$100M Offers How To Make Offers So Good People Feel Stupid Saying No AudioBook Part 1

this is audible acquisition. comom publishing is proud to present acquisition. volume 1 $100 million offers how to make offers so good people feel stupid saying no written and performed by Alex heroi guiding principles there are no rules dedication TOA you are my RIT or die a term used to describe a person usually a woman that is willing to do anything for the partner friend or family even in the face of danger couldn't do this without you and wouldn't want to you make waking up every day worth it thank you for being unapologetically you you're a

down to Trevor you're the best friend a guy could ask for thank you for spending hours upon hours beating up the ideas that became this book with me it would not have been half as good as it is without your Relentless drive for simplification and Clarity eternally grateful for our friendship you make me feel less alone in this world cheers to becoming old and crotchety start here outsize returns often come from betting against conventional wisdom and conventional wisdom is usually right given a 10% chance of 100 times payoff you should take that bet every time

but you're still going to be wrong nine times out of 10 we all know that if you swing for the fences you're going to strike out a lot but you're also going to hit some home runs the difference between baseball and business however is that baseball has a truncated outcome distribution when you swing no matter how well you connect with the ball the most runs you can get is four in business every once in a while when you step up to the plate you can score a th runs this longtail distribution of returns is why

it's important to be bold Big Winners pay for so many experiments Jeff Bezos as entrepreneurs we make bets every day we are gamblers gambling our hard-earned money on labor inventory rent marketing Etc all with the hopes of a higher payout often times we lose but sometimes we win and win big however there's a difference between gambling in business and gambling in a casino in a casino the odds are stacked against you with skill you can improve them but never beat them in contrast in business you can improve your skills to shift the odds in your

favor simply stated with enough skill you can become the house after beginning a series of books on acquisition it became apparent that I could not talk about any other topic without first addressing the offer the starting point of any conversation to initiate a transaction with a customer what you are literally providing them in exchange for their money that's where it all begins this book is about how to make profitable offers specifically how to reliably turn advertising dollars into enormous profits using a combination of pricing value guarantees and naming strategies I call the proper combination of

these components on a Grand Slam offer I chose this term partially in homage to the above quote from Amazon founder Jeff basos and because like a Grand Slam in baseball a grand slam offer is both very good and very rare additionally to extend the baseball metaphor it takes no more effort to make a grand slam offer than to strike out the difference is dictated by the skill of the marketer and how well he connects his offer with his audience's Desires in business you can have so so offers the singles and doubles that keep the game

going pay the bills and keep the lights on but unlike baseball where a grand slam scores a maximum of four runs a grand slam offer in the business world can score you a thousandfold payoff and a result in a world where you never need to work again it would be like connecting with the ball so well during one single at bat that you automatically win every World Series for the next 100 years it takes years of practice to make something as complicated as hitting a major league fastball into the bleachers look effortless your stance Vision

prediction ball speed speed bad speed and hit placement all must be perfect in marketing and customer acquisition the process of getting new customers there are just as many variables that must all align to truly knock it out of the park but with enough practice and enough skill you can turn the wild world of acquisition which will throw curveballs at you every day into a home run derby knocking offer after offer out of the stadium to everyone else your success will look unbelievable but to you it will just feel like just another day at work the

greatest hitters of all time also have many strikeouts just as there are many failed offers in the track record of great marketers we learn skills through failure and practice we do this knowing that nine times out of 10 we will be wrong we still act boldly hoping for that offer we connect with so well that it results in our big payoff the good news is that in business you only need to hit one grand slam offer to retire forever I have done this four or five times in my life as for my track record I

have a 36 to1 lifetime return on my my advertising dollars over my business career consider this my lifetime batting average if you will that means for every $1 I spend on Advertising I get $36 back a 3600% return that is my average over 8 years and I continue to improve this book is my attempt to share that skill with you with a specific focus on building Grand slim offers so you can experience the same levels of success it's also the first in a series of books meant to get entrepreneurs to Financial Freedom in plain words

you money subsequent books in this series will look more deeply at getting more customers converting more prospects into clients making those clients worth more and other lessons I wish I had learned earlier in scaling my businesses Pro tip faster deeper learning by reading and listening at the same time here's a life hack I discovered a long time ago if you listen to the audiobook while reading the ebook or physical book you will increase your reading speed and retain more information the contents are being stored in more places in your brain this is how I read

most things worth reading I've priced my products as cheap as the platforms were allow me so this is an employ to make an extra 99 Cents promise if you want to give it a try go ahead and grab the audio version and see for yourself you might find it as valuable as I have as someone who struggles to stay focused it took 2 days to talk this book out loud and record it I figured I'd put this hack at the beginning of the book so you had a chance to do it if you found the

first chapter valuable enough to earn your attention section one how we got here the Ugly Truth chapter one how we got here magic will find those with pure hearts even when all seems lost Morgan rhs December 24th 2016 Christmas Eve the room was Pitch Black my shoes stuck to a floor covered in dried soda and crushed bits of candy my nostrils were full with the smell of stale popcorn we had just shown up too late to get good seats and ended up press near the front of the theater just a few rows in front of

me the movie's blazing projection occupied my entire field of view in the refle Ed glow I could see the outlines of Lela family's faces they may as well have been hypnotized I envied them they sat in transed soaking in their paid time off for Christmas must be nice anybody else would have missed it but Lea my girlfriend at the time knew me too well anybody else would have thought I was watching the movie but Lea could tell I was staring blankly at the screen my eyes not tracking with the movie my face was pale my

cheekbones and jawline appeared gone weeks of chronic stress had killed my appetite what's wrong she asked I didn't answer she rested her hand on mine to get my attention I didn't react within moments her fingers tightened around my wrist and she looked at me her eyes searching for mine your heart is racing she whispered concerned without asking she took my pulse it was 100 beats per minute nearly twice what it should be for a fit 27-year old male at rest in a cool dark room what's going on she asked more forcibly but still Whispering the

truth is I was terrified a few hours earlier I looked like a giant I sat scrunched up in a children's miniature play chair my knees almost touched my chest even with my feet firmly planted on the old beige carpeted floor my laptop felt hot sitting at top my steeply angled knees dolls and toys were scattered around me they stared at me with wide eyes and toothy grins motionless I had been their entertainment for the past few weeks I was in lela's parents house they had recently become grandparents and used the spare bedroom as a playroom

when their children visited I didn't have a place to live so they were letting Lea and I stay there quote as long as we need it end quote they had let me use the children's playroom as my office for my business which at this point felt almost as make believe as the stories they had told their grandchildren in this room I literally felt like I was playing dress up except the stakes were real and this was my life my ears were hot and red from the phone being pressed against them for what felt like hours

I kept switching hands because my arms would tire from holding the phone up for so long I'm sorry Mr homoi the voice on the other end of the line said we have to hold on to these funds for the next 6 months we've seen some irregular activity so this is precautionary are you kidding me10 Grand I said a precaution I'm sorry sir our underwriting team yeah yeah I heard you I said cutting him off I don't accept that sir it's not up to me it's just our what am I going to tell my salesman there's

a baby on the way and another one are you going to tell him he's not going to buy his pregnant wife and newborn food are you going to pay his mortgage for him I was seething sir he began with unfaced apathy just trying to deliver the news it's not yours to take my aggression was quickly turning into desperation just send me half so I can pay my employees it's Christmas Eve for sake sir we're going to be holding on to the entirety of your funds for the next 6 months per your agreement The Voice faded

into the distance I hang up and check my accounts a $22,000 commission check for 120,000 in sales I never got without wanting to give myself the opportunity to think about I wired it to him negative 22,000 payment successful balance $1,036 the sunlight blinded me as we emerged from the MAA family shuffled in and out through the revolving doors making their happy memories I was in a days Leila led me to the car her hand wrapped firmly around mine what's wrong wrong what happened she asked the money isn't coming what do you mean it's delayed I

exhaled in the feet they keeping it all can they do that apparently I said stoically trying to maintain my composure in front of her parents what are you going to do about the commissions I already paid him everything I said without looking at her Leela's concern turned a dread we sat in Silence the whole way home I stared out the window she held my hand in hers it was more confiding than I anticipated we'll get through this this 30 days earlier I decided to go all in on this new business I called gym watch here

was the idea I would fly around the country to gyms and fill them up to full capacity using this new methodology that hinged on an offer I had perfected when I owned my chain of gyms leading up to this moment I had sold five of my six gems the funds from selling them my life's work I'd put into an account that I had with a new bartner this money was supposed to be the seed money for our new company I was finally going to realize some level of success my alarm went off I groggy swung

my arm over blindly clawing at the bedside table I switched off the alarm while Leela somehow managed to sleep through the commotion I laid there silently pulling up the bank accounts a daily ritual the balance said $300 wait that couldn't be right there was 46,000 in here yesterday my adrenaline surged looking closer I saw minus 45,700 payment successful I was frantic the money from selling all my gems was gone I checked where the money went to my quote partner end quote he had taken all the money out the last four years of my life had

vanished that fast I officially had nothing and even less to show for it no gyms no equipment no employees nothing I felt dead inside adding insult injury in that same 30-day period my mother was in critical condition because of a near fatal accident and was still under 24-hour supervision and I had told of my car in a head-on collision at 60 MPH and earned a DUI as my consolation prize this was the cherry on top my one Saving Grace during this time was selling a new challenge offer at a gym and collecting all the cash

up front as my fee for turning their business around so I did the only thing I knew I sold my salesman had done 120,000 in a single month and I owed him $22,000 in commissions the problem was the 120,000 never came we need to talk I said as L and I went to the other room I work up to the courage to speak but stared at the the floor embarrassed I've got nothing I said to her I'm a sinking ship and you don't have to stay here with me she grabbed my chin and pulled my

face towards hers so she could look into my eyes I would sleep with you under a bridge if it came to that I would have cried tears of joy but I was so emotionally exhausted that my response appeared apathetic I wouldn't stay with me so we still going to do these launches starting tomorrow she asked all my friends quit their jobs to do this she was being matter of fact but it still stung I felt defeated listen this go horribly wrong I trust you we'll figure it out I had two things left at this point

a grand slame offer and an old business credit card with $100,000 limit from when I had my gyms on the day after Christmas 2 days after the gut wrenching call with the payment processor we were scheduled to launch six new gyms at the same time between airfare hotels Rona cars gas and adspend all multiplied by six I was going to be spending $3,300 per day of money I didn't have my last dollar had gone to paying my salesman I still remember my hand shaking as the advertisement went live off to on just like that I

was going into debt at a rate of $412 per working hour just like that $3,300 per day begin getting deducted from my account- 3300 I now officially have nothing- 3300 I now officially have less than nothing - 3,300 I have $10,000 less than nothing - 3300 this one decision is going to ruin my future forever but things started shaping up here's what happened that month January 2017 as documented by my old processing records I dug up in the physical book there's a chart that I am referencing you can see the month along the left column

and the revenue collected on that month along the right we made $1,117 it was just enough to cover the $3,300 a day that had been coming out the credit card it was actually working I could hardly believe it it I threw the Hail Mary and the universe had caught it I went from looking up bankruptcy lawyers to figuring out what to do with $3 million in profits accured within the first 12 months it felt surreal and in hindsight it still kind of does by the end of the year we were doing $1.5 million per month

12 months from then $4.4 million per month 24 months after that we crossed 120 million in sales and donated $2 million to help fund equal opportunity in low-income areas we met and befriended Arnold Schwarzenegger my lifelong hero and we were asked to become board members of his charity after school All Stars 12 months after that we now have a portfolio of 78 fig and multi8 figure companies across a variety of Industries photography publishing Fitness business Consulting Beauty and business types brick and mortar chains software service e-commerce training and education our portfolio companies now do about

$1.6 million per week and growing I say this because honestly I can't believe it all of this was because of a girl who believed in me a credit card and a grand slam offer I know I teleported you from rag to riches and the natural question is how that's what I'm going to use the rest of this book and the remaining books and free courses in acquisition. to break down the skill of making offers saved me from bankruptsy and likely save my life I've made so many mistakes in my life I've made so many bad

life decisions I've hurt people knowingly and mistakenly I've done bad things with good intentions I say this because I am human I don't pretend to have the answers I have my own demons that i b all every day but despite my many shortcomings I've still managed to get really good at this one thing and I'd like to share that with you I can teach you how to build great offers I don't know who you are yes you the one listening to this but thank you from the bottom of my heart thank you for allowing me

to do work I find meaningful thank you for giving me the most valuable asset you have your attention I promise to do my very best to give you a positive return on it here's your first piece of good news if you were listening to this then you already are in the top 10% most people buy stuff and then promptly ignore it I can also throw out a spoiler the further you get in this book the bigger the Nuggets become just watch this book delivers the world needs more entrepreneurs it needs more Fighters it needs more

magic and that's what I'm sharing with you magic chapter 2 Grand Slam offers make people an offer so good they would feel stupid saying no Travis Jones I was 23 years old and to quote Ruth from Ozark I didn't know about but there I was in a Las Vegas penthouse Rotel room along with 10 business owners learning about marketing and sales in my most fashionable beast mode t-shirt a shirt I had gotten for free and one of the five shirts I owned at the time truthfully I was anxious self-conscious and thought I was making a

huge mistake I paid $33,000 of money I didn't have to get a seat at the table I knew I needed to learn everyone there had a business except me I was planning on starting one a gym TJ the organizer had multiple successful businesses while going over the agenda I remember he made an off-hand comment about making a million that year $1 million I was Spellbound I want to be like this guy I'll do anything the problem was I didn't know what any of them were talking about kpis cpls conversion rates my head was spinning as

I pretended like I knew what they were talking about but I didn't and I'm bad at pretending between sessions TJ found me you could tell I was way over my head TJ was kind curious and caring after a little bit of small talk he asked me a simple question that changed my life forever do you want to know the secret to sales I had never sold anything in my life I never even read a book on it I just recently learned what the term even meant seriously I lean forward intend to download every syllable that

he spoke right into my brain I opened my notebook and stared at him with intent I was ready for the secret he looked at me soberly and said make people an offer so good they would feel stupid saying no I nodded wrote it down underlined it and circled it and with that my entire worldview of selling was transformed make people an offer so good they would feel stupid saying no my mind was racing I didn't have to be skilled or even any good I just had to come up with things that anyone would say yes

to the greatest game of my life had now begun what this book is about at some point every successful business owner was a entrepreneur a person full of ideas and frustrated at having potential to spare something clicks when they realize the horrible trade they and so many people make trading their freedom for falsely pursu security their discomfort compounds and once the discomfort of staying the same surpasses the discomfort of change they take the leap I'm going to be an entrepreneur so I can be free they tell themselves free to do whatever I want whenever I

want with whomever I want some learned about entrepreneurship through personal development others got into it through a franchise others bought courses and some just said it I'm doing it and I'll make it work and make it work they did most of us opened up shop with the intention of helping people in some way many times this assistance is in some way related to something that's affected us personally we set out to give back by providing to others by helping them solve a problem that once plagued us then again sometimes this isn't our way in in

either case we cling to the dream of making more and being Freer than we are now many of us thought naively that owning a business would be our crowning accomplishment a final destination when in reality it was just the beginning somehow in the transition between passionate to helping others and owning my first business we gradually realized that we don't even know the first thing about business let alone turning a profit we may know a lot about our passion about why we started the business that doesn't mean we know anything about succeeding in business much to

the disappointment of idealists on the sidelines succeeding in business means getting prospective customers to trade US money for our services our passion for their hard-earned coins that's the agreement the only way to facilitate that exchange to transact to literally carry out business as a business is by making the prospect an offer what's an offer anyways the only way to conduct a business is through a value exchange a trade of dollars for Value the offer is what initiates this trade in a nutshell the offers the goods and services you agree to provide how you accept payment

and the terms of the agreement it is what begins the process of getting customers and making money it is the first thing that any new customer will interact with in your business since the offer is what attracts new customers it is the lifeblood of your business no offer no business no life bad offer negative profit no business miserable life decent offer no profit stagnating business stagnating life good offer some profit okay business okay life Grand Slam offer fantastic profit insane business Freedom this book helps entrepreneurs craft those grand slam offers these are the offers that

are so effective profitable and life-changing that it seems like they could only be the result of luck that's how it looks to an untrained eye anyway as you likely know now I have crafted thousands of offers over the last decade most have failed some did okay and some struck gold but I never really knew why as Dr berglan a famous Stanford Business School professor said it is far better to understand why you failed than to be ignorant of why you succeeded but as the data started rolling in what seemed like luck and Fortune was closer

to a repeatable framework I've been fortunate enough to strike gold enough times to document these Frameworks and have gotten lightning to strike twice I've put the steps and components of those Frameworks in a logical and digestible format so they are actually useful today like now I'm giving you action instead of a sad but typical book of vague business theories and mental masturbation the two main problems most entrepreneurs face and how this book solves them although you can make a list of the problems you face a mile long which is a great way to stress yourself

out all these problems typically stem from the big two kahunas one not enough clients two not enough cash in other words excess profit at the end of the month seems obvious right it costs more time and money to get clients thereby solving issue one and that money is coming from the profit margins which create problem too what's more annoying prospects savagely compare and belittle our services in favor of cheaper and crappier Alternatives with the cheapest one winning this of course when winning means getting to work for more for even less sad face let's say you

slash prices to get more customers you may even have a full client load but here you are barely making it because margins are too thin competition becomes a race to the bottom if you're struggling with one or both of these issues you're not alone I've been there heck I think every entrepreneur has these same challenges I also want you to know that it's not your fault typical models weren't designed for profit maximization they were designed by companies who have both loads of funding and can operate at a loss for years when these models are used

in the real world business owners just barely get by they essentially buy themselves a job and work $100 a week to avoid working 40 crappy trade my guess is that if you're anything like me you signed up for for something better keep an open mind the contents of this book if executed can transform your business fast it's okay if you're not into Money numbers or business models I've done all that work for you I'm walking through the process step by step in these Pages I'm going to explain each of the two big problems we touched

on above in detail including why they don't work then I'm going to show you the solutions and to wrap this adventure up I'll explain how to enhance value to maximize how much you make per customer so that you can outm Market everyone and stack cash we use this offer model for every nich we work with chyros dentists gyms agencies plumbers roofers dog walkers physical products software brick and mortar stores and so many more and it's amazing how fast things can improve with each and every one of them when they use this framework what's in it

for you I've made every dumb business mistake in the book now you can learn from my embarrassing brutal multi-million dollar fuckups without having to suffer the same pain yourself building these businesses has been a very hard and emotional Journey for me I wouldn't trade these experiences for the World however if this book helps just one entrepreneur avoid suffering as I did keep their business open or accomplish their dreams it will all be worth it if you're willing to exchange the time it takes to watch two episodes of your favorite TV show and really study this

book and if you implement even a single offer component I can guarantee you will add more clients and more dollars to your bottom line reading this book and taking it to heart will be the single greatest return on time for your business nothing else will allow you to do what this book can do in the same amount of time that is a promise as a side benefit implementing a new offer is about one of the easiest things to do in a business so you really can do this this isn't some management practice or culture building

hudo this is the real how you sell for lots of money type stuff what's in it for me I give all these materials this book The accompanied course and all other books and courses which you can find at acquisition. for free or at cost in order to help as many people as humanly possible make more and serve more I've made these with the intention of providing more value than you can get from ,000 course any $30,000 coaching program and hilariously more than $200,000 college degree and I do this because although I could sell these materials

in that format I just don't want to I've made my money doing this stuff not teaching how to do this stuff contrary to most of the marketing community at large so my model is different I'll explain more in a second that being said there are two key Arch types I'm trying to provide value to with my published materials for Arch type number one entrepreneurs under $3 million per year in Revenue my goal is to help you get there and during your trust try just a couple the tactics from this book watch them work then try

a few more watch them work and so on the more you see results in your own business the better once you succeed you'll become AR type number two entrepreneurs at minimum between 3 to 10 million a year in Revenue once you get there or if that's you now I'd be honored to invest in your business and help you cross 30 50 or even 100 million plus I don't sell coaching masterminds or courses or anything like that instead I have a portfolio of companies I take Equity interest in I use the infrastructure resources and teams of

all my companies to fast track their growth but don't believe me yet we just met if you're curious my business model is simple just like the four-piece pyramid logo of acquisition. comom Step One provide value at no cost far in excess to what the rest of the marketplace charges for step two have entrepreneurs use the materials that actually work and make money helping more folks step three earn the trust of the hyper executor business owners who use the Frameworks to scale their businesses to $3 to $10 million per year and Beyond step four invest in

this businesses to make more impact at scale while helping every single other entrepreneur for free if you look carefully the process revers asine near success I think it's pretty cool here's how I know these business owners can execute the Frameworks I have without handholding and therefore would be very likely to succeed with the next set of Frameworks getting to 30 million 50 million 100 million looks different than getting to 3 to 10 million they know my style works for them because it already has so we operate on shared trust I trust they can execute and

they trust that our stuff works again because it already has all while helping everyone else vote free so it allows me to preemptively avoid failures and dramatically increase success likelihood let me show you how much at the time of this writing every business I have started since March of 2017 has achieved a $1.5 million per month run rate at least according to the small business administration the odds of a single business even achieving $10 million a year or $833,000 per month which is almost half of what I just said are 4% or one in 250

having it happen four times in a row is 4% * 4% * 4% time 4% or in other words very very very low probability that it was luck as such I can say with conviction that we know how to recreate success using the Frameworks I share over and over again they work because they are Timeless business principles I actively visualize every day how it felt to wake up in the middle of the night in cold sweats wondering how I'd make payroll that gut-wrenching meditation keeps me hungry as an entrepreneur but also grateful for my security

and peace of mind I want the lad for you and anyone else who gives a damn about what they do fair enough cool so let's get to it basic outline of this book this book is intended to be a resource as a resource I mean it will be something that you read through then keeping your toolbox coming back to it again and again and says never memorize anything you can look up business is not a spectator sport you're not cramming for some midterm and you're not some limp wristed philosopher you work and to work you

need tools this my friend is one of those tools General outline section one how we got here you just finished it section two pricing how to charge lots of money for Stuff section three value create your offer how to make something so good people line up to buy section four enhancing your offer how to make your offer so good they feel stupid saying no section five next steps how to make this happen in the real world for free courses books so good they grow your business without your consent go to acquisition. section two pricing how

to charge lots of money for Stuff chapter three pricing the commodity problem think different Steve Jobs grow or die is a core tenant at our companies we believe every person every company and every organism is either growing or dying maintenance is a myth what this means is if your company isn't growing it's dying this is sobering reality for many of us I learned the hard way and my business suffered for a long time because of it let me explain the market is continuously growing the stock market grows at 9% per year if we aren't growing

at 9% per year we are falling behind maintenance in the most generic sense would be 9% per year growth year-over-year furthermore if you're in a growing Marketplace then you might have to grow at 20 to 30% per year just to keep up or risk falling behind so you can see how many it is a myth so then what does it take to grow thankfully just three simple things one get more customers two increase their average purchase value three get them to buy more times that's it sure there are lots of ways to acquire customers and

zillions of ways to increase order value and purchase frequency but simply put that's it those are the only three ways to grow example if I sell 10 clients a month and a client is worth $1,000 to me over their lifetime through average card value times number of average purchases then my business will cap at $10,000 per month aka1 * $1,000 paying new clients per month time $1,000 lifetime value equals $10,000 per month in Max Revenue if you want to grow you've either got to sell more clients every month while maintaining suitable margins or have them

be worth more by increasing the profit per purchase or number of times they buy that's it author note only two ways to grow to simplify this concept even more there are really only two ways to grow get more customers and increase each customer's value increasing each customer's value has two sub buckets one increasing profit per purchase two increasing the number of times they buy for the purpose of this book I highlight both of those sub buckets as individual growth paths I did this because I think it will be easier to understand the money models that

will come in volume three all three getting more customers increasing their average purchase value and getting them to buy more are repeated themes in this book but if you seek simplicity both increasing average purchase value and increasing the number of times a customer buys results in one outcome increasing each customer's value business terms before going any further and to better flesh out the concepts that will follow we should take a second to Define and better understand some key business Concepts when I stood in that Las Vegas Penthouse in my beasto t-shirt I was clueless about

such terms let me help you be better than well me gross profit the revenue minus the direct cost of servicing an additional customer if I sell lotion for $10 and it cost me $2 my gross profit is $8 or 80% if I sell agency services for $1,000 per month and it cost me $100 per month in labor to run that client's advertising then my gross profit is $900 or 90% note this is not net profit net profit is what's left over after all expenses are paid not just the direct cost of fulfillment lifetime value the

gross profit accured over the entire lifetime of a customer this is gross profit multiplied by the number of purchases an average customer will make over their lifetime using the example above if the average customer stays 5 months and they pay $11,000 per month while it cost me $100 per month to fulfill then their lifetime value is $4500 here's the breakdown Revenue equals $1,000 per month time 90% gross margin Time 5 month equals $4,500 lifetime value or LTV note that the indirect costs like admin software rent Etc are not included in LTV note you will find

different definitions for lifetime value depending on the source the biggest difference is that some sources only count total revenue While others focus on gross profit over the Life Span I focus on gross profit you may also see me refer to this as LTG or lifetime gross profit in other texts just for clarity sake value-driven versus price driven purchases this book was intended to be a textbook for any business that wants to grow I spent and continue to spend hundreds of hours on calls and in-person meetings Consulting entrepreneurs on Crafting their offers I've seen the ones

that take off into the stratosphere and those that fizzle having a grand slame offer makes it almost impossible to lose but why what gives it such an impact in short having a grand slam offer helps with all three of the requirements for growth getting more customers getting them to pay more and getting them to do some more times how you ask ask 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 equals price-driven purchases AKA erased to the bottom differentiated

equals a value driven purchase AKA sell in a category of one with no comparison yes Market matters which I'll expound on in the next chapter commodity as I Define it is a product available from many places for that reason it's prone to purchases based on price instead value if all products are equal then the cheapest one is the most valuable by default in other words if a prospect Compares your product to another and thinks these are pretty much the same I'll buy the cheaper one then they commoditized you how embarrassing but really it's one of

the worst experiences a value-driven entrepreneur can have this is a massive problem for the entrepreneur because Commodities are valued at the point of market efficiency this means that the marketplace drives the price point down through competition until the margins are just enough to keep the lights on just enough to become a slave to their business the business makes just enough to justify the owner waiting anxiously for things to turn around and by the time that lie is realized they In Too Deep to Pivot at least until now a grand slam offer solves this problem but

what does a grand slam offer do all right let's start by defining a grandl offer it's an offer you present to the marketplace that cannot be compared to any other product or service available combining an attractive promotion an unmatchable value proposition a premium price and an unbeatable guarantee with a money model AKA payment terms that allows you to get paid to get new customers forever removing the cash constraint on business growth in other words it allows you to sell in a category of one or to apply another great phrase to sell in a vacuum the

resulting purchasing decision for the prospect is now between your product and nothing so you can sell at whatever price you get the prospect to perceive not in comparison to anything else as a result it gets you more customers at higher ticket prices for less money if you like fancy marketing terms it breaks down to this one increase response rates think clicks two increase conversions think sales three premium prices think charging a lot of money having a grand slame offer increases your response rates to advertisements AKA more people will click or take action on an advertisement

they see containing a grand slim offer if you pay the same amount for eyeballs but one more people respond two more of those responses buy and three they buy for higher prices your business grows I've struck gold on my fair share of offers not because I've got some superpower but because I've just done this a lot of times and failed even more I've sorted through the crop that chronically fails and pocketed all the stuff that reproducibly succeeds and put it into this book here's the key takeaway from all this a business does the same work

in both cases with a commoditized offer or a grand slam offer the Fulfillment is the same but if one business uses a grand slam offer and another uses a commodity offer the Grand Slam offer makes that business appear as if it had a totally different product and that means a value driven versus price driven purchase if you have a commodity offer you will compete on price having a price driven purchase versus a value driven purchase your grand slam offer however forces a prospect to stop and think differently to assess the value of your differentiated product

doing this establishes you as your own category which means it's too difficult to compare prices which means you you recalibrate the prospect's value meter real life Grand Slam offer money math before and after quick backstory one of our companies is a software that advertising agencies use to work leads for their customers using the software agencies transform their offer from a commoditized offer of lead generation services to a grand slam offer of pay for performance let me show you the multiplicative effect it has on Revenue for business while rounded for illustration sake the values I will

share with you are based on real numbers a lead generation agency selling service is to Brick and morar business's experience old commoditized way price driven race to the bottom Comm monetized offer $1,000 down then $1,000 per month retainer for agency Services I will read through the chart that is displayed advertising spend $10,000 Impressions reach 300,000 response rate 0.0013 appointments booked 40 show rate 75% appointment showed 30 closing percentage 16% appointments closed 5 price $1,000 total $5,000 row as or return on Advertising spend .5 to1 here's the breakdown at 0.5 to1 return on Advertising spend you

lose money getting customers but in 30 days those five customers will pay another $1,000 each bringing you $10,000 in total and breaking even the next month the $5,000 that comes in will be your first Prof profitable month and each month thereafter will be profitable assuming they all stay this is an example of a commoditized service normal agency work there's a million of them and they all look the same commoditized businesses and offers have a harder time getting responses from ads because all their marketing looks the same as everyone else's note it all looks the same

because they're all making the same offer you pay us to work we do work maybe you get results from that work maybe you don't it's reasonable but easily duplicated and subject to commoditization this commoditization creates a price driven purchase you were forced to be priced competitively to get clients and to stay that way to keep them if the client sees a cheaper version of the same thing then the value discrepancy will cause them to swap providers this is a dilemma lose this client the rest of your clients and potential clients or stay competitive your margins

become so thin they vanish furthermore it's hard to get prospects to say yes and keep them saying less unless you're hypervigilant about clients commoditizing in your business by staying again competitive and that's the problem with the old commoditized way they're able to compare unless you switch to a grand slame offer your prices will keep getting beat down the business eventually dies or the entrepreneur throws in the towel no bueno we want to make an offer that's so different that you can skip the awkward explanation of why your product's different from everyone else's which if they

have to ask then they are probably too ignorant to understand the explanation anyways and instead just have the offer do that work for you that's the grand slim offer way let's dive in to see the contrast in sales numbers new grand slam offer way differentiated incomparable value driven Grand Slam offer pay one time no recurring fee no retainer just cover the ad spend I'll generate the leads and work your leads for you and only pay me if people show up and I'll guarantee you 20 people in your first month or you get your next month

free I'll also provide all the best practices from all their businesses just like yours daily sales coaching for your staff tested scripts tested price points and offers to swipe and deploy sales recordings and everything you also need to sell and fulfill your customers I'll give you the entire playbook for insert industry absolutely free just for becoming a client so in a nutshell I'm feeding people into your business showing you exactly how to sell them so that you get the highest prices which means that you make the most money possible sound fair enough it's clear that

these are drastically different offers but so what where's the money let's compare both in the chart below advertising spend $10,000 same as before Impressions reached 300,000 same as for response rate 033 2.5 times the response rate because you have a more appealing offer so more people respond appointment's booked 40 becomes 100 show rate 75% stays the same appointment showed 30 goes to 75 and that's just a result of numbers flowing down the funnel closing percentage goes from 16% to 37% 2.3 times the closing because there's more value so more people buy appointments closed goes from

5 to 28 that's just a result of the higher closing percentage price goes from $11,000 to start to $39.97 which is four times the price because we're charging onetime fee versus recurring the total collected upfront goes from $5,000 to $112,000 that's 22.4 times the cash upfront collected and the row as goes from .5 to1 to 11.2 to1 which means you're getting paid to get new customers breakdown you spend the same amount of money for the same eyeballs then you get 2 and a half times more people to respond to your advertisement because it's a more

compelling offer from there you close 2.5 times as many people because the offer is so much more compelling from there you're able to charge four times higher prices up front the end result is 2.5 * 2.5 * 4 equal 22.4 times more cash collected up front yes you just spent $10,000 to make $112,000 you just made money getting new customers comparison remember the old old way the way you lost half the ad SP up front with the new way you're making more money and getting more customers this means that your cost to require a customer

is so cheap relative to how much you make that your limiting factor becomes your ability to do the work you already love doing cash flow and acquire customers is no longer your bottleneck because it's 22.4 times more profitable than the old model yep you read that right this is the part in the action movie where you walk away from an explosion in slow motion this is the exact Grand Slam offer we used with our softare for a business that serves agencies the numbers can become wild fast I know 22.4 X better sounds unreasonable but that's

the point if you play the same game everyone else does you'll get the same results everyone else does mediocre you hit singles and doubles keep the lights on but never get ahead but remember the opening passage of this book that when you align all the pieces you can KN it out of the park so well that you win for good in my first 18 months in business we went from $500,000 a year to $28 million a year off of less than $1 million an ad spent so when I say 20 to1 50 to1 100 to1

returns I mean it when you get this right the results are well unbelievable summary points this chapter Illustrated the basic problem with commoditization and how Grand slame offers solve that this gets you out of the pricing war and into a category of one the next chapter will focus on finding the correct Market to apply our pricing strategies to it's one of the most important things to get right a grand slim offer given to the wrong audience will fall on deaf ears we want to avoid that at all costs we must detour from pricing for a

moment to learn what to look for in a market it's an essential box to check before continuing on our journey free gift number one bonus tutorial start here if you want a deeper dive go to acquisition. comom trining offers and watch the first video in the free course starring Yours Truly about how I differentiate offers in businesses I consult with and get them charging premium prices I also created some free Sops and cheat codes that you can download for free so you can Implement faster enjoy pricing chapter 4 finding the right Market a starving crowd

the seed that fell on good soil represents those who truly hear and understand God's wart and produce a harvest of 30 60 or even 100 times as much as has been planted Matthew 13:23 NLT a marketing Professor asked his students if you were going to open up a hot dog stand and you could only have one advantage over your competitors which would it be location quality low prices Best Taste the students kept going until eventually they had run out of answers they looked at each other waiting for the professor to speak the room finally fell

quiet the professor smiled and replied a starving crowd you could have the worst hot dogs terrible prices and be in a terrible location but if you're the only hot dog stand in town and the local college football game breaks out you're going to sell out that's the value of a starving crowd at the end of the day if there's a ton of demand for a solution you can be mediocre at business have a terrible offer and have no ability to persuade people and you can still make money an example of this was the toilet paper

shortage at the beginning of Co 19 there was no offer the pricing was atrocious and there was no compelling sales pitch but because the crowd was so big and so starving rolls of toilet paper were going for $100 or more that's the value of a starving crowd selling newspapers a good friend of mine Lloyd owned a software business that served newspapers for almost a decade they set up digital ad services on newspaper websites with a few clicks and instantly helped them sell a whole new ad product he only charged them a percentage of Revenue he

added so if they made nothing neither did he it was pure gain for the papers and a great offer but despite having a great offer and natural sales ability his business began to decline being a high achieving entrepreneur he tried all different angles to solve the problem but nothing worked he couldn't figure out what the issue was it was hard for me to see him struggle with this because I think Lloyd is much smarter than I am and the answer seemed obvious to me but watching him go through this has been a lesson that I

have taken with me for life but before I reveal it what do you think the problem was product offer marketing and sales his team let's break it down it wasn't his product that was great it wasn't his offer he had a zero risk rev share model it wasn't his sales skills he was a natural salesman so then what was the problem he was selling to newspapers his Market was shrinking by 25% every single year he had looked at all the angles except for the most obvious one finally after years of fighting an uphill battle in

his Market he realized his Market was the source of his problems and decided to downsize his company don't worry the story has a second half to illustrate the power of a market as soon as Co hit Lloyd pivoted he started an automated mask manufacturing company with new technology he brought the cost per Mass down below what people could buy them from for from China within 5 months he was doing Millions per month same entrepreneur different Market he applied his same skill set to a business he had zero experience in and was able to win that's

the power of picking the right Market I give you that story as a cautionary tale your Market matters Lloyd is a very smart human he's obviously very capable but we can all be blinded as entrepreneurs because we don't like to give up we are so accustomed to solving impossible problems that we will keep ramming our heads into the wall we hate quitting but the reality is that everyone is affected by their market so how do you pick the right Market what to look for there is a market in Desperate me 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 in order to sell anything you need demand we are not trying to create demand we're trying to channel it it is a very important distinction if you don't have a market for your offer nothing that follows will work this entire book sits a top the assumption ion that you

have at least a quote normal Market which I Define as a market that is growing at the same rate as the marketplace and that has common unmet needs that fall into one of three categories improved Health increased wealth or improved relationships for example Lloyd could have gone through this entire book and nothing in here would have worked for him why because he would be targeting newspapers a dying Market that being said having a great Market is an advantage but you can be in a normal Market that's growing at an average rate and still make crazy

money every Market I've been in has been a normal Market you just don't actually want to be selling ice to Eskimos here are the basic tance of what I look for in markets let's run them before we turn to the offer when picking markets I look for four indicators one pain two purchasing power three easy to Target four growing one massive pain they must not want but desperately need what I am offering pain can be anything that frustrates people about their lives being broke is painful a bad marriage is painful waiting in line at the

grocery store is painful back pain ugly smile pain overweight pain humans suffer a lot so for us entrepreneurs endless opportunity abounds the degree of pain will be proportional to the price you will be able to charge more on this in the value equation chapter when they hear the solution to their pain and inversely what their life would look like without this pain they should be drawn to your solution I have a saying that I use to train sales teams the pain is the pitch if you can articulate the pain a prospect is feeling accurately they

will almost always buy what you are offering a prospect must have a painful problem for us to solve and charge money for our solution Pro tip the point of good writing is for the reader to understand the point of good persuasion is for the prospect to feel understood two purchasing power a friend of mine had a very good system for helping people improve their resumes to get more job interviews he was great at it but try as he did he could not get people to pay for his Services why because they were all unemployed this

again may seem obvious but he thought these people are easy to Target they're in massive pain there are plenty of them and it's constantly adding new people this is a great Market he just forgot a crucial Point your audience needs to be able to afford the service you're charging them for make sure your targets have the money or access to the amount of money needed to buy your services at the prices you require to make it worth your time three easy to Target let's say you have a perfect Market but no way of finding the

people who comprise it well making a grand slim offer will be difficult I make my life easier by looking for easy to Target markets examples of this are avatars that have associations they belong to mailing lists social media groups channels they all watch Etc if our potential customers are gathered together somewhere then we can Market to them if searching them out however is like finding needles in a Hy stack then it can be very difficult to get your offer in front of any potential interested eyes this point is tactical it is reality not theoretical for

instance you may want to serve Rich doctors but if your ads are being displayed to nursing students your offer will fall on deaf ears no matter how good it is main point you want to make sure you can Target your ideal audience easily clarifying point there is no issue wanting to serve Rich doctors they are easy to find this is just illustrative that your promotions must be served to the Right audience four growing growing markets are like a Tailwind they make everything move forward faster declining markets are like headwinds they make all efforts harder this

was Lloyd's example newspapers had three of four makings of a great Market lots of pain purchasing power easy to Target but they were shrinking fast no matter how hard he tried the entire Marketplace was fighting against him business is hard enough and markets move quickly so you might as well find a good Market to give you a Tailwind to make the process easier making this rate health wealth relationships there are three main markets that will always exist health wealth and relationships the reason that those will always exist is that there will always be tremendous pain

when you lack them there's always demand for solutions to these core human pains the goal is to find a smaller subgroup within those larger buckets that is growing has the buying power and is easy to Target the other three variables so if I were a relationship expert trying to find my avatar I'd rather focus on second half of life relationship coaching for Old-Timers than helping college students in relationships why because senior citizens who are alone are likely suffering more pain as they are near their deaths have more buying power money and are easier to find

targeting lastly at the time of this writing there are more people turning 65 each year than turning 20 AKA growing that is the idea think about what you are good at in regards to health wealth and relationships then think about who might value your service the most AKA is in the most pain has the buying power to pay what you want money and can be found easily targeting as long as those three criteria are strong and the market isn't shrinking you'll be in good shape but how important your success is finding a quote great Market

versus a quote normal Market versus a quote bad Market the answer it actually depends let me explain order of importance three levers on success it's unlikely you're going to be in a dying market like the newspaper example it's also un likely you're going to be selling toilet paper and Co a buying frenzy you'll likely be in a normal market and that's totally okay there's a fortune to be made within normal markets my single point here is that you can't be in a bad Market where nothing will work that being said here's the simplest illustration of

the order of importance between markets offers and persuasion skills starving crowd is more important than your offer strength which is more important than your persuasion skills let's say you were to rate these elements on a scale of great normal and bad you could essentially move down the line from left to right in order of importance a quote great rating on a higher order piece overpowers anything else lower on the priority scale a quote normal rating moves the buck to the next part of the equation a quote bad stops the equation unless a grade from a

higher order component nullifies it here are a few examples example one even if you had a bad offer and are bad at persuasion you're going to make money if you're in a great Market if you're on the corner Hawking dogs when the bar closes up at 2 a.m. with Mobs of starving drunk folks you're going to sell out of your hot dogs example two most of us if you were in a normal market and have a grand slam offer you can make tons of money even if you're bad at persuasion this is most people reading

this book that's why I wrote it to help you maximize your success by learning to really build a grand slam offer example three let's say you're in a normal market and have a normal offer in order to be massively successful you would have to be exceptionally good at persuasion then and only then would you succeed with your persuasive skills serving as the full crumb for your success heck many empires have been built by exceptional persuaders it's just the hardest path to follow and requires the most effort and learning nailing your offer helps you shortcut this

path to success otherwise you will just have a normal business that takes exceptional skill to be successful nothing wrong with that but probably not what you signed up for commit to the niche I have a saying when coaching entrepreneurs on picking their target market don't make me nich slap you too often a new entrepreneur halfheartedly tries one offer in one market doesn't make a million dollars then mistakenly thinks this is a bad Market most time that's not actually the case they just haven't found a grand slam offer yet to apply to that market they think

I'll switch from helping dentist to helping chiropractors that's it when in reality both of those are normal markets and represent billions of dollars of Revenue either would work just not both you must pick one no one can serve two masters I have coined the term nich slap to remind entrepreneurs in my communities to commit once they pick all businesses and all markets have unpleasant characteristics the grass is never Greener once you get to the other side if you keep hopping from Niche to Niche hoping that the market will solve your problems you deserve to be

nich slapped you must stick with whatever you pick long enough to have trial and error you will fail in fact you will fail until you succeed but you will fail far longer if you keep changing who you Market to because you must start over from the beginning each time so pick then commit riches earn the niches the other reason to commit to the niche is because of how much more you will make simply but niching down will make you far more money author note when to broaden advice for most people for most if you were

under $10 million per year niching down will make you more money after that it will depend on how narrow the niche is or what is called t Pam total addressable Market a business can only grow to meet the total addressable Market that being said for most people getting to 10 million per year is already a 4% achievement only one in 250 businesses achieve this so for 99.6% of readers below $10 million per year it's almost always easier to serve fewer clients more narrowly but if you want to go beyond that you may depending on the

size of your Tam have to broaden your Audience by going up Market down Market or into an adjacent Market where your existing Services can provide value for context many companies expanded to $30 million plus per year serving a single Niche chiropractors gyms plumbers solar roofers salon owners Etc if you were $1 million or $3 million per year thinking you have capped and must expand you are wrong you just need to be better when I truly grasped how much more profit I was leaving on the table it changed my life it was what took me from

doing acquisition for anyone to teaching it to a specific Avatar in my instance I decided on a micro owner with 100 members assigned lease at least one employee and wanted to help clients lose weight that's pretty specific compared to quote small business owners or my favorite quote anyone who will pay me which is common and I was very specific in that business gym launch we turn down and still do anyone who is not the Avatar that means no personal trainers no onload coaches Etc could I have helped them of course I could have I mean

heck the majority of our portfolio is comprised of non- Jim companies but in order to maintain product Focus and high converting messaging knowing exactly who the product was for was a game changer it helped us know exactly who we were speaking to at all times and exactly whose problems we were solving but Simplicity and ease may not be enough to sway you so let me illustrate why honing in on one Niche will make you more money reason you can literally charge a 100 times more for the exact same product Dan Kennedy was the first person

to illustrate this for me and I will do my best to pass on the torch to you in these Pages niching product price example product and then price time management product price $19 time management for sales professionals price $99 time management for outbound B2B sales price $199 time management for outbound B2B Power Tools and Gardening sales reps price $1,997 Dan Kennedy taught me this and it changed my life forever let's say you sold a generic course on time management unless you were some massive time management Guru with a compelling or unique story it would be

unlikely it would turn into anything significant what do you think quote yet another end quote time management course is valued at $19 $29 sure nothing right home about let's just say $19 for illustration sake now we shall Unleash the Power of Niche pricing in various stages on your product so let's imagine you make the product more specific keeping the same principles and call it time management for sales professionals all of a sudden this course is for a more specific type of person we could tie their increase to even one more sale or one more deal

and it would be worth more but there are a lot of salespeople so this might be a $99 product neat but we can do better so let's go down another level of niching and call our product time management for B2B outbound sales reps following the same principles of specificity now we know our salespeople probably have very experienced deals and commissions a single deal would easily net this salesman $500 or more so it would be easy to justify a $4.99 price tag this is already a 25x increase in price for almost an identical product I could

stop here but I'm going one step further let's just Niche down one last level time management for B2B outbound Power Tools and Gardening sales reps boom think about it for a second if you were power tools outbound sales rep you would think to yourself This is made exactly for me and would happily work over maybe $1,000 or $2,000 for a time management program that could help you achieve your goal the actual pieces of the program may be the same as the generic $9 course but since they have been applied and the sales messaging could speak

so much to this Avatar they will find it far more compelling and get more value from it in a real way this concept applies to anything you decide to do you want to be the guy who services this type of person or solves this type of problem and even more niched I solve this type of problem for this specific type of person in this unique counterintuitive way that reverses their deepest fear that's why a fitness program for generic weight loss might be priced only at $19 while a fitness program designed and marketed only to shift

nurses might be priced at $1,997 even though the core of the program is likely similar eat less move more end result the market matters your Niche matters and if you can sell the same product for 100 times the price should you I'll let you decide sumary points the purpose of this chapter is to reinforce two things first don't pick bad markets normal markets are fine great markets are great second once you pick commit until you figure it out if you try 100 offers I promise you will succeed most people never try anything others fail once

then give up it takes resilience to succeed stop personalizing it's not about you if your offer doesn't work it doesn't mean you suck it means your offer sucks big difference you only suck if you stop trying so try again you'll never become world class if you stop after a failed attempt if you find a crazy good Market ride it and ride it hard if you pair a grand slame offer with a crazy Market you'll likely never need to work again seriously so have the skill set the ability to accurately assess markets by taking into account

pain money targeting and growth in your back pocket so that when lightning strikes you can make sure it strikes twice having established how to nail a market let's get back to pricing the first step to making crazy money is charging premium prices free gift number two bonus tutorial winning markets if you want to know more about how I pick markets and find niches that are profitable go to acquisition. trining offers then watch winning markets for a short video tutorial I've also included a free checklist to see how your Market or Niche measures up it's absolutely

free enjoy chapter 5 pricing charge what it's worth charge as high a price as you can say out loud without cracking a smile Dan Kennedy January 2019 all I could see was black my eyes felt Glu shut I was awake but the fatigue in my temples felt like a 5B weight was duct taped to my skull dragging my eyelids back down I had to concentrate forcibly to open them the details of the dimly lit room beamed in I rolled over to the edge of the hotel room bed feeling each and every muscle on my body

as my weight shifted punched on my side I could see my clothes scattered on the floor I was so beat the night before that I didn't even remember taking them off I had just finished a 5-day Gauntlet of keynote after keynote presentation two days of presentations for our highest level clients immediately followed by spending 2 days planning with our entire company 135 plus employees I had missed a FaceTime call from my father that day before I didn't have anything on my agenda for the morning so I quickly got up slid into a hoodie and some

sweats and walked into the hallway to call him back after the initial pleasantries he immediately dove into why he was calling parental concern I saw the picture you posted of all your clients he said but in an unusually concerned tone I thought the event was for all your highest paying clients I didn't know it was a big event it looked like you had a thousand people there alone in the hallway and struggling to shake the heavy weight of exhaustion still I tried to gauge where his concern was coming from and what he was getting at

I'd explained this to him already it was only for our highest level clients that wasn't all of our clients I said said just the ones who pay 42,000 a year are gym Lords like I told you every single person in that picture paid you $42,000 he sounded almost frightened at the idea yeah wild right my voice waso from Days of speaking and thousands of 20 second conversations is it legal what you're doing he asked wow that escalated quickly I thought to myself do they know you're paying you that much yes it's legal and of course

they know it's not like I'm magically siphoning money that's a lot of money I hope what you're giving them is worth it I contemplated whether it was worth the effort to dive into this or just ignore it but knowing this was going to be a thing I took a deep breath and began to explain if I made you $239,000 extra this year would you pay me $42,000 I asked using $239,000 because it was the average increase in Topline revenue of a gym using our system for 11 months for sure he said I mean if I

knew I was going to make that back but what would I have to do about 15 hours a week of work and how long would it take me to make the $239,000 11 months and how much of the $42,000 would I have to pay you up front nothing just pay me as you start making money using the system I watched it click my dad got it oh he said well then yeah I would do it and that's why they do it too making shitloads of money breaks people's minds it literally stretches their mind so far

past what they can believe is possible they assume you're doing something wrong or illegal they literally can't even why because they think to themselves they can't be that much smarter than me or work that much harder than me so how is it possible for them to make a thousand times more than me enough money that it would literally take 10 lifetimes for me to make what they make in a year in the 3 years leading up to me writing this book I took home over $1.2 million per month in profit every single month that's more

than the compensation for the CEOs of Ford McDonald's Motorola Yahoo combined every year as a kid in his 20s it angers those who believe that life isn't fair it confuses others who cannot comprehend and believe that there must have been a mistake it inspires a select few who are bound for greatness I hope that you are in the last category because that is who I am writing this for you can do this you just need to learn how and I'm going to show you price to Value discrepancy I hope what you're giving them is worth

it end qu those words would probably sting for most but when my dad said them to me I just knew he didn't understand the value we were providing what I want to show you is how to create and communicate value aka the worth itness of an offer in order to understand how to make a compelling offer you must understand value the reason people buy anything is to get a deal they believe that what they are getting value is worth more than what they giving in exchange for it price the moment the value they receive dips

below what they are paying they stop buying from you this price to Value discrepancy is what you need to avoid at all costs after all as Warren Buffett said price is what you pay value is what you get the simplest way to increase the gap between price to value is by lowering the price it's also most of the time the wrong decision for the business getting people to buy is not the objective of a business making money is and lowering price is a one-way road to Destruction for most you can only go down to zero

but you can go infinitely high in the other direction so unless you have a revolution Ary way of decreasing your cost one tenth compared to your competition don't compete on price as Dan Kennedy said there's no Strategic Benefit to being the second cheapest in the marketplace but there is for being the most expensive so the goal of our grand slam offer will be to get more people to say yes at a higher price by increasing our value price discrepancy in other words we will raise our price only after we have sufficiently increased our value this

way they still get a great deal think buying $100,000 worth the value for only $10,000 it's money at a discount free gift number three bonus tutorial and free downloads charge what it's worth if you want to know how I create value discrepancies for B2B or b2c products go to acquisition. comom trining offers course and then watch charge what it's worth for a short video tutorial my goal is to gain your trust and deliver value in advance as such it's absolutely free enjoy why you should charge so much it hurts most business owners are not competing

on price or value in fact they're not actually competing on anything at all their pricing process typically goes something like this step one look at Marketplace step two see what everyone else offers step three take the average step four go slightly below to remain quote competitive end quote step five provide what their competitors offer with a little more step six end up with a value proposition of More For Less and the big secret those competitors they copying are dead broke so why on Earth copy them pricing were the Market is means you're pricing for market

efficiency over time in an efficient Marketplace more competitors enter offering a little more for a little less until eventually no one can provide any more for any less at this point a market reaches perfect efficiency and the business owners participating make just enough at the end of the month to keep going the bottom 10 to 20% of operators get washed out or lose the will to fight then fresh business owners enter with no idea and repeat the process of their forefathers and around and around they go in plain words price this way means you are

providing a service at just above what it costs for you to stay above water we are not trying to barely stay above water we are trying to make egregious amounts of money that will have your relatives asking if what you do is legal again we are not trying to get the most customers we are trying to make the most money that being said since there is no Strategic Benefit to being the second lowest priced player in your Marketplace allow me to give you a brief overview of why I see premium pricing as not only a

very smart business decision but a moral one furthermore it's the only choice that will allow you to truly provide the most value a unique and strong position in the marketplace let me introduce you to The Virtuous cycle of price I've used this framework in most of the materials I release because it needs to be consistently reinforced the forces of the marketplace will great on your belief system you must stay strong and ignore them here's the basic premise of why you need to charge a premium if you want to best serve your customers when you decrease

your price you decrease your client tional investment since it didn't cost them much you decrease your client's perceived value of your service since it can't be that good if it's so cheap or pric the same as everyone else you decrease your client results because they do not value your service and are not invested you attract the worst clients who are never satisfied until your servic is free and you destroy any margin you have left to be able to actually provide an exceptional experience hire the best people invest in your people pamper your clients invest in

growth invest in more locations or more scale and everything else you you had hoped in the goal of helping more people solve whatever problem it is that you solve in essence your world sucks and to make matters worse your service probably sucks because you are squeezing blood from the proverbial Stone there's just not enough money left over to make something exceptional as a result you fall in line with the armies of average businesses that race to the bottom I've lived that life it's terrible if you love your customers and your employees please stop short changing

them when there is a better way here's the reverse this is what happens when you raise your prices when you raise your prices you increase your client's emotional investment you increase your client's perceived value of your service you increase your client's results because they value your service and are invested you attract the best clients who are the easiest to satisfy and actually cost less to fulfill and who are most likely to actually receive and perceive the most relative value you multiply your margin because you have money to invest in systems to create efficiency smart people

improve customer experience scale your business and most importantly of all to keep watching the number in your personal bank account go up month after month even with reinvesting in your business this allows you to ultimately enjoy the process for the Long Haul and help more people grow rather than burning out and shriveling Into Obscurity to swing the argument even further in favor of higher prices here are a few interesting Concepts when you raise your price you increase the value the consumer receives without changing anything else about your product wait what yes higher price means higher

value literally in a blind taste test researchers ask consumers to rate three wines a low price wine a medium price wine and an expensive wine throughout the study the participants rated the wines with the prices visible they rated them unsurprisingly in order of their price with the most expensive being the best the second most expensive being the second best and the third cheapest option being rated as a cheap wine what the tasters didn't know is that the researchers gave them the exact same wine all three times yet the tasters reported a wide discrepancy between the

high-priced wine and the cheap wine this has deep implications for the direct relationship between value and price in essence raising your prices can directly enhance the value you provide what's more the higher the price the more lure your product or service has people want to buy expensive things they just need a reason and the goal isn't to just be slightly above market price the goal is to be so much higher that a consumer thinks to themselves this is so much more expensive there must be something entirely different going on here that is how you create

a category of one in this new acheve Marketplace you are a monopoly and can make Monopoly profits that is the point one final point I want to drive home if you offer a service where a customer must do something in order to achieve the result or solve the problem you say you solve they must be invested the more invested they are the more likely they are to achieve the positive result therefore it follows that if you care about your customers you should get them as invested as humanly possible ideally this means pricing your services or

product in such a way that it stings a little little when they buy that sting will force and focus their attention and their investment in your product or service those who pay the most pay the most attention and if your customers are more adherent and follow through and if they achieve better results with your service than your competition then you are in a very real way providing more value than anyone else this is how you win but I know this isn't easy and it shouldn't be your product must deliver so many wish to shortcut the

real work do that and you will fail in the real world to have the quote go net to charge big ticket prices you must outwork yourself out you must be so confident in your delivery because you have done it so many times that you know that this person will succeed experience is what gives you the conviction to ask for someone's entire year salary as payment you must believe so deeply in your solution that when you look at yourself in the mirror at night alone your conviction remains unshakable so let me bring this section home with

my personal experience my premium price experience in my first Niche Consulting business gym launch I teach owners a better business model before product sizing my Consulting Services I flew out to 33 gyms in 18 months to do full gym turnarounds we would fly out fix everything in gym and relaunch it in 21 days we would average an increase in $42,000 in additional sales in 21 days it was wild my fee was 100% of the revenue I would bring in at our Peak we were turning around eight gyms a month this quickly became a logistical nightmare

after the wear and tear of living in motels month after month after month month I thought to myself there has to be a better way to do this one month there was a gym we were scheduled to go fly out to but I simply didn't want to do it so I told them we were going to cancel the engagement the gym owner practically threatened me to help him so I said I would help him but he would have to do all the work but I would show him how within 30 days this gym made almost

$44,000 in new upfront cash collected which was four times their previous month as soon as I saw that my process could be duplicated from afar without me having to fly people in our business exploded I had found the missing link because my travel schedule was no longer a constraint we went on to sell 4,000 plus more gyms over the next few years and counting using a done with you rather than done for you model but back to premium pricing when I entered the space low pric competitors offered full service Marketing Solutions for $500 per month

with a single high price competitor charging $5,000 for his product I wanted to be the premium price leader I wanted to be so expensive that created a lure around what we were doing so we came in at three times the highest price player and 32 times more than the lowest priced player a price of 16,000 for 16 we done with you intensive then we upsold 35% of those people into a threeyear $42,000 Pere agreement for us to help them grow their gyms for context the average gym owner makes $35,200 profits if that's the average it

means half make even less than that so for many of them they were committing to half of their yearly Sal salary or more to buy our program and I was selling this to grown men as a kid in his 20s telling them I was going to help them make more money this was possible because my conviction was stronger than their skepticism how based on a voluntary survey taken at our last full company event with 158 gyms responding we found that a gym launch gym who has been in our program for 11 months will experience the

following average improvements Topline Revenue growth of $239,000 per year recurring Revenue growth of $160,000 a year bottom line growth AKA profit from 2943 per month to$ 8940 per month that's 3.1x increase average client growth of an additional 67 clients churn AKA percentage of clients who leave each month drops from 10.7% before to 6.8% retail sales an additional 4,400 per month in retail sales after they started working with us prices on average went from $129 per month to 167 per month in average revenue per gym member their survey just proved what I already knew I had

complete conviction our product I knew it worked I had outworked my self-doubt summary points what should you take from this first and foremost charge a premium it will allow you to do things no one else can to make your client successful we were able to charge a premium because we provided more value than anyone else in the industry in a real way we were charging only a fraction of what our clients made using our system this is important our clients still got a deal the gap between what they paid price and what they got value

was massive as a result The Virtuous cycle continued to spin we charged the most money we provided the most value our gyms remained the most competitive made the most money always had the latest and best acquisition systems and had the support to implement them at lightning speed we made many mistakes along the way but our pricing model was not one of them it allowed me the room to make big bets without losing the farm the the truth is that 99% of businesses need to raise their prices to grow not lower them profit is oxygen it

fuels the fire of growth you need that if you want to reach more people and make a bigger impact in order to charge so much though you must learn to create tremendous value let's head there next section three value create your offer how to make offers so good people feel stupid saying no chapter six value offer the value equation we question all of our beliefs except for the ones we really believe in and those we never think to question oron Scott Card I want to be abundantly clear the goal should be to charge as much

money for your products or Services as humanly possible I'm talking heinous amounts of money that being said anyone can raise their prices but only a select few can charge these rates and get people to say yes from this point forward you must abandon any notion you have about what's fair every enormous company in the world charges you money for things that cost them nothing it costs pennies for the phone company to add an additional user except they don't mind charging you hundreds of dollars per month for access it costs pennies to manufacture pharmaceutical drugs but

they don't mind charging hundreds of dollars per month for it media companies charge advertisers a king's ransom for your eyeballs and it costs them next to nothing to get you to like kitten photos on social media you need to have a big discrepancy between what something costs you and what you charge for it it is the only way to become unreasonably wealthy many entrepreneurs believe that charging too much is bad the reality is yes you should never charge more than your product is worth but you should charge far more for your product and services than

it costs to fulfill think up to a 100 times more not just two or three times more and if you provide enough value it should always still be a steal for the prospect that is the power of value it unleashes unlimited pricing and profit power to scale your company for example one of my private clients whose company I've had equity and in our portfolio is in the photography space over 2 years implementing the tactics outlined in this book the owner was able to increase the average ticket from $300 to $1,500 that's a 5x increase gasp

even cooler they now spend less time per customer and have higher customer satisfaction the 5x increas in average ticket 38x the profit of the business it went from making ,000 week in profit to $38,000 per week in profit and continues to grow as a result the company was finally able to continue to scale to multiple locations and provide meaningful work to Great employees and a fund benefit we were able to donate even more money to Children's Charities which is something the owner and I have in common almost a million dollars at the time of this

writing but none of that would have been possible without figuring out what people valued most tripling down on it and ruthlessly eliminating everything else a 5x price increase May seeming crazy to you but clients voted with their dollars that what the company provides now is far better better than what it did before cracking value opens up the world of unlimited profit impact and possibilities those who understand value are the ones who will be able to charge the most money for their services the good news is that there is a repeatable Formula that I have created

I've never seen it displayed elsewhere to help quantify the variables that create value for any offer I call it the value equation once you see it you can never unse it it will operate in your subconscious running in the background calling out to you it's a new lens through which to see the world world the value equation dream outcome times perceived likelihood of achievement divided by time delay time effort and sacrifice equals value free gift number four value equation bonus tutorial in free downloads if you want to know how I break down businesses core offering

into is something more valuable go to acquisitions.com trinings offers and select the value equation video to watch your tort I also included a downloadable checklist my goal is to gain your trust and deliver value in advance as such it's absolutely free enjoy so as you can see or here there are four primary drivers to Value two of the drivers which are the top two parts of the equation you will seek to increase the other two on the bottom of the equation you will seek to decrease so one yay the dream outcome our goal is to

increase two yay perceived likelihood of achievement our goal is to increase three boo perceive time delay between start and achievement our goal is to decrease four buo perceived effort and sacrifice our goal is to decrease if you notice the questions in the last section that my father asked me you'll see that corresponded with these pillars what will I make dream outcome How will I know it's going to happen perceive likelihood of achievement how long will it take time delay what is expected of me effort and sacrifice get the bottom to zero in the beginning of

my career I focused all my attention on dream outcomes and the perception of achievement social proof third party edification Etc in other words the top side of the equation that's where beginner marketers make bigger and bigger claims it's easy and it's lazy But as time has gone on I've realized these Larger than Life claims are the easiest to establish and therefore less unique after all anyone can make a promise the harder and more competitive are the time delay and effort in sacrifice the best companies in the world Focus all their attention on the bottom side

of the equation making things immediate seamless and effortless Apple made the iPhone effortless compared to other phones at the time Amazon made purchas a single click of a button and made purchases arrive almost immediately maybe by the time you read this they'll be sending drones to our doors within 60 Minutes Netflix made consuming television immediate and effortless so the older I get the more I've shifted my focus to the quote hard stuff decreasing the bottom side of the equation and I believe the better you do this the more you will be rewarded by the marketplace

final note the reason this is a division equation and not addition is that I want to convey one key point if you can make the bottom part of the equation equal to Z you're golden no matter how small the top side is anything divided by 0 equals infinity which is technically undefined for math nerds in other words if you can reduce your prospect's true time delay to receiving value to zero AKA you realize your immediate dream outcome and your effort and sacrifice is zero you have an infinitely valuable product if you accomplish this you win

the game given this postulate a prospect would in theory purchase something from you and the moment their credit card was run it would immediately become their reality that is infinite value imagine clicking the purchase button on a weight loss product and instantly seeing your stomach turn into a six-pack or imagine hiring a marketing firm and as soon as you sign your document your phone begins to ring with new highly qualified prospects how valuable would these products or Services be infinitely valuable and that's the point I don't know if we entrepreneurs will ever get there but

that is the hypothetical limit we should all strive towards and why I structured the equation in this way perception is reality perception is reality it's not about how much you increase your prospects likelihood of success or decrease the time delay to achievement or decrease their effort in sacrifice that in and of itself is not valuable many times they will have no idea the grand slim offer only becomes valuable once the prospect perceives the increase in likel of achievement perceives the decrease in time delay and perceives the decrease in effort and sacrifice a prime example of

this happened on the London tunnel system the biggest increase in Rider satisfaction AKA value was never from faster trains to decrease weight times instead it was from a simple dotted map that showed them when the next train was coming and how long they had to wait the dotted map which only cost a few million dollars decreased the rider perception of time delay and sacrifice AKA being boor waiting more than actually making the trains faster which cost billions of dollars to do Isn't that cool this is how we need to think about our products Pro tip

logical versus psycho logical Solutions most people naturally try and solve problems using logical Solutions but the logical Solutions have already been tried because they're logical it's what everyone would try and do as business owners and entrepreneurs I increasingly approach problems to find psychological Solutions rather than logical ones because if there were a logical solution it probably would have already been solved thereby eliminating the problem All That Remains are the psychological problems example inspired by Rory Sutherland CMO of Ogie advertising any fool can sell a product by offering it for a discount it takes great marketing

to sell the same product for a premium logical solution make trains faster to increase satisfaction psychological solution decrease the pain of waiting by adding a dotted map psychological solution pay models to be the hostesses on the trip people would wish it took longer to get to their destination logical solution make elevator faster psychological solution add floor to ceiling mirrors so people are distracted staring at themselves and forget how long they were on the elevator logical solution make it cheaper psychological solution make fewer of them and raise the price which would cause more people to want

it often most logical Solutions have been tried and failed at this point in history we must give the psychological Solutions a shot to solve problems as such as business owners it's up to us to communicate these value drivers with Clarity to increase the prospect's perception of these realities the extent to which you answer these questions in the mind of your prospect will determine the value you are creating only then will we truly be able to realize the actual value of our product to the marketplace and by extension the egregious prices we wish to charge it's

difficult to separate four value drivers from another as most Vehicles combine many of these elements together but I will do my best to isolate and clearly explain each one below number one dream outcome our goal increase people have deep unchanging desires this is what marriages are lost over Wars are fought over and people willingly die for our goal is not to create desire our goal is simply to channel that desire through our offer and mon ation vehicle the dream outcome is the expression of that feeling and experiences the prospect has envisioned in their mind it's

the gap between their current reality and their dreams our goal is to accurately depict that dream back to them so they feel understood and explain how our vehicle will get them there the dream outcome is simple it's the getting there where the value gets enhanced or detracted people generally and our clients specifically want to be perceived as beautiful to be respected to be perceived as powerful to be loved to increase their status these are all powerful drivers but multiple Vehicles May accomplish the same thing take the desire to be perceived as beautiful for example there

are a lot of things that touch on this desire makeup anti-aging creams or serums supplements shapewear plastic surgery Fitness all of these vehicles channel the desire to be perceived as beautiful and we further unpack the idea of a desire to be beautiful we see that it may be a surface level Declaration of a deeper desire to achieve higher status in one social group The Dream outcome value driver is most prominently used when comparing ing the relative value between two different desires being satisfied in general the dream outcome that most directly increases a prospect status will

be the one they value the most as such a prospect May value that entire category of vehicles that satisfy one desire more than another category that satisfies a different desire for many men making money is more important than being handsome why because money drives status for men more than being handsome does so in general they will value all offers that make them money more than offers that help them look good I once heard Russell Brunson tell a story about this concept he explained how his wife Colette at first hearing the status concept rejected it she

claimed she wasn't driven by status and would never want a Lamborghini instead she favored her minivan but after talking further she revealed it was because driving a Lamborghini would decrease her status amongst her mom friends while driving a minivan would show that she was a good mom increase in status so it's not about the money it's about the status the perceived increase or decrease in relative standing when compared to others socially or profession Prof Al talk in terms of things your prospect believes will increase their status and you'll have your prospects drooling Pro tip frame

benefits in terms of status gained from the Viewpoint of others when writing copy you can make it that much more powerful by talking about how other people will perceive the prospects achievement connect the dots for them example if you buy this golf club your drive will increase by 40 yards your golf buddies Jaws will drop when they see your ball soore 40 Ys past theirs they will ask you what's changed only you will know that that being said when comparing two products or services that satisfy the same desire the value from the dream outcomes will

cancel out since they are the same it will be the other three variables that drive the difference in perceived value and ultimately price for example if we had two products or services that both help make someone beautiful it will be the likelihood of achievement time delay and effort required that will differentiate the perceived value of each offer simply put if two things make someone beautiful what makes one worth $50,000 and another worth $5 answer the extent of the other three value variables number two perceive likelihood of achievement our goal increase this was the last of

the variables that I added when trying to think through this framework a few years ago I just felt like something was missing with only the other three then I realized people pay for certainty they value certainty I call this the perceived likelihood of achievement in other words How likely do I believe that it is that I will achieve the result that I looking for if I make this purchase for example how much would you pay to be a plastic surgeon's 10,000th patient versus their first if you're a normal sane person a lot more I mean

heck you might even ask them to pay you if you're their first patient ever so you can see even from this simple example that while the service you are receiving is technically the same the only thing that changes is your perceived likelihood of getting what you want both surgeons take the same amount of time to do the surgery if anything the guy who has done it 10,000 thousand times would likely get it done faster and still charge more the more experienced surgeon has a track record of achieving a result which incentivizes their desirability people value

this perceived like it of achievement increasing a prospect's conviction that your offer will actually work for them will make your offer that much more valuable even though the work Remains the Same on your end so to increase value with all offers we must communicate perceived likely of achievement through our messaging proof what we choose to include or exclud clud in our offer and our guarantees more on this later number three time delay our goal increase time delay is the time between a client buying and receiving the promise benefit the shorter the distance between when they

make the purchase and when they receive value slth outcome the more valuable your service or product is there are two elements to this driver of value long-term outcome and short-term experience many times there are short-term experiences that occur and route to the long-term outcomes they happen a along the way and provide value it's good to understand both the thing people buy is the long-term value AKA The Dream outcome but the thing that makes them stay long enough to get it is the short-term experience these are the little Milestone of prospect Seas along the way that

shows them they are on the right path we try and tie as many of these as possible into any service we offer we want clients to have a big emotional win early as close as possible to their purchase this gives them the emotional buying and the momentum to it through to their ultimate goal for example it takes a while to add an extra $239,000 per year to a gym but that's what they're buying so once they have purchased we need to create emotional wins fast one of the ways we do this is to get their

ads live and get them to close their first $2,000 sale within their first 7 Days by doing this their decision to work with us is reinforced and they immediately trust us more this makes them more likely to follow the rest of our systems and get to their ultimate destination Pro tip fast wins always try and inor prorate short-term immediate wins for a client be creative they just need to know that they're on the right path and they made the right decision trusting you in your business let me give you another example if I sell someone

a bikini body their time delay to realize that outcome may be 12 months or even longer along the way though as they change their bodies they may experience higher sex drive more energy and an increased community of friends they aren't initially buying those things but those things may become short-term benefits that keep them in the game long enough to achieve their ultimate outcome they buy the dream but they stay for the benefits they discover along the way the faster and more clearly you can demonstrate those benefits the more valuable your service will be for a

weight loss customer we would get them to meet someone else so they immediately had some social benefits from the program and we usually give them a more aggressive die in the beginning why because we wanted them to have a big fast emotional win so we could get them to commit to the long term this is also backed by science people who experience a victory early on are more likely to continue with something than those who do not that being said having to wait 12 to 24 months to get you what you want is a long

time when you can do lipo section and be done in an afternoon this just shows one of the reasons people pay $25,000 for a lipos section with a tummy tuck while people will barely pay $100 a month to join a boot camp but that's not the only reason is it that leads me to The Last Driver of value effort and sacrifice Pro tip fast beats free the only that beats free is fast people will pay for Speed many companies have entered free spaces and done exceedingly well with a speed first strategy a few notable companies

the MVD versus the DMV wait in line forever or pay $50 you can skip the line and get your license renewed privately FedEx versus USPS when it absolutely positively has to be there overnight Spotify versus slow free music Uber versus walking fast beats free many will always be willing to pay price for the value of speed so if you find yourself in a market competing against free double down on speed number four effort and sacrifice our goal decrease this is what it costs people in ancillary costs AKA other costs acred along the way these can

be both tangible and intangible using the fitness liposuction example let's look at the difference in effort and sacrifice Fitness effort and sacrifice wake up 1 to 2 hours earlier in the morning 5 to 10 hours per week of time lost stop eating the foods you love constant hunger physical soreness feelings of embarrassment and not knowing how to exercise risk of injury literal nausea working out meal prepping new groceries more expensive groceries new clothing fear of gaining it back after all this effort AKA impermanence Etc liposuction effort and sacrifice fall asleep wake up thin guaranteed be

sore for 2 to 4 weeks massive difference right in fact in looking at the marketing of plastic surgeons these are the exact pain points they hit on when they say things like tired of wasting countless hours in the gym tired of diets that just don't work this is why when you sell Fitness you have to spend an hour arm wrestling a client to give over one/ tenth or one/ 100th of the amount of money they pay for surgery there's just not a lot of perceived value because the perceived likelihood of achievement the time delay to

achievement and the effort and sacrifice are so high so even though the outcome is the same the value of the vehicles are dramatically different hence the difference in price decreasing the effort and sacrifice or at least the perceived effort and sacrifice can massively boost the appeal of your offer in an Ideal World a prospect would want to Simply say yes and have their dream outcome happen with no effort on their behalf this is why done for you services are almost always more expensive than do it yourself because a person doesn't have to do all the

effort and sacrifice there's also component of perceived likelihood of achievement difference as well people believe that if an expert does it then they will be more likely to achieve the outcome than if they try on their own My Hope Is that you now have a foundational understanding of the components of value and how the interplay between each of the components creates or detracts from the value someone might be willing to pay putting it all together as I said earlier these these elements of value don't happen in a vacuum they happen together in combination so let's

look at a few examples that utilize all four components of value of once in an effort to quantify the value I'll rate them on a binary scale of zero or one one being value achieved zero being missing then I will add all four together to give you a relative value rating of a type of service our goal as marketers and business owners is to increase the value of the dream outcome and its perceived likelihood of achievement while decreasing the time delay of achievement and the effort and sacrifice one has to put in get there to

start I will do a side by-side comparison of two vehicles with identical dream outcomes meditation and Xanax both offer the buyer relaxation decreased anxiety and feelings of well-being I will demonstrate how the other three variables dramatically shift the value of delivering that dream outcome and ultimately the price meditation versus Xanax so I'm going to read the chart below to compare relative scores on each of the four value drivers meditation dream outcome relaxation decrease anxiety feelings of well-being score one out of one perceive likelihood of achievement low since most people get distracted and don't actually think

they'll follow through with daily meditation score0 out of one time delay long time to yield long-term results some immediate benefits after 10 to 20 minutes assuming you don't get frustrated score5 out of one effort and sacrifice physical discomfort numb body limbs often mental discomfort feeling like you are failing constantly time sacrifice you have to set aside time every day to do this score 0 out of one overall value score for meditation low 1.5 out of four now let's look at Xanax dream outcome same as meditation relaxation decrease anxiety feelings of well-being score one out of

one perceive likelihood of Achievement High since most people are confident that if they take the pill it will make them feel more relaxed score one out of one time delay 15 minutes for effects to be felt score one out of one effort and sacrifice swallowing a pill score one out of one overall value score high four out of four and that is why xenx is a multi-billion dollar product while I know of almost no multi-billion dollar meditation businesses value I'm not here to argue about whether meditation is better than Xanax obviously it is but that

doesn't mean it's perceived as more valuable this is also the reason that supplement industry 123 billion according to Grand View research is twice the size of the health club industry 62 billion according to Hera they both accomplish the same perceived objectives being healthy losing weight looking good increasing energy Etc but one is perceived as more valuable because it has lower costs people are more willing to pay $200 for supplements than they are for a $29 per month membership taking a pill or drinking a shake is so much faster and easier than going to the gym

every day hence valued crazy world we live in and you can either sit there and make complain posts about how people ought to to be a certain way or you can take advantage of the way people are and capitalize this book is for those people who want to be Victors not victims of circumstance you can either be right or you can be rich this book is for getting rich if that bothers you you can put this down and go back to arguing against human nature hint you're not going to change it now that being said

knowing what people value versus what is good for them is key it means you can find ways to monetize the things that people value in order to give them what they really need win-win you can make your dent in the universe while making a profit chapter 7 pre Goodwill he who said money can't buy happiness hasn't given enough away Source unknown people who help others with zero expectation experience higher levels of fulfillment live longer and make more money I'd like to create the opportunity to deliver this value to you during your reading or listening experience

in order to do so I have a simple question for you would you help someone you've never met if it didn't cost you money but you never got credit for it if so I have an ask to make on behalf of someone you do not know and likely never will they are just like you or like you were a few years ago less experienced full of desire to help the world seeking information but unsure where to look this is where you come in the only way for us at acquisition. to accomplish our mission of helping

entrepreneurs is first by reaching them and most people do in fact judge a book by its cover and its reviews if you have found this book valuable thus far would you please take a bre brief moment right now and leave an honest review of the book and its contents it will cost you $0 and less than 60 seconds your review will help one more entrepreneur support his or her family one more employee find work they find meaningful one more client experience a transformation they otherwise would not have encountered one more life change for the better

to make that happen all you have to do is and this takes less than 60 seconds leave a review if you're on Audible hit the three dots on the top right of your device click and rate and review and then then leave a few sentences about the book with a star rating if for some reason they have changed the functionality you can go to the book page of Amazon or wherever you purchase this and leave a review right on the page PS if you feel good about helping a faceless entrepreneur you are my kind of

people I'm that much more excited to help you crush it in the coming chapters you'll love the tactics I'm about to go over PPS life hack if you introduce something valuable to someone they associate that value with you if you'd like Goodwill directly from another entrepreneur send this book their way thank you from the bottom of my heart now back to our regularly scheduled programming your biggest fan Alex chapter eight value offer the thought process if at first you don't succeed try try try again Thomas H Palmer teachers manual I want to do an exercise

with you right now I want to show you the difference between convergent and Divergent problem solving why so that you can actually create the grand slim offer that will become the Cornerstone of your business convergent and Divergent thinking in simple terms convergent problem solving is where you take lots of variables all known with unchanging conditions and Converge on a singular answer think math example you have three salespeople who can each take 100 calls per month it takes four calls to create one sale including no shows you need to get to 110 sales how many salese

must you hire deduced information one salesperson equals 100 calls four calls equal one close 100 calls divided four calls per close equals 25 closes per 100 calls 25 closes per rep goal 110 sales total ided by 25 sales per rep equals 4.4 since you can't hire 4.4 reps you decide you must have five answer and since you have three you hire two more math problems are convergent there are a lot of variables and a single answer answer we are taught all our lives in school to think this way that's because it's easy to grade but

life will pay you for your ability to solve problems using a Divergent thought process in other words think of many solutions to a single problem not only that convergent answers are binary they either right or wrong with Divergent thinking you can have multiple right answers and one answer that is way more right than the others cool right here's what life presents us for Divergent thinking multiple variables known and unknown Dynamic conditions multiple answers as such I want to do an exercise with you right now that will engage the part of your brain that you will

need to use in order to make something magical I call it the brick exercise don't worry it will take 120 seconds the brick exercise right now I want you to set a timer on your phone for 120 seconds what you need to do think of a brick write down as many different uses of a brick as you can possibly think of how many different ways could a brick be used in life to provide value ready go it's okay to write in the book or write on a notepad on the side all right stop now before

I show you my list did you consider the following how big is the brick a tab of gum 3 to 5x 8 2: 1 by 4 standard 2 ft x 2T x 6 ft what's the brick made of plastic gold Clay Wood metal how's the bear shaped does it have holes in it do has divots for interlocking now as you think about that can you think of even more uses for the brick than you probably wrote down well here's my list paper weight doorstep building things home for a fish in a fishbowl plant holder with

dirt holes hold brick as a trophy painted brick rustic decoration to break a window make a mural tiny bricks painted a weight for resistance training a wedge under an uneven platform pen holder or hold brick children's toy Lego bricks flotation device plastic brick payment for goods gold brick stabilizer for leaning against something retainer of value holder for flag pole hold brick a seat jumbo brick every offer has building blocks the pieces that when combined make an offer irresistable our goal is to use a Divergent thought process to think of as many easy ways to combine

these elements to provide value so if I were selling a brick I would find out what my customer's desire was and then devise how many ways I would create value with my brick now let's do it for real chapter 9 value offer creating your grand slam offer Part One problems and solutions ABC easy as one two3 ah simple as do ray me Michael Jackson ABC when I started my gym I struggled I wanted so deeply to be successful Pro my dad wrong about my decision to start my own business and prove to myself that I

was worth something but try as I did I couldn't even sell people into a $99 month boot camp people would say LA Fitness is $29 a month this is expensive I even tried getting people to start for free they said they wouldn't bother because $99 a month afterwards was still too much and they didn't want to start something they couldn't continue with it's a new level of frustration when you can't even give your services away for free to people I felt worthless and I didn't know what to do thankfully during this time I was in

groups with other gym owners and I started hearing about marketers and books I devoured everything I could and as soon as I stumbled on Dan Kennedy's books I was hooked in his books he talked about making irresistible offers again this theme of making an offer so good people would feel stupid to say no kept reappearing but this time remembering what TJ had told me I decided to go all in on this concept rather than just do what everyone else was doing but how everyone else was selling $99 per month boot camps how was I going

to compete so I decided to look at what we did differently I thought what do they really want no one wants membership they want to lose weight step one identify dream outcome I had heard of weight loss challenges so I started there lose 20b in 6 weeks big dream outcome lose 20 lb with a decreased time delay 6 weeks note I wasn't selling my membership anymore I wasn't selling the plane flight I was selling the solution when you are thinking about your dream outcome it has to be them arriving at their destination and what they

would like to experience step two list problems next I wrote down all the things people struggled with and their limiting thoughts around them when listing out problems think about what happens immediately before and immediately after someone uses your product or service what's the next thing they need help with these are the problems think about it in insane detail if you do you will create a more valuable and compelling offer as you'll continually be answering people's next problem as they manifest so let's go ahead and list out the problems from a prospect's perspective as you think

about them what points of friction exist for them I like to think about it in sequence that the customer will experience each of these obstacles again Channel insane detail the more problems the better example problems list weight loss the first thing they must do buying healthy food grocery shopping problems one buying healthy food is hard confusing and I won't like it two buying healthy food will take too much time three buying healthy food is expensive four I will not be able to cook healthy food forever my family needs will get in the way if I

travel I won't know what to buy next thing they must do cook healthy food one cooking healthy food is hard and confusing I won't like it and I will suck at it two cooking healthy food will take too much time three cooking healthy food is expensive it's not worth it four I will not be able to cook healthy food forever my family's needs will get in my way and if I travel I won't know how to cook healthy next thing they must do eat healthy food next thing must do exercise regularly Etc now we're going

full circle here each of the above problems has four negative elements and you guessed it each aligns with the four value drivers as well dream outcome perceive likelihood of achievement time delay effort and sacrifice one dream outcome this will not be financially worth it two likelihood of achievement it won't work for me specifically I won't be able to stick with it external factors will get in my way this is the most unique and service specific of the problem buckets three effort and sacrifice this will be too hard confusing I won't like it I will suck

at it four time this will take too much time to do I'm too busy to do this it will take too long to work it will not be convenient for me now go ahead and list out all problems your prospect has don't let these buckets which are just meant to help your brain get going constrain you if it's easier for you just list out everything you can possibly think of what I showed here isn't just four problems though we have 16 core problems with two to four sub problems underneath so 32 to 64 problems total

yaa no wonder most people don't achieve their goals do not get overwhelmed this is the best news ever the more problems you can think of the more problems you get to solve so to recap just list out each core thing that that someone has to do then think of all the reasons they wouldn't be able to do it or keep doing it using the four value drivers as a guide now we go to the fun part turning problems into Solutions now that we have our Dream outcome and all the obstacles that will'll get in someone's

way it's time to Define our Solutions and list them out creating the solutions list has two steps first we're going to transform our problems into Solutions second we're going to name these Solutions that's it so let's take a look at our list of problems from earlier what we're going to do is simply turn them into Solutions by thinking what would I need to show someone to solve this problem then we're going to reverse each element of the obstacle into solution oriented language this is copyrighting 101 it's beyond the scope of this book to get into

but simply adding how to then reversing the problem will give most people new to this process a great place to start for our purposes we are giving ourselves a checklist of exactly what we are going to do for our prospects and what we are going to solve for them once we have our list of solutions we will operationalize how we are actually going to to solve these problems AKA create value in the next step and I want to be 100% clear you will solve every problem we'll explore how together in the next step problem solution

problem buying healthy food grocery shopping it's hard confusing I won't like it I will suck at it becomes how to make buying healthy food easy and enjoyable so that anyone can do it especially moms buying healthy food takes too much time how to buy healthy food quickly buying healthy food is expensive how to buy healthy food for less than your current grocery bill buying healthy food is unsustainable how to make buying healthy food take less effort than buying unhealthy food buying healthy food is now my priority my family's needs will get in the way how

to buy healthy food for you and your family at the same time buying healthy food is undoable if I travel I won't know what to get how to get healthy food when you are traveling problem cooking healthy food it's hard confusing I won't like it and I will suck at it turns into how anyone can enjoy cooking healthy meals easily cooking healthy food will will take too much time how to cook meals in under 5 minutes cooking healthy food is expensive and it's not worth it how eating healthy is actually cheaper than unhealthy food cooking

healthy food is unsustainable how to make eating healthy last forever cooking health food is not my party my family's needs will get in the way how to cook healthy food despite your family's concerns cooking healthy food is undoable if I travel I won't know how to cook healthy how to travel and still cook health problem eating healthy food it's hard confusing Etc how to eat delicious food without following complicated systems problem exercising regularly it's hard confusing Etc easy to follow exercise system that everyone enjoys okay wof that was a lot of problems and a lot

of intuitive Solutions courtesy of Divergent thinking you'll also notice that a lot of them are repetitive and that's totally normal the value drivers are the four core reasons our problems always relate to those drivers and our Solutions provide the needed answer to give a prospect permission to purchase what's even crazier is that if even only one of these needs is missing in a solution it can cause someone not to buy you would be amazed at the reasons people do not buy so don't limit yourself here Brook Castillo is a friend of mine who runs an

enormous life coaching business to give you a different take on the problem Solutions list Brooke sent me her list as she was going through this book to make a grand slim offer for a 90-day relationship course take a look to see this process through a totally different lens the main takeaway though don't be fancy just get all the problems down then turn them into Solutions regardless of whether the offer you create is around Fitness like the example a relationship course like Brooke or something wildly different like ear EGS we now know what we need to

do step four is the how and how to do it without breaking the bank free gift number five bonus tutorial offer creation part one if you want to walk through the process with me live go to acquisition. comom trainings SP offers then select offer creation part one to watch a short video tutorial with yours dring as always it's absolutely free I also have a free offer creation checklist for you that you can swipe and immediately deploy in your business enjoy now I will read Brook's list that she gave and she sent to me which you

probably can't see because you're listening to this dream outcome amazing loving relationship in 90 days problems no good options no one's attractive no one's available boring no chemistry poor communication not hot enough sex isn't good no intellectual stimulation not enough effort in the relationship no time insecurity needs aren't being met too many unmet expectations acting crazy emotional relationship is dull want different things not good at relationships too much pressure moves too slow Fizzles out fast sexual incompatibility Solutions list how to get a list of prospective Partners chosen in 90 days how to be attracted to

your chosen partner how to feel available to your partner how to make sure 90 days is exciting and ni or boring how to create chemistry like you've never known how to communicate in sexy fun meaningful ways how to make the relationship hot by being hot how to have great sex for 90 days how to create intellectual stimul ation how to put the effort in the relationship for Max return how to make time for hourly dopamine love hits Etc chapter 10 value offer creating your grand slam offer part two trim and stack cut cut cut friends

to Rachel Green in friends I divided this chapter into two parts because it's the medi section in the book it's also the most important without a valuable product or service the rest of the book won't be as actionable we just covered all the problems we're going to solve the second half of making your offer is breaking down tactically what we are going to do or provide for our client in theory we'd all love to fly out and live with our customers to fix their problems in reality that wouldn't make a very scalable solution we need

our offer to be incredibly attractive and profitable that being said if this is your first Grand Slam offer it's important to overd deliver like crazy maybe flying out isn't such a bad idea in the beginning make some sales then think about how to make it easier for your clients you want them to think to themselves I get all this for only that in essence you want them to perceive tremendous value everyone buys Bargains some people just buy $100,000 things for only $10,000 that's where we want to live high prices but a steal for the value

like hopefully this book has been so far sales to fulfillment Continuum something that is easy to sell is typically hard to fulfill most things that are hard to sell are typically easy to fulfill in order to best absorb the Notions of trimming and stacking we need a mental reframe enter the sales to fulfillment Continuum whenever you are building a business you have a Continuum between ease of fulfillment and ease of sales if you lower what you have to do it increases how hard your product or service is to sell if you do as much as

possible it makes your product or service easy to sell but hard to fulfill because there's more Demand on your time investment the trick and ultimate goal is to find the sweet spot where you sell something very well that's also easy to fulfill I have lived by the the Mantra create flow monetize flow then add friction this means I generate demand first then with my offer I get them to say yes once I have people saying yes then and only then will I add friction in my marketing or decide to offer less for the same price

practicality drives this practice if you can't get demand flowing in then you have no idea whether what you have is good I'd rather do more for every customer and have cash flow coming in then optimize my business but have zero cash flow coming in after and have zero idea about what I needed to just to better serve my customers here's a perfect example to drive this home when I started gym launch gym owners reached out asking for help they needed so much help I didn't know where to start but I wanted to make sure they

got more than what they paid me so here's what I ended up doing to fill their gyms I would fly out to their gym for 21 days spend my own money on hotels car rentals eating out advertising generate the leads work the leads then sell for them I would even do the first onboarding meeting with the clients to get them started in short I did everything I took on all the risk they only had to put $500 down to reserve their date which I made refundable at the end of their launch so they had zero

Financial Risk zero time risk zero effort and the deal was I got to keep all the upfront cash collected from selling their services and they got all the clients for free you can imagine how this was a pretty compelling offer on my own I was able to sell about $100,000 per month in cash upfront for myself so these deals were very lucrative for me over time I scaled that to a team of eight guys selling a month but this began to wear on me and the team it was at that point that I realized that

if I were to Simply teach them how to do what I did I would charge maybe a third of what I would normally make but I would be able to help hundreds of gyms a month instead of eight and I could do it all while sleeping in my own bed every night my promise was fundamentally the same I will fill your gym in 30 days it was simply the how and the what I did that changed the how and the what is what we are breaking apart when talking to business owners about their model I

tell them to create Cash Flow by overd delivering like crazy at first then use the cash flow to fix fix your operations and make your business more efficient this revision process can be pretty seamless you may not even have to change what you offer you may just end up creating systems that create the same value for the customer but cost you significantly fewer resources ultimately this is how businesses beat one another understanding this will be important as you scale your business now that we've established the importance of the fulcrum and how to approach the sales

to fulfillment balance at the outset let's cover the last two steps of creating our grand slim offer to recap quickly remember that we've covered identifying dream outcomes step one listing problems step two and determining Solutions step three step four create your Solutions delivery vehicle 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 the process this is what you're going to deliver this is what you're going to do or provide and exchange for money for the purposes

of keeping creativity high diverg and thinking think about anything you could possibly do think of all the things that it might enhance the value of your offer so much though that it would be stupid to say no what could you do that someone would immediately say all that seriously yes I'm in doing this exercise will make your job of selling so much easier even if you come up with something you're not actually willing to do it's okay the goal here is to push your limits and Jog your brain into thinking of a different version of

the solution you'd normally default to this is where you get to flex your entrepreneurial creativity remember you only need to do this once literally once time for a product that may last years this is high value High leverage work you ultimately get paid for thinking you got this this should be fun go ahead and list out all your possibilities now then I'll take you through my example I'll just use the buying food problem from earlier as an example I like to group things by how many people I'm going to deliver this thing to at once

my list is below at the bottom I've given you my quote cheat codes end quote for how to think through this to get even more creative problem buying healthy food is hard confusing and I won't like it if I wanted to provide a oneon-one solution I might offer a an in-person grocery shopping experience where I take clients to the store and teach them how to shop B personalized grocery list where I teach them how to make their own list C full service shopping where I buy their food for them we're talking 100% done for them

D inperson orientation not at the store where I teach them what to get e tech support while shopping where I help them if they get stuck f phone call while grocery shopping where I plan to call them when they go shopping to provide Direction and support in real time if I wanted to provide a small group solution I might offer a an in-person grocery shopping where I meet a bunch of people and take them all shopping for themselves B personalized grocery list where I teach a bunch of people how to make their weekly lists and

I could do this one time or every week if I wanted to C buy their food for them where I purchase their groceries and deliver them as well D in personal orientation where I teach a small group offsite what to do just not at the store if I wanted to provide a on to many solution I might offer a live grocery store tour where I might stream me going through the grocery store for all my new customers and let them ask questions live b a recorded grocery store tour where I might shop once record it

and then give it as a reference point from that point onwards for my clients to watch on their own C A do-it-yourself grocery calculator where create a sharable tool where show them how to use a tool to calculate their grocery list every week D predetermined lists where each customer plan comes with its own grocery list for each week I could make this ahead of time so they have it then they could use it on their own time e grocery buddy system where I could pair each customer with another which takes no time and lets them

go shopping together F pre-made instacart grocery carts for delivery where I could pre-make instacart lists so clients could have their groceries delivered to their doorstep with one click as you see the list can really go on and on here this is just to illustrate the many ways to solve a single problem now do this for all the perceived problems that your clients encounter before after and during their experience with your product or service you should have a monster list by the end of this product delivery cheat codes what's that you're having trouble being creative I'm

going to give you the cheat codes right now kind of like I did with the brick example like the brick could be gold or plastic or have holes in it or be a Lego Etc here are my cheat codes for product variation and enhancement and a visual to breakdown the process for you from my Consulting deck for my private portfolio companies delivery cube a what level of personal attention do I want to provide oneon-one small group one to many B what level of effort is expected from them do it themselves figure out how to do

it on their own or do it with them done with you you teach them how to do it or done for you done for them 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 visual ridden e how quickly do we want to reply on what days during what hours 24/7 9 to 5 within 5 minutes within an hour 24

hours a day how do I want to support F 10x to 11/10 test if my customers paid me 10 times my price or $100,000 what would I provide if they paid me 1/10th of my 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 the price stretch your mind in either direction and you'll come up with wildly different solutions in other words how can I actually deliver on these Solutions I am claiming I will provide do this for

each problem because solutions from one problem will give you ideas for others you wouldn't normally have considered remember it's important that you solve every problem I can't tell you the amount of times one single item becomes the reason someone doesn't buy anecdote why we must solve every perceived problem when I started selling weight loss I insisted that folks repair all their food at home I found it too difficult to help clients lose weight when they ate out because they always blew their diets rather than solve the problem I insisted they do it my way or

not at all as a result I lost many sales one month I really needed to make some sales to pay rent my next sale walked in the door it was a business exec looking to lose weight as we got into the sales presentation she told me the program wouldn't work for her because she went out to eat for lunch every day normally I would have lost the sale I was a ster for making people not eat out but I really needed the money refusing to lose the sale because of this one thing I conceded I'll

make you an eating out guide for when you go to restaurants so you can eat out 100% of the time and still hit your goal how does that sound she agreed and I closed the sale I took the time to make an eating out guide for her but from that point going forward whenever someone said but what about eating out I had the the solution over time I continued solving obstacles with templates and trainings until there were no more one things to prevent my sales this lesson has stuck with me to this day don't get

romantic about how you want to solve the problem find a way to solve every problem a prospect presents with when you do that you make an offer that's so good people just can't say no and that's what we're building here note you must resolve every obstacle a buyer believes they will have to convert the highest amount of people that's not to say that if you don't you won't sell people not at all you just won't sell as many people as you otherwise could have and that's the goal to sell the most people for the highest

possible price with the highest possible margin step five trim and stack now that we've enumerated our potential Solutions we will have a gigantic list next I look at the cost of providing each of these solutions to me the business owner I remove the ones that are the highest cost and lowest value first then I remove lowc cost low value items if you aren't sure what's high value go through the value equation and ask yourself which of these things will this person one financially value two cause them to believe they'll be likely to succeed three make

them feel like they can do it with much less effort and less sacrifice and four help them accomplish their goal and see the result they want in far less time what should remain or offer items that are one lowcost high value or two high cost high value example let's say I moved in with someone and did their shopping exercising and cooking for them they would probably believe they would definitely lose weight but I am not willing to do that for any amount of money short of a gazillion dollars the next question becomes is there a

lesser version of this experience that I can deliver at scale just take one step back at a time until you arrive at something that has a time commitment or cost that you are willing to live with or obviously massively increase your price so it becomes worth it for you I.E the gazillion dollars to live with someone if there's one type of delivery vehicle to focus on it's creating high value one to many solutions these will be the ones that typically have the biggest discrepancy between cost and value for example before I started my gym I

didn't online training business I created a small Excel sheet application that after inputting all of someone's goals automatically generated 100 meals perfectly suited to their macro nutrient calorie needs better yet depending on which meals they selected it would tell them what they needed to buy at the grocery store in exact amounts and how to prepare them in bulk for the exact amounts it took me about 100 hours to put together this entire thing but from that point going forward I sold truly personalized eating plans for very expensive prices but they only took me about 15

minutes to make high value low cost these types of solutions require a high one-time cost of creation but infinitely low additional effort thereafter FYI this is exactly why software becomes so valuable that doesn't mean you don't want to ever do something in a small group or one1 model after all I do one1 with all my portfolio company CEOs that we help scale past 30 million plus you just want to make sure that you save those high cost items for Big Value ads only if you think you can accomplish the same value with a lower cost

alternative then do that instead when I was running my gym I went through this exact exercising createed bulking blueprints an eating out system a travel eating and workout guide meal plans for every body weight and gender a grocery list calculator Plateau busting meal plans for when they got stuck fast cooking guides partnered with a meal prep service and did in person nutrition orientation with every client 101 many of the on to many solutions require more work UPF front but once created they become valuable assets that create value in perpetuity it's worth putting in the time

to create these because they will create high margin profit for years to come Real Talk the meal plans I made for my gym have been used by 4,000 plus gyms now and literally hundreds of thousands of people they are simple and easy to follow so they've provided ample return for the week or two of dedicated time I spent making them and if you ever have the desire to build a repeatable business model something that scales these assets you create will become the Bedrock this book for example is a high value Asset that is low cost

overall sure it cost me a lot UPF front but each additional book I sell after my first one cost me very little and provides tremendous value the final high value deliverable let's sum this up before we configure our final high value deliverable step one we figured out our prospective client dream outcome step two we listed out all the obstacles they're likely to encounter on the way AKA our opportunities for Value creation step three we listed out all those obstacles as Solutions step four we figured out all the different ways we could deliver those Solutions step

5A we trim those ways down to only the things that were the highest value and lowest cost us all we have to do now is Step 5B put all the bundles together into the ultimate high value deliverable so let's go back to the example we see our Prospect struggled with the following buying food how anyone can buy food fast easy cheaply which we turn into foolproof bargain grocery system that will save hundreds of dollars per month on your food and take less time than your current shopping routine $1,000 of value for the money it'll save

you from this point on in your life a oneone nutrition orientation will I explain how to use B recorded grocery store C do-it-yourself grocery calculator D each plan comes with its own list for the week e bargain grocery shopping training F grocery buddy system G pre-made instacart grocery carts for delivery h and a check-in via text weekly cooking to solve this problem ready and 5minute 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 101 nutrition

orientation where I explain how to use B meal prep instructions C do-it-yourself meal prep calculator D each plane comes with its own meal prep instructions for the week e meal prep buddy system F healthy snacks in under 5 minutes Guide G a weekly post they can tag me in for feedback to solve the eating problem personalized lick your fingers good meal PL so good it'll be easier to follow than eating what you used to cheat with and cost less $500 value and a one1 nutrition orientation where I explain how to use B personalized meal plan

C 5-minute morning Shake guide D 5minute budget lunches e 5minute budget dinners F family-sized meals g a daily picture of their meals H 101 feedback meeting to make adjustments to their plan which FYI was an upsell exercise problem 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 to solve the traveling problem the ultimate tone up while you travel eating and workout blueprint for getting amazing workouts and 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 $43 $351 all for only $599 author note most of our facilities now sell this bundle for longer periods of time for $2400 to

$5,200 Wild as we got better at creating and monetizing value the prices and profit of our facility Skyrocket once you start this value creation process each additional piece of value you create Stacks up over time this is why it's important to begin can you see how much more valuable this is than a gym membership the bundle does Three core things one it solves all the perceived problems not just some two gives you the conviction that what you're selling is one of a kind very important three makes it impossible to compare or confuse your business or

offering with the one down the street woo we finally have what we are going to deliver in all its Glory that being said it's unlikely we would present it this way depending on whether we sell one one or one to many we would present this differently I will address how to present each of these bundled items in the bonus section which is the next section summary points we went through this entire process to accomplish one objective to create a valuable offer that is differentiated and unable to be compared to anything else in the marketplace we

are selling something unique as such we are no longer bound by the normal pricing forces of commoditization prospects will now only make a value-based rather than a price-based decision on how they should buy from us hrah now that we have our core offer the next session will be dedicated to enhancing it we will employ a combination of psychological levers bonuses urgency scarcity guarantees and naming free gift number six bonus tutorial offer creation part two if you want to walk through this profit maximizing trimming and stacking process with me live go to acquisition. trining offers I

also have some free checklists for you that you can use as always it's absolutely free section four enhancing your offer scarcity urgency bonuses guarantees and naming but wait there's more if you order today every infomercial in the 9s May 2019 19 Arnold Schwarzenegger's home after school Allstar fundraiser the line of cars outside Arnold's house was around the corner and we were in one of them we were sitting in our Uber when a security guard with an earpiece black suit and black sunglasses knocked on the driver's window it was like straight out of a movie the

driver rolled down the window name Alex and Le laosi he scanned the list on his clipboard nodded then checked off our names great he said his demeanor transformed from Stern to inviting while welc to the fundraiser stay in this line you'll make a left then Security will escort you the rest of the way the security guard talked into his walkie-talkie to the next post down the road signaling our car was approved pulling in front of the estate was like entering a Bond movie Lamborghinis Bugattis Ferraris and brands of cars that are too expensive to even

speak of old guys with young scandy clad girls A-list actors celebrities with millions of followers who were recording themselves as they arrived talking to their iPhones to their audiences and us the fundraiser was 25,000 per ticket to attend with an invo list of only 100 there was a red carpet in all every year the fundraiser culminated in a big auction for memorabilia and items some of the business owners in the audience gave away for charity we walked around looking at the entertainment stations purposely devised to get donors in the giving mode we saw $10,000 scotches

$500 cigars pre-released items from major brands that wouldn't be available to the public until months later and of course the most expensive Cuisine you could imagine Lea and I were just soaking it all in it was was a wonderful night we definitely felt like cool kids Ben the CEO of the charity saw us looking lost and walked over he took me by the arm and introduced me to some of the other donors these were all men who were older than me donating $100,000 and up without a second thought the man he introduced me to was

one of the Charity's biggest donors he had built an ultra high-end Jewelry and Watch business I'm talking 100,000 $500 $2 million plus rare status symbols that people buy only so other 001 percenters know they belong he had donated upwards of $700,000 and merchandise as prizes for the fundraiser that evening Alex and Lila meet George Ben said heun's been very generous with his time and money to the cause George this is Alex and Ila they're donating a million dollars tonight to after school Allstars I figured you are both good people and wanted to connect you to

nice to meet you George said with calm and weathered eyes he was in his late 60s tall and sturdily built he could hear his Eastern block origins in his accent he sounded like a man who had fought tooth and nail to be here but had softened his demeanor for Gatherings such as these but the tiger with the teeth and Claws remained under the surface ready to be called upon at a moment's notice I felt like I understood this guy Ben broke the ice so George was the one who got me to raise the price from1

15,000 per ticket to $25,000 we had more demand than ever this year but I took his advice I cut the amount of tickets we sold and raised the prices that's right George said content that his stage business advice had been followed when demand increases cut Supply he perked up slightly CU we started talking about money this man had built his business from nothing and had found ways to sell things for Extraordinary profits by understanding human psychology I had long learned about supply and demand but this guy was using it psychological underpinings to fuel a fundraising

you could take the tiger out of the Jungle but not the Jungle Out Of The Tiger people want what they can't have people want what other people want people want things only a select few have access to he was dead right they had raised an extra $1 million that night before the event had even started by cutting the supply of tickets and raising the prices on on top of that all the people were more qualified than ever to be big donors the night ended being up the most successful night in the Charity's history raising nearly

5.4 million from only 100 people that's $5,400 ahead each of the items was auctioned off as a one-of-a-kind item and if you missed it you'd never have a chance to buy it again Arnold even threw in some bonuses when two people would get high enough in the bidding allowing the charity to get both donations it was a masterful display of human psychology at work in a setting where people knowingly overpaid for products the products remained changed yet within this setting an item that wouldn't sell at a different venue for $10,000 sold for $100,000 that's how

powerful scarcity urgency and bonuses are and breaking down how to use them to further increase demand for your offer without changing your offer is the purpose of this section author note other persuasion Powers at play scarcity urgency bonuses and guarantees were not the only persuasion tools being employed to get egregious prices at the fundraiser they also use commitment and consistency status peer pressure Goodwill celebr endorsements competition Etc however scarcity urgency bonuses and guarantees are the four that I'll will be breaking down in this book as I believe they're the ones that belong with the offer

and less with the actual selling which I will talk about more in depth in acquisition volume 4 $100 million sales the delicate dance of Desire pictured in the book is a supply and demand curve fundamentally all marketing exists to influence the supply and demand curve we artificially increase the demand for our products and services through some sort of persuasive communication when we increase the demand we can sell more units when we decrease the supply we can sell those units for more money the perfect profit combination is lots of demand and very little Supply or perceived

Supply the process of enhancing your offer is designed to do both of these things increase demand and decrease perceived Supply so you can sell the same products for more money than you otherwise could and in higher volumes than you otherwise would over a long enough time Horizon the new Supply demand curve picture in the book is curve that has been shifted to the right by bonuses scarcity urgency guarantee in naming so that you can get more units sold at higher prices author note this assumes a regular business who is not trying to gain Mass Market

penetration for some other strategic Advantage desire comes from not getting what you want in fact I heard this quote that I love from nval Ricon desire is a contract you make with yourself to be unhappy until you get what you want it follows therefore that we only want things we do not have as soon as we have them our desire for them disappears therefore if we seek to increase the demand or desire we mustc increase or delay satisfying the desires of our Prospect we must sell fewer units than we otherwise can let that sit with

you for a second consider this example we promote some two-day workshop that is upcoming first we whisper that it's coming then we tease it with some benefits then we shout that it's launching in a week then when we launch this amazing Workshop we have two Supply demand scenarios scenario one we sell 10 units at $500 each sell the entire pyramid of demand at a price that everyone says yes to scenario two we sell two one-day workshops 101 for $5,000 each we skimm the top of that pyramid with 80% of people not being able to purchase

or choosing not to it's worth noting that each of these prospects have different buying thresholds in my experience demand for services is nonlinear instead I found aand to be fractal AKA 8020 in other words 1/ of prospects are willing to pay five times the price or more in the example I might have 10 people willing to pay $500 but two of them willing to pay $5,000 so I would make more have lower costs AKA more profits provide more value and increase the demand in the remaining Prospect Base by selling fewer units think about how exclusive

scenario one versus scenario 2 would feel think about all the people who would want to purchase but would not be able to would this increase or decrease their desire it would increase it of course on top of that if people see that others who are able to get in are loving it it would further increase their desire and the next time they would act with more urgency and be willing to pay more for the same thing than they originally did so now in the aftermath of our second scenario we would still have eight people who

have unsatisfied desire this increases their desire further and to boot we now have new prospects who weren't in the original pool who now want what we have the next time we promote scenario 2 we then open up three spots at the same price and sell them all still leaving some prospects with pent up demand this is a continuous theme conversely if we were to promote scenario one again the $500 price point we would probably sell fewer slots this Second Time Around why we have no pent up demand all desire has been fulfilled when you quote

pull the trigger too early each successive instance we promote we sell even fewer eventually we run out of sufficient demand to even make a single sale this is the sad State many businesses find themselves in always trying to generate more demand to make another quick sale orosy law the longer you delay the ask the bigger the ask you can make the longer the runway the bigger the plane they can take off we must Endeavor to keep our supply and satisfaction of Desire under the demand that we are able to generate this maximizes profits and keeps

desire ravenous in our customer base this is the real key to never going hungry summary points the reason I titled this subsection delicate dance of Desire is that supply and demand are inversely correlated in theory if you satisfy zero desire AKA provide zero Supply you will not make money and eventually people will leave feeling rejected note it takes much longer than you think conversely if you satisfy all the demand you will kill your Golden Goose and not know where your next meal will come from mastering supply and demand comes from the elegant dance between the

two if you sleep with your significant other every day they have less desire than if you haven't slept with them for a week we want the ravenous Prospect not merely the aroused therefore understanding the interplay between these variables is key to enhancing the offer and the amount of profits you will make over time up to this point we have covered all the things inside of your offer that can make it immune to price comparison and transform regular services and products into things that people will find a way to pay for it would follow that the

next variable that can make your offer more desirable is how it is presented in other words the outside variables that position the product in your prospect's mind these forces are often more powerful than your core offer in the next section enhancing your offer I will show you how I one use scarcity to decrease Supply to raise prices and indirectly increase demand through perceived exclusiveness two use urgency to increase Demand by decreasing the action threshold of a prospect three use bonuses to increase demand and increase perceived exclusivity four use guarantees to increase Demand by reversing risk

five use names to restimulate demand and expand awareness of my offer to my target audience I will Define each then give you examples on how to use them we will use all of these variables to enhance our offer and shift the demand curve in our favor leaving our customers always wanting for more we will start by tactically stimulating fear of missing out AKA fomo through scarcity chapter 11 enhancing the offer scarcity sold out scarcity is one of the most powerful and least understood forces to unlock unlimited pricing power if you want to learn how to

sell air for millions of dollars then pay attention the reason for an authority like a doctor a celebrity like Oprah or celebrity Authority like Dr Oz or Dr Phil can charge egregious rates is because of implied demand people assume that there's a lot of demand for their time and therefore not a big supply of it as a result it must be expensive that being said it's hard for most businesses to understand what it's really like to have an uneven Supply demand curve until you've experienced it I'm going to try and walk you through what it

felt like for me for the first time I experienced it in order to give you a taste of the power when I got in this world of acquisition I saw mentors of mine selling days of time for $50,000 plus my mind was blown for two reasons first because I didn't understand how they could make so much money for a single day second because I didn't understand who in the right mind was buying it over time I learned I'll start with the buyer if I have a rare problem and I must solve this problem for my

own Pursuit of Happiness it will consume all of my attention by the nature of my problem being specialized there will be very few people who can solve it this means there is not a large supply of solvers in many cases I will perceive only one possible solver AKA Supply equals 1 beyond that if solving this problem speeds up my achievement of a goal by a year or two or immediately results in me making hundreds of thousands of dollars or millions of dollars that solution becomes far more valuable does it