Offer Formulation: Getting Clients & Signing More Deals for SMMA, Marketing Agency, B2B companies

All right, lads, welcome. We're going to talk about how to create an offer that clients buy and examples in formulation. And this video is sponsored by me, my stuff client, ascension.com see our ascension scaling system and how we guarantee you add a minimum of $10,000 per month in new business or you don't pay. If you're a beginner, you go to internetmoneygroup.com that's if you don't have a business yet, right? So let's talk about this formulation. So there's four things we're talking about here. So you formulate an offer with these four things. So specific problem, unique mechanism, pricing in terms and risk reversal, right? So these are in descending importance. It's most important to have this, then most important to have this, then most important to have this, then most important to have this, right? So if the problem you're solving is big enough, nothing else matters, right? So like I'll give you an example. If you have cancer in six months left to live, it does not matter what it is, the unique mechanism of how much it costs, pricing or terms, or whether it's 100% for sure going to work like an experimental drug. Risk reversal, right? You're probably going to do it if there's any hope at all, right? So that's like a big enough problem you solve, right? Odd. You're not, you're obviously you're not solving cancer, right? But you need to find an actual pressing problem. You can't make it up, right? So I want you to see this video after this one for more on that about like you can't make problems up, you have to find them, right? The link will also be in the description. But specific problems. So let's go over this. So you need to know the actual problems a niche is having instead of making it up, right? Most of you guys are guilty of this where you pick like a high income skill, whether that's like copywriting or Facebook ads, and you try to work backwards on the formulation chart. So like you start here and then go up, right? This is the wrong way to do it. You have to start here and go down. So if you don't have a specific problem or use a unique mechanism and only rely on pricing and terms and risk reversal, you can, you need to really amp those two up, right? If you don't have this, and if you don't have this and all you have is this, then these need to be strong, right? So like I'll give it, for instance, this would work, right? I'll Front the cost of your Facebook advertising. I'll write the copy, make the ads and use my own ad account. You give me 20% of the deals that close. Right? Like that. That would work because you don't have these two. Right? This will not work. I charge $3,000 to manage your Facebook ads. It's not working. I promise you. It's not. Right. So you need to find problems with precision. So like here's some examples. High roast. This is ad attribution. So ad attribution with pixels is horrible and doesn't work. This fixes it with 98 accuracy with print tracking. Right? So like, and then we'll take Cole Gordon. So you're not, you're not getting enough calls from your opt ins. He places appointment setters in your business to call the leads. Right. It's. It's a, it's a big enough problem and a unique mechanism. They have both of those, which means they could charge a lot of money. They have, they have both those. So how do you find the precise problems? Right, So I was talking about this in a Twitter space the other day, which, by the way, you should go follow me. There's a link to my Twitter in the description because I do Twitter spaces all the time and you can come join live and like talk about your business with me. You need to source, source it from the niche you have in your head, like in an actual human way. Right? So like here's how. Let's say the niche you've chosen is SaaS companies who've just raised a seed round or series A. Right? That's just. I just made this shit up. So find their email or Twitter or LinkedIn or Instagram and send a message like this, right? Hey, name. I'm thinking about starting up an agency or service company of some sort and thought of SAS companies as a niche or what problems do you guys actually have? I don't want to sit here and make something up. I want to solve a real problem. This will probably get hella replies. Like I would reply to something like this. Personally, I own SaaS companies. I have five SaaS companies, right? Like I. This would work, I promise. So you need to stop writing messages as if the person on the other side is not an actual human. But I understand why you've probably made that mistake before, and it's because you've been writing your outreach messages directed to hundreds of people instead of a singular person, right? So this is a trick for cold email in particular. Your scripts will perform 100 times better the closer they Become to having not been possible to have been sent to somebody else. Right. So it looks like this, the more individualization, the higher the response rate. That's how high it would be. I can always, I, I could also put like another axis on this, like a three dimensional axis where it's like just humanism. Like it's, it's so obviously not like, like you're just being real. Like this is, you read this and it's like real. You know what I mean? You're like, oh, this guy's being extremely frank with me. This is typically how I do my marketing. I'm always like very frank. Everyone has their own style of it. I did in cold email. I like just being so 100 frank to the point. It that's. I think that works the best and it's just my style. So let's move on to the next section of this unique mechanism. We're going to talk about unique mechanism and we're going to go down the chart, right? So you need to turn the thing you're selling into a system, right? So let me give you an example. Somebody joined Client Ascension last week and I was talking about his offer and he's an email copywriter, wants to get more clients. So I asked him, I said, what makes you so good at email marketing? And he took me through this spiel. Like he, he started just talking about, he's. These are like summarized points of what he was saying. He was saying coaching info. Product owners make a huge mistake with their email list. All they do is pitch, pitch, pitch, book a call, book a call, book a call. Nobody shows any personality. Any cold traffic that comes in will immediately unsubscribe from the list. You burn the lead forever. You need to play the long game. Not everybody knows who you are and you have to show them your personality on the email list. But most people don't know how to write copy correctly, let alone have the time to sit down and write it. I get on interviews with my clients almost like I'm a therapist. I ask them questions and dig deep. I hypnotize myself into becoming them. And I write emails that show their personality and are completely indistinguishable from them actually writing. He has a unique system with which he gets results. I heard that and I was like, yo, like I am interested in working with you, right? And he's my client, he paid me, right? So you need to go from high income skill to unique system. You have to do this, right? So he turned one of the most notoriously difficult Things to get clients for into something that's extremely appealing. Right. This is literally what we do with everybody in Client Extension. This is the reason I get phenomenal results. Because you just make it a system just like that. Right. So any person can walk into Client Extension. I know how to turn their offer into a unique system. By the way, go to client center.com to see how. All right, so let's take another example. I will use Client Ascension as an example. Right. So what makes Client Ascension so good at helping people get clients? Like why are we so good at this? Here's why. Because we have the Ascension scaling system. This is, you do this. This is what we do. It's a system. Right. So offer formulation, video sales order and landing page copy. Then cold email setup, then content marketing setup and templates then. And then you're going to hit 15k to 20k a month. You're not getting past 15k, 20k a month by yourself. So you got to learn how to hire and make systems. Right. So we show you how to do that and then you replicate everything below this many, many times and hire a sales, a sales team and then you get 100k a month. It's the same thing every time. It's the same system over and over and over and over again. It's our unique way of doing it. Same way over and over and over again. Right? Right. So most people think they need to spend tens of thousands of dollars or get investment money to have successful business. I think there's no possible way you can hit 50k a month without the help of VCs or like secret industry experts. It's wrong. Right. We make it easy for them. Right. The cold email scripts, give them the software for free. Give them 3000 leads, give them the tweet templates and engagement Twitter message scripts, LinkedIn message script. Turn the offer to high ticket offer guarantee. They add a minimum of 10k a month. A new business or they don't pay. Right. You literally go from you don't know how to get clients to you get one to two clients a week just sending cold emails and messages. Right? Right. Give me 48 minutes per day guaranteed or you don't pay. It's going to work. Right? Unique. So let's go to pricing and terms. So this is the third one down. We're talking about pricing and terms. Right. So this is how much you charge. Right. It's how much you charge in like the terms of it. And there's, there's two different types of offers. You're probably selling. It's either a performative offer or it's a productized service. So like a performative offer is like promising a specific quantifiable result. And like an example is like an ad agency, like a Facebook ad agency or like a, like a cold email lead generation agency. Right. A product I service is based solely on deliverables and quantifiable results are not dependent on you. So this is like a short form content agency or like a video editing agency that that would be. Or like a design agency that's a productized service. Right. So I talked about this in this video that I will also leave a link to in the description. Or if you want this document, leave a comment below and I'll get you the document. So sophisticated versus unsophisticated buyers, right? So you might be under the impression that the lower your price is, the more people will buy. But if you're watching this video or you're trying to run an agency business or a B2B business, this is not the case. Right? So there are many, many cases where if you charge too low you will actually lose a sale. And this is what this looks like. So for unsophisticated buyers, small businesses, the more you charge, so they're in blue. The more you charge, the harder it is. The less you charge, the easier it is. For sophisticated buyers, big businesses, the less you charge, the harder it is, the higher you charge, the easier it is. Right? Because they just, it's like if you're talking to a larger company, it's strange if you don't charge a lot of money, they, the it's the association is that you don't know what you're doing. Right. And they, large companies are not interested in working with people who don't get good results. Right. Nobody looks for the second best way to lose weight. They want the best way to do it, right. The problem is hard thing that's solved now. Pricing doesn't matter, they just need, they need to know it's going to work. Right? Unique mechanism, specific problem. Well you have that large companies like yeah, like let's go, right. The pricing becomes semi inconsequential, right? So this puts you in a position where if you're a beginner, you have no idea what to charge. And in this case you should almost always charge a performance basis, right? So like if you're a beginner, you're going to have a hard time like just like operating a sales call or like you should go watch. I'm gonna, I'm gonna Link it below. ROI calculator video. But if you're a beginner, you have no results, you have nothing. It's almost easiest to just charge a performance basis. It just makes the most sense, right? So performance basis is not just for clients, it's also for you, right? You're probably gonna feel like garbage if you take somebody's money. So you might as well align your incentives 100%. Like you take a client's money, you don't get the results, you're not going to feel good about yourself. Like you're not. So just charge a performance basis if you're not confident in your results. So high ticket versus low ticket, this is where you need to get into the actual operational logistics of your company, right? You, you may not be at this stage now. It might seem like so astronomically far away, but every minute of labor costs something like you have like your time has some dollar amount it's worth, right? So even if you're doing the thing, there's still an amount of effort that must be exerted to get the client the deliverable, right? So like say you're, you run a short form agency. It's still like you're editing the videos like you're spending money because time equals money. Like you're doing that. So you need to charge enough money to people to where you could actually outsource it and hire people and still profit, right? Like get like a 60 margin like you want to, you don't like like an agency if you're scaling real hard, like you can go below 60. But like I, I typically recommend you guys stay around like 60 plus, you know, if, like, if your business is like how you survive, right. I understand why you get to a certain point, but I don't want to hire someone because I don't want to give up money. Like literally survive on this. But if you want to get past 15k, even around like 10k to 20k, this is where it happens. It's, it's at 10k to 20k where it's like you're working way too much. And I absolutely, positively promise you, you are not scaling the company if you don't start hiring people. You need to give up some of the margin, right? So I'll give you a pricing mistake somebody was telling me about on my Twitter spaces. So his offer was 60 short form pieces of content edited, plus four long form YouTube videos edited. And he charged $2,000 a month for 60 short form pieces of content to four long YouTube videos, right? So this wouldn't be so bad if it was just the 60 pieces of content, but with the four long YouTube videos it becomes, that's an unsustainable disaster. Right? There's no way this guy could ever sign another client at that price again. It would be logistically impossible to grow the company. Like the profit margin would be so thin. It would be, it would be so much work with so little pay. It's impossible. You have to charge enough money to where you could outsource labor. It's the only way. So only way this will work, right? So when you don't charge enough money, you don't have free cash flow to invest back into your business. Your business is how you actually survive, eat and pay rent, right? You don't have time to market and get more clients because you're just doing all of the client work all day, right? You're miserable working so much so you don't want to get more clients in the first place. You burn out and your business goes, it goes to zero. You think you're a failure, but it was really just one mistake. You didn't charge enough money. You need to charge more money. You need to work with larger businesses. I absolutely promise you. You need to do this right? You have to, right? Don't let your business fail because you're too afraid to say a higher price on the phone simultaneously. Your pricing should be reasonable based on the value you can provide. So let's go back to this, right? So choosing your pricing performative versus productized, right? So pricing a performative offer should be around like a 5x return. You should, you should be able to get them around a five times return on their money, right? For a productized service, it's, it's a little different. It's a relative perception plus value add, right? So for detailed explanation on pricing and performance offer, go see this video to be in the description. And again, if you want this document, leave a comment. Right? So pricing a productized service, I want to talk about that. So it's about relative perception plus value ads. So like relative perception would be you're a video editor. What do video editors normally get paid, right? Plus value add. If you have a unique mechanism, right? So this guy has this incredibly unique system he uses that sounds really promising. That's definitely worth something. That's like literally what they're thinking, right? So the better the unique mechanism you have, the higher you can charge, right? So again, it comes back to these two. You need these two. If you have these two, you could charge more money, right? All Right, So let's go on to risk reversal, right? So I've said this before in the video, if you have the two above risk reversal in pricing, risk reversal just becomes an amplifier, right? So you can have these two and these two and then this is amplification, right? That just amplifies it a little bit, right? So you only need a risk reversal if you don't solve a specific problem or a unique mechanism, right? If you have all four of these, it's wild, like super potent offer. It's. It's gonna rip. It's gonna absolutely rip. It's incredible, right? So if you don't have a specific problem or a unique mechanism, you're selling a commoditized offer, right? So like here's the types of risk reversals. You don't pay until it works. You pay as it works. So this is like performance based agencies, right? Like I'll get you leads and you pay per. Per call. If it doesn't work, you don't pay. If it doesn't work, we'll work with you until it does. Right? So this is descending order, right? So these, these could be subdivided, right? But almost all of you are just going to do this. You're either going to be running a performance base or if it doesn't work, you don't pay. This is just, this is economically unsustainable, right? This, you can't, it's. You're not. You don't have like, I assume you don't have hundreds and hundreds of millions of millions of dollars to survive off of right now. Don't. Just don't do that. Just do two or three, right? You need cash to actually survive, right? Like you need to eat in that shelter, right? So if you want this document, leave a comment in the section below. And also we guarantee you add an additional $10,000 per month in new business with our Ascension scaling system. Or you don't pay clients. That's commercial. Here's a bunch of people who make a lot of money inside client Ascension so you can be like them. If you want to watch another video, it will be over there. Love you. Bye bye.