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April 30 - May 8, 2024
Instead of offering just babysitting, Kiana was able to increase the value of her offer so that parents would be more likely to choose her over (and pay her more than) her competition. Can
You’ll put out offers everywhere in the marketplace, including in your ads, emails, and funnels.
Your first assignment right now is to figure out what elements you could add to your current product to increase its value by turning it into an offer.
Step #1: Brainstorm as many different ideas that you can come up with for other things that you could give your dream customer to help guarantee their success. Step #2: From those ideas, what elements could you take to create an irresistible offer?
STORY-SELLING
You see, just offering someone a list of stuff isn’t necessarily going to move the needle. It’s you telling them the story behind the offer that increases the perceived value of each element that makes the offer truly irresistible.
A great offer is usually not enough on its own to produce a sale. You also need a story that helps your dream customers trust you enough to buy from you.
THE HOOK
The hooks are the headlines, images, and videos that we put in front of our dream customers wherever they are congregating, with a goal to capture their attention just long enough that we can tell them our story.
The hook doesn’t provide any value by itself, but it grabs attention for the story, and each story could have dozens of different hooks.
For example, Drew has his story about him going from “fit to fat to fit,” and within that story here are a few of the hooks he could easily use: Video of him on Jay Leno telling the story Before and after pics from the journey Picture of him with his product Pictures of him with people he’s helped Videos of him telling the story Pictures of food that will grab people’s attention Headlines about his weight loss Headlines about his weight gain
We never know which ones will grab our market’s attention, so it’s important that we keep throwing out hooks until we find the ones that effectively hook our dream customers.
After we know who our dream customer is, and we’ve identified where they are congregating, this is the bait that will get them to come into your world so you can serve them and change their lives with the business that you’ve built.
SECRET #3 THE VALUE LADDER
As customers ascend your value ladder, your offers will increase in value and price.
Dentists put out free offers for teeth cleaning in the hopes they will ascend those customers up their value ladder and get them on a regular teeth cleaning continuity program.
YOUR VALUE LADDER MISSION STATEMENT (VLMS)
the first thing I always do is map out the customer’s value ladder.
Your value ladder becomes the brick-by-brick road of solutions
But it starts with defining the result (or Oz) that your dream customers will be coming to you to achieve.
We help (insert who) to (insert result they want to achieve) through (insert your new opportunity).
What is the result that you can provide for your dream customers? What is it that they have been unsuccessfully trying to accomplish before entering your world that you know you can solve when you have a chance to serve them?
What is your new opportunity that you want to offer them? What is the offer that you are providing them that is different from the things they have tried in the past when attempting to achieve this same result?
The value ladder mission statement we have for ClickFunnels is: We help visionary entrepreneurs to grow their companies through sales funnels.
We fulfill this VLMS through our books, online courses, live events, software, coaching, and mastermind groups. Each is a separate offer in the value ladder, all helping to fulfill on the same VLMS.
THE VALUE LADDER, AKA YOUR BUSINESS PLAN
If you look at a traditional author, speaker, coach, or consultant, their value ladder usually looks like Figure 3.4. On the bottom of their value ladder, they typically have an offer for a book or a report or something they can give away or sell inexpensively to provide value to their dream customers. From there they will usually ascend people into their online courses, and then their live events, and eventually their mastermind groups.
DIFFERENT TYPES OF FUNNELS FOR EACH STEP OF THE VALUE LADDER
THE FIRST FUNNEL IN YOUR VALUE LADDER
she wasn’t allowed to create the next tier of her value ladder until she had passed the million-dollar mark.
THE VALUE LADDER VS. THE SALES FUNNEL
SECRET #4 THE ATTRACTIVE CHARACTER
I shared something about my family, and suddenly there’s a new segment of the audience attracted to that part of my Attractive Character.
The Attractive Character is the thing that binds people to your value ladder. They come in looking for a result, but they stay because of their relationship with you.
“A brand is the image and personality the business applies to its offers.”
ATTRACTIVE CHARACTER ELEMENTS Attractive Characters have a backstory and share it often: People won’t care about any of the success you’ve had, and they won’t follow you or your advice until they know that you’ve been where they are now.
to build a following, they have to know that you’ve already walked the path that you are taking them on. You must become vulnerable and share the journey that got you to where you are today.
“Why did you become a chiropractor?”
Throughout this book, you’ve probably noticed that each chapter starts with the backstory about how I learned each secret. When I speak at events, I share my backstories; in my emails, ads, podcast episodes, sales letters, and more, I share my backstories. I tell my stories over and over again to the point I get tired of telling them, but you have to understand that you will get tired of hearing your backstory way before your market gets tired of it, so you need to start sharing it a lot. So my question for you is, “What are the backstories that you can share that will build a better
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Attractive Characters speak in parables: The best teachers in the world teach in parables.
For example, when I teach people about the fact that they can make money selling information products, I don’t just tell them that they can; I tell them the story about how I first did it by selling a DVD teaching people how to make a potato gun. That parable now makes the concept real inside the listener’s mind and helps them remember that concept forever.
Attractive Characters share their character flaws:
makes you relatable and real.
three-dimensional Attractive Character
Attractive Characters harness the power of polarity:
they split the audience into three camps: those who agree with them, those who are neutral, and those who will disagree with them. As you start to create that polarization, it will change your fair-weather fans into die-hard fans who will follow what you say, share your message, and buy from you time after time.
If you’re neutral, no one will hate you, but no one will know who you are either.
ATTRACTIVE CHARACTER IDENTITY
The Leader:
Most leaders have a similar backstory to that of their audiences and therefore know the hurdles and pitfalls their audience members will likely face on the journey to get ultimate results.
