The Exact Offer That Helped Me Scale to $900k Per Month

Hey there. If you've never watched one of my videos before, my name is Matthew Larson, and I am the founder of 1000X Leads. This video will be a very casual one, and you're just gonna watch me create an irresistible offer for my business in real time as I go through it. So this is like, there's a lot of videos on the Internet. You know, you got to do X, Y, and Z. Here's what you should do. But until you really see someone do it, how it actually is very awkward and there's long pauses and, you know, a lot of edits and stuff. You know, you don't really understand the full thing. So that's the point of this video. I'm going to create an irresistible offer for my business. I'm going to show you exactly how to do it and how to actually iron it out and think of it. And I'm also going to show you why this doesn't work for a lot of people. So let's get right into it, shall we? So let me see if I can zoom in a little bit on my screen here. I'm gonna just check. Try to. Should be good there. But here is what you need to think about when you're creating an offer. So your offer either needs to do one of two things. It needs to make them more money or save them time. In a B2B sense, every motivation, every reason, every thing that someone would buy are pretty much go back to one of these two things. The next one is your offer needs to be either measurable, and if it's not measurable based on actual hard fact and data, it has to have a tangible result. You have to think about the five types of risk, and most people only ever consider the first one. There's actually five main types of risk. The first one is a financial risk that comes from paying your fee. So if you paid me $5,000 to run your Facebook ads and I screwed it up, you know, you lost that $5,000. That's where all of these or you don't pay guarantees come up. And the problem with those is that's only one fifth of or one out of five types of risk. And the fee is usually the least important type of risk. So not only does it not automatically make your offer good as a lot of beginners and let's go, less intelligent people try to think, but it also makes you look very amateur to be bigger businesses. Because just the fact that that's your whole offer kind of implies that you don't understand the other parts that actually exist here. So we're going to go over that financial risk. One, your fee. The financial risk that comes with you screwing it all up and, you know, ruining it. The time and effort risk that comes up with you screwing it up and them having to fix it. The reputation risk that comes with them screwing or you screwing it up. And this is more prevalent as you get to bigger businesses. But you know, if you're dealing with a bigger company and someone hires you and you screw it up, they're at real risk of losing their job. If it's even a small business owner is going to look stupid in front of their employees and peers. If you're getting into the big public companies, you know the CEO could be fired by shareholders if you screwed it up enough. And then ego risk comes with trying something and failing. The next thing you're going to think about is this productized, is this able to be delivered at $250 per hour or more and is this done in seven days or less? Which is more of a nice to have, but you'll see all of it here. So we really want to distinguish between the intro offer and a recurring service because most people don't have an intro offer at all and they just have a recurring service. So intro offer is what you want, is your irresistible offer. Recurring service is something like, you know, e commerce, email marketing, where you manage their campaigns and stuff and you know, etc. The thing that we need to distinguish and we need to use the different words offer, verse, service, keeping the words separate keeps these as separate concepts in your mind. They are not the same thing, although most people view them as such. That is why referring to everything as an offer is actually very harmful to you. Words do matter, and we're not being snowflakes here, but it does matter. The very important thing to realize is it is not possible to make a great offer with your recurring service. We'll repeat it again. It is not possible to make a great offer with your recurring service. The reason for this is because it is not possible to completely minimize all five types of risk. You can do some of these other stuff. You cannot minimize all five types of risk with a main recurring core service. And I'll show you that after you can minimize or completely eliminate all five types of risk with an intro offer, then you, you, well, we'll go with you will get them in the door with your intro offer and then upsell them to your main recurring service. After you do a good job. You get the best of both worlds. It is Easy to sell and you still get the full value of the recurring revenue. So let's go into. Because we need an example here. So I'm going to do an example that I actually did at my old agency. So my offers, intro offer, landing pages or well we should go. My old agency rather target market, E commerce stores, you know, shopify mostly intro offer landing pages one time project to help their paid ads get a higher conversion rate. And then we're going to go main recurring service. Sitewide CRO which stands for conversion rate optimization to help increase the conversion rate of their entire site. So let's go through this. It is simply not possible for there to be no risk with handing over their entire site and me making a lot of changes that you know, their entire brand, their entire site goes to. It's just not going to be possible. Right. Very, very important. And to deny that is to deny reality. So we have to have a better intro offer. So here's what I did and this is how I grew my agency to 900k per month very quickly. So intro offer landing pages. So the purpose, you know, let's go through actually let's go back, let's go to this offer checklist here. So the purpose and this is how you would design your offer. Very like this is actually how I would design offers. So let's say I didn't actually do this and I'm making a landing page offer for my business. You know, this makes them more money. If my landing page converts at a higher percentage than their current page, they will get more purchases for the same ad spend. So that makes more money. Very, very simple there. So there is a measurable result. You can look at conversion rate metrics, average order value metrics, revenue per session metrics, all in Google Analytics, AB testing software and more. There are concrete provable results. So let's go to the rest here because I kind of want to do the types of risk after because that's going to be the bulk of creating a great offer. So productized I had many different landing page templates. There are three types of landing pages in E Commerce. There are sales pages, listicles and advertorials. I had tons of templates for each. When I got a new client I would simply duplicate, simplify, simply duplicate the landing page template I wanted to use. Get their photos and assets from the client in a Google Drive and have a copywriter fill in the page. This is much more productized and systematic than creating every single landing page from scratch. So let's go here. Oops. The value and importance of a productized service is you have better margins, all your systems are centered around it, all your employee training is centered around it. You will get better and better client results as you practice and refine it. And all your marketing can be centered around it. So that's why it's so important for it to be productized. I sold my landing pages for 2500 for one or $5000 for three. It costed me different amounts at different times, but it was always less than $500 per page. And different amounts of different times kind of means like depending on who was working at them, depending on what stage I was at in my business. Because you know, at the start I had to hire less qualified people. And then as I could afford better people that costed more and then I had, you know, HR costs, you know, non revenue producing role costs like finance, you know, softwares, like usual stuff. This meant that I was delivering it at much more than $250 per hour. The more the better. The reason you want to deliver it at $250 per hour or more to have an amazing offer is because you honestly need to. It's not an, it's not like an option. As you grow, you will have increased customer acquisition costs. You, you will have to give employees benefits, et cetera. You will have non revenue producing roles like finance, hr, you know, that kind of stuff. You will have taxes, you will have labor costs. After all of these things are paid, there won't be much left over if you charge less than $250 per hour. That's just the truth of it. However, if you do charge 250 plus per hour, all of your fixed costs and expenses are covered and then your main recurring service becomes very, very profitable. So that's like why right? Then in seven days or less, the main reasons you want to do this are faster results means a better service. If you could, you know, for weight loss, if the second they swipe their credit card they lost 50 pounds, that's more valuable or more desirable than if you swiped your credit card and they had to die in an exercise for two years. Right? The secondary reason is that you want this intro offer to be basically over as quickly as possible because then you can try to upsell them your main service quicker. If you finish it in seven days, you can probably upsell your main service in day 21, day 30, as opposed to if it takes you two months, then you're waiting months and months to try to upsell them. So that's like why this is more of a, you know, nice to have rather than essential. But for those reasons, like that is why you would want to do it in seven days or less. The first draft of my landing pages were always done within seven days. Then there were changes, etc. 95% of clients got their landing page on, or we'll call live within 14 days of payment. So that's what I did, really. So it's kind of easy to understand. So landing pages, the reason why someone would buy it in this context is because it makes them more money. If it lowers their customer acquisition costs for their paid ads, they'll make, they'll get more sales for the same ad spend, or they can dial back the ad spend to make the same amount of money, or they can scale their ads up even higher. Right? For measurable or tangible results, like landing pages are measurable. It's very data driven, analytical, you know, what is your conversion rate before, what is your conversion rate after? It's pretty much as measurable as you can get. I'm going to go through the five types of risk on their own. But this offer is productized. You have templates. There's three different types of landing pages. You have few templates for each. You get the color, like the hex codes, you get the images, the videos, the guidelines from the client, you put them in. Your copywriters write the content you get, you submit it to them, you get feedback, et cetera. Having it productized will lead to better efficiency. And by productized, what I mean is it's not custom. For everything you know, productized is they pay 2500, they get a landing page. There's no, oh my God, let me send you a quote or a proposal or I need to know more. It's just that simple. They pay X, they get Y. So in this case, it was delivered at $250 per hour. More is very important if you want to scale. One of the first things my first mentor taught me, I never questioned it and I still haven't really, but makes perfect logical sense. $250 per hour will leave you a lot of time for ads, for customer acquisition costs, for benefits, for non revenue producing roles like finance and hr. As you grow, it's enough to pay your taxes, your labor costs. If you charge less than this, like your margins are going to be so thin, there's going to be no money left over. And we want money left over, right? So if we do charge this $250 per hour, we'll have all of these costs kind of paid for by our intro offer. So then our main recurring service becomes very profitable. When you just have a main recurring service, you have to pay all of this stuff from that and more because you still have to have more labor for your recurring service. So it's very, very important to do it at $250 per hour. And then the seven days or less is nice to have, but the faster you get it done, the more valuable it is and the faster you can try to upsell them. So let's go. And because this is what really makes a great offer here. So the five types of risk, and this is where a great offer is separated from, you know, a bad offer or no offer. Because you could do all of this other stuff and this. It's important, right? But if you don't have all of this other stuff or if you have all this other stuff but you haven't completely eliminated the five types of risk, it doesn't matter. And that's where. That's the important thing. So what we are doing when we create an offer, what we are really trying to do is to maximize the distance between risk and potential, reward and potential. We're just going to keep this. Potential is a very important keyword because it is not guaranteed at all from the buyer point of view. So we're going to. Like I said before, when language matters, this is a situation where language matters. Because if we just say reward, that implies that, you know, it's guaranteed. And that will restrict our thinking from putting ourselves in our buyer's point of view because it's anything but guaranteed. If we used an arbitrary. Well, not going to put. If we gave risk and potential reward a number on a scale of 1 to 100, we would want risk to be 0 and potential reward to be 100. That would be an ideal scenario. You know, this is never going to happen. In reality, there's pretty much no such thing. That's a guarantee with no risk. Right. The important thing to remember is that it is the discrepancy that is important. It is far superior to have a level 50 potential reward with a level 10 risk than it is to have a level 100 potential reward with a level 90 risk. And that's something, in my opinion, that's so important to understand because not everything needs to completely revolutionize their business or their personal life. Like it's. Some people just want some, like having a great offer that's gonna get them a little reward for almost no risk is good. Like you don't need to. I'm going to double your business. Like okay, very nice. The reason we need to have an intro offer is because we simply cannot sufficiently minimize the risk with our main recurring service. They have to trust us too much for it to be possible. Sorry about that. So let's go to the five types of risk because it is possible to completely minimize, slash eliminate all of these types of risk with an intro offer. That is the point of an intro offer and why it is so easy to sell a good intro offer. Kind of repeating ourselves here with intro offer. But you know, that is why it's so much easier to sell the intro offer than the recurring service because there's so much less risk. So let's do these one at a time and we'll do designing for this landing page offer. For this landing page offer, here is what I would do to eliminate this type of risk. What I'm going to do here is go financial screwing it up. Oops, having a little typing problems here. It seems time and effort screwing it up. Like basically undoing what you screwed up. Reputation screwing up it up and then ego trying and failing. And then we're going to do the full offer summary, wrap up the video. So I'm just going to copy and paste these right here and this is like what you do if you are creating a great offer too. Like this is the thinking behind it. So for the here's what I do to completely eliminate this type of risk. I would have a guarantee. So this type of guarantee is going to be similar to the type of guarantee you see and are annoyed by all over the Internet that goes like this. I my landing page will outperform yours by at least 10% in a 30 day AB test. We're going to put your current page or I will give you a full refund. I will sign a legally binding contract that says this with no BS or funny business or hidden terms and conditions. It's a very strong guarantee as opposed to my landing page will be yours or you don't pay. You know, very important. So here is the difference. Like the financial ramifications that come up with you screwing it up. Like if you really screwed up. If I was doing CRO for an E Commerce brand and I really screwed it up and made their website worse. For example, let's say you know the goal is to make the conversion rate better. But if I was working on their site and instead of making it better let's say they were doing a million dollars or $10 million per year just for a random number or a random round easy number. And I instead of making their conversion rate better, I made it 10% worse. This is costing them a million dollars a year because I screwed it up. And this is what a lot of people don't take into consideration at all. And that's why they don't make any sales. They just say, I'm going to give you my your feedback. I charged 8k per month for CRO, but you know, if I screwed them over and lost them a million dollars a year, my 8k is meaningless. And this is why people are not making sales with their stupid you don't pay guarantee. So the offer or the landing page is separate from the main site and the only traffic it gets is from the paid ads. If we run paid ads to it and it doesn't perform better, we can simply shut the them off. In the AB test, we will start it out with 90% of the traffic going to the original and 10% of the traffic going to my page. This will minimize the downside risk in case my page performs worse. Once my page is proven to convert at a similar or better pace, then we will split the traffic 50% each and finish the A B test. This way there is almost no financial risk involved. So you got to think if they're spending, if they're a big store, they're spending, let's say 5k a day on ads and your stuff is getting 50% of the traffic. And so that's like 2,500 and it performs 20% worse or something that's also costing them $500 per day. So just because it's not the full site doesn't necessarily mean I'm home free. I still have to address this somehow. Time and effort risk for this landing page offer. Here's what I would do to eliminate this. If the landing page doesn't work or convert better than the original, we will turn the ads off. All it takes is one click. So compare that to the site wide CRO. They got a in the site wide CRO. They got to find out what's going on, kick me out. They got to, you know, get all of the assets and processes and stuff. I did like review all the tests, get someone else to do it. But in this intro offer, if it's not better, they can click one button and turn the ads off and it's all good. Let's go here. If the landing page doesn't work or convert better than the original, we will turn the ads off. All it takes is one click. Again, this is not the case on sitewide Croatia. If someone at a big E commerce company hired me and I screwed it all up, they're at a big risk of losing their job or if they're a public company or they have investors, their CEO is at a big risk of, you know, them losing confidence in them. Even if they are a small business, they're going to look stupid in front of their employees. Not a good thing. You know, reputation risk is a very real thing and it becomes more and more important as you get up in the business size or the market. So time and effort, risk. If it doesn't work, this is just an experiment, they can turn it off. I would frame it as just an experiment to try or a test to run. If the landing page doesn't convert better than the original, we'll turn the ads off. All it takes is one click. It is just a test. If it doesn't work, no harm, no foul, they will get a full refund so that so they don't even risk their reputation by losing money and it failing. No, no harm, no foul. As opposed to the CRO test. They lose money, they're going to lose tons of money for the company if I screw it up, they're going to risk their reputation, all of that kind of stuff and then ego risk, trying and failing. So ego risk is like even if they just blame it on you like Matt was an idiot deep down they start to question is it because of me, is it because of my business, is it because of my product, all that kind of stuff. And this is where self limiting beliefs start. So we have to do it, we have to take care of this during the whole process. I would frame it as just an experiment or test to run here the same thing like this is where really thinking about it, you'll find that if you really think about it and you really create a good offer, you solve all of them the same way. That's kind of like a little check to run. If the offer is really good, you, you know all of these are going to be solved pretty much by doing one thing. This means there will no not be any hard feelings if it doesn't work. It was just a test, no reason to get upset. They got their money back. Everyone can just move on. Very important. So this is the kind of stuff that you cannot do in your intro offer or your recurring service. The only thing you can try to do when you're recurring service is you can give them a money back guarantee but it doesn't matter because the other ones are still there. There's always Going to be a huge chance that you screwed it up. And the financial ramifications that come up with that, whether that be lost revenue or whatever, there's always going to be a time and effort risk with having to fix whatever you screwed up. And sometimes you can't fix it. That's even better. So this is a major hurdle to your recurring service and to some degree, case studies and proven results and stuff, you know, kind of minimize this. But it'll never be zero to the point where you just can be like me and sell like 200 of these per month because there's no risk and only potential reward. Reputation risk like all of these can be somewhat negated or reduced by, you know, having a great reputation. But most people don't have a great reputation. So we're making it for the people who don't. If you have a great reputation and thousands of client results, like you probably don't even need to watch this video. Like this is for people who need it. So let's go, you know, review quickly. So I'm gonna go and copy and paste this. So we got, we got all of this kind of stuff. Full offer summary. I will create you a landing page for $2,500 that will. I'm gonna stop that. I will create you a landing page, landing page for your ads that will beat your current page by at least 10% in a 30 day A B test. Or I will give you a full refund to minimize the downside in the case that my page performs worse during the AB test. We will start out by splitting the traffic 90% to your current page and 10% to mine. Once it proves that it converts similar or better, we will then change the Traffic split to 5050. If it doesn't work, a few things will happen. We will just turn off the ads, no debriefing or changes required. We will give you a full refund, no financial risk, and we will all move on with our lives. It was just an experiment. No harm, no foul. No foul, no hard feelings. So consider this the offer versus I will do CRO for you or you don't pay. Like really, that's pretty much the what we're comparing this to. So in this there is reward. They're gonna get a 10% better result. They're gonna make 10% more money. And this is measurable. They are going to have pretty much zero risk because they're gonna, it's gonna get their money back. They're just gonna turn it off if it doesn't work. And the downside is capped. It is productized. I can Deliver this at $250 per hour within 7 days and they can go. So this is an example of how you would create a great offer. This will be done within seven business days of payment. This is an example of a great offer versus what most people do. Most people's mistake. They don't understand there's other types of risk and they don't have an intro offer. They try to apply all this stuff to something that it cannot be applied to, which is the recurring service. So I hope this video was helpful. This is all stuff that we teach you inside a thousand x leads. So like comment and subscribe and I will see you in the next one.