how to create a grand slam offer so it sells itself (Lead Generation Agency)

How do I build an offer for my lead generation agency? So in today's video, I'll be walking you through step by step, exactly how you could build a irresistible offer for your own lead generation agency. This will let you sell your service with ease. It'll allow you to stand up from everyone else who's selling the same service to the exact same group of people and learning how to build offers. It completely changed my business because it allows me to just stand out from all of the noise in the crowd and, and that's what I'll be sharing with you in today's video. All right, so in today's training we will be talking about the step by step guide to building a grand slam offer for your cold email campaigns. The ultimate goal is so that you're able to get a ton of replies, get a bunch of book calls and so that you can actually sign clients and make money. And the main mechanism is by using cold emails to achieve that. So the goal here is simple. We want to make your offer so good that it's kind of stupid to say no. And I'll explain each step in detail and give you examples that you can use for your own cold email campaigns and whether you're selling SEO as a service, website development or paid ads. So this will be relevant for you even if you're not running a lead generation agency and you're not selling cold email lead generation. This will be relevant if you're selling all of these other services. And this will also be relevant for you if you are running a lead generation agency and you want to understand how you can build a good offer for your own clients that you'd be helping book sales cloud. The over idea is if you are using cold emails to land clients and book sales calls, this training, this video today will be extremely valuable. So the very first step is to obviously choose your niche. To choose your niche. I have another training that I posted that talks more in detail about how to actually choose a really good niche. So go watch that if you haven't. But let's assume that you already chose your niche and I first want to explain a little bit, give you a little bit more background context so, so you can understand the rest of this training regarding offers. So imagine you walk into a general doctor's office complaining about a really killer headache that just really hurts a lot. And to give you really generic advice just as just go out and just drink some water. Now imagine if you went into a brain specialist and you talk with them and they instantly know the cause of your headache and give you a very specific solution, right? The brain specialist will literally charge you 10 times more money to than the general doctor and people will literally line up willing to pay the brain specialist, right? And the same logic applies to your business. So if you try to serve everyone, you will end up serving no one. And in terms of the cold emails, a cold email will actually get ignored if the recipient, the person you're emailing, just doesn't feel like you understand their specific business problems. But if you focus on a very specific niche. So let's say for example software companies or recruitment agencies or marketing agencies, then what will happen is these people that you're emailing will start to think, well, this offer is made just for me. So this is important because the fastest way to lose is by trying to help everyone. When you're going too broad, people, again, they'll just feel like this isn't for me. But when you focus on one specific niche, you will send a clear message that basically says, I understand your problems better than anyone else. And when people feel understood, what will happen is they will trust you and they will listen to what you have to say. So how do you actually do that? So again, I have a full in depth training talk about how to choose a niche. But to summarize how you want to do that is you just want to pick one specific type of client that you want to help. So you pick one industry, you pick one type of role inside of that industry and you try to keep in mind the business stage, whether they are a smaller company, a startup, a high ticket business, or enterprise level companies that are making multiple millions of dollars a month, a year with a ton of different employees. So that's a really good way to do that. I'm not going to go into more detail about it because in this training we're talking about offers. But again, I have a training talking about how to pick a really good niche, the best niche that you could use for cold emails. Go and watch that. If you haven't. So the very next step, step two is to identify the dream outcome. So understand what does your client actually want and why does this matter? Why is this important? You have to understand that nobody cares about the work that you do. They care about the results that they will get. So in relation to your own services, people aren't paying you thousands of dollars because they love cold emails, because they care that much about code emails. They're not paying thousands of dollars for SEO or paid ads or website design. What they're paying for Is sales demos revenue or growth? And your job is to make the results sound easy and to make the results sound fast. Now, obviously you want to be careful with this. You don't want to just tell people they could become millionair within a week because that's a very unlikely and achievable outcome. You want to be realistic here. And also on top of that, if you go too extreme with it, it makes your claim sound very unbelievable. And again, people aren't stupid. They're just not going to reply back if your result is too extreme to the point where it just sounds really unreasonable. So how do you actually do this? So I want you to actually stop and ask yourself, what is the one thing that your client wants the most? That's the question. And you get these answers as you do research, as you are picking through your niche. Now, what I want you to do is whatever your client wants the most, I want you to attach a time frame to it. So an example of a dream outcome is if you are selling cold emails as a service, you can literally tell people, let's say they want 30 book demos. If you're working software companies, attach a time frame. We'll get you 30 book demos in 60 days. Or if you sell SEO, we will help you rank top three on Google ranking for five keywords within 90 days. Or if you sell website development, we will help build you a website that increases conversions by 20% within 30 days. So do you see how I'm taking what the client wants the most and I'm attaching a tangible outcome with a specific number to it? If you're selling paid ads, we will help you generate $10,000 in new sales within the first 30 days. That is the timeframe and that's exactly what you want to do. So the more clear your dream outcome is, the better that's what you want to do. Now the next step, step three is to identify their current pain points. What's actually holding them back? What are your dream clients? What are they kind of struggling with? What are the challenges? What are they dealing with inside the business that's preventing them from succeeding? So why does this matter? You have to understand that the only way you can sell to people is through pain. Pain moves people. If you nail someone's pain points, your offer will hit them like, yes, that's me. I need this. I'm struggling with this one very specific problem, and I need to find out the solution for this one specific problem. People will always buy faster to avoid pain than they are to buy because they Want a dream outcome, right? That's a proven fact. If you read any psychology books, that's a proven fact. So how do you actually do that? So you have to really understand again from your research what's frustrating your clients right now the most. What have they tried before that just hasn't worked? Or what are they trying right now that just isn't working? What are they stuck on? You really have to answer these questions and really understand it. So as an example of pinpoints, again, if you're selling cold emails, what a lot of people are trying, a lot of businesses that you will end up approaching for your own cold email lead generation agency is you will find a lot of people are just wasting tons of hours cold calling and they're just not getting results. They're spending five hours a day cold calling or they hired someone to do cold calling and, and they're just not getting results. So they're wasting a ton of time for the effort that they're putting in in order to get no results. Or they're selling SEO as a service. Maybe people have tried SEO in the past, but they're just not ranking on Google. Or if you are doing website development, maybe someone's website is just extremely outdated. It looks like it's from 2005 and people just aren't buying because it's just so ugly and so bad of a website that there's just no trust being built. Or if you're selling paid ads, maybe people just feel like that they are spending tons of money every single day on ads and nothing is converting. In other words, they feel like they're just burning a ton of cash on ads and getting no return on their ad spend. So that are the examples of pain points. And boom, if you speak to their pain points, people will feel like you understand them and don't naturally want your solution. If you include this as part of your offer, when you're talking to people talking about pain points that they're facing, they it will be hyper relevant to the people that you're reaching out to now. Step four is to actually build out your offer. And your goal here is to be clear, keep it simple and keep it specific. So this is important because your offer needs to be so clear that whoever is reading your offer will go, yep, I need this. Yup, this is for me. But if your offer is vague or it's confusing or it's not clear, or it's not simple, people just simply won't trust you. It's really that simple. And what I want you to do is use this formula. We help niche get results in timeframe without pinpoint using our unique mechanism. And I'm going to explain each of these sections in more detail. But here are examples of grand slump offers that all follow this specific template and this specific framework. And what I want you to do is after you do your research, I want you to plug in your own details inside of this template. And this will give you a really great start into actually building and formulating your grand slam offer. So as an example of grand slam offers, if you're selling cold emails as a service, we help software companies SaaS founders book 20 demos in 60 days without using paid ads or without using X, Y and z by leveraging our personalized cold email outreach. So for example, the niche is over here. SaaS founders book 20 demos in 60 days. So get result in timeframe without paid ads, which might be one of the pain points, by leveraging our system, our unique mechanism, which is by leveraging a personalized cold outreach system. Another example is SEO. We help ecommerce stores rank on page one of Google within 90 days without expensive backlinks. That would be an example of how you could plug that into this framework. Or if you're selling website development, we help fitness coaches build sales pages that boost signups by 25% in 30 days. Or if you're selling paid ads, we help health clinics generate $15,000 in new patient revenue in 45 days, guaranteed. These would be examples of offers that you could plug into the template. If you pause right here and you take a look at each of these offers in detail, you can start to see how I'm plugging them into the template right here. And they all follow that same generic kind of framework. Right. But the overall idea of it is it works really, really well and it's very efficient because it's super clear and the outcomes are super, super specific. And that's exactly what you want to do. Now step five is to add a risk reversal. Essentially, you want to do as much as you can to make it risk free from the business's point of view or from your client's point of view. Now, obviously in business, there's no such thing as a guarantee, but it's all about how you position your service, which is exactly what we're talking about today. How to build your offer, how you can position your service as better than everyone else in the marketplace or everyone else who's selling the exact same thing as you. So why does this matter? Well, this is important because people are afraid of losing money. Anytime you're selling a service, anytime I'm buying a service, the number one concern, the number one objective I have is what If I spend $5,000 on this and I just don't make a return? What if I invest $10,000 into this and I don't make a single dollar back? Well, I just chucked 10k. I might as well have just given it like threw it outside of my car window when I was driving in the street. That's literally what I'm thinking. But a risk reversal will shift that fear away from the client. You're essentially saying with a risk reversal, if this doesn't work for you, then you don't pay. And what you're doing is when you take the risk off someone's plate, then the deal kind of becomes a no brainer. So how do you actually do this? Well, there's a couple of different risk reversals and guarantees you can use. These are all different options. You don't have to use all three or pick one. These are just options so that you understand how exactly you can go about doing this. So the first one is what I like to call a performance based guarantee where you're seeing something along the lines of, well, you only pay if we deliver. And this works really well if you're selling your cold email services as a setup fee plus pay per golf, right? Where technically the only time you profit is from the cost that you generate. Now obviously if you're charging a high setup fee, you're going to be profiting quite significantly from the setup fee if you're charging $3,000. However, that's not how you want to explain it. The setup fee is the cost to set up the infrastructure. But where you really get paid and where you really make the vast majority of profit is from the cost that you book. So meaning if you suck or you're not really good at this, or you work with a client and you don't get them any because, well, they won't pay you any more money. That's a guarantee built in to the pricing structure itself. Which is exactly why I recommend that pricing structure to anyone who's looking to start a lead generation agency. The next one is a money back guarantee. And this is kind of what most people think of when they think of guarantees where you're essentially saying, well, if we don't get you this specific result, or this result, this specific target, then you will get all your money back, we will issue you a refund. And finally, the third type of guarantee is a Free trial where you can say something like, try this for 14 days and risk free. And this is what you see a lot of software companies doing, even smart lead or instantly the cold email sending platform, they have like a 14 day free trial. That's kind of a risk reversal by itself where you're letting people try to platform the product before they actually pay. It's a lot harder to do free trials for services because when it comes to services, someone has to do the work and it's not fair to do free work. And if someone doesn't like the work, then you know, they get to walk away for free. So I wouldn't suggest free trials whenever you're selling services, but if you are selling products, then this, you know, free trials work really, really well. So as an example for cold emails, if you're selling cold emails as a service, you can say something like, if we don't book 10 meetings for you, then you don't pay. If you're selling SEO, if we don't rank you on page one in 90 days, then we'll work for free until we do. If you're selling website development, if your new site doesn't increase conversions by 20%, then we'll refund you in full. Paid ads. We guarantee you $10,000 in new sales or you get your money back. And these are examples of guarantees. Now step six is creating your actual unique mechanism. So the question is, what makes you different? There's probably a ton of people that you could find from a Google search who are selling the exact same service as you. If you're selling lead generation, cold email, lead generation, there's a ton of other people selling cold emails to the same niche as you. If you're selling paid ads, there's a ton of people there, so what can you do to differentiate yourself? So there's actually a way and it's called by building a unique mechanism. And most people think you have to understand that if someone has tried something before. So if you're selling cold emails and someone has tried cold emails before and it just never worked. When you reach out to people and you tell them, hey, we will get you XYZ result by using cold emails by default, automatically people will start to think to themselves, well, I've tried this before, I've tried cold emails before and it didn't work, so why would I try this again, right? That's what people will think. And the best way to combat this is by leveraging a unique mechanism which will give them a reason to actually believe your service. Will work for them this time. It. It's different from what they've previously tried, which is why it didn't work. This is the new way of doing it. This is why what we're doing is different, and this is why it'll work for you this time. And essentially what a unique mechanism is, it's kind of like the overall bundle of a special process, your frameworks or your strategy that kind of makes it different from what someone has previously tried before. So as an example of a unique mechanism, if you're selling cold emails, you can literally say, we use LinkedIn source personalization to double your open rates. You see how much better this sounds than simply saying, we will help you do this by using cold emails versus we will help you do this by using LinkedIn source personalization to double your open rate. So do you see how much better or how better this unique mechanism is? It just sounds so much better. And someone who's tried cold emails before, they'll read this and be like, wow, I've never tried this before. So maybe this is different this time. Or if you're selling SEO, our keyword domination system ranks you for long tail Keywords first or selling wizard or fast launch method gets your sites live in seven days. Or if you're selling paid ads, our sales funnel accelerator guarantees higher conversion rates. Now, here's a caveat and a word of caution. Essentially, the unique mechanism is kind of like a name for the process, a name for the system that you want to use that describes the overall process or service that you're selling. However, you don't want to choose, like the most random name, you don't want to call it by leveraging our black box system, because that's a product name. And if you go into something that sounds like that, it kind of sounds like bullshit, right? Like literally, right? If you go to extreme with this, it will come off as bullshit. And once again, it won't work. So what you want to do when it comes to unique mechanisms is keep it relevant to whatever service that you're selling. So even the cold email stuff, I called it by using our LinkedIn source personalization, which is still within the realm of what we're doing, which is cold email lead generation. But if you call it by using our black box system, it sounds like bullshit, like straight up, and it just won't work. Now step seven is to this is very important and make sure you're adding numbers and timeframes to make it real inside your prospect's mind. And this is important because Vague promises just don't sell. So essentially if someone said to you, hey, we will help you make a lot of money, that's an example of a big promise. It's not gonna work as well as someone who says, hey, we will help you make your first dollar from starting a business within the next 30 days. The second one is significantly better than saying, hey, we will help you make money because the first one is just way too vague. And what you can do is add specific numbers and add specific time frames to make your offer feel real and make your offer feel credible. So as an example with numbers and timeframes, if you're selling cold emails, we booked 20 meetings in 30 days. SEO, we rank on Google's first page every in 90 days. Website development, we increase our signups by 25% within 30 days, paid ads, we generate $15,000 in new sales within 45 days. So do you see how specific these numbers are? Because what adding numbers do specific numbers do is it adds weight, it gives weight to your actual promises. Now step eight is to make your offer scalable. So can you actually handle growth? So this is important because if your services rely too much on manual work, then what will happen is you will actually hit a wall as soon as you start growing. And what you want to do is build scalable offers that will let you serve more clients without you burning out. So how do you actually make your service and make your offer scalable? Well, you want to think about different automation tools that you can use. So for example, for cold emails, use something like smartly, AI or instantly that automatically lets you send cold emails without you needing to save on your computer and manually type away and present for every single email. You can use templates that you can reuse or you can hire virtual assistants for repetitive tasks. So that's part of the unique mechanism as well. And that's something you can explain to prospects as you are pitching people. So as an example for cold emails, literally let them know that you're different because you're able to automate follow ups with software. If you're doing SEO, let people know that you're able to build reusable keyword research templates. If you're doing website development, let people know that you could create pre built page layouts for for common industries that just plug and play and that's just kind of work for paid ads. Create plug and play ad funnels. That's a way to do it. Now step nine is writing cold emails that get responses. So there's another training that I Want you to watch right after this video talking about how to actually cold email, the art and science of cold emails and some really in depth topic. But over here in this section I'm going to run you through really, really quickly just to again give you much better context as to how all of this, how building a grand slam offer actually fits inside of the overall puzzle of cold emails. So this is important because your cold email needs to grab your attention fast. That's the name of the game, right? That's why writing paragraphs or writing essays just don't work because they are too long and you're asking for too much of a time commitment for someone to browse through an essay or browse through a paragraph. So it needs to grab attention fast and it can't be long, it can't be complicated, otherwise it'll get ignored. So you want to keep your coding short, but punchy and focused on the benefit or in other words, focused on your offer. So for example, as a cold email, again I'm going to go in way more detail inside the cold email training, but literally include your offer. Copy and paste your offer inside your cold email. Hi John, we help software companies book 20 demos in 30 days without leveraging paid ads. Do you want to chat right now? Obviously this example, and it's not the best cold email, but even in this specific example, do you see how I took the offer that we created and and I plugged it directly right into the cold email just by itself. That's exactly what you want to do. So once you create your grand Islam offer, that's 80% of your cold email. Start with your offer because the offer is a simple sentence that explains who you help, how you help them and in what timeframes with specific numbers. And it adds weight onto your promise and onto your outcome. That's 80% of your cold email. Now step 10 is to test, innovate and repeat. Because you have to understand that the process just never ends. So this is important because your first offer won't be perfect and that's completely fine. That's okay. That's the name of the game. The key is to launch quickly, collect feedback as quick as you can and improve as you go. Keep tweaking until people say, here, take my Money, I have $1,000. I want you to have it. That's what you want to do. And my very first offer was kind of shit, right? Like it just wasn't that good. And, and I had to go back because I sent out some cold emails with my first offer wasn't getting that many good responses, wasn't really booking sales calls. And I took that as feedback. I didn't just do this for a little bit and get bummed out. When it didn't work right away, I went back and I was like, all right, this is a sign. I'm getting data that what I'm doing, the messaging that I'm using right now just isn't that effective and I need to go back and make my messaging better, change up the overall angle of what I'm doing, change up the numbers, change up the timelines and let me test again and I'm going to crack the code. If I throw 10 things at the wall, one of them is going to stick. And that's the mindset you want to have when it comes to crafting your offer. And as you are going through that, you're able to get your feedback loops very quickly because they're sending cold emails. If you're sending 1,000 emails a day, you're going to know very, very quickly if what you're selling people actually want. If your offer is good, if what you're saying is right, if you're targeting the right people, you'll get feedback extremely, extremely quickly. So, final thoughts to wrap up this training of how to build a grand slam no brainer offer, here's the most important part. The easier it is to get people to say yes, the more sales you will close. There's no fancy sales trick here, it's just simple logic. If you are giving something so good that people just can't resist and can't deny and can't reject, then you're just going to close way more deals. And that's exactly what we talked about in this training. By building your offer, make sure you stick to the formula. Don't go out and try to reinvent the wheel. This formula is tried and tested. I've used this exact offer framework for myself. Booking hundreds of sales calls, closing a bunch of deals for my clients, booking them hundreds of sales calls, helping them close a bunch of deals and make a ton of money. So this formula is tried and tested. Stick to the formula, don't veer too much off of it. Obviously plug in your specific details and stuff like that, but don't go out and recreate the entire formula. Make it simple and make sure you keep refining as the overall summary. Make sure your offer has a clear result, make sure it includes numbers and timeframes, make it risk free and include your unique process or your unique mechanism and a grand slam Offer solves a specific problem for a specific niche. It promises measurable results with numbers and and timeframes. It removes risk with a guarantee to remove that risk. It stands out with a unique mechanism. So in other words, it shows people why you are different from everyone else or why you are different from what they've tried before. And it can feel without bottlenecks. So now that you have the tools, it's time to go out and actually build, launch and refine your offer. So my challenge for you is if you made it to this part of the training, stop right now. Take, you know, watch back this training, if you have to take some notes and go out and build your grand slam offer. And again, even if the very first one that you build isn't that good, that's just how it is, right? The first offer I built was pretty bad too. That's just the name of it. But it's most important that you just put something out there. You take a look, you go to the gym, you go for dinner, whatever the case, you take a nap, you come back a few hours later, you look back at what you put down and you iterate and you make it better. And that's the name of the game. So go out right now and build your offer. So that's pretty much it for today's video. If you found this video valuable, make sure you drop me a like make sure you drop me a subscribe. Make sure you share this video with someone else who you think could watch this video and gain value from it. Now the first link in the description is a link to work with me where I will work with you to help you start your own lead generation agency and scale it to $10,000 per month to in the next 90 days. It's a one on one consulting program. It's not a course. It's a consulting program where I will work with you. I will literally help you write your code, email campaigns, put together your vsl, review your sales calls and help you start and scale your lead generation agency to $10,000 per month in the next 90 days. Now the second link in the description below is a link to a full step by step free lead generation agency course that I recently put together on YouTube. It goes over everything you need to know to actually start your own lead generation agency. If you want to go out and do it on your own. But that's pretty much it for today's video. Hope you liked this video and I'll see you in the next one. See ya.