Free Videos: https://www.acquisition.com/training/offers

• Start Here

  • The offer is going to be the #1 driver of success of any campaign
    • The Goal is to de-commoditize the offer "Category of one"
      • This forces customers to make a value based decision instead of a price based decision
        • More Leads more sales at higher prices
  • "We don't need to change what we are doing
    • We need to change how we present what we are doing"
  • B2B Agency Example"
    • 1500 a month -> Pay me once then only pay me when someone shows up

• Picking markets: "Starving Crowd"

  • How to Pick the right market
    • 1. Three levers of success
    • 2. Four variables when picking a market
    • 3. Three main markets - Find your submarket
    • 4. Riches are in the Niches
      • Three Levers of Success (+ neutral or bad)
        • Market > Offer > Persuasion
        • Market
          • Toilet Paper in covid
            • gonna sell out no matter what
        • Offer
        • Persuasion
      • Four Variables
        • 1. Pain
        • 2. Purchasing Power
        • 3. Easy to Target
        • 4. Growing
      • Three Main Markets
        • Health
        • Wealth
        • Relationships
          • B2B vs B2C
            • to business
            • or to consumer
              • So that they can X
      • Your Goal
        • I help a unique avatar solve a specific problem in a unique way that reverses their biggest objection.
      • Riches are in the Niches
        • Time Management $19
        • Time Management for sales professionals $99
        • Time Management fr Outbound B2B Sales $499
        • Time Management for Outbound B2B Power tools & Gardening Sales Reps $1997
          • Same product 100x Price
  • The Goal of Great Writing is for the reader to understand
  • The Goal of great copy is for the prospect to feel understood
    • “If you can explain somebody's problem better than they can, they will automatically attribute you as having the solution.” — Wyatt Woodsmall

• Charge It's Worth (Pricing & Value)

  • Your offer may not be converting because you are charging the wrong price.
  • Here's how to pick the right price
    • 1. Price to Value Discrepancy (up value)
    • 2. Virtuous Cycle of Price
    • 3. High Prices = High Value
      • Price to Value Discrepancy
        • Graph
        • People will continue to buy from you as long as value stays above price
        • The moment value dips below price they will stop buying
        • Two ways to change the balance
          • Lower price (bad)
          • Raise Value (good)
            • You can only go down to zero but you can go infinitely high in the other direction
            • Selling dollars at a discount
              • per dollar they get more
      • Virtuous cycle of price
        • Don't price for market efficiency
          • Increase your price effect on your clients
            • Emotional investment (up)
            • Percieved value (up)
            • Results (up)
            • Demandingness (down)
            • Revenue for fulfilment for customer (up)
          • Increase your price effect on your business
            • Profit (up)
            • Percieved value of self (up)
            • Perception of impact (up)
            • Service levels (up)
            • Sales Team conviction (up)
      • High Price = Hige Value
        • Same wine in
          • High price
          • Medium Price
          • Low Price
            • People reported the expensive wine tastes better
            • Charging higher prices makes your product better
    • Goal: Be so much more expensive that a consumer must pause and think "This cannot be the same category of solution as everyone else thereby making you a category of one
      • Note: If you have something where a client most do something to be a successufl, the more invested they are the more likely they'll follow through
      • Increasing the quality of your prospects increases the qualty of your product

• The Value Equation

• Offer Creation pt 1

• Offer Creation pt. 2