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a) What level of personal attention do I want to provide? one-on-one, small group, one to many b) What level of effort is expected from them? Do it themselves (DIY) - figure out how to do it on their own; do it with them (DWY) - you teach them how to do it; done for them (DFY) - you do it for them c) If doing something live, what environment or medium do I want to deliver it in? In-person, phone support, email support, text support, Zoom support, chat support d) If doing a recording, how do I want them to consume it? Audio, video, or written. e) How quickly do we want to
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Step #5: Trim & Stack
Prospects will now only make a value-based rather than a price-based decision on whether they should buy from us.
People want what they can’t have. People want what other people want. People want things only a select few have access to.
The “perfect profit combination” is lots of demand, and very little supply, or perceived supply.
sad state many businesses find themselves in always trying to generate more demand to make another quick sale.
Hormozi Law: The longer you delay the ask, the bigger the ask you can make. “The longer the runway, the bigger the plane that can take off.”
So there are two components to the value: first, how rare the sources are; second, the actual value being provided. The value and rarity compound to create some truly breathtaking profits.
The person who needs the exchange less always has the upper hand.
It is the fear of missing out on something. It pulls on our psychological fear of loss to get us to take action.
Scarcity is a function of quantity. Urgency is a function of time.
that a single offer is less valuable than the same offer broken into its component parts and stacked as bonuses
Paint a vivid mental image of what their life will be like assuming they have already used it and are experiencing the benefits
Create checklists, tools, swipe files, scripts, templates, and anything else that would take lots of time and effort to create on one’s own, but is easy to use once created. Anything that you can invest in one time that clearly costs time or money to create but can be given away endless times is a perfect fit for a bonus.
The single greatest objection for any product or service being sold is...drum roll...risk. Risk that it doesn’t do what it’s supposed to do for them. Therefore, reversing risk is an immediate way to make any offer more attractive. You will want to spend a disproportionate amount of time figuring out how you want to reverse it. That being said, how much more attractive can a guarantee make an offer?
[Conditional] Service Guarantee What the Client Gets: You keep working for them free of charge until X is achieved.
If a guarantee is used to cover up a poor sales team or a poor product, it will backfire into lots of refunds.
Give Them A Goal This is where you articulate your prospect’s dream outcome. It can be a single word or a phrase. It can be an event, a feeling, an experience, or an outcome, anything that would excite them. The more specific and tangible, the better. Examples: Pain Free, Celebrity Smile, 1st Place, Never Out Of Breath, Perfect Product, Grand Slam Offer, Little Black Dress, Double Your Profit, First Client, High Ticket, 7 Figure, 100k, Etc.
people do judge a book by its cover.
