Dylan Vanas explains the Self-Liquidating Offer: a low-priced front-end product with 2-3 order bumps that recovers your ad spend, then converts buyers into qualified leads via a calendar booking. Done right, each ad dollar returns roughly a dollar in revenue.
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I just don't get why more businesses don't understand this is the easiest way to cheat in business. Stop trying to build complex marketing funnels and just build one profit engine that pays you to run ads. What this looks like, it's called an SLO or self-liquidating offer. Basically the way it works is you run ads to a product that covers the ad spend. It's the same concept that people have been using in e-commerce and that's how they make money selling e-commerce products. But you just do it in whatever your business is. Literally any business can do this from a landscaping company to an attorney. Here's how it works. You set up a landing page where people can buy buy some kind of product. For most service-based businesses, it's just like a book or some kind of training or some kind of market report, and it's less than $100. So when people click buy and go to checkout, you then add 2 to 3 different order bumps. An order bump is basically an upsell. So you give them the ability to buy 2 or 3 more things. This is an ethical shortcut because if you do it right, for every dollar you spend, you'll get about a dollar back, which means you're getting brand awareness, you're doing marketing, people are finding out about you, and you're getting leads for effectively $0. But here's the best part. After people buy, then you have an upsell. You sell something else. Maybe it's a 1-hour strategy session. If you're a massage company, it could be some kind of special treatment or special package. And if people say no to that, then you downsell them from there. You give 'em another page that offers a split payment plan or gives them a smaller version of the same thing. Now I've seen companies do 2, 3, 4, or more of these upsell-downsell pathways before you get to the confirmation page. And then after the last upsell, before you give them the confirmation page, if you take sales calls, you put a calendar there, and you call it an onboarding call. People will then book their onboarding call and then go to the confirmation page. If you do this right, not only will you be able to get at least a dollar back for every dollar you invest into marketing, but you'll also be getting all these leads and book calls on your calendar.
