The evyAI Offer Lab 2026 - How to develop your offer

What's this presentation called? How to Create Offers That Are So Good People Would Feel Stupid Saying No. That's what this presentation is called. And I'm calling it the Offer Lab is because I want to pick someone here that really wants to create a really solid offer. And then we'll put it against this framework. I also want to build software that helps you be able to come up with your offer. But first you have to understand the concept of an offer, what an offer is, why it's so important. And I want to eventually integrate this into EvAI so that you guys can keep coming up with really good offers for your audience. But we talk about the plan, the people, and the promise, the stories, the presence, the technology, the exposure, credibility, and meetings, right? A lot of you are already getting 5 meetings a day because you're EvAI clients. And if you're an EvAI client, chances are you know how to book 5 meetings a day. Right? You know how to post, engage, and message. You know the greeting, feeding, and meeting system. You understand who your target market is. And if you don't know any of that stuff, go watch our course. You have access to it. And if you don't have our course and you're just watching us randomly, then get our course. By the way, if you need the course, say, I need the course in the chat, and we'll send you details about how you can get the course. It's called the Evergreen Networking System. But let's say you're up to the part where, like, you know what, I need a better offer. 'Cause I speak to some people, I spoke to Brett, I spoke to Mike, I spoke to a bunch of people and they're like, I need I need a better offer. So what is an offer? Let's talk about an offer. An offer is, it's the thing that initiates the exchange of trading dollars for value. If you want someone, if you want Mike Larkin to pay you $1,000, he's not randomly going to give you $1,000. There needs to be some type of exchange. Do you get what I'm saying? If I want to pay money for something, there needs to be an exchange of value. There's 2 problems. People don't have enough clients and they don't have enough cash. If you want to catch a fish, you need bait. That's your offer. Your offer is your bait. Do you get what I'm saying? If you want to catch fish, you need bait and your offer is your bait. Don't change what you're doing. Change what you're presenting that you are doing. There's a huge distinction. Some people are like, I'm going to reinvent myself because my business doesn't work. No, your business works. Your offer doesn't work. By the way, put a dollar sign in the chat if you agree with this. This is such a huge, huge, huge, huge part because you're like, oh, credit card processing doesn't sell. No, credit card processing sells. The way that you offer credit card processing sucks. That's why no one's buying. You're like, oh, acting doesn't work. No, the way that you're offering your acting doesn't work. You're like, oh, recruiting doesn't work. No, the way that you're offering recruiting doesn't work because people buy based on perception. They don't just buy because you told them to buy or because you're a pushy salesperson. That doesn't work. It all has to do with perception. Perception is reality. That's why we say the plan, the people, and the promise. The promise is the key. I don't know why Jim Banks is sharing his screen, but thank you for sharing your screen. We love seeing ourselves in your screen. You're awesome. I'm going to share my screen again. I want to show you something else. Value versus commodity pricing. In the chat, I'm curious to know, would you rather be a commodity or would you rather be a value-based business? A commodity is based on the price where everybody's comparing. Each other. So the price of gold is a commodity. The price of coffee is a commodity. The price of gas is a commodity. I will go from one gas station to another gas station, and if there's a gas station that's cheaper, like Costco, I might go to Costco. It's cheaper, right? It's a commodity. Commodity is all based on price, and there's always someone bigger that can lose more money than you. Pay attention to that. There's somebody bigger than you that could lose more money than you. So if you want to actually make money in business, you cannot be— Oh, John, Joshua. A commodity, a commodity-based business. Could someone please— thank you. You cannot be a commodity-based business if you want to be successful, if you want to make real money, if you want to get to $100K and not stress yourself out. Instead of selling potato chips, Instead of selling features, you got to figure out how to make an offer that's a value-based offer. How do you adjust when you're selling someone else's product versus your own product? It doesn't really matter if you're selling someone else's product, you're selling your product. It doesn't matter. It matters about the perception and the value that you're adding. It doesn't matter if it's yours or somebody else's. It matters what is the offer? What offer are you making? In some situations, I have control over my pricing. It's not about the pricing. It's about the perception. Forget about pricing, Bob. Bob, it's not about pricing. If you're worried about pricing, let me ask you a question. Have you ever paid more for something because you liked the person? Has that ever happened in your life where you paid a little bit more 'cause you liked the person? I went to a cleaners. And I didn't really like the person. He was the cheapest cleaners in town. And then I went to another cleaners and I really liked the guy behind the counter. He made me feel like a million dollars. It costs double, double. Instead of paying $2 a shirt, I pay $4 a shirt, but I like the way I feel when I walk into that cleaners. I like the style. I like the smell. I like the glass door. I like that there's never a line. I like when I walk into the door, the guy doesn't even ask me my phone number. He's like, Joe, welcome. He knows who I am. I like that I can call him from 5 blocks away and he'll wait outside the cleaners for me to take the stuff from my window so I can keep driving. He's double the price. He's double the price, which means he's more than double the profit because they're using the same provider. Just the service is different. The attitude is different. The energy is different. Do you get what I'm saying? People don't just buy a product. They buy an experience. They buy a promise. You're all here today because I make a promise and I deliver an experience. I did a case study today with Laurie Osborne, an amazing human being. I don't know if she's here right now, but if she's here, props to Laurie Osborne. And she said, Joe, the reason I buy Evvii is because of the experience. Because I get referrals. She's like, I made way more than $10,000, $15,000 in revenue from the couple dollars I invested in Evvii AI because of the referrals that you personally made. But it's the experience, it's the people, it's the environment, it's the energy. In your business, if it's just about the price, it's $20 for ChatGPT. Do you get what I'm saying? ChatGPT's a commodity. Gemini's a commodity. Claude is a commodity. I'm not selling a commodity. I'm offering a life-changing experience. And I'm only offering it to 1,000 people, period. That's it. Finished. Sure, there's 23,000 users. People are checking it out. They're playing with it. There's talking about it, but I'm only going deep with 1,000 people. And that's still a lot, but I could handle 1,000. That's my limit. And that's where I want to be. I want to be at 1,000. I want to go deep with 1,000. Will I get to 10,000 eventually? Maybe. But right now my goal is to help 1,000 people generate $100,000 in profit. That's not commodity. That's value-based pricing. I help Arlene make $100,000 in profit every year, year after year, because I go deep with her. Because she invests in herself because she's in the AI Business Development Circle, because she shows up to these events. A lot of people pay me and they don't show up. A guy bought my $10,000 course. He didn't show up to anything. And he's like, it didn't work. I was like, you didn't come to anything. What do you want me to do? You get what I'm saying? And then somebody else buys the bundle plus they end up spending $5 a day. And they're making $100K. I want you to think about the offer. Here, check this out. Check this out. This is crazy. Being value-based makes price secondary. So people are willing to pay you what you are worth. And by the way, we have something called the Prospecting Bootcamp. We're going to be going deeper into this. We have 4 90-minute classes. We're going to be discussing this in deeper. Who's coming to the Prospecting Bootcamp? We already sold it out, by the way. So we don't have room for anybody else. But if somebody, 1 or 2 people want to join still, Just say, I wanna join in the chat if you're not coming in March. In, in March, we're doing 4 90-minute sessions. We're gonna go deep into this concept because it's about the discovery. When somebody's like, oh, Joe, how much does it cost for FVAI? I say, hang on a second. Before we talk about price, can we talk about what your problem is? 'Cause I don't even know if FVAI is right for you. He's like, oh, my problem is I don't have conversations. I was like, what's a conversation worth to you? He's like, a conversation? I'd pay $2,000 for one conversation with my ideal client. All of a sudden, price is not even an issue anymore. I could charge him $5K easily for Evvy AI or even $10K because I can get him 5 conversations a day. Now $10K is nothing. But if I just said $10K, he'll be like, $10K, that's so much money. Because anytime you mention price before value, and we're going to talk about this whole concept of how to talk about, give you the scripts for your business and AI, all that stuff with prospecting. So that you can get from $100K to $250K. Some people want to make $250K. You need to add prospecting, a prospecting layer to make more than $100K. You don't need to, need to, but it'll be much easier. And if you want to make over a million, you have to add marketing on top of that. I call it the 3 levers. Has anybody here done the 3 levers? I have a 3-lever assessment to tell you if you need networking, marketing, or prospecting. Put a 3 in the chat if you want to check out the 3 Levers assessment. I wanted to buy 3levers.com, but the domain wasn't available. So I was talking to a client who's Jamaican. You know what he told me? He said, Joe, I just checked, it's available. I'm like, what do you mean it's available? He's like, 3levers.com is available, man. And I was like, what are you talking about? I just checked 3levers.com. He's like, 3 Levers. I was like, holy crap, 3levers.com? He's like, yeah, check. It's available. Buy it. So I bought it. treelevers.com. Thanks to my Jamaican client. So check it out. treelevers.com. It's a way for me to have you answer a few questions and then establish value of which one you need. Do you need networking, prospecting, or marketing, or all 3? Do you understand what I'm saying? And there's a whole long article that explains it on the bottom. So bookmark it for later. By the way, is that a cool story? Write cool story in the chat. Tree levers, Jody. Tree, not 3 lovers. That's a whole different, that's for the cruise. Okay. Emily said, love it. Cool story. Write cool story in the chat. Tree levers. So check this out, guys. This is very important. Pricing for outcome will help your price for value of the offer versus what the market is. You understand? You could charge whatever you want as long as you're offering enough value. Add 100 times more value than what you charge and charge 100 times what it costs you. And that's how you make real profit. That's why I taught Rick this past week. I said, Rick, you need to come up with an app. And I showed him how to vibe code an app in 45 seconds. I showed 'em how to come up with app ideas. If you wanna join our AI Circle, write AI Circle, you'll get the replay. We'll give you the offer of how to get the replay to learn for, for the past 3 years worth of, of AI training. Just write AI Circle. We'll send you the link so you can watch this past month. This past 3 hours that we did on Monday, last Monday, will blow your socks off. Write AI Circle. We'll send you the link so you can sign up to that. It's a mastermind that we have. And you, it'll blow your mind what we're teaching there. We've been teaching for 3 years now and you get all the recordings of all 3 years. So check this out. Business terms, lifetime value. So here are some terms that most people don't know about. Gross profit, net profit, and lifetime value. Lifetime value is also known as LTV. Gross profit is how much money is left over after you spend direct expenses on servicing a client. Somebody told me, Joe, I have a $300,000 I have a $100 million business. And I asked him if he can take my— if he wants to sign up to be my coaching client so I could help him be able to have less stress. He's like, how much do you charge? I said, what would it impact? How would your business be impacted if you had less stress? He's like, yeah, but how much do you charge, Joe? I was like, I'll tell you how much I charge. Don't worry. I'll tell you. I don't even know if you're a good fit yet. Can we talk about what your actual problem is and then we'll get into my pricing? He's like, I just need to know how much you charge. I said, I know you need to know how much I charge, but how much I charge depends on how many hours, how much work we're going to do, what you need done. Does it make sense that when you walk into a place and it's not a cookie-cutter place that they have to figure out pricing based on what you need? He's like, yeah, okay, fine. And then he goes and we talk about his business. And it turns out his gross profit is only 3%. So if you have a $100 million business and your gross profit is 3%, how much money are you actually making in gross profit before expenses in your business? Anyone know? If you're doing $100 million in revenue and your gross profit is 3%, what's your total revenue? Your real revenue, your gross revenue is only the $3 million. 'Cause the rest goes to cost of goods sold. He's in the consumer electronics business. He's making, he's pushing $100 million worth of revenue, but he's only really a $3 million business. Do you get what I'm saying? And then his expenses are $2.5 million. He's only left with $500K. So the max he could afford to pay me is $5,000 a month for my coaching services. Do you get what I'm saying? And so we talked and he's like, okay, I'll sign up to your $5,000 a month coaching for a 3, for For a 3-month retainer. We'll meet weekly, talk, whatever. That became cheap now. But if I knew that his gross profit was 80%, all of a sudden my coaching is $80,000 a month. And it makes sense because he's making $80 million a year. So $80,000 a month is nothing for him to work with me. And instead of meeting with him weekly, I'll meet with him daily and we'll change his life. Do you get what I'm saying? It'll change my life too, 'cause it's a million-dollar client. Tony Robbins charges a million dollars to coach people. So does Gary Vaynerchuk, and so does other people. Why can't I charge a million dollars? But I have to understand the concept of gross profit, 'cause if I told this guy that has a $3 million business that makes $500,000 profit that I charge $80,000 a month, does it make sense? Absolutely not. He doesn't even have the cash. Even if he wanted to, he couldn't. Do you understand why it's so important to understand gross profit, net profit, and lifetime value? So important to understand that and understand your client before you even say any price. So lifetime value is a total that a client brings to you after you deduct the gross profit over a 1-year period. So you need to understand what your lifetime value of a client is. And you have to understand for your clients what their lifetime value is. So here's the 4 considerations to pick a good target market. The pain is clear, the purchasing power is high, it's easy to target and find, and has a growing market annually. Help a unique market solve a unique problem in a unique way. What you need is a starving crowd that is easy to find and has money and is growing. Do you guys get this? By the way, write value in the chat if this was valuable so far. Write value. We're in this for 22 minutes. It's 1:22:22. 2:22:22 is a very special time. 2:22:22 is a— put a 2:22:22 in the chat. Put a 2:22:22 in the chat if you agree. 2:22:22. 2:22:22. Come on, give me a 2:22:22 in the chat. I love this. I love when you guys are engaging with me. You're giving me energy. If I don't see 2:22:22s in the chat, I'm not getting energy. But imagine how many 2:22:22s are flying. I don't even know why I like saying 222. Maybe because I want to entertain you. I want to tickle your brain. Drink some water, guys. A 5% drop in hydration is a 30% drop in energy.

Good. And during this time, we'll do a time check. It is, um, 12:22, as you said. And Joe, you have about 35 minutes, and you wanted to do an offer with someone. Taya is here. And also, I just wanted to remind you Thank you.

So let's, let's, let's get into Taya. Taya, the reason you signed up to Evy AI is because you really wanted to get a good offer and you wanted to know who to talk to and how to create an offer, correct?

Correct, yes.

So for you, who would you say is your target market?

I think that's what I have a difficult time with. How I make money is not who I think I can provide an offer to. So I think that's—

Who you— who— okay, so you don't think you can provide them with an offer?

Well, uh, so my issue is I make money doing options trading, but my experience— I, I did business development for biotech companies, so they're very vastly different things. And I think that's where— I think that's where I'm Confused with the offer, right? I make money in a different way than I think I would have an offer.

Amazing. Amazing. So you do options trading. That's how you make money.

Correct.

And your experience is working with biotech companies.

Correct.

Excellent. Do you want to work with biotech companies or do you want to teach people how to do options trading?

Um, I think I, I feel a lot more confident about Biotech, because that's where I have the experience. Options trading, I don't have any formal— I don't have any formal education.

Can you— let me ask you a question. Can you teach me how to make $1,000 a month in options trading if I had trading with a $25,000 account?

Yes.

How many people here, by a show of hands, would learn— would like to learn how to make $1,000 a month with a $25,000 trading account? Raise your hand. Look around the room. About 50% of the people raise their hand. Everybody write yes in the chat if you would like to learn the skill of making $1,000 a month with a $25,000 account using options trading where you don't have to leverage most of your money. What is going on right now, Tia? You know how to do that. Nobody here knows how to do that, including me, by the way, who's an experienced day trader, has no idea what options is because I try to do this with Tammy. And we have no idea what's going on. We would happily pay you $100 to teach us how to make $1,000. Do you get what I'm saying?

I think then it becomes an issue of I'm not formally educated.

Like, I'm formally educated in biochemistry. It doesn't matter if you're educated or not educated. I'm not educated in anything. I learned to be a rabbi.

Okay.

What matters is they have clients that you get results for. So maybe you, maybe you work with me, you give me results and I become your spokesperson. And you're like, oh my God, I helped Joe learn. We had 2 sessions, 2 1-hour sessions. I taught him how to do it. I have a testimonial on my LinkedIn profile. I'm taking 10 additional people at $100 each. And now you get your group of 10 people right over here. They're all in Zoom. They're waiting to give you $100. And you're like, if you don't make your $100 back, in the first month, I'll give you your $100 back. And then you just show them how to do it. If I can make $1,000 on $25K, they can make $100 on $2,500 and they learn how to do it. They're like, holy shit, I could do this every day. I can make $100 a day with $2,500 every day. You're like, holy shit. And then they're like doing it. Now everybody here is making $100 a day. Now the whole community's winning and 1,000 people pay you $100, you're making $100,000 a year and everybody's talking about it. But then you raise your price. You raise your price to $1,000. You raise your price to $10,000. You raise your price. 'Cause now you have confidence 'cause you have people working with you. Do you get what just happened?

Yes.

You could make any offer to anybody without any experience as long as the offer is so good, people would feel stupid saying no.

Got it.

So now you have your offer. Now you understand how to create an offer. Keep watching this video. Watch the 90-minute video. It'll change your life. By the way, if you guys got something out of it, write got it. If you got something out of it, What we just did with Tia was very magical because everybody has the same issue. I don't have experience. I don't know. Blah, blah, blah, blah, blah. This is what I love about polls. LinkedIn polls are so powerful for this reason, because if I put up a poll on LinkedIn and a bunch of people tell me they're interested, all of a sudden I have a target market. Now the real question is, is my target market aligned with this? Pain is clear. Desperate to solve a problem. I'm— my pain is clear. I don't know how to do options trading. I have no idea how to do it. I tried to do it. I ended up losing money because somehow the option keeps getting lowered valued even if the stock goes up, and that there's a time component. And I'm— ah, I just want to throw the computer out the window. You get it? So I need someone like Tia who's clear. So I have a desperately trying to solve this problem because I have a lot of money. But I'm not putting my money to work the way I need to. Purchasing power is high. I definitely could afford it. I definitely could afford it. Everyone in this room is rich. Everybody write, I'm wealthy, in the chat. I want everyone to announce that they're wealthy. Write, I'm wealthy. Come on, baby. I'm wealthy. Let's create that reality right now. I'm wealthy. If you have your health, if you have your happiness, if you have a Zoom account. You know how many people don't even have a Zoom account? They don't have internet. They don't have water. You're wealthy. You have your mind. You have the ability to earn unlimited income. You're wealthy. You have a network. You have Evia. You're wealthy. It's right. I'm wealthy in the chat. Arlene has a question. Go ahead, Arlene. She has her hand up. Thank you for the gift, Tia. Oh, you don't have your hand up.

Okay.

That's right. I'll lower your hand. You're good. If you want to raise your hand again, raise it again. Guys, go ahead. Go ahead.

I have been stumped on this offer thing for like over 2 years maybe. Um, what's funny is that options trading I love. Like, I wake up doing it on my phone. It's like a video game. It's like the funnest thing. I think just exploring that is just so liberating versus going back to biotech, how much my offer should be. And I don't—

Fuck that. Excuse my language, but fuck that. Do what you love. Do what you love. Simplify. Simplified. Wait, yeah, follow— the most spiritual thing you can do in your life is follow your passion.

Yeah.

The most spiritual thing anybody here can do in their life is follow their passion. Where there's passion, there's magic. Where there's passion, there's magic. Follow your passion, guys. Can you see that I'm passionate about this concept, about this idea? Pain is clear, purchasing power is high, easy to target. People that want to make money, wealthy people on LinkedIn, easy to target. And then growing market. LinkedIn's growing at a rate of 3 new members every second. Very powerful. So here's the 3 levers of success. Market, offer, persuasion. These are the 3 things you need to have good. If you have all good, all of these levers good, or one of these levers amazing, you'll do great. If you have a terrible market with no starving crowd, but you have an amazing offer and amazing persuasion skills, you'll still make money. If you have an amazing market with a starving, starving crowd, but a terrible offer and terrible persuasion skills, you'll still do well. Do you guys want me to give you an example of an amazing market with an amazing starving crowd with a terrible offer? With bad persuasion skills, think about an introvert at a ballpark, and he's standing at a hot dog stand. The introvert has terrible hot dogs. They're not even—they're not even hot. They're kind of lukewarm hot dogs. The bread, eh, it's not great. It's a terrible hot dog bun. But he's the only hot dog stand in town, and the kids are complaining to their parents, "Mommy, I'm hungry," and everybody's hungry. And this person's an introvert. He doesn't make eye contact with anyone. He's kind of hiding. He's kind of in the corner, but he's the only one there. He's going to sell out those hot dogs, the lukewarm hot dogs with the crappy buns. Do you understand? He's going to sell out. Why? Because he's the only one in town in a starving crowd. So you don't have to have all 3 levers, but if you had all 3 levers, you'd do much better than if you only had one. Now, if somebody was in a shuk— in Israel it's called a shuk, a market— with 100 vendors of hot dogs, and all of them had the most artisanal, amazing hot dogs ever, and everybody's full, walking around full, but the guy, he has the most amazing offer: buy this hot dog, one guy with his microphone, and I will give you a blessing from the biggest rabbi in the world. And on top of that I will do a dance for you that will change your life forever and ever. That guy has a line of people outside his hot dog stand. Why? Because his offer was better, because he's better at persuading. Everybody else has a hot dog stand. They're all hiding behind there. They have better hot dogs. They have better signs. But he was better at persuading and he had a better offer. You get what I'm saying? It's not even about the thing ever. It's about the perception of the thing. Life is perception. Perception is reality. You wanna make $100,000? Get good at creating perception. Get really, really good at creating perception. I'm not saying lie, don't lie. But if you're gonna lie, tell a better lie. Because every story that you tell yourself right now is a lie. I'm not good enough. I don't have enough experience. Lies, lies, lies. Tell a better lie. I'm good enough. I have enough experience. People love me. I'm wealthy. I'm poor is not a lie because there's someone more poor than you. Do you get what I'm saying? There's someone that doesn't have internet. There's someone that doesn't have water. There's someone that doesn't have eyes and ears. Think about that. Then we got a person in the hospital. They lost their mind. They cannot be on Zoom. They cannot make money. They're just in the hospital. And the nurses are abusing the person 'cause they're just fed up with this person 'cause he's always arguing. Do you get what I'm saying? And you're here on Zoom as a wealthy person that has an amazing network of 1,600 people, incredible software. And how dare you think you're not wealthy and lie to yourself telling yourself you're not wealthy. You are wealthy. Now go create an offer that will translate into money in your bank account. And let's do this together. Let's refer business to each other. If you have a bad offer and you're bad at persuasion and you have a great market, you'll still be successful. Great nullifies the bad. Let me break this down course-wise. By the way, does anybody else need help with their offer? Like if you want to be a volunteer for this, I can help you with your offer right now. Or you want me to just keep going in the chat? You want me to keep going, or do you want me to work magic with someone? Stephanie said God bless. Karen says true, I see it every day. Me, John McCubbins. John, tell me what you're offering right now. What's your offer? I like your eyes, Jim said. Go ahead. For taking the, uh, picture, taking me, I appreciate that.

Um, I'm just trying I'm trying to get my camera going here. Give me a quick sec.

Yeah, so right now I don't have an offer. Not having an offer is an offer. I, I don't have an offer. Your offer is that you don't have an offer. You have nothing to offer. Write nothing in the chat, ladies and gentlemen. I would like to offer you nothing. How much is nothing worth? Nothing is worth nothing. You are offering nothing and you get nothing in return. So can everyone write nothing in the chat? Let's go ahead and offer nothing. Okay, everybody just offered nothing and we gave you nothing in return. So John, would you like to create an offer today? Phenomenal, yeah, for sure. Amazing. The first step to an offer is picking your target market. Who would you like your target market to be? It doesn't matter who it is. It could be ballerinas. Tell me who your target market needs to be. You can decide today. Dentists. Dentists that want to buy a practice in Ontario, Canada. Perfect. So let's, let's just say dentists in Ontario. Even if they don't want to buy a practice, maybe if you make the offer so good, they'll feel stupid saying no. They'll want to buy a practice. You get what I'm saying? Or it could be to their accountants or lawyers, anybody Right. So those are the centers of influence. You'll make an offer to them. But let's, let's start with dentists. If somebody wants to buy a practice, how much money do they need to be making a year in their own dental practice in order for it to make sense for them to buy another practice? Usually about $1.5 million. Excellent. Excellent. How many dentists in Ontario are doing over $1 million in revenue? Let's, let's, let's say there's 3,000. I'm gonna make up the number right now. There's 3,000.

Easily, easily.

There's 3,000. I did the research in the United States. There's 300,000 dentists, about 10% do over $2 million or whatever. So let's just say there's 30,000 in Ontario. And out of the 30,000, there's like, you can ask ChatGPT the stats and it'll give you the stats, but figure out the stats and assume 10% are making over a million or 20% are making over a million. 'Cause you know, based on how many patients they have and based on the average patient of being, you know, let's say $1,000 a year, If they have 1,000 patients, they're making $1 million, whatever the thing is. And so now you have a list. Okay, you go get yourself a list. And now the question is, what offer are you going to make these dentists? What offer can you make these dentists that A, the offer is really, really good. It's so good they would feel stupid saying no. Now you can offer them a practice right now, but that's not practical for them to take a practice right now. The real offer is how they could— the real offer is probably an assessment or a discovery. That's the offer. And the assessment and the discovery could cost, let's say, $1,000. You can call it the dentist expansion assessment because we need the naming to be right.

The dental Expansion assessment.

If you want multi-practice, I'd love to talk to you to see if you qualify for the dentist expansion assessment. It's usually $10,000. And we identify how many practices you could buy over the next 10 years to help go from $1 million to $10 million. If you even care about making $10 million. Now this dentist will be like, I'm curious. I'm game. Tell me more about this dentist dental assessment, whatever we called it. I forgot even the name. Doesn't matter. Come up with a name. We'll get into naming in a second, but you'll come up with a name. Now you're charging $1,000. It's worth $10,000. It'll help them make $10 million. So it's a— and what does it cost you? It costs you your time. And then your goal is to do this for 100 of the 3,000 dentists. To sell it to 100 of them. Over the course of the year, you will have generated $100,000 in revenue from selling 100 of these. But more importantly, you'll identify the 20 that are likely to qualify and that are serious to actually want to buy dental practices. And that'll make you a hell of a lot more money than $100K. And all you need to do is open up Google Maps, type in dentists, and say, I'd love to talk to the dentist. I have a dental practice that's available for sale, but I'm not sure if you guys even qualify to buy it. Can I speak to the dentist to find out if he's even interested in learning about it? And then the guy like, of course I'm interested in learning, but I don't even know if you, if you could even buy it. Can we do an assessment with you? Can I come down and talk to you about the assessment that we do to identify if you could buy 1 practice or 5 or 10? Because I have so many that want to sell. And then you have a conversation and you're like, listen, I typically charge $10K for my work. We need to work for several hours. But if you're serious, pay me $1,000 Canadian. I'll get you in the door. We'll get you lined up with everything that you need to buy the practice. And then I'll start showing you practices, but I can't show it to you unless you're prequalified. And I need you to put money in the game. I'll give you that $1,000 back when you buy a practice. I'll give you $2,000 back when you buy a practice. I'll give you $3,000 back when you buy a practice. I'll give you 3 times your money back. You're going crazy. I'm losing my teeth already, Joe. Give me all my money. You're like, stop taking my money. Stop. Stop it. But now, but now we have a clear offer. Now our offer is clear. It's a growing market. More people are losing teeth every day because there's more candy, more obesity. It's a growing market. More people need to be dentists. There's a starving market. They want to grow. They need, they need it. They have money. These dentists over a million dollars. They have money to buy dental practices. They need the assessment done desperately because they don't even know if they even qualify to buy. They're not prequalified. So if you want to be a prequalified dental blah blah blah practice where we actually show you the things, we're only taking on 100 this year. Now you're creating scarcity. I can only accept 100. There's three. There's 3,000 practices in Ontario. I'm only working in Ontario. And there's 3,000 practices in Ontario that are licensed to practice that are doing over $1 million. I decided to call you, but if you're rude to me, I'm not even going to add you to the list of people. I'm going to remove you because I have 3,000 that want it and I only have room for 100.

Love it.

And he's going to be like, I'm scrambling to talk to you because you're the guy. You're the dental wizard. You have the list of all the dentists that are selling. And I need to go and buy 10 so that I can get to $10 million so that I could buy my ex-wife a new car. Or whatever, whatever their dream is. And we'll get into that. We'll get into that. Write wow in the chat if you guys just— if this opened up in your head, give me a wow in the chat if this opened up your mind a little bit. Wow. Wow. You're awesome, Joe. Thank you. This is— I love you too. Thank you so much. Thanks for the love. Thanks for the acknowledgement. Thanks for the kind words. Keep it coming. I really, really appreciate it. It gives me fuel to the fire. So thank you. Thank you for being so loving. and so kind. If you guys haven't set up a meeting with John, set up a meeting with John, connect with him. He's an awesome, awesome dude. He's a giver. Love, love his new membership in our community and the way he's contributing. Okay, check this out, guys. If you—

You're very kind.

If you have a course— you're welcome. If you have a course on time management, the price of the course is $19. That's the price of the course. You go to— what's that website that sells courses? You can buy a course for $10. What's it called? Udemy or something like that, right? You could buy courses on anything. Udemy.

Yeah, Udemy.

Thank you. You could buy courses literally on anything. You wanna know how to open up an umbrella? Somebody sells courses on opening up an umbrella for $10. Okay? Like they sold it to Mary Poppins, he claims. Anyway, anybody can sell courses on anything there. $19. But if it's for salespeople, ugh, for salespeople, that's $99. If it's for time management for people that are doing outbound B2B sales, that's a $500 course. Mind you, it's the same course. The offer changed because the value it provides. If it's a time management for outbound B2B power tools and gardening sales reps, that's $1,997. So a person like Jane who's selling $1,000 for LegalShield for the year, she could charge somebody $10,000 for LegalShield if she knew how to sell it. I don't know if she can, because she can add coaching to it. She can add something else to it. So she could sell, instead of selling LegalShield, she can sell legal coaching or support or whatever it is, divorce coaching, whatever. And then she tacks that on, say, by the way, I'm going to give you unlimited legal support for a year. And you don't even mention LegalShield. You could offer a whole nother offer to a specific target market that you want to serve. Wrap it with a different wrapper. It's the same thing you're selling, but you're charging 10 times more and you're rolling in LegalShield for the year where they could talk to unlimited lawyers. It's just how you offer it. What is an offer? An offer initiates the exchange of trading dollars for value. There's 2 problems, not enough clients, not enough cash. If you want to catch a fish, you need bait. Your offer is your bait. So if Jane Lehman was talking to people going through a divorce and she talks to them and she's like, listen, to speak to a divorce lawyer, how much do you pay your divorce lawyer? They're like $1,000 an hour. You're like, listen, listen, I have an idea. Why don't I coach you on how to have less stress during your divorce? 'Cause I went through this and that and whatever. I'll charge you $1,000 or $2,000 for the year to work with you and just text me anytime you need moral support. It's a lot less than speaking to your coach. I'll help you strategize what to do when your ex-husband makes you crazy. And then if you need to speak to a lawyer, I have a network of lawyers where you get unlimited legal help, and I'll tap you into my network of lawyers. Now they pay you $2,000. You give them LegalShield for $97 a month for a year. You pay that fee for them. And now you made an extra $800 on top of that, and you got paid for the year upfront. So if they want to cancel later or they go MIA on you, you just cancel their thing and have a good day. Or if they want to stay forever, they stay forever. And that's it. They could renew next year for $2K. The point is that you're guiding them and concierging them in a different way. It's a different way of thinking about it.

The most—

being the most expensive is actually a competitive advantage. Somebody came over to me. He's like, Joe, you charge $10,000 for a course? You're ridiculous. That's the most expensive LinkedIn training course around. I was like, yeah, because you make $100K. You could buy some other course for $100, but you're not going to make anything from it. The more you charge, the more value your product has, literally. By the way, write literally in the chat, write the word literally in the chat. Because perception is reality. The key is not to offer value. The key is to give the perception of value because people buy based on perception. Picture this. You lower your price, people have a lower emotional investment. You lower your price, your product has a perceived lower value. You lower your price, the perceived results are lower. You lower your price, people have more demand. They're like more demanding because you're dealing with somebody in the all-you-can-eat place. Versus the fine restaurant where they're very polite and sweet. Revenue for fulfillment for the client decreases, which means in your business, you have less profit, less perceived value, less perception of impact, shittier service levels. Think of Spirit versus United. I'm going to Japan. Did I lose you guys or?

No.

I may have lost you guys. Did I lose you guys or are you guys with me?

We can hear you.

I'm going to Japan. If I'm going to Japan, if I flew with Spirit Airlines in Japan, I'd pull my hair out. You know what I mean? I wouldn't be able to make it. It's 14 hours straight. I need to fly in a place that when I show up to the CEO meeting for my global CEO meeting in March, that I show up like a mensch. That means I got to get wined and dined all the way there, right? Doesn't mean I don't want a deal, but I want to make sure that I fly in the best possible way. I'm not going to fly private because that's hundreds of thousands of dollars. But if I could fly first, why wouldn't I fly first versus fly economy when it's only $2,000 more? Do you get what I'm saying? Or $3,000 more. If you, if you don't get a deal, it'll end up costing you $10,000, $15,000 more. But if you know how to finagle points and how to get away with it, you could figure out how to get away with another $2,000 more than economy. But me sitting in economy in the back, getting like my my my food thrown at me versus somebody petting my head telling me good boy when they give me the food—it's a whole nother ball game. It's a whole nother feeling. Do you get what I'm saying? That feeling is worth money. They can charge fifteen thousand dollars for somebody to walk by and ask you if you want champagne. You know what I mean? So. If you pay somebody more, they literally will give you more service because they can. By the way, how often do we meet you guys every single day? When I was charging $15 a month, I couldn't meet you every day, twice a day. But I told you that if you pay me a few thousand bucks a year, I can hire a guy to sit there every day, twice a day, and hold your hand. Do you get what I'm saying? So the more you pay me, the more value I can add to you by hiring more people because I'm good already financially. I'm building this for you. I want to add value to you. I want to add $100 million in your pockets. $100,000 per person, 100,000, 1,000 people. I could hire Tia. She could teach me how to do options trading. I could put $25K, make $1,000 a day. I'm good. I don't need to do any of this stuff. But I love this. I love you guys. I want to make an impact for you. I want to help you. And by the way, I love doing this too. This is my passion. I love writing books. I love solving problems. I love helping you. I love making referrals. I love being a conduit of blessing for other people. That's what I love doing. That's what I enjoy doing. But I don't need to go viral. I don't need to meet everybody. I just need to meet the right people. I want each one of you to find 10 to 20 people that you could bring into Evie AI so I can pay you double or triple what you paid me. And you can do them a favor too, because people that are like you are probably like you. People that like you are like you. And I want more people like you because I like you. I literally like you. You get it? So I want you to find 10 or 20 people that are like you and bring them into the world. Bring them into our world because I want to find more people like you. I don't want strangers from the internet that are negative or angry or upset. They're not bad people, but hurt people hurt other people. So I want people that are vibing high, that are with me. Write vibing in the chat. Vibing, V-I-B-I-N-G, vibing. I put it in the chat. Adrian says, can you tell me, can you, you can tell you love this and that's why we're all here. I'm so passionate about this. This is magic to me. By the way, I spent many, many, many hours preparing this presentation for you guys. And I prepared it way, way, way in advance, way in advance. And this is not the first time we're going to watch this. It's not the last time we're going to watch this. There are 3 ways to grow a business. You can either get more clients, you can get your clients to pay you more, or you can get clients to buy again and again and again. You can get more clients. You can get clients to pay you more, or you can get clients to buy again and again and again. Turn customers into recurring revenue. Not all clients are created equal. I believe all humans are created equal, but not all clients are created equal. If I offer you the prospecting bootcamp, even though it's sold out and we're not taking any more clients, but if one person wants to squeeze in and we put the link in the chat to the prospecting bootcamp, we'll squeeze you in there. And we'll also give you a discount. Instead of paying $3,000 for it, we'll give it to you for whatever, whatever the price we give you on the landing page. We'll give you a discount. Even though we have no room, but I wanna help a couple more of you. So we put the link in, we put the link in the chat. That means I take my client that all paid me X and they pay me a little bit more, but I add so much more value. Do you get what I'm saying? I add so much more value. And then my team maybe sends it to you and then I could pay for another system, for another process, for another whatever. And my team just put in the link. I didn't tell you to put in the link, Juan. He just puts in the link. I was like, I don't even know that I even want the people who said— okay, fine, whatever. Applied already. John, you can buy. John, you can buy. John can buy. Click on the link, go ahead and buy. And you get— he even put in the discount code. Who asked you to put in the discount code? You should pay full price. Thanks, Joe. You're a mensch. We talked about the vicious cycle of price. If value stays above the price, people buy over and over. You can lower your price or you can increase your value. Which one would you rather do? Would you rather lower your price or increase your value? I have this offer that I'm coming up with. I spoke to Tammy about it today. It's called the $5K Play. $5K Play. I wanna increase the value and charge $5K a year. Do you get what I'm saying? The Bundle Plus is right now $2,000. It's gonna go up to $5K. And I'm gonna offer something else called the $5K Play. And the $5K Play is gonna add even more value than the Bundle Plus. And you guys are gonna see it come out. You're gonna be like, what the hell? Because what I'm doing is I am increasing the value of what I'm offering and I can increase the price. The goal is to sell dollars at a discount. If I can sell you $100,000 for 5K, would you do it? If I could literally sell you $100,000 for 5K, it's yes or no in the chat. Juan said it's just for John. If I could sell you $100,000 for 5K, would you do it? Yes or no in the chat. I would do it any day. And I do it all the time. I pay $7,000 a year to be a member of EANYC, the Executives Association of New York City. $7,000 a year. It's not private to know how much I pay. I've been paying for what, 12 years now? They, in order to be a member of the association, your business has to do over $5 million in revenue now. Okay? $7,000 a year I'm paying. But when I pay $7,000, I know I'm getting back $100K, $200K, $300K because of the types of people that are in the room. I walk into the room, everybody there is making over $5 million. Imagine, You walk into a room with 50 people and they're all multi, multi, multi-millionaires. You can't just walk into that room and have the trust that I have with those people who I consider friends, who I'm going skiing with. Do you get what I'm saying? I'm building relationships with— that's $5K, that's $7K to walk in the door, but I am literally buying access. To dollars, you could do that too. There's another organization; it's called EO Entrepreneurs Organization. If you're doing over a million dollars a year in annual sales, you can qualify to join that organization. If you're a CEO, you have to be a CEO. They have over 20,000 members. I've been a member since 2012. I was recommended by Larry Zogby to join. I walked into the room and I was like, "Who are these people?" Who are these people? They're my friends. They're all into personal development. I was super fat. They were all skinny. They were all sexy. I was like, who are these people? They all have time to go to the gym. You know what I mean? And now I'm part of the global part of EO and we're meeting in Japan and we're all flying into Japan and hanging out, building relationships, getting to know each other, talking about how we're changing the world. And my forum mate, Luke, he runs 100 miles 4 times a year in a race. He's an ultra marathon runner. It's like, how do you do that? I was like, when do you sleep? When do you sleep? 100 miles, that's ridiculous. He's like, sometimes I sleep while I run. That's crazy. That's crazy. If value stays above the price, people buy over and over. You can lower your value, you can increase, you can lower your price or you could increase your value. The goal is to sell dollars at a discount. Value perception is reality. Perception is reality. The key is not as much to offer value; it's to give perception of value because people buy based on perception. The gap between what it costs and the value it brings needs to be perceived as big. Write big in the chat. It needs to be perceived as big, big. Big, big gap. I want a big gap. Mind the gap when you go to London. You know what they say when you get off the train? Mind the gap. Because there's a big gap. If you don't mind the gap, you're going to fall between the train and the platform. Mind the gap. Piccadilly Circus. Mind the gap. I went for Christmas, not this past year, but the year before, to London. I had such a great time. You know how it's lit up? You know how London is lit up on Christmas? Insane. It's insane. I loved it. I had such a great time. Mind the gap. There's a huge gap. So you need to create a huge gap between what people are paying you and the perceived value, not the actual value. Do you understand what I'm saying? Because if you talk about the actual value, then you're focused on features. You tell somebody, "I have this Ferrari. It's so good. It has such a big motor, and it's so strong." And da da da da da da. That's features. A big motor or so strong. I could buy a tractor. Has a bigger motor. I could buy a semi. Has a bigger motor. It doesn't cost half a million dollars. You get what I'm saying? But if you talk about the benefit, if you get into this car. The ladies are gonna chase you. You're gonna feel like a billion dollars. This is only one car out of ten cars that we made. That's a whole different ball game. That's the perception of value. When somebody walks around with a Louis Vuitton bag, that's a perception of value, status. Do you get it? The bag is crap. Do you see what China is doing? China is selling the bag for five dollars. Same place that makes the Louis Vuitton bag. When the tariffs happen, people are like, oh my God, Chanel, Louis Vuitton, whatever, the factories coming out. They're like, listen, this is where they're making it. It's made in Italy? No, it's assembled in Italy. We made it. But legally, they're allowed to say made in Italy if it's assembled in Italy, if they add a little tag in Italy and they assemble it because they added a tag. They kissed it. It's made in China, okay? And it's not even leather; it's pleather. But it has a Louis Vuitton logo on it. So now it's worth two thousand, seven thousand, eight thousand dollars. Perception of value. Perception of value. Is a watch worth fifty thousand dollars? I'm not wearing any watches. But a watch is a watch worth. Some people believe it is because of the way they feel when somebody looks at them be like, "Ooh, look at that! Is that a Patek Philippe?" Is that a Vacheron Constantin? Is that a Corum? Wow, look at the movement on that hand. And they get all like sweaty. I don't do that. I helped a watch company create $5 million a year in recurring revenue through SEO. That's how I even know these brand names, 'cause I knew the keywords that needed to rank. But I'm not a watch guy. If I was a watch guy, I'd be wearing watches. You know what I am? I'm a deliver value guy to you guys. That's what I am. I'm a I'm a get the highest end microphone type of guy. You know what I mean? That's what I am. I want the best mic. Have you guys ever seen this mic before? It's the best mic. It's been around for many many years. It's the best mic. It's so good you can't even plug it into your computer. You need a separate $700 device to plug the $700 mic into the $700 device to plug into your $5,000 computer. You get what I'm saying? That's what I splurge on. Perception is reality. The key is not as much to offer value, it's to give the perception of value because people buy based on perception. All right. I want to stop there. I want to stop there. I want to know what you guys got out of this. There's so much more we can give. There's the value delivery. There's the logical versus psychological. There's divergent thinking versus convergent thinking. There's so much. There's so much I can do, but I want to pause here. I want to stop here because if I give you too much, you're not going to be able to capture it. And we're also at time. So I want to do this more often. I want to do this on a regular basis. Where you guys are talking about stuff. Oh, looks like John got his offer. Congratulations. We're gonna go deep for four for like six hours.