HOW TO CREATE A STUPIDLY IRRESISTIBLE OFFER

Today what I want to do is I want to talk with you about how to create a stupidly irresistible offer. I'm going to talk about the 6 big mistakes that most entrepreneurs make that sort of get us stuck and cause us to get our offer wrong. So I want you just to see my little finger here. This is probably the single most important thing that I can share with you today, and it's the number 1, okay? The number 1. One of the biggest mistakes that we see so many entrepreneurs make is we never make a decision about the the one, the one offer. And so we dibble or we dabble. Okay, well, maybe I'll do this, or maybe I'll do that. And the thing that you have to know is, in order to have an irresistible offer as an entrepreneur, you have to make one big decision. And here it is: what do you want to be known for? That's it. What do you want to be known for? As Lori was telling you on the introduction, she and I met now in November of 2017— that's 9 years ago— when I was doing an event down in— or number 2018, that was 8 years ago— when I was doing an event in Orlando. And what was interesting is when I first got into coaching, I wanted to do all sorts of things, and it wasn't until I made a decision just to go all in on one thing that my business started exploding. So I want to give you just a little bit of debate on why you need to just be known for one thing. Here's the thing: a specialist can make 3 to 5 times the amount of money as a generalist. Example, if you are a heart surgeon or you are a general practitioner doctor, both are needed in the medical world, but which one makes more money? Well, the heart specialist does. Why? Because this particular person went all in on one thing. I'll never forget a former buddy and client of mine, his name was Chris, Chris Benetti. And Chris and I were both funnel builders. And Chris was just trying to figure out like why his business wasn't taking off. And he's like, man, I can do this funnel and that funnel and this funnel and that funnel and this funnel and that funnel, funnel. I remember having a conversation with Chris and saying like, you know, if you can only build one type of funnel, what funnel would you build? And he says, well, I would build webinar funnels. I can do those in my sleep. So my encouragement to him, and he got some wisdom from some other business coaches as well, is why don't you just go all in and become known as the webinar funnel builder guy? And once he did, once he became a specialist on building webinar funnels as opposed to every type of funnel, this is what happened. Number one, he could triple, if not 4x his rates. Number 2, anytime somebody was looking for a webinar funnel, the entire world said you gotta go to Chris because he became known for something. So the single most important thing that I can impress on you today, before we get into our— before we get into the notes and the slides and everything, is this one thing: you have to become known for just one thing. Become a specialist at that. If you become— if you can become a specialist of that, you'll focus all your time, you'll focus all your energy, you'll focus all your effort into that one particular thing. And so a lot of marketers that we work with think that they have a marketing problem. You know, they think they need more leads, they think they need more content, they think they need better ads, they think they need a better funnel. But what I've learned both in my business and coaching literally thousands and thousands of clients over the years is this: marketing doesn't fix a broken offer? It doesn't fix it. Ogilvy says that good marketing makes a bad product fail faster. Think about that. Good marketing makes a bad product fail faster. And so marketing doesn't fix a broken offer. What it does is it exposes it, acts like a magnifying glass. And if your offer is weak, then if you have good marketing behind a weak offer, then you're just gonna fail quicker. And so what you find is if your, if your offer is weak, traffic isn't gonna help you. It just puts more people in front of something they don't want. And that's why you, why you can have someone posting every day. You can have someone running ads, you can have someone building funnels, you can, you can have someone doing everything right, but still struggling to convert. And the reason is, is because they have a weak offer. And so many of you think visibility is your issue. It really isn't. The problem is your offer. Russell Brunson says that if you take a business and you boil it down to figure out why it's not working, he says, I can narrow it down to 3 things: hook, story, and offer. And I just go a little step further and say that I've never really seen a business do anything well unless it has a strong offer. So that's what I want to do today, is I want to help you understand your message, I want to help you understand your market, I want to help you understand your method, I want to help you build some version of a framework. But at the end of the day, uh, you have a gap between your business and money if you have a weak offer. So let me go ahead and share my screen with you here, and I'm going to jump in and I'm going to do this thing, it's called how How to create a stupidly irresistible offer and the 6 big mistakes that most entrepreneurs make. Now I've only got a half hour to do this 3-hour training, so I'm gonna talk really fast, I'm gonna go really fast, but this thing is recorded, so here we go, okay? You don't have a marketing problem. More leads, more content, better ads, better funnels, okay? The problem is your offer, okay? Now what is an offer? The first thing you have to know is that an offer is not your product, okay? An offer is not your product. It's not your coaching program, it's not your course, it's not your service. What an offer is, it's how you package the transformation. I like to say, and we'll get to this in a little bit, that it's the transformation that sells, okay? It's the outcome that sells, not the packaging that the outcome is in. And one of the things that we struggle with a lot of times is we try to make an offer like a really cool name or description or something like that. And really what you have to know is that an offer is your transformation that's packaged, okay? And you have, you have to know that, okay? So what I'm gonna do here is I'm gonna walk you through what I call the 8 pillars of a stupidly irresistible offer, okay? Now there's a difference between an offer that just sits there, okay, and an offer that actually moves people. And there's an art between those. And what I've learned is when you take an offer and you just boil it down, so you take your offer, put it in that pan, and you just reduce it as low as you can go, there's really 8 components of an offer. So I'm gonna break you through those. And these go in like descending order. So the first pillar of a stupidly irresistible offer is this. It's the payoff statement. The payoff statement. Everything starts here. If you can't clearly articulate the outcome of your offer, nothing else matters. Okay, so one of the mistakes I see so many people make is they talk about like, well, I do coaching, or I have a program, or I help people grow. That's not an offer, that's a description. The payoff is ultimately the promise. Myron Golden, one of my buddies, says this. He says, um, nobody— a dentist, he says, doesn't sell, you know, really long Novocaine needles and sharp drills, even though that's the process that they use to to get your teeth right. What they sell is they sell pearly white teeth. So that's the outcome. You have to know what is the outcome, and too many of us are selling long Novocaine needles and drills, and you can't do that, okay? So you have to get down and clear on your payoff. In fact, if you take nothing away from this today, remember that you have to become known for one thing, and if you can take what you want to become known with and create a very clear payoff statement, then you're fantastic. And so here's a couple clear payoff statements, okay? So, I help online coaches land their first $10,000 client in 90 days. Very clean and clear. It's not that I have a coaching program, it's I help you land your first $10,000 client in 90 days. That's a very clear measurable outcome. Or if you're a fitness coach, you could say something like, I help business professionals lose 20 pounds in 16 weeks. See, when the payoff is clear, what happens is your audience will lean in. Okay? When it's vague, they scroll back. But here's really the most important thing you have to know about payoffs is when you really don't know your payoff, you're the one that's confused. You're the one that's confused. And because you're confused, you don't have the confidence to sell it to your prospects because if you don't know what it is, why in the world would they know what it is? Okay? You have to remember people don't pay for the process, they pay for the payoff. Pillar number 2 is what we call unique mechanism. Unique mechanism. Now remember I told you these go in descending order, so the first one was the most important and here's the second most important. Once the outcome is clear, you have to be able to answer why you, because the fact of the matter is most markets that you and I market in are very crowded, if not saturated. And there's a lot of people who promise a result. So what separates you is not what you help people achieve, it's how you help them achieve, achieve it, right? This is your method. This is your framework. This is your system. This is what gives people confidence that your result is actually possible. This is the secret ingredient behind your offer that makes it work. So many of you guys may know a guy by the name of Tony Horton. So Tony Horton ran a brand called P90X, okay? He ran a brand called P90X. And when Tony Horton first came into the marketplace, what he did was he was like, I'm gonna get into the fitness marketplace. But the problem is everybody else was in the fitness marketplace. So he was trying to figure out like, what separates me? So he began looking at his audience. Now watch this formula. So this is a pretty powerful formula. So write it down. What he did was he looked at the audience and says, what are they trying to do? Okay. And then he said, why isn't it working? So he realized that they were trying to get shredded. And he said, okay, why is it that they're not getting shredded? And what he began to notice in the marketplace was when they first get a workout, when they first start working out, they get big results. But after a while, their body becomes accustomed to the workout. And they have this, this decay or this decline in the results that they're wanting. And so what he realized was, okay, what they're trying to do is get shredded. The reason why they're not getting shredded is because their body's getting used to the workout, and what they really need to do is they need to do something that causes their body to feel as if it's the first workout that they've ever done. And he coined a little phrase called muscle confusion. He coined a little phrase called muscle confusion, and what he realized was that muscle confusion was his unique mechanism. And if he could just get people to believe that if they could just confuse their muscles and every workout would be like their first workout, then they would go on to get shredded. So he went through this formula. So what are you trying to do? Why is it not working? What should you do instead? And what unfair advantage would you gain if you did that? So did you follow that? What are you trying to do? Why is it not working? What should you do? And what unfair advantage would you gain if you did that? Okay, if you did that. And so he came up with that little concept and he said, great, so the best place to get muscle confusion is by doing XYZ, and the way you can get XYZ is by buying my product P90X. Okay, did you see that little formula? He said, what are they trying to do? Why is it not working? What should they do instead? Okay, what should they do instead? If they did that, um, what unfair advantage would they gain? Let me teach the framework on how they can get that and then sell them a product where they can buy it. Okay, that was the process that he did. So when you're creating a, an offer that's stupidly irresistible, you have to go back to the unique mechanism, because without a mechanism, you sound like everybody else. With a mechanism, people have something to hold on to, and your IP makes you feel different, not just better. Okay, it makes you feel different, not just better. The third thing you need is what we call the offer stack. The offer stack. Now, this is where a lot of people get their offers wrong. Okay, what you have to know with an offer stack is you're building the experience. Okay, a lot of times we have a tendency to think that more equals better, and more doesn't equal better. Okay, more modules, more calls, more bonuses— that's not how value works. Okay, I'll give you an example of this. Okay, if I was to come to you and tell you, hey, you know, my coaching program costs $50,000, okay, $50,000, but I guarantee you that you'll make a million dollars, And if you don't make $1 million, I'll refund your $50,000 plus give you $50,000 just for wasting your time. How many of you want it? Well, we all would want that, right? We all would want that. But at the end, you really don't want that because after you wire me the $50K, you come into my program, I tell you, oh, by the way, it's only going to take you 40 years in order to get your $1 million. Well, now you're all ticked off at me. Okay, because it's— because you, you don't just want the result, you want it in the short amount of time as possible. So one of the mistakes that we make in our programs is we keep adding so much value— we think we actually are just adding stuff to the process— that we believe that that's what our prospect and our clients want. And really what we find is that actually slows the whole thing down. Because value isn't— is not how much you include. Value is what supports you to guarantee you to get the result that you want. That's actually what value is. And what I learned a long time ago is value is not what I give. Value is what your client interprets. That's what value is. If I give, you know, 12 coaching calls And I'm thinking, hey, my time is valuable, and so therefore I'm giving you value. But my audience interprets it as, oh gosh, I have to wait until 12 calls in order to get a result? I haven't added value. What I've done is I've slowed them down to the result that they want. Okay? So what you have to be able to do is you have to put your— every piece of your offer through a filter, and every piece of your offer should answer this one question. Does this make the result that I promise more likely? Okay, does this make the result of my offer or the promise that I'm making— does it make it more likely? Okay, and if it makes it more likely, then it belongs. If it doesn't make it more likely, then it doesn't belong. And this is where your structure of your offer creates confidence in not only you as the person selling your offer but in your audience who's buying the offer. Because when someone sees your offer and thinks, okay, that makes sense, I can see how I can get from where I am to where I want to be, that's when they start to believe. Okay, that's when they start to believe. And so you've got to be able to come in very strongly and put your offer stack together, not with how much crap you can give them, but how— what can I give them that will expedite the process. Pillar number 4. Pillar number 4. Risk reversal. Risk reversal. Every buyer or prospect is thinking the same thing. Is what they have to offer, will it work for me? Okay? You can have a great system, you can have a great offer, you can have a great outcome, But if there's too much perceived risk, then what's going to happen is your audience is going to stall, they're gonna hesitate. And what risk reversal does is it removes the hesitation, and that's your guarantee, that's your confidence. And it should reflect how strongly you believe in what you deliver. And if you're confident in the result, then your offer should communicate that. If you're not confident in your result, your offer will also communicate that. Because at the end of the day, the less risk your audience your audience feels, the easier it is for your audience to say yes, okay? I was working with a client just the other day on their offer and we were putting this down. And he put something really interesting in the backside of his offer. He says, you know, I'm gonna work with you, you know, or this is gonna work and if you don't at least make your money back in the next 90 days, I'm gonna keep working with you for free until you do. And I just told him, I was like, you know, I don't know that that's the greatest risk reversal. Because let me just be devil's advocate and take the opposite role. Hey, really your offer sucked and your program sucked so bad that I didn't get the result that you offered. So put me in the suckiness even more and woo, that's supposed to make me feel good. And so you have to be careful that your risk reversal actually isn't insulting. Okay. As so you're talking about like money back guarantee, those are really good risk reversals. I use what's called the pause your payment process. Okay. Here's my thing. So one of my coaching programs is $2,500. $25,000, okay? And the way I position it is it's $25K, you put $3,000 down, and then 11 payments of $2,000 for a total of $25K. However, I believe in my process so bad that if you listen to me and do exactly what I tell you to do and you check off all the boxes, on day 91 we will evaluate your entire coaching program, and if you have not made back all $25,000 of the coaching program In 90 days, even though you still have 9 more payments, in 90 days, I'll push pause on your payments until you make all $25K, no questions asked. That's a risk reversal, 'cause now they're not risking $25,000, now they're only risking $7,000, $3,000 down and 2 payments of $2,000. And they're like, okay, well, if I get all this, and this is the promise, I'll take a $7,000 risk, right? I'll take it, that's a good deal, that's a big deal. And so, when you're thinking about risk reversal, Those are things that you need to, need to be able to think about. Okay, the next pillar. Next pillar is this pillar 5: scarcity and urgency. Scarcity and urgency. Without scarcity and urgency, people have no incentive to buy now, so they're going to wait. And typically when people wait, they're not going to buy. And it has nothing to do with how good your offer is or isn't. It's because you haven't given them a reason to move now. It reminds me of when my kids were younger, okay? And I would try to get them in off the playground. And I would say, "Come on, Olivia. Come on, Archer. Let's come inside." "Uh, no. We're good, Dad. We like playing in the sandbox." "No, I need you guys to come in. I need you guys to come in." And because there wasn't any scarcity or urgency, they just stayed in the sandbox. But when I said, um, hey guys, I just got you guys an ice cream cone from McDonald's and it's melting, you better hurry up and get inside and get it, they would drop what they were doing, they would get up and they would run inside as quickly as possible. Why? Because there was built-in scarcity and urgency. And that's what a good offer does, okay? It creates movement. Okay, so you want to put in things like deadlines and limited spots and real constraints. Don't do anything fake. I'm not talking about fake pressure. I'm talking about giving your audience a real reason to decide because people don't make decisions just because your offer is good. They make decisions because they don't want to miss it. It's called FOMO, fear of missing out. So you have to be able to put FOMO inside of your offer. The next pillar, pillar number 6, pillar number 6. This is pricing and positioning. Now notice it's all the way down here on number 6, okay? Because they're going in least, you know, the least important, okay? From most important to least important. But your pricing and positioning is actually where a lot of people can begin to undervalue what you do. Okay? So a lot of times what we see coaches do, or consultants do, or entrepreneurs like yourself do, is they price based upon time, or they price based upon session. Okay? Or they price based upon what they think people can afford, or they price based upon what everybody else is charging. But the market doesn't pay you for your time. It pays you for the change you create. That's why I told you earlier, like, if I had a coaching program that was $50K but I guaranteed $1 million, and if you didn't get $1 million, I'd give you your $50K back plus $50K for wasting your time, everybody and their brother would take that. Why? Because the $1 million is the clear and valuable outcome, and then the price becomes logical. And for me, I've raised my price over the years from a few hundred dollars to tens of thousands of dollars, and now I even have a $100,000 offer. And what I learned is, is I'm giving basically the same core knowledge and the same core process, but the difference is, is I've understood better the value of the transformation that I bring. So for instance, I have a $100,000 offer where I, I teach somebody how to create a 6-figure keynote and we write a book and we put them on stage and then we put a publicist to get them out there and we get them on TV and we write all these articles for them, a full-blown thing and it's $100,000. And when I look at that, it sounds like a lot of money until you realize the value of the transformation that they can get. Most people who do this are making multiple six figures in a matter of weeks. And so because of that, $100,000 is nothing because of the value of the transformation. And so cheap buyers look for information, premium buyers look for results. So your price and your positioning have got to be based upon results. So this is the result that you want and I'm the person that can get you there. That's positioning. Okay? So I'm going to— this is not on my slides, but I'm going to give you a little formula. And you'll have to go back and watch this on the recording and write it down because I'm going to go relatively fast and I don't have time to stop and redo it multiple times. But it's what I call the price and position formula. It's this, you know, me or my program help these people who struggle with these results or who struggle with these issues get these results in this amount of time and it costs this much money. I'll give it to you one more time. Okay. Me or my program help these people who have these issues get these results in this amount of time and it costs this much money. And once you get that pricing and positioning clarity statement down, everything becomes incredibly easy, incredibly easy. So you have to be able to do that. Number 7, pillar number 7, this is called the launch script core, okay? The launch script core. Now what do we mean by that? Is even a great offer has to be communicated the right way, okay? So we're talking about taking your offer, attaching a message to it, and making it come alive. Okay, this could be a story, this could be belief shifting, this could be some kind of in-depth teaching, this could become like a case study or proof. This is what moves somebody from interest to decision. I was on a call this morning, a sales call this morning, and this gal was talking with us about one of our products, and, and I kept trying to get her into the, into my $2,500 or $12,500 product, and she just stopped me. She goes, Chad, she goes, I watched you on that stage last week. She goes, I have zero interest, zero interest in those lowball offers. Why in the world are you not telling me about your $100,000 offer? She was just upset at me because I wasn't telling her. Well, truth be known, I wasn't talking about it because I didn't think she could afford it. Okay? But what I learned was we had done such a great job of story, belief shifting, teaching, and proof that she had no choice but to jump into that program. So we made a $100,000 sell this morning based upon this exact thing, we had our launch script core down, okay? And the core is story, belief shifting, teaching, and proof. And once we had that down, everything was super simple, okay? So here's how it works. Story: you have to make it relatable and real, okay? You have to make it relatable and real. So in other words, your audience needs to be able to see themselves in your offer. Belief shifting: this is where you as the coach Removes the objections that they have not said out loud. So in other words, you're shifting their belief by answering their questions before they ask them. Third is you're teaching them. You're giving them a logical and linear process to move them from where they are to where they want to go. In proof, you're giving them confidence that they can get there. That's the script. That's the core. That's what you want to put it. Now, once you have all that, you want to put it through a stress test. Okay. So here are the 5 questions that when you're putting an offer together, every single coach needs to ask them themselves. This question. Number 1, is my outcome clear? Is the path believable? Believable? Is the value obvious? Is the risk low? And is the decision easy? And if it is, you will sell like crazy. But if it doesn't pass this test, then what you're going to find is that the market will reject it, okay? The market will reject it. And there's nothing more deflating than a market that rejects your offer, okay? So that's the stress test you want to put everything through. So those are the, the 8 pillars, okay? So You have to understand that this isn't 8 individual pieces. These are 8 working together. Okay. And a lot of times the people that we work with, they'll try to just fix one piece or tweak it. Okay. They'll add a bonus or they'll rewrite a headline or they'll ask ChatGPT to give them something really cool. But an irresistible offer is not just one thing done well. It's all of it working together because every pillar supports the other. Yes. Now they go in descending order, right? So you start with pillar 1 and work your way way down. But if you're going to be consistent, then you have to be able to do that. So before I get into Q&A, let me just, let me just jump in here and I want to just show you some mistakes, 6 big mistakes that people make, okay? And I'm not going to spend any time on these, but you can come back and you can look at these slides. Mistake 1 is they try to sell the thing, not the transformation, okay? So many people say, hey, I got 12 weeks of coaching, or you get 6 modules, or you meet once a week, And really what they want is, is they want, they want a result. Okay. Nobody wakes up and says, you know what, I really hope I get to buy somebody's coaching session today. What they want is they want the outcome. The second mistake is what we call a vague outcome. Okay. So you understand the outcome, but vague. So in other words, your outcome has to be measurable. Okay. When you say things like, "I help people grow their business," or, "I help people with mindset," or, "I help people get in shape," that's not measurable. Okay? That's a category. It's not an outcome. If you could offer— or excuse me, if your offer could apply to everyone, it won't connect with anyone. Okay? Write that down. If your offer could apply to everyone, then it won't apply to anyone. Okay? So what you have to do is you have to be very specific with the result, and the more powerful and more specific, the more powerful the pull. Okay, so that's what you have to do. Mistake number 3: there's not really any clear path. Okay, a lot of offers sound good, but they feel very risky because people can't see how it actually works. Two weeks ago, we were in Los Angeles, and I was pitching something in the lunchroom, okay? We had a VIP lunch and I brought people in and this guy said something that just really, really, really, really rattled my chain. He said this, he goes, "I want what you want. I'm just not 100% convinced that your program can get me that." And it hit me. Ooh, the reason is, is because our path is not very clear, okay? So You have to have a clear path, okay? The fourth mistake that a lot of people make is they overcomplicate the offer, okay? This is where people start stacking things, more bonuses, more calls, more content. You have to simplify it because clarity converts. I always say that a confused mind does not buy, but also a confused mind does not sell. And if you're confused as a seller because you're offering so many things, then they're not going to buy because you're not going to sell. Mistake number 5: pricing without context. Okay, one of the biggest struggles that you're probably going to have in your offer is setting a price. Okay, and it's not because your offer isn't valuable per se, it's just because you really haven't gotten clear on it because on the value, that is. You really haven't gotten clear on the value. And so what happens is a lot of people that we work with default to things like, you know, well, what would somebody pay for this? Or what are the people charging? Instead of anchoring the price to the outcome. So what I want you to do is I want you to ask yourself, what value is it if they get the result that I'm promising? And then you can ask the opposite: how much does it cost them not to work with me? Okay, and then what you'll do is you'll be able to price with context. And then finally, number 6, um, you're not giving them a real reason to decide. Okay, your offer is going to stall. They see it, they like it, they even want it, but they don't move. And the reason is because there's no urgency, there's no constraint, there's no reason to act now. And so waiting ultimately will kill your momentum. So those are the mistakes that we see inside of creating an irresistible offer. And so if you're going to have an offer that converts, this is where you have to do the work. You've got to put your work in. So many, so many of you guys are working on your coaching or consulting or, or e-commerce product or whatever you're doing, trying to build your business, and, and you spend very little time on your offer. I would tell you to flip that Okay, spend tons of time on your offer. Make sure you see it from every particular angle, and I promise you, you'll go places that you never thought was possible.