above. ([Location 2923](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2923)) - [Conditional] Credit-based Guarantee What the Client Gets: You give them back what they paid but in a credit toward any service you offer. My Take: This is best used during an upsell process to seal the deal on a service they are unsure they will like. They already like what they have, you are trying to sell them more of that. Worst case, they can apply it to the thing they already like. So it maintains goodwill with the customer. ([Location 2930](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2930)) - [Conditional] Personal Service Guarantee What the Client Gets: You work with them one-on-one, free of charge, until they reach X objective or result. My Take: This is absolutely one of the strongest guarantees in existence. It’s like a service guarantee on crack. You will definitely want to add conditions, though: they must respond back in twenty-four hours, they must use the products you tell them to, they must XYZ. Only if they do that, will you keep working with them one-on-one. This is especially powerful as you scale and become more edified as a business owner. Can you imagine one of my sales people saying, “Alex will personally work with you until your offer converts”? Right. It would work. It would also be a nightmare. So I would probably put contingencies like, “Provided you've already spent $10,000 on your existing offer using our structure, the offer you ran was for lead generation,… ([Location 2937](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2937)) - What the Client Gets: If you don't receive value, we will reimburse your product and your hotel + airfare. My Take: This is technically a “refund of ancillary costs” from our first example. I just love it a lot for workshops and in-person experiences. Normally the event would cost more than the hotel and airfare, so it's like adding an extra $1000 to a guarantee but way more tangible. It’s original enough that people like it.   [Conditional] Wage-Payment Guarantee What the Client Gets: You offer to pay their hourly rate, whatever that may be, if they don’t find your call/session with them valuable. My Take: This is also an ancillary cost guarantee, just a very original one. If someone ever actually asks for the wage payment, just ask them for their tax return and divide it by 1,960 (number of working hours at 40 hrs/wk for a year). But no one asking for a refund will actually do that, so you will never actually have to give one of these out. Like ever.   [Conditional] Release of Service Guarantee What the Client Gets: You let them out of their contract free of charge. My Take: This voids a commitment or cancellation fee. If you have a business that has enforceable commitments, contracts or clauses, this can be a powerful guarantee. Better yet, if you are in a business that does not enforce your contracts, then you have nothing to lose by adding the guarantee.   [Conditional] Delayed Second Payment Guarantee What the Client Gets: You won’t bill them again until after they make or get their first outcome.  Ex: Lose your first five pounds . . .  make your first sale . . . get your website live, etc. My Take: I like this a lot, especially if you have a very systematized process for getting the first result. It gets the prospect thinking in fast action terms and gets them moving. It will also focus your team on activating your client. This is a great one when you know what metric or action drives activation (predicting indicator of long term retention) of a client. I’ve successfully used this guarantee loads of times.   [Conditional] First Outcome Guarantee What the Client Gets: You continue to pay their ancillary costs (ad spend, hotel, etc) until they reach their first outcome. Example: If you don’t make your first sale in 14 days, we will pay for your ad spend until you do.  My Take: Just like the delayed second payment, just centered around a different… ([Location 2951](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2951)) - 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. Note: I will discuss how to monetize free and discounted offers in Volume III: Money Models.   Announce Your Avatar This component calls out your ideal avatar: who you are looking for and who you are not looking for as a client. You want to be as specific as possible, but no more. When in a local area, the more local you can make your headline, the more it will convert. So don't do a city, try and go to the 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. Note: If you’re making any sort of quantifiable claim (like income gain or weight loss) most platforms will not approve this type of messaging with a stated duration to achievement because it implies a guarantee. It implies they are going to get this outcome in a period of time, which goes against many platform rules. So don’t give a quantifiable outcome with the duration unless your platform allows it. That being said, duration is a powerful component of a Grand Slam Offer and you should definitely use it anywhere you don't need to deal with compliance. Alternatively, if the goal you help them with is not a “claim” per se, then absolutely use a time interval. “$10,000 in 10 days” vs “Make Your First Sale in 10 Days.” Examples: AA Minutes, BB Hours, CC Days, DD Weeks, Z Months. “4 Hour” “21 Day” “6 Week” “3 Month”   Complete With A Container Word The container word denotes that this offer is a bundle of lots of things put together. It’s a system. It’s… ([Location 3101](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=3101)) - Below you’ll find a few examples of named offers for different industries.   Wellness Free Six-Week Lean-By-Halloween Challenge 88% Off 12-Week Bikini Blueprint Free 21-Day Mommy Makeover 60-minute Make Your Friends Jealous Model Hair System Six-Week Stress-Release Challenge (Free!) Bend Over Pain Free in 42 Days . . . Healing Fast Track   Doctors $2,000-Off Celebrity Smile Transformation Lakeway Moms - $1,500 Off Your Kids Braces Lakeway Moms - 12 Months To A Perfect Smile ($1000 off for 15 families) Back to School Free Braces Giveaway Grand Opening Free X-Ray & Treatment - Instant Relief Back Sore No More! 90 Day Rapid Healing Intensive (81% off!) Tightness? $1 Massage New Client Summer Special   Coaching 5 Clients in 5 Days Blueprint 7F Agency 12 Week Intensive 14 Day Find Your Perfect Product Launch Fill Your Gym in 30 Days (Free!) ([Location 3161](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=3161)) - What Happens When Offers Fatigue As you market offers, you will need to create variations over time as the tastes of the market change over time. Here’s the order in which you will change things to keep lead flow consistent. 1)     Change the creative (the images and pictures in your ads) 2)     Change the body copy in your ads 3)     Change the headline - the “wrapper” of your offer a)      Free 6 Week Lean Challenge to Free 6 Week Tone Challenge b)     Holiday Hangover to New Year New You 4)     Change the duration of your offer 5)     Change the enhancer of your offer (your free/discount component) 6)     Change the monetization structure, the series of offers you give prospects, and the price points associated with them (Book II) ([Location 3200](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=3200))  ## Highlights - How? It allows you to differentiate yourself from the marketplace. In other words, it allows you to sell your product based on VALUE not on PRICE. Commoditized = Price Driven Purchases (race to the bottom) Differentiated = Value Driven Purchases (sell in a category of one with no comparison. Yes, market matters, which I will expound on in the next chapter) ([Location 619](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=619)) - There is a market in desperate need of your abilities. You need to find it. And when you do, you will capitalize, all while wondering what took you so long. Don’t be romantic about your audience. Serve the people who can pay you what you’re worth. And remember that picking a market, like anything, is always our choice, so choose wisely. ([Location 803](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=803)) - When picking markets, I look for four indicators: ([Location 818](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=818)) - 1) Massive Pain They must not want, but desperately need, what I am offering. ([Location 822](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=822)) - The degree of the pain will be proportional to the price you will be able to charge ([Location 826](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=826)) - point: your audience needs to be able to afford the service you’re charging them for. ([Location 841](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=841)) - 3) Easy to Target Let’s say you have a perfect market, but no way of finding the people who comprise it. Well, making a Grand Slam Offer will be difficult. I make my life easier by looking for easy-to-target markets. ([Location 845](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=845)) - Growing Growing markets are like a tailwind. They make everything move forward faster. Declining markers are like headwinds. They make all efforts harder. ([Location 856](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=856)) - Starving Crowd (market) > Offer Strength > Persuasion Skills ([Location 885](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=885)) - Niching Product Pricing Example: Example Product Price Time Management $19 Time Management For Sales Professionals $99 Time Management For Outbound B2B Sales $499 Time Management For Outbound B2B Power Tools & Gardening Sales Reps $1997 ([Location 945](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=945)) - They believe what they are getting (VALUE) is worth more than what they are giving in exchange for it (PRICE). ([Location 1076](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1076)) - Most business owners are not competing on price or value. In fact, they’re not actually competing on anything at all. Their pricing process typically goes something like this: 1)     Look at marketplace 2)     See what everyone else offers 3)     Take the average 4)     Go slightly below to remain “competitive” 5)     Provide what their competitors offers with a “little more” 6)     End up at a value proposition of “more for less” ([Location 1101](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1101)) - In essence, raising your prices can directly enhance the value you provide. What’s more, 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.” ([Location 1178](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1178)) - drivers (on top), you will seek to increase. The other two (on the bottom), you will seek to decrease. (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) ([Location 1303](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1303)) - 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 These are all powerful drivers. ([Location 1374](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1374)) - Step #1: Identify Dream Outcome ([Location 1742](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1742)) - Step #2: List Problems ([Location 1751](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1751)) - Step #3: Solutions List ([Location 1810](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1810)) - Everyone buys bargains. Some people just buy $100,000 things for only $10,000. ([Location 1890](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1890)) - 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. ([Location 1898](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1898)) - have always lived by the mantra, “Create flow. Monetize flow. Then add friction.” This means I generate demand first. Then, with my offer, I get them to say yes. Once I have people saying yes, then, and only then, will I add friction in my marketing, or decide to offer less for the same price. ([Location 1902](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1902)) - Step #4 Create Your Solutions Delivery Vehicles (“The How”) The next step is thinking about all the things you could do to solve each of these problems you’ve identified. This is the most important step in this process. This is what you are going to deliver. This is what you are going to do or provide in exchange for money. For the purposes of keeping creativity high (divergent thinking), think about anything you could possibly do. Think of all the things that might enhance the value of your offer. So much so that they would be stupid to say no. ([Location 1934](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=1934)) - What level of personal attention do I want to provide? one-on-one, small group, one to many b)     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 c)      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 d)     If doing a recording, how do I want them to consume it? Audio, video, or written. e)      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.? f)      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. ([Location 2013](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2013)) - Step #5: Trim & Stack Now that we have enumerated our potential solutions, we will have a gigantic list. Next, I look at the cost of providing these solutions to me (the business). I remove the ones that are high cost and low value first. Then I remove low cost, low value items. If you aren’t sure what’s high value, go through the value equation and ask yourself which of these things will this person: 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. What should remain are offer items that are 1) low cost, high value and 2) high cost, high value. ([Location 2041](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2041)) - The Final High Value Deliverable Let’s sum this up before we configure our final high value deliverable. Step #1: We figured out our prospective client's dream outcome. Step #2: We listed out all the obstacles they’re likely to encounter on their way (our opportunities for value). Step #3: We listed all those obstacles as solutions. Step #4: We figured out all the different ways we could deliver those solutions. Step #5a: We trimmed those ways down to only the things that were the highest value and lowest cost to us. All we have to do now  is… Step #5b: Put all the bundles together into the ultimate high value deliverable. ([Location 2089](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2089)) - Buying food→ How anyone can buy food fast, easy, cheaply → Foolproof Bargain Grocery System . . . that’ll save hundreds of dollars per month on your food and take less time than your current shopping routine ($1,000 value for the money it'll save you from this point on in your life) 1-on-1 Nutrition Orientation where I explain how to use… Recoded grocery tour DIY Grocery Calculator Each plan comes with it’s own list for each week Bargain grocery shopping training Grocery Buddy System Pre-made insta-cart grocery carts for delivery And a check-in via text weekly.   Cooking→ Ready in 5 min Busy Parent Cooking Guide . . . how anyone can eat healthy even if they have no time ($600 value from getting 200 hours per year back — that’s four weeks of work!) a)      1-on-1 Nutrition Orientation where I explain how to use… b)     Meal Prep Instructions c)      DIY Meal Prep Calculator d)     Each plan comes with it’s own meal prep instructions for each week e)      Meal prep buddy system f)      Healthy snacks in under 5 min guide g)     A weekly post they make to tag me for feedback   Eating→ Personalized Lick Your Fingers Good Meal Plan . . . so good it’ll be easier to follow than eating what you used to “cheat” with and cost less! ($500 value) a)      1-on-1 Nutrition Orientation where I explain how to use… b)     Personalized Meal Plan c)      5 min Morning shake guide d)     5 min Budget Lunches e)      5 min Budget Dinners f)      Family size meals  g)     A daily picture of their meals h)     1-on-1 feedback meeting to make adjustments to their plan (and upsell them)   Exercise→ Fat Burning Workouts Proven To Burn More Fat Than Doing It Alone . . .  adjusted to your needs so you never go too fast, plateau, or risk injury ($699 value)   Traveling→ The Ultimate Tone Up While You Travel Eating  & Workout Blueprint . . . for getting amazing workouts in with no equipment so you don't feel guilty enjoying yourself ($199 value)   How to actually stick with it→ The “Never Fall Off” Accountability System . . . the unbeatable system that works without your permission (it’s even gotten people who hate coming to the gym to look forward to showing up) ($1000 value)   How To Be Social→ The ‘Live It Up While Slimming Down” Eating Out System that will give you the freedom to eat out and live life without feeling like the “odd man out” ($349 value)   Total value: $4,351 (!) All for only $599. ([Location 2105](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2105)) - People want what they can’t have. People want what other people want. People want things only a select few have access to. ([Location 2240](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2240)) - These forces are often more powerful than your core offer. In this next section Enhancing Your Offer, 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. 3)     Use bonuses to increase demand (and increase perceived exclusivity). 4)     Use guarantees to increase demand by reversing risk. 5)     Use names to re-stimulate demand and expand awareness of my offer to my target audience. ([Location 2327](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2327)) - So there are two components to the value: first, how rare the sources are; second, the actual value being provided. The value and rarity compound to create some truly breathtaking profits. Specialized consultants are paid millions of dollars to solve problems worth tens of millions to clients. The client pays for all the experience and expertise the expert has and avoids the cost of errors (time and money). In short, they skip the bad stuff and go straight to the good stuff more quickly and for less money than it would cost to figure it out on their own . . . a beautiful economic exchange. ([Location 2373](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2373)) - 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. ([Location 2415](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2415)) - Scarcity is a function of quantity. Urgency is a function of time. This is where you only limit when people can sign up, rather than how many. Having a defined deadline or cut off for a purchase or action to occur creates urgency. Frequently, scarcity and urgency are used together, but I will separate them out for you to illustrate the concepts. ([Location 2506](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2506)) - I’m going to show you my four favorite ways of using urgency on a consistent basis, ethically: 1) Rolling Cohorts, 2) Rolling Seasonal Urgency, and 3) Promotional or Pricing Urgency 4) Exploding Opportunity. ([Location 2512](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2512)) - Presenting Bonuses 1-on-1 vs Group Selling ([Location 2611](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2611)) - There are key differences between pitching to a group versus a single person. Group selling is beyond the scope of this book. But I want to at least address when a bonus would be brought up in a 1-1 selling scenario. When selling one on one, you ask for the sale first, before offering the bonuses. If they say yes, then after they have signed up, you let them know the additional bonuses they're going to get. This creates a wow experience and reinforces their decision to buy. On the other hand, if the person does not buy after the first ask, then you present a bonus that matches their perceived obstacle, then ask again. Don’t feel weird about asking again. You simply agree with the prospect, add the bonus, and ask if this consolation was “Fair enough.” People have a hard time rejecting reciprocity, so adding a bonus to accommodate, then another, then another, and people will feel almost obligated to buy from you. ([Location 2612](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2612)) - 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: 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). 8)     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. 10) The value of the bonuses should eclipse the value of the core offer. Psychologically as you continue to add offers, it continues to expand the price to value discrepancy. It also, subconsciously communicates that the core offer must be valuable because if these are the bonuses, the main thing has to be more valuable than the bonuses right? (No, but you can use this psychological bias to make your offer seem wildly compelling). 11) You can further enhance the value of your bonuses by adding scarcity and urgency to the bonus themselves (which takes this technique and puts it on steroids). a)      Bonuses With Scarcity Version 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. 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 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. 12)  You can also make a guarantee itself a bonus. Ex: “I want to remove any fear you have about making the decision today. So, if you decide to move forward today, I’ll also give you a 30 day money back… ([Location 2627](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2627)) - You can get other businesses to give you their services and products as a part of your bonuses in exchange for exposure to your clients for free. This is free marketing for them, and high value products for you at no cost. Businesses will do this because you are going to give their business exposure for free to the highest quality prospects, your customers. As long as they are not direct competitors, you can get some brownie points, secure some future referral IOUs, and make your offer more valuable at the same time. If you secure enough of these relationships, you can literally justify your entire price in the savings and additional true-to-price bonuses. For example - if I owned a pain clinic, I might get a massage therapist to give me 1-2 free massages to incorporate into my offer. On top of that, I might get: ...a chiropractor to give me two free adjustments. (Value: $100) ...a low inflammation food company to give me discounts for their products ($50 savings) ...discounts for braces and orthotics ($150 savings) ([Location 2685](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2685)) - 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 costs time or money to create but can be given away endless times 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). ([Location 2735](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2735)) - From an overarching perspective there are four types of guarantees: 1) Unconditional 2) Conditional 3) Anti-Guarantee 4) Implied Guarantees. You must always hit your guarantee hard, even if you don't have one. Say it boldly and give the reason why. ([Location 2767](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2767)) - What makes a guarantee have power is a conditional statement: If you do not get X result in Y time period, we will Z. ([Location 2791](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2791)) - Better example: You will get 20 clients in your first 30 days, or we give you your money back + your advertising dollars spent with us. This is a simple, but strong guarantee. ([Location 2798](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2798)) - 1) Unconditional Guarantees As I stated earlier, there are unconditional, conditional, and “anti-” guarantees. Unconditional are the strongest guarantees. They're basically a trial where they pay first then see if they like it. This gets a LOT more people to buy, but you will have some people refund, especially as consumer culture continues to shift towards entitlement and zero accountability. ([Location 2803](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2803)) - 2) Conditional Guarantees Conditional guarantees include “terms and conditions” to the guarantee. These are the ones you can get VERY creative on. In general, you want these to be “better than money back” guarantees. Because if they are going to make an investment, you want to match their investment psychologically with an equal or higher perceived commitment. ([Location 2808](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2808)) - Anti-guarantees are when you explicitly state “all sales are final.” You will want to own this position. You must come up with a creative “reason why” the sales are final. Typically, you’ll want to show a massive exposure or vulnerability on your part that a consumer could immediately understand and think “Yes, that makes sense.” ([Location 2817](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2817)) - An experienced salesman understands that, like bonuses, you can actually stack guarantees. For example, you could give an unconditional 30 day no questions asked guarantee then on top of that give a conditional triple your money back 90 day guarantee. That would be an example of stacking an unconditional with a conditional guarantee. ([Location 2828](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2828)) - What the Client Gets: A) a full refund, B) a 50 percent refund, C) a refund of their ad spend and any ancillary costs incurred, D) you pay for a competitors program instead, E) you return their money plus an additional $1,000 (or other applicable amount) My Take: This is about as simple as it gets. It’s also very risky. You put yourself in a situation where if someone does not achieve the results, whether because of your fault or not, you will still be held accountable. Obviously this is a strong, but unoriginal guarantee. You can add conditions, but the more conditions you add, the faster this guarantee loses its teeth. Wording: I heard Jason Fladlien, who I referenced earlier, pitch his unconditional guarantee on a webinar and I thought it was unbelievable. These are 100% his words and not my own. I take no credit for this but have included it for completeness.   “I’m not asking you to decide yes or no today...I'm asking you to make a fully informed decision, that is all. The only way you can  make a fully informed decision is on the inside, not the outside. So you get on the inside and see if everything we say on this webinar is true and valuable to you. Then, if it is, that’s when you decide to keep it. If it’s not for you, no hard feelings. You will then, after signing up at URL be able to make a fully informed decision that this isn’t for you. But you can’t make this decision right now for the same reason you don't buy a house without first looking at the inside of it. And know this...whether it’s 29 min or 29 days from now...if you ain’t happy, I ain’t happy. For any reason whatsoever, if you want your money back you can get it because I only want to keep your money if you’re happy. All you have to do is go to [email protected] and tell us “gimme my money” and you got it, and in short order - our response times to any support request average 61 min over a 24/7 time period. You can only make such a guarantee when you're confident that what you have is the real deal and I'm fairly confident that when you sign up at URL you’re getting exactly what you need to BENEFIT.” ([Location 2843](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2843)) - [Unconditional] Satisfaction-Based Refund Guarantee (Expanded from above): What the Client Gets: If at any time they're not satisfied with the level of service they're receiving from you, they can request a refund (at any time) for the program. My Take: Believe it or not, this was my guarantee when I sold weight-loss programs. Besides being an irresistible offer, I guaranteed satisfaction. I used the strength of my guarantee to close a lot of deals. “Do you think I'd still be in business if I gave a crazy guarantee like that and wasn't good at what I did? Now I'm not guaranteeing you’re going to hit this goal in six weeks, after all, because I can't eat the food for you. But I am guaranteeing that you will get $500 worth of value and service from us to support you. If you don't feel like we gave you that level of service, I’ll write you a check the day you tell me we suck.” It works perfectly with a best-case/worst-case close. “Best case you get the body of your dreams and we give you all your money towards staying with us to hit your long-term goal. Worst case you tell me I suck, I write you a check, and you get six weeks of free training. Both options are risk free. But, the only thing guaranteed not to help you is walking out of here today.” If you are good at what you do, you can use a guarantee like this to push a lot of people over the edge. That line made me a lot of money. I had two people take me up on it out of 4,000 sales in three and a half years. Satisfaction/No questions asked is the highest form of guarantee. It means we could do everything right and you could still ask for your money back. As long as you know the math, you will typically make up for the refunds in spaces with higher and faster closing on the sales side. But you have to be good at fulfilling your promises. If not, steer clear. I believe this offer works much better in lower-ticket situations. It becomes very risky as you go into higher-ticket services with higher costs of fulfillment. ([Location 2866](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2866)) - What the Client Gets: Double or Triple their money back, or a no-strings-attached payment of $X,XXX (or another amount that’s far more than what they paid). My Take: This is for when you sell something with high margins. And this is a guarantee to add with a consumption condition. That means they must do a variety of things to qualify for this guarantee. A world class affiliate marketer Jason Fladlien (who did $27M in a single day) recently used an amazing guarantee for a course he sold. He said “if you buy this course and spend $X on advertising your ecommerce store using the methods herein, and don't make money, I will buy your store from you for $25,000 no questions asked.” He claimed that an additional $3M in sales came from this crazy guarantee on a $2997 course. What’s more, he only gave 10 of these $25,000 refunds out. So the refund generated $2.75M in extra sales. That’s what a crazy guarantee does for you. In general, a very strong guarantee like this will definitely drive more sales. This really serves the purpose when you need a lot of stuff to be done by your prospect, and, assuming those things are done, there’s a low chance of the result not being achieved. Sometimes a guarantee like this can actually get clients better results on top. This guarantee will typically outperform a traditional 30-day money back guarantee in terms of net conversions (sales minus refunds). ([Location 2891](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2891)) - What the Client Gets: You keep working for them free of charge until X is achieved. My Take: This is probably my personal favorite guarantee of all time. It essentially guarantees they will achieve their goal, but it eliminates the element of time. You are never at risk for losing the money. The guarantee is around the outcome. To add further flavor to it, you can make this guarantee conditional on them doing key actions linked with success: setting up a web page, attending calls, showing up to workouts, weighing in, reporting data, etc. Real Talk: Since I have been advising businesses to use this particular guarantee, I have yet to have a single person say a client took them up on it. Realistically, if someone actually does everything you asked them to do and doesn’t achieve the result by the time you had said, one of two things usually happens: 1)     Seeing your client’s commitment, you happily keep working with them until they achieve the desired result 2)     It gets dropped. Your client is likely very close to the goal, which means satisfied. Also, it’s likely the sales conversation with the guarantee was months earlier. What may have been important in the sales conversation is a distant memory now, replaced by their affection towards you/your business. ([Location 2906](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2906)) - What the Client Gets: You give them another Y-long period of service or access to your product/services free of charge. Generally, Y should give them at least twice the duration. My Take: This is like the service guarantee, but it ties a specific duration to your extended work/involvement. So instead of being on the hook “forever,” you’re only on the hook for an additional Y period of time. I’ve seen it work magically and keep the business on the hook for a more finite period of time which may be an easier place for you to start before doing the “all out” Service Guarantee above. ([Location 2923](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2923)) - [Conditional] Credit-based Guarantee What the Client Gets: You give them back what they paid but in a credit toward any service you offer. My Take: This is best used during an upsell process to seal the deal on a service they are unsure they will like. They already like what they have, you are trying to sell them more of that. Worst case, they can apply it to the thing they already like. So it maintains goodwill with the customer. ([Location 2930](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2930)) - [Conditional] Personal Service Guarantee What the Client Gets: You work with them one-on-one, free of charge, until they reach X objective or result. My Take: This is absolutely one of the strongest guarantees in existence. It’s like a service guarantee on crack. You will definitely want to add conditions, though: they must respond back in twenty-four hours, they must use the products you tell them to, they must XYZ. Only if they do that, will you keep working with them one-on-one. This is especially powerful as you scale and become more edified as a business owner. Can you imagine one of my sales people saying, “Alex will personally work with you until your offer converts”? Right. It would work. It would also be a nightmare. So I would probably put contingencies like, “Provided you've already spent $10,000 on your existing offer using our structure, the offer you ran was for lead generation,… ([Location 2937](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2937)) - What the Client Gets: If you don't receive value, we will reimburse your product and your hotel + airfare. My Take: This is technically a “refund of ancillary costs” from our first example. I just love it a lot for workshops and in-person experiences. Normally the event would cost more than the hotel and airfare, so it's like adding an extra $1000 to a guarantee but way more tangible. It’s original enough that people like it.   [Conditional] Wage-Payment Guarantee What the Client Gets: You offer to pay their hourly rate, whatever that may be, if they don’t find your call/session with them valuable. My Take: This is also an ancillary cost guarantee, just a very original one. If someone ever actually asks for the wage payment, just ask them for their tax return and divide it by 1,960 (number of working hours at 40 hrs/wk for a year). But no one asking for a refund will actually do that, so you will never actually have to give one of these out. Like ever.   [Conditional] Release of Service Guarantee What the Client Gets: You let them out of their contract free of charge. My Take: This voids a commitment or cancellation fee. If you have a business that has enforceable commitments, contracts or clauses, this can be a powerful guarantee. Better yet, if you are in a business that does not enforce your contracts, then you have nothing to lose by adding the guarantee.   [Conditional] Delayed Second Payment Guarantee What the Client Gets: You won’t bill them again until after they make or get their first outcome.  Ex: Lose your first five pounds . . .  make your first sale . . . get your website live, etc. My Take: I like this a lot, especially if you have a very systematized process for getting the first result. It gets the prospect thinking in fast action terms and gets them moving. It will also focus your team on activating your client. This is a great one when you know what metric or action drives activation (predicting indicator of long term retention) of a client. I’ve successfully used this guarantee loads of times.   [Conditional] First Outcome Guarantee What the Client Gets: You continue to pay their ancillary costs (ad spend, hotel, etc) until they reach their first outcome. Example: If you don’t make your first sale in 14 days, we will pay for your ad spend until you do.  My Take: Just like the delayed second payment, just centered around a different… ([Location 2951](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=2951)) - 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. Note: I will discuss how to monetize free and discounted offers in Volume III: Money Models.   Announce Your Avatar This component calls out your ideal avatar: who you are looking for and who you are not looking for as a client. You want to be as specific as possible, but no more. When in a local area, the more local you can make your headline, the more it will convert. So don't do a city, try and go to the 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. Note: If you’re making any sort of quantifiable claim (like income gain or weight loss) most platforms will not approve this type of messaging with a stated duration to achievement because it implies a guarantee. It implies they are going to get this outcome in a period of time, which goes against many platform rules. So don’t give a quantifiable outcome with the duration unless your platform allows it. That being said, duration is a powerful component of a Grand Slam Offer and you should definitely use it anywhere you don't need to deal with compliance. Alternatively, if the goal you help them with is not a “claim” per se, then absolutely use a time interval. “$10,000 in 10 days” vs “Make Your First Sale in 10 Days.” Examples: AA Minutes, BB Hours, CC Days, DD Weeks, Z Months. “4 Hour” “21 Day” “6 Week” “3 Month”   Complete With A Container Word The container word denotes that this offer is a bundle of lots of things put together. It’s a system. It’s… ([Location 3101](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=3101)) - Below you’ll find a few examples of named offers for different industries.   Wellness Free Six-Week Lean-By-Halloween Challenge 88% Off 12-Week Bikini Blueprint Free 21-Day Mommy Makeover 60-minute Make Your Friends Jealous Model Hair System Six-Week Stress-Release Challenge (Free!) Bend Over Pain Free in 42 Days . . . Healing Fast Track   Doctors $2,000-Off Celebrity Smile Transformation Lakeway Moms - $1,500 Off Your Kids Braces Lakeway Moms - 12 Months To A Perfect Smile ($1000 off for 15 families) Back to School Free Braces Giveaway Grand Opening Free X-Ray & Treatment - Instant Relief Back Sore No More! 90 Day Rapid Healing Intensive (81% off!) Tightness? $1 Massage New Client Summer Special   Coaching 5 Clients in 5 Days Blueprint 7F Agency 12 Week Intensive 14 Day Find Your Perfect Product Launch Fill Your Gym in 30 Days (Free!) ([Location 3161](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=3161)) - What Happens When Offers Fatigue As you market offers, you will need to create variations over time as the tastes of the market change over time. Here’s the order in which you will change things to keep lead flow consistent. 1)     Change the creative (the images and pictures in your ads) 2)     Change the body copy in your ads 3)     Change the headline - the “wrapper” of your offer a)      Free 6 Week Lean Challenge to Free 6 Week Tone Challenge b)     Holiday Hangover to New Year New You 4)     Change the duration of your offer 5)     Change the enhancer of your offer (your free/discount component) 6)     Change the monetization structure, the series of offers you give prospects, and the price points associated with them (Book II) ([Location 3200](https://readwise.io/to_kindle?action=open&asin=B099QVG1H8&location=3200))