David MolinaLikes Ain't Cash. 4,800+ Customers. 250+ Clients Served. How I Turned My 1 Big Idea (Likes Ain't Cash) Into $3 Million:

How To Make Offers Look New Every Time

Name: How To Make Offers Look New Every Time
Uploaded: 2023-12-12T20:00:22+00:00
Duration: 57 s
Channel: David Molina
Description: In this brief talk, the speaker argues that the decline in performance of repeated offers is due to a loss of novelty. People are naturally drawn to new…

12 Dec 2023 · 1 min

Watch on YouTube

0:57

In this brief talk, the speaker argues that the decline in performance of repeated offers is due to a loss of novelty. People are naturally drawn to new experiences, treating novelty like a drug. Rather than overhauling an offer each time, the speaker suggests keeping the core (about 95%) unchanged and only altering a small portion (roughly 5%) to make it feel new. The pizza analogy illustrates this: dough, sauce, and cheese stay the same while toppings vary. A concrete example is given for a car‑wash business: the standard wash remains constant, but a limited‑time free waxing add‑on is offered to customers who sign up that day, creating a fresh perception without redesigning the whole offer.

Chapters

This email will help you sell more of your offer because it's really weird that you send your offer first try and it does great. And then on the second month you send out the same offer that's better, has more proof, and it does worse. Why? It's because of novelty. Novelty makes every offer better. People love new. It's why they buy the latest iPhone every new year. And this is why they cheat on 10-year relationships just for the thrill of a night. It's because novelty— we're addicted to novelty. It's a drug. So the way I think about promoting offers is I'm not a big believer in tweaking a lot of your offer. More on this as follows. At the risk of sounding stupid, offers are like pizzas. All pizzas are 95% the same and 5% different. Dough, cheese, sauce, those come with every pizza. Only the topping changes, which is kind of how I think about offers. Offers just stay 95% the same, but change 5% every time you make them. Example, you run a car wash. Everyone gets the exact same offer, car wash, but you can offer a free waxing as well, only if they sign up today. That's how you make the same offer look new every time.