0:01

Welcome to episode four of $100 million

0:03

offers. In this episode,

0:06

we'll be covering the thought process behind

0:09

making a Grand Slam offer, value

0:11

offer part one and value offer part two. It

0:14

was such an in-depth media chapter. This

0:16

is the meat and potatoes. This is where the rubber

0:18

hits the road. This is where you actually make something

0:20

that people cannot say no to

0:23

as soon as you show it to them. I hope you enjoy

0:25

and use it.

0:30

Chapter eight,

0:31

value offer, the thought process. If

0:34

at first you don't succeed, try, try, try

0:36

again. Thomas H. Palmer,

0:39

teacher's manual. I want to do an

0:41

exercise with you right now. I want to

0:43

show you the difference between convergent and divergent

0:45

problem solving. Why? So

0:47

that you can actually create the Grand Slam offer that will become

0:49

the cornerstone of your business. Convergent

0:52

and divergent thinking. In simple

0:54

terms, convergent problem solving is where you take

0:56

lots of variables, all known, with

0:59

unchanging conditions and converge on a singular

1:01

answer. Think math. Example,

1:04

you have three salespeople who can each take 100 calls

1:06

per month. It takes four calls

1:09

to create one sale, including no-shows.

1:11

You need to get to 110 sales. How

1:14

many salespeople must you hire? Deduced

1:16

information, one salesperson equals 100

1:18

calls. Four calls equal

1:21

one close. 100 calls

1:23

divided by four calls per close equals 25 closes

1:25

per 100 calls. 25 closes

1:29

per rep. Goal, 110 sales

1:32

total divided by 25 sales per

1:35

rep equals 4.4. Since

1:37

you can't hire 4.4 reps, you decide

1:39

you must have five. Answer, and

1:41

since you have three, you hire two more. Math

1:45

problems are convergent. There are a lot of

1:47

variables and a single answer. We are

1:50

taught all our lives in school to think this

1:52

way. That's because it's easy to grade.

1:55

But life will pay you for your ability to solve problems

1:57

using a divergent thought process. In

2:00

other words, think of many solutions to a

2:02

single problem. Not only that, convergent

2:04

answers are binary. They either right or

2:06

wrong. With divergent thinking,

2:09

you can have multiple right answers, and one

2:11

answer that is way more right than the others. Cool,

2:13

right?

2:15

Here's what life presents us for divergent thinking.

2:18

Multiple variables, known and unknown, dynamic

2:20

conditions, multiple answers.

2:23

As such, I want to do an exercise with you right

2:25

now that will engage the part of your brain that

2:27

you will need to use in order to make something magical.

2:30

I call it the brick exercise. Don't

2:32

worry, it will take 120 seconds. The

2:34

brick exercise.

2:36

Right now, I want you to set a timer on your phone for 120 seconds.

2:38

What you need to do, think of a brick.

2:41

Write down as many different uses of a brick

2:44

as you can possibly think of. How many different ways

2:46

could a brick be used in life to provide

2:48

value? Ready?

2:50

Go.

2:51

It's okay to write in the book

2:53

or write on a notepad on the side.

2:56

Alright, stop. Now, before I

2:58

show you my list, did you consider the following?

3:01

How big is the brick? A tab of gum? 3 to 5

3:03

by 8?

3:05

2 to 1 by 4?

3:08

Standard? 2 feet by 2 feet by 6 feet?

3:11

What's the brick made of? Plastic, gold,

3:13

clay, wood, metal?

3:14

How's the brick shaped? Does it have holes

3:17

in it? Does divots for interlocking?

3:20

Now as you think about that, can you think of even more

3:22

uses for the brick than you probably wrote down?

3:25

Well, here's my list. Paperweight, doorstep,

3:27

building things, home for a fish in a fishbowl,

3:30

plant holder with dirt holes, hold brick,

3:33

as a trophy, painted brick,

3:34

rustic decoration, to brick a window,

3:37

make a mural, tiny bricks painted, a weight

3:40

for resistance training, a wedge under an

3:42

uneven platform,

3:44

pen holder for hold brick,

3:46

children's toy, Lego bricks, slotation

3:49

device, plastic brick,

3:50

payment for goods, gold brick,

3:52

stabilizer for leaning against something, retainer

3:55

of value, holder for flagpole,

3:57

hold brick,

3:58

a seat, jett... every

4:01

offer has building blocks, the pieces that when combined

4:04

make an offer irresistible. Our

4:06

goal is to use a divergent thought process to

4:08

think of as many easy ways to combine these elements

4:10

to provide value.

4:11

So if I were selling a brick, I would find out

4:13

what my customer's desire was, and then devise

4:16

how many ways I would create value with my brick.

4:18

Now let's do it for real.

4:22

Chapter 9 Value Offer

4:25

Creating your Grand Slam Offer Part 1.

4:27

Problems and Solutions

4:29

ABC Easy As 123, Ah

4:32

Simple As Do Re Mi, Michael Jackson,

4:34

ABC When I started my gym, I

4:37

struggled. I wanted so deeply to be successful,

4:39

proved my dad wrong about my decision to start my own

4:41

business, and proved to myself that I was worth something.

4:44

But try as I did,

4:45

I couldn't even sell people into a $99 a month bootcamp.

4:48

People would say, LA Fitness is $29 a month. This

4:50

is expensive.

4:52

I even tried getting people to start for free.

4:54

They said they wouldn't bother because $99 a month

4:56

afterwards was still too much. And they didn't want to start

4:58

something they couldn't continue with.

5:00

It's a new level of frustration,

5:01

when you can't even give your services away for free to

5:04

people. I felt worthless, and

5:06

I didn't know what to do.

5:07

Thankfully, during this time, I was in groups

5:09

with other gym owners, and I started hearing about marketers

5:12

and books.

5:13

I devoured everything I could.

5:14

And as soon as I stumbled on Dan Kennedy's books, I

5:16

was hooked. In his books, he talked about making

5:19

irresistible offers. Again, this

5:21

theme of making an offer so good, people

5:23

would feel stupid to say no kept reappearing. But

5:25

this time, remembering what TJ had told me, I'd

5:28

have decided to go all in on this concept rather

5:30

than just do what everyone else was doing.

5:31

But how? Everyone else was selling $99

5:34

per month bootcamps. How was I going to compete?

5:37

So I decided to look at what we did differently. I

5:39

thought, what do they really want? No

5:41

one wants membership. They want to lose weight. Step 1.

5:45

Identify dream outcome.

5:47

I had heard of weight loss challenges, so I started

5:49

there.

5:50

Lose 20 pounds in 6 weeks. Big dream

5:52

outcome. Lose 20 pounds. Decrease

5:54

time delay. 6 weeks. Note.

5:56

I wasn't selling my membership anymore. I

5:58

wasn't selling the plane flight.

5:59

I was selling the solution.

6:01

When you are thinking about your dream outcome, it has to

6:03

be them arriving at their destination and

6:05

what they would like to experience.

6:08

Step two, list problems.

6:11

Next, I wrote down all the things people struggled

6:13

with and their limiting thoughts around them.

6:15

When listing out problems, think about

6:17

what happens immediately before and immediately after

6:19

someone uses your product or service. What's the

6:22

next thing they need help with? These are the

6:24

problems. Think about it in insane

6:26

detail. If you do, you will create a

6:28

more valuable and compelling offer as you'll

6:30

continually be answering people's next problem as

6:33

they manifest.

6:34

So, let's go ahead and list

6:36

out the problems from a prospect's perspective as

6:38

you think about them.

6:39

What points of friction exist for them?

6:41

I like to think about it in sequence that the customer

6:43

will experience each of these obstacles. Again,

6:46

channel insane detail. The more problems, the

6:48

better.

6:50

Example problems list, weight loss.

6:52

The first thing they must do,

6:54

buying healthy food, grocery shopping. Problems.

6:58

One, buying healthy food is hard, confusing,

7:01

and I won't like it. Two, buying

7:03

healthy food will take too much time.

7:05

Three, buying healthy food is expensive.

7:07

Four, I will not be able to cook healthy food forever.

7:09

My family needs will get in the way. If

7:12

I travel, I won't know what to buy.

7:14

Next thing they must do,

7:15

cook healthy food. One, cooking

7:17

healthy food is hard and confusing. I won't like it

7:19

and I will suck at it. Two, cooking healthy food

7:22

will take too much time.

7:23

Three, cooking healthy food is expensive.

7:25

It's not worth it.

7:26

Four, I will not be able to cook healthy food forever.

7:29

My family's needs will get in my way.

7:30

And if I travel, I won't know how to cook healthy.

7:33

Next thing they must do, eat healthy food.

7:35

Next thing they must do, exercise regularly,

7:38

et cetera. Now we're going full circle here. Each

7:40

of the above problems has four negative elements and

7:43

you guessed it, each aligned to the four value drivers

7:45

as well.

7:46

Dream outcome, perceived likelihood of achievement, time

7:48

delay, effort and sacrifice. One,

7:51

dream outcome,

7:52

this will not be financially worth it.

7:54

Two, likelihood of achievement, it won't

7:56

work for me specifically. I won't be able to stick

7:58

with it. External.

7:59

factors will get in my way. This is the most

8:02

unique and service specific of the problem

8:04

buckets. Three, effort and

8:06

sacrifice. This will be too hard, confusing,

8:08

I won't like it, I will suck at it. Four,

8:11

time. This will take too much time to do, I'm

8:13

too busy to do this, it will take too long to work, it

8:15

will not be convenient for me.

8:17

Now go ahead and list out all problems

8:19

your prospect has. Don't let these buckets,

8:21

which are just meant to help your brain get going, constrain you.

8:24

If it's easier for you, just list out everything you can

8:26

possibly think of.

8:27

What I showed here isn't just four problems though.

8:29

We have 16 core problems with two

8:32

to four sub-problems underneath. So 32

8:34

to 64 problems total. Yowza,

8:37

no wonder most people don't achieve their goals.

8:39

Do not get overwhelmed. This is the best news

8:41

ever. The more problems you can think of, the

8:43

more problems you get to solve. So to

8:45

recap, just list out each core

8:48

thing that someone has to do. Then think

8:50

of all the reasons they wouldn't be able to do it or

8:52

keep doing it using the four value drivers

8:54

as a guide. Now we go to the fun part, turning

8:57

problems into solutions.

8:59

Now that we have our dream outcome and all the

9:01

obstacles that we'll get in someone's way,

9:03

it's time to define our solutions and list them

9:05

out. Creating the solutions list

9:07

has two steps. First, we're going to transform

9:09

our problems into solutions.

9:11

Second, we're going to name these solutions. That's

9:13

it.

9:14

So let's take a look at our list of problems from earlier.

9:16

What we're going to do is simply turn them into solutions

9:18

by thinking, what would I need to show someone to solve

9:20

this problem?

9:21

Then we're going to reverse each element of the obstacle

9:23

into solution-oriented language. This is Copywriting 101.

9:27

It's beyond the scope of this book to get into,

9:29

but simply adding how to, then reversing

9:31

the problem will give most people new to

9:34

this process a great place to start.

9:36

For our purposes, we're giving ourselves a

9:38

checklist of exactly what we're going to do for

9:41

our prospects and what we're going to solve for them.

9:44

Once we have our list of solutions, we

9:46

will operationalize how we are actually going

9:48

to solve these problems, aka create

9:50

value in the next step.

9:52

And I want to be 100% clear, you

9:54

will solve every problem. We'll explore

9:56

how together in the next step. Problem, solution,

9:59

problem. Buying healthy food grocery shopping

10:02

is hard, confusing, I won't like it, I will suck

10:04

at it,

10:05

becomes how to make buying healthy

10:07

food easy and enjoyable so that anyone can do

10:09

it, especially moms.

10:11

Buying healthy food takes too much time.

10:13

How to buy healthy food quickly. Buying healthy food

10:16

is expensive. How to buy healthy food

10:18

for less than your current grocery bill. Buying healthy

10:20

food is unsustainable. How to make buying healthy

10:22

food take less effort than buying unhealthy food.

10:24

Buying healthy food is now my priority. My

10:26

family's needs will get in the way. How to buy healthy food

10:29

for you and your family at the same time. Buying

10:31

healthy food is undoable if I travel. I

10:34

won't know what to get. How to get healthy food

10:36

when you're traveling.

10:37

Problem. Cooking healthy food

10:40

is hard, confusing, I won't like it, and I will suck at

10:42

it, turns into how anyone can

10:44

enjoy cooking healthy meals easily.

10:47

Cooking healthy food will take too much time.

10:49

How to cook meals in under five minutes. Cooking

10:51

healthy food is expensive and it's not worth it.

10:54

How eating healthy is actually cheaper

10:56

than unhealthy food.

10:57

Cooking healthy food is unsustainable. How to

10:59

make eating healthy last forever.

11:01

Cooking healthy food is not my priority. My family's needs will

11:04

get in the way. How to cook

11:05

healthy food despite your family's concerns.

11:09

Cooking healthy food is undoable. If I travel, I

11:11

won't know how to cook healthy, how to travel, and still cook.

11:14

Problem. Eating healthy

11:16

food. It's hard, confusing, etc. How

11:18

to eat delicious food without following complicated

11:20

systems. Problem. Exercising

11:22

regularly. It's hard, confusing, etc. Easy

11:25

to follow exercise system that everyone enjoys.

11:28

Okay, oof. That was a lot of problems

11:31

and a lot of intuitive solutions courtesy of Divert

11:33

and Thinking. You'll also notice that a lot of them

11:35

are repetitive and that's totally normal. The

11:37

value drivers are the four core reasons. Our

11:39

problems always relate to those drivers and our solutions

11:41

provide the needed answer to give a prospect permission

11:43

to purchase.

11:44

What's even crazier is that if even only

11:47

one of these needs is missing in a solution, it can cause

11:49

someone not to buy. You would be amazed

11:51

at the reasons people do not buy, so don't limit

11:53

yourself here.

11:54

Brook Castillo is a friend of mine who runs an enormous

11:57

life coaching business. To give you a different take on

11:59

the problem solutions list, Brooke sent me

12:01

her list as she was going through this book to make

12:03

a grand slam offer for a 90-day relationship course.

12:06

Take a look to see this process through a totally

12:08

different lens. The main takeaway though,

12:10

don't be fancy. Just get all the problems

12:12

down then turn them into solutions. Regardless

12:14

of whether the offer you create is around fitness, like the

12:16

example, a relationship course like Brooke, or

12:19

something wildly different like earaches,

12:21

we now know what we need to do. Step

12:23

four is the how, and how to do it without breaking

12:25

the bank.

12:26

Free gift number five,

12:28

bonus tutorial, offer creation part

12:30

one. If you want to walk through the process with me

12:32

live, go to acquisition.com, training

12:35

sports lab offers,

12:36

then select offer creation part one

12:38

to watch a short video tutorial with yours truly.

12:41

As always, it's absolutely free.

12:42

I also have a free offer creation checklist for you

12:44

that you can swipe and immediately deploy in your business. Enjoy.

12:47

Now I will read

12:49

Brooke's list that she gave and she sent

12:51

to me, which you probably can't see because you're

12:53

listening to this.

12:54

Dream outcome, amazing, loving relationship

12:57

in 90 days. Problems,

12:58

no good options. No one's attractive. No

13:01

one's available. Boring, no chemistry, poor

13:03

communication, not hot enough. Sex

13:05

isn't good. No intellectual stimulation. Not enough

13:07

effort in the relationship. No time, insecurity.

13:10

Needs aren't being met. Too many unmet expectations.

13:12

Acting crazy emotional. Relationship

13:14

is dull. Want different things. Not good at relationships.

13:17

Too much pressure. Move too slow. Fizzles

13:19

out fast.

13:20

Sexual incompatibility.

13:22

Solutions list. How to get a list of prospective

13:24

partners chosen in 90 days. How

13:26

to be attracted to your chosen partner.

13:29

How to feel available to your partner.

13:31

How to make sure 90 days is exciting

13:34

and never boring.

13:35

How to create chemistry like you've never known.

13:38

How to communicate in sexy, fun, meaningful

13:40

ways.

13:41

How to make the relationship hot by being

13:44

hot.

13:44

How to have great sex for 90 days. How

13:46

to create intellectual stimulation.

13:48

How to put the effort in the relationship for max

13:50

return.

13:52

How to make time for hourly dopamine

13:54

love hits,

13:56

etc.

13:59

Hey guys, real quick, if you're enjoying the audio, just wanna let you

14:02

know, there's a physical copy and a Kindle copy

14:04

available on Amazon for

14:06

your consumption. I'm the

14:08

type of person who likes to consume things in multiple formats, and if I

14:10

love a book, I buy every format because I like to have it on

14:12

my phone, I like to have it on my desk, I like to have

14:14

it when I'm listening in the car, I like to have it in every place

14:17

I possibly can. We also

14:19

have an Audible format, if you just prefer listening to Audible instead

14:21

of podcasts, you can do that too, but

14:23

just figured I'd let you know.

14:26

Chapter 10,

14:27

value offer. Creating your grand

14:29

slam offer part two, trim and stack.

14:32

Cut, cut, cut. Friends to

14:34

Rachel Green in Friends. I

14:37

divided this chapter into two parts because it's the media

14:39

section in the book.

14:40

It's also the most important. Without a valuable

14:42

product or service, the rest of the book won't be as actionable.

14:45

We just covered all the problems we're going to solve. The

14:48

second half of making your offer is breaking down tactically

14:50

what we are going to do or provide for

14:52

our client.

14:53

In theory, we'd all love to fly out and

14:55

live with our customers to fix their problems. In reality,

14:58

that wouldn't make a very scalable solution.

15:00

We need our offer to be incredibly attractive and

15:02

profitable.

15:03

That being said, if this is your first grand

15:05

slam offer, it's important to over deliver like

15:07

crazy.

15:08

Maybe flying out isn't such a bad idea in the beginning.

15:11

Make some sales, then think about how to make it easier

15:13

for your clients.

15:15

You want them to think to themselves, I get

15:17

all this for only that. In essence, you

15:19

want them to perceive tremendous value.

15:21

Everyone buys bargains.

15:23

Some people just buy $100,000 things for only $10,000.

15:27

That's where we want to live, high prices, but

15:29

a steal for the value. Like hopefully

15:31

this book has been so far.

15:33

Sales to fulfillment continuum.

15:36

Something that is easy to sell is typically

15:39

hard to fulfill.

15:40

Most things that are hard to sell are typically easy to

15:42

fulfill.

15:44

In order to best absorb the notions of trimming and stacking,

15:46

we need a mental reframe.

15:48

Enter the sales to fulfillment continuum.

15:50

Whenever you are building a business, you have a continuum

15:52

between ease of fulfillment and ease of sales.

15:55

If you lower what you have to do, it increases

15:57

how hard your product or service is to sell.

16:00

If you do as much as possible, it makes your product

16:02

or service easy to sell but hard to fulfill because

16:04

there's more demand on your time investment.

16:06

The trick and ultimate goal is to find the sweet

16:08

spot where you sell something very well that's also

16:11

easy to fulfill.

16:13

I have lived by the mantra,

16:14

create flow, monetize flow, then

16:16

add friction.

16:17

This means I generate demand first,

16:20

then with my offer, I get them to say yes.

16:22

Once I have people saying yes, then and only then

16:25

will I add friction in my marketing or decide to offer

16:27

less for the same price.

16:28

Practicality drives this practice.

16:30

If you can't get demand flowing in, then you

16:32

have no idea whether what you have is good.

16:35

I'd rather do more for every customer and have

16:37

cash flow coming in,

16:38

then optimize my business but have zero cash

16:40

flow coming in after and have zero idea

16:42

about what I needed to adjust to better serve my customers.

16:45

Here's a perfect example to drive this home.

16:48

When I started Jim Launch, Jim owners reached out asking

16:50

for help. They needed so much help, I

16:52

didn't know where to start. But I wanted to

16:55

make sure they got more than what they paid me. So

16:57

here's what I ended up doing to fill their gyms. I

16:59

would fly out to their gym for 21 days, spend

17:02

my own money on hotels, car rentals, eating

17:04

out, advertising, generate the leads, work

17:06

the leads, then sell for them.

17:09

I would even do the first onboarding meeting with the clients

17:11

to get them started. In short, I did everything.

17:13

I took on all the risk.

17:15

They only had to put $500 down to reserve

17:17

their date, which I made refundable at the end of their launch.

17:20

So they had zero financial risk, zero time

17:22

risk, zero effort. And the deal was, I got

17:24

to keep all the upfront cash collected from selling their services.

17:27

And they got all the clients are free.

17:29

You can imagine how this was a pretty compelling offer.

17:31

On my own, I was able to sell about $100,000

17:34

per month in cash upfront for myself.

17:36

So these deals were very lucrative for me.

17:38

Over time, I scaled that to a team of eight guys

17:40

selling a month.

17:41

But this began to wear on me and the team.

17:43

It was at that point that I realized that if I were

17:46

to simply teach them how to do what I did, I would

17:48

charge maybe a third of what I would normally make, but

17:50

I

17:50

would be able to help hundreds of gyms a month instead

17:53

of eight.

17:54

And I could do it all while sleeping in my own bed

17:56

every night.

17:57

My promise was fundamentally the same. I

17:59

will fill you. your gym in 30 days, it was simply

18:01

the how and the what I did that changed.

18:04

The how and the what is what we are breaking apart.

18:07

When talking to business owners about their model, I

18:09

tell them to create cashflow by over-delivering like

18:11

crazy at first,

18:12

then use the cashflow to fix your operations and make

18:14

your business more efficient.

18:16

This revision process can be pretty seamless.

18:18

You may not even have to change what you offer. You

18:21

may just end up creating systems that create the same

18:23

value for the customer but cost you significantly

18:25

fewer resources.

18:27

Ultimately, this is how businesses beat one another,

18:29

understanding this will be important as you scale your business.

18:32

Now that we've established the importance of the fulcrum

18:34

and how to approach the sales to fulfillment balance

18:37

at the outset, let's cover the last

18:39

two steps of creating our grand slam offer. To

18:41

recap quickly, remember that we've covered identifying

18:44

DreamAlcom's Step 1, listing problems,

18:46

Step 2, and determining solutions, Step 3.

18:49

Step 4, create your solutions

18:51

delivery vehicle, the how. The

18:54

next step is thinking about all the things you could do

18:56

to solve each of these problems you've identified.

18:59

This is the most important step in the process. This

19:01

is what you are going to deliver.

19:03

This is what you are going to do or provide in exchange

19:05

for money.

19:06

For the purposes of keeping creativity high, divergent

19:09

thinking,

19:10

think about anything you could possibly do.

19:12

Think of all the things that might enhance the value

19:14

of your offer, so much though that it would be

19:16

stupid to say no.

19:18

What could you do that someone would immediately say, all

19:21

that? Seriously? Yes, I'm in.

19:23

Doing this exercise will make your job of selling

19:26

so much easier.

19:27

Even if you come up with something you're not actually willing

19:29

to do, it's okay.

19:31

The goal here is to push your limits and jog your brain into

19:33

thinking of a different version of the solution you'd normally

19:35

default to.

19:37

This is where you get to flesh your entrepreneurial creativity.

19:40

Remember, you only need to do this once,

19:42

literally one time, for a product that may

19:45

last years.

19:46

This is high value, high leverage work.

19:48

You ultimately get paid for thinking,

19:50

you got this, this should be fun.

19:52

Go ahead and list out all your possibilities now.

19:55

Then I'll take you through my example.

19:57

I'll just use the buying food problem from earlier

19:59

as an example.

20:00

I like to group things by how many people

20:02

I'm going to deliver this thing to at once.

20:04

My list is below. At the bottom, I've

20:07

given you my quote cheat codes end quote

20:09

for how to think through this to get even more creative.

20:12

Problem.

20:13

Buying healthy food is hard, confusing and I won't

20:15

like it. If I wanted to provide a

20:17

one-on-one solution, I might offer a

20:20

an in-person grocery shopping experience

20:22

where I take clients to the store and teach them how to shop.

20:25

B, personalized grocery list where I

20:27

teach them how to make their own list.

20:28

C, full service shopping where I buy

20:30

their food for them. We're talking 100% done for them.

20:34

D, in-person orientation, not at

20:36

the store where I teach them what to get.

20:38

E, tech support while shopping

20:40

where I help them if they get stuck.

20:42

F, phone call while

20:44

grocery shopping where I plan to call them

20:47

when they go shopping to provide direction and support

20:49

in real time.

20:50

If I wanted to provide a small group solution,

20:53

I might offer a in-person grocery

20:55

shopping where I meet a bunch of people and take

20:57

them all shopping for themselves.

20:59

B, personalized grocery list where I teach

21:01

a bunch of people how to make their weekly lists

21:04

and I could do this one time or every week if I wanted

21:06

to.

21:06

C, buy their food for them where I purchase

21:09

their groceries and deliver them as well.

21:11

D, in-person orientation where

21:13

I teach a small group off-site

21:15

what to do, just not at the store. If

21:17

I wanted to provide a one-to-many solution, I might offer

21:20

a live grocery store tour where I might stream

21:22

me going through the grocery store for all my new customers

21:25

and let them ask questions live.

21:26

B, a recorded grocery store tour

21:28

where I might shop once, record it and then give

21:30

it as a reference point from that point onwards for my

21:32

clients to watch on their own.

21:34

C, a do-it-yourself grocery calculator

21:37

where I create a shareable tool or show them how to

21:39

use the tool to calculate the grocery list every week.

21:41

D, predetermined lists where each customer

21:44

plan comes with its own grocery list for

21:46

each week. I could make this ahead of time so

21:48

they have it.

21:49

Then they could use it on their own time.

21:51

D, grocery buddy system

21:53

where I could pair each customer

21:55

with another, which takes no time

21:57

and lets them go shopping together.

21:59

F, pre-made Instacart grocery

22:02

carts for delivery, where I could pre-make Instacart

22:04

lists so clients could have their groceries

22:06

delivered to their doorstep with one click.

22:09

As you see, the list can really go on and

22:11

on here. This is just to illustrate the many ways

22:13

to solve a single problem. Now

22:16

do this for all the perceived problems that your clients

22:18

encounter before, after, and during their experience

22:20

with your product or service.

22:22

You should have a monster list by the end of this.

22:25

Product delivery cheat codes. What's that?

22:27

You're having trouble being creative?

22:29

I'm going to give you the cheat codes right now, kind of like

22:31

I did with the brick example. Like the brick could be gold

22:33

or plastic or have holes in it or be a Lego,

22:35

et cetera.

22:36

Here are my cheat codes for product, variation,

22:39

and enhancement, and a visual to break down the

22:41

process for you from my consulting deck

22:43

for my private portfolio companies.

22:45

Delivery Cube.

22:47

A, what level of personal

22:49

attention do I want to provide? One-on-one,

22:51

small group, one-to-many. B,

22:54

what level of effort is expected from them? Do

22:57

it themselves, figure out how to do it on their

22:59

own, or do it with them, done

23:01

with you?

23:02

You teach them how to do it?

23:03

Or done for you, done for them? You

23:06

do it for them.

23:07

C, if doing something live, what

23:09

environment or medium do I want to deliver it in? In

23:12

person, phone support, email

23:14

support, text support, Zoom support, chat

23:16

support? D, if doing a recording,

23:19

how do I want them to consume it? Audio, visual,

23:21

written?

23:22

E, how quickly do we

23:25

want to reply? On what days during what hours?

23:28

24 seven, nine to five,

23:30

within five minutes, within an hour, 24 hours

23:32

a day.

23:33

How do I want to support?

23:36

F, 10X to one-tenth

23:38

test.

23:39

If my customers paid me 10 times my

23:41

price or $100,000,

23:43

what would I provide? If they paid

23:45

me one-tenth of my price and I had to make my product

23:48

more valuable than it already is, how would I do

23:50

that?

23:50

How could I still make them successful for

23:53

one-tenth the price?

23:54

Stretch your mind in either direction and you'll come up with

23:56

wildly different solutions.

23:58

In other words, how could I actually? deliver

24:00

on these solutions I am claiming I will provide.

24:03

Do this for each problem because solutions

24:05

from one problem will give you ideas for others you wouldn't

24:08

normally have considered.

24:09

Remember, it's important that you solve every

24:11

problem. I can't tell you the amount of times

24:13

one single item becomes the reason someone

24:15

doesn't buy.

24:17

Anecdote. Why we must solve every

24:19

perceived problem.

24:21

When I started selling weight loss, I insisted that

24:23

folks repair all their food at home.

24:25

I found it too difficult to help clients lose weight when

24:27

they ate out because they always blew their diets.

24:29

Rather than solve the problem, I insisted they do

24:31

it my way or not at all. As a result,

24:33

I lost many sales.

24:35

One month I really needed to make some sales to pay

24:37

rent.

24:38

My next sale walked in the door. It was a business

24:40

exec looking to lose weight.

24:42

As we got into the sales presentation, she told

24:44

me the program wouldn't work for her because she

24:46

went out to eat for lunch every day. Normally,

24:48

I would have lost this sale.

24:50

I was a stickler for making people not eat out,

24:52

but I really needed the money.

24:54

Refusing to lose the sale because of this one thing,

24:57

I conceded.

24:58

I'll make you an eating out guide for when you go to restaurants

25:00

so you can eat out a hundred percent of the time and still

25:02

hit your goal. How does that sound?

25:04

She agreed and I closed the sale.

25:07

I took the time to make an eating out guide for her,

25:09

but from that point going forward, whenever someone said, but

25:11

what about eating out? I had the solution.

25:14

Over time, I continued solving obstacles with

25:16

templates and trainings until there were no more one things

25:18

to prevent my sales.

25:19

This lesson has stuck with me to this day.

25:21

Don't get romantic about how you want to solve the problem.

25:24

Find a way to solve every problem a prospect

25:26

presents with.

25:27

When you do that, you make an offer that's so good,

25:30

people just can't say no.

25:31

And that's what we're building here.

25:33

Note, you must resolve every

25:35

obstacle a buyer believes they will have to convert

25:37

the highest amount of people. That's not to say

25:39

that if you don't, you won't sell people. Not at all.

25:42

You just won't sell as many people as you

25:44

otherwise could have. And that's the goal.

25:46

To sell the most people for the highest possible

25:49

price with the highest possible margin.

25:52

Step 5. Trim and stack.

25:55

Now that we've enumerated our potential solutions,

25:57

we will have a gigantic list.

25:59

Next, I look at the at the cost of providing

26:01

each of these solutions to me, the business owner.

26:03

I remove the ones that are the highest cost and lowest value

26:06

first.

26:07

Then I remove low cost, low value items. If

26:09

you aren't sure what's high value, go through the value

26:11

equation and ask yourself which of these things will

26:13

this person one, financially value,

26:16

two, cause them to believe they'll be likely to succeed,

26:18

three, make them feel like they can do

26:21

it with much less effort and less sacrifice,

26:23

and four, help them accomplish their goal and see the

26:25

result they want in far less time.

26:27

What should remain or offer items that are one, low

26:29

cost, high value, or two, high

26:32

cost, high value? Example,

26:34

let's say I moved in with someone and did their shopping,

26:37

exercising, and cooking for them.

26:38

They would probably believe they would definitely lose weight,

26:41

but I am not willing to do that for any amount of money

26:43

short of a gazillion dollars.

26:44

The next question becomes, is there a lesser version

26:47

of this experience that I can deliver at scale?

26:49

Just take one step back at a time until you arrive at

26:51

something that has a time commitment or cost

26:53

that you are willing to live with,

26:55

or obviously massively increase your price

26:57

so it becomes worth it for you, i.e. the gazillion

26:59

dollars to live with someone.

27:00

If there's one type of delivery vehicle to focus

27:03

on, it's creating high value, one-to-many solutions.

27:06

These will be the ones that typically have the

27:08

biggest discrepancy between cost and value.

27:10

For example,

27:11

before I started my gym, I had an online training business.

27:14

I created a small Excel sheet application that

27:16

after inputting all of someone's goals, automatically

27:18

generated 100 meals perfectly suited to their macronutrient

27:21

calorie needs.

27:22

Better yet, depending on which meals they selected,

27:24

it would tell them what they needed to buy at the grocery store

27:26

in exact amounts, and how to prepare

27:29

them in bulk for the exact amounts.

27:30

It took me about 100 hours to put together this entire

27:33

thing,

27:33

but from that point going forward, I sold truly

27:36

personalized eating plans for very expensive prices,

27:38

but they only took me about 15 minutes to make.

27:40

High value, low cost.

27:43

These types of solutions require a high, one-time

27:45

cost of creation, but infinitely low additional

27:48

effort thereafter.

27:49

FYI, this is exactly why software

27:51

becomes so valuable.

27:52

That doesn't mean you don't want to ever do something in a small

27:55

group or one-on-one model. After all,

27:57

I do one-on-one with all my portfolio company CEOs

27:59

that we help.

27:59

scale past 30 million plus.

28:01

You just want to make sure that you save those high cost

28:04

items for big value ads only.

28:06

If you think you can accomplish the same value with a

28:08

lower cost alternative, then do that instead.

28:10

When I was running my gym, I went through this exact

28:13

exercise and created,

28:14

walking blueprints, an eating out system,

28:16

a travel eating and workout guide, meal

28:18

plans for every body weight and gender, a grocery

28:21

list calculator, plateau busting meal plans

28:23

for when they got stuck, fast cooking guides

28:25

partnered with a meal prep service, and did in-person

28:27

nutrition orientation with every client one-on-one.

28:30

Many of the one-to-many solutions require more work

28:32

upfront,

28:33

but once created, they become valuable

28:35

assets that create value in perpetuity.

28:37

It's worth putting in the time to create these

28:40

because they will create high margin profit for years

28:42

to come. Real talk. The

28:44

meal plans I made for my gym have been used by 4000 plus

28:47

gyms now and literally hundreds of thousands of people.

28:49

They are simple and easy to follow, so they've

28:52

provided ample return for the week or two

28:54

of dedicated time I spend making them.

28:55

And if you ever have the desire to build a repeatable

28:58

business model, something that scales, these

29:00

assets you create will become the bedrock. This

29:02

book, for example, is a high value asset that is

29:05

low cost overall.

29:06

Sure, it costs me a lot upfront,

29:08

but each additional book I sell after my first one costs

29:10

me very little and provides tremendous value.

29:14

The final high value deliverable.

29:16

Let's sum this up before we configure our final

29:18

high value deliverable.

29:20

Step one, we figured out our prospective client

29:22

stream outcome. Step two, we listed out

29:24

all the obstacles they're likely to encounter on the way,

29:26

aka

29:28

our opportunities for value creation.

29:30

Step three, we listed out all those

29:32

obstacles as solutions. Step four, we

29:35

figured out all the different ways we could deliver those solutions.

29:38

Step five, we trimmed those ways

29:40

down to only the things that were the highest value and lowest

29:42

cost to us. All we have to do now

29:44

is

29:45

step five,

29:46

put all the bundles together into the ultimate high

29:48

value deliverable.

29:49

So let's go back to the example.

29:51

We see our prospect struggled with the following.

29:53

Buying food. How anyone can buy food

29:56

fast, easy, cheaply, which we turn into.

29:58

Foolproof bargain grocery.

29:59

system that'll save hundreds of dollars per

30:02

month on your food and take less time than your current

30:04

shopping routine. $1,000

30:05

of value for the money it'll save you

30:07

from this point on in your life.

30:09

A, 101 nutrition orientation will

30:11

explain how to use.

30:13

B, recorded grocery store. C,

30:15

do-it-yourself grocery calculator. D,

30:17

each plan comes with its own list for the week.

30:19

E, bargain grocery shopping

30:21

training. F, grocery buddy system.

30:24

G, pre-made Instacart grocery carts

30:26

for delivery. H, and a check-in via

30:28

text weekly.

30:30

Cooking. To solve this

30:32

problem, ready in five minute busy parent

30:34

cooking guide. How anyone can eat healthy even

30:36

if they have no time. $600 value

30:39

from getting 200 hours per

30:41

year back. That's four weeks of work.

30:44

A, 101 nutrition orientation

30:46

where I explain how to use. B,

30:48

meal prep instructions. C, do-it-yourself

30:50

meal prep calculator.

30:51

D, each plan comes with its own meal prep instructions

30:54

for the week. E, meal prep buddy system.

30:56

F, healthy snacks and under five minutes

30:58

guide. G, a weekly post they can tag

31:00

me in for feedback.

31:02

To solve the eating problem.

31:04

Personalized lick your fingers good meal plan.

31:06

So good it'll be easier to follow than eating what

31:08

you used to cheat with and cost less. $500

31:11

value.

31:12

A, 101 nutrition orientation where I explain

31:14

how to use. B, personalized meal plan.

31:16

C, five minute morning shake guide. D, five

31:19

minute budget lunches. E, five minute budget

31:21

dinners. F, family sized meals.

31:23

G, a daily picture of their meals. H, 101

31:25

feedback meeting to make adjustments

31:27

to their plan. Which FYI was an upsell.

31:31

Exercise problem.

31:32

Fat burning workouts proven to burn more fat than

31:34

doing it alone. Adjust it to your needs so you never

31:37

go too fast. Plateau or risk injuries. $699 value. To

31:39

solve the traveling

31:40

problem, the ultimate

31:42

tone up while you travel eating and workout

31:45

blueprint for getting amazing workouts and with no

31:47

equipment so you don't feel guilty enjoying yourself. $199

31:49

value.

31:51

How to actually stick with it. The never fall off

31:53

accountability system. The unbeatable system

31:56

that works without your permission. It's even gotten people

31:58

who hate coming to the gym to look forward

31:59

up $1,000 value.

32:01

How to be social, to live it up while slimming

32:03

down eating out system that will give you the freedom to eat

32:05

out and live life without feeling like the odd man out $349

32:08

value. Total value $4,351 all for only $599. Author note, most

32:10

of our facilities

32:16

now sell this bundle for

32:18

longer periods of time for $2,400 to $5,200. Wild. As we got better

32:23

at creating and monetizing value, the prices and profit

32:25

of our facilities skyrocket.

32:27

Once you start this value creation process, each

32:29

additional piece of value you create stacks up over

32:31

time.

32:32

This is why it's important to begin.

32:34

Can you see how much more valuable this is than a

32:36

gym membership?

32:38

The bundle does three core things.

32:40

One, it solves all the perceived problems, not

32:42

just some.

32:44

Two, gives you the conviction that what you're

32:46

selling is one of a kind. Very important.

32:48

Three, makes it impossible to compare

32:50

or confuse your business or offering with the one down

32:52

the street.

32:53

We finally have

32:56

what we are going to deliver in all its glory. That

32:58

being said, it's unlikely we would present it this

33:00

way. Depending on whether we sell one-on-one

33:03

or one-to-many, we would present this differently. I

33:05

will address how to present each of these bundled items in

33:07

the bonus section, which is the next section.

33:10

Summary points.

33:11

We went through this entire process to accomplish one

33:13

objective.

33:14

To create a valuable offer that is differentiated

33:16

and unable to be compared to anything else in the marketplace.

33:19

We are selling something unique.

33:21

As such, we are no longer bound by the normal

33:23

pricing forces of commoditization.

33:25

Customers will now only make a value-based

33:28

rather than a price-based decision on how they

33:30

should buy from us. Hurrah! Now that

33:32

we have our core offer, the next session will be dedicated

33:34

to enhancing it.

33:35

We will employ a combination of psychological levers,

33:38

bonuses, urgency, scarcity, guarantees,

33:40

and naming.

33:42

Free gift number six, bonus tutorial,

33:44

offer creation part two.

33:46

If you want to walk through this profit maximizing,

33:49

trimming, and stacking process with me live, go to acquisition.com

33:52

forward slash training forward slash offers.

33:54

I also have some free checklists for you that you can use.

33:56

As always, it's absolutely free.

33:59

you enjoyed the value offer part one

34:02

and part two, and the real meat and potatoes

34:04

of making something so good, people feel

34:06

stupid saying no. Next episode

34:08

we've got another heater coming up, which is the

34:10

next section of this, which is offer enhancers.

34:13

And we're gonna talk about probably my two favorite and

34:15

some of the ones that move the needle the most, scarcity

34:18

and urgency. And believe

34:20

me, you've never seen people

34:23

move and take their credit cards out fast, unless

34:26

or until you master those two things.

34:28

All right, so I can't wait to see

34:31

what you guys use from the scarcity and urgency

34:33

section, and I'll see you in the next episode.

34:36

How to Make Offers So Good People Feel Stupid

34:39

Saying No by Alex

34:39

Hramosey acquisition.com, volume one, $100 million

34:42

offers, how to make offers

34:44

so good, people feel stupid saying no,

34:47

written and performed by Alex Hramosey.

34:49

Copyright, 2021. acquisition.com,

34:53

audio production copyright, 2021.

34:55

acquisition.com.