Great book with a lot of fantastic advice about how to think about how you make offers and creat products

Grow via more customers, increase avg purchase value, get them to buy more times
Make your offer value driven rather than a thing available in many places thus comparable by price rather than a category of its own
Normal market at least but ideally a starving market built on appeal to health, wealth or relationship
Consider pain, purchasing power, easy to target and growing when choosing a market
Starving Crowd (market) > Offer Strength > Persuasion Skills
Commit to a Niche (don't change all the time) (also you can charge exponentially more the more specific you are because the amount of people who offer generic are high but specific is scarce)
Increase the value they're getting relative to price but never lower price (terrible decision usually) raise our prices only after we have sufficiently increased our value
For price to go up increase your clients emotional investment, preceived value, results, revenue for fulfillment per customer and decrease emandingeness, for your business changes for price to go up incrase, profit, perceived value of self, peerception of impact (restulst), service levels, sales team conviction
Be so much higher the customer thinks their has to be something special going on and the sting of the cost will make them pay attention
If you offer a service where a cusomter must do something in order to achieve a result get them invested first
You Product Must Deliver
We are able to charge a premium because we provided more value than anyone else in the industry. Really we're still charging a fraction of what our cients made using our system, this is important the client still got a great deal
(dream outcome * perceived likelihood of achievement) / (time delay * effort and sacrifice) = value
of above, increase the first 2 and decrease the second 2 for a win in your process (don't have to be the best at all of them but just quite good at a few)
Perception is reality so if you can make a process that feels different in terms of time delay or sacrifice thats basically as good as just improving it tbh
Try and talk in terms of increasing their status (wen writing copy you can make it more powerful by talking in terms of how other people will perceive the prospect's achievement)
For lowering time delay, add milestones and get them some fast wins (asap ideally) to gain emotional momentum and confirmation you aren't full of sh*t, the faster and more clearly you can demonstrate benefits the more valuable your service is
Fast Beats Free
Sacrifices can be both tangibe and intangible -> think exercise and eating vs liposuction or meditation vs Xanax (in terms of the value equation)
Free Goodwill
Ideally use a divergent thought process, many answers to a single problem
Steps to grand slam offer -> identify dream outcome -> list all problem make a few solutions for every possible problem, such that any client who's worried about some edge case they fall into will know you got them covered
Generate customers and get demand rolling then add friction with marketing or decide to offer less for the same price
You may not even have to change your offer but just end up creating systems that create the same value for the customer but cost significanty less resources
Excel sheet program that when inputing a person profile, spit out all the exercise plan stuff and meals and ingredients as an example of above 1 (100 hours up front but largely automates a process )
1 to many solutions are usually like above
Deliver Cube: for brain storming ways to solve problems: Think across all these dimensions. Number of clients at a time (1 on 1, small group, 1 to many), consumption (audio, video, live, written), Do it your self, do it with them, do it for them, speed and convenience (24/7, 9 - 5, M-F), support (via text, email, call, video chat, phone call), (if I have 10x the money to produce or 1/10 the money to produce how would I change the product to sell it still)
Scarcity: Ideally you are solving a very unique problem thats a real big deal to the person at hand and as a reulst you're the only option and you can charge a bunch of money
Scarcity: Publically share you are only giving away X amount of products or can only handle Y new clients
Scarcity: Fear of loss in stronger than desire for gain
Scarcity: 3 types, limited supply of seats/slots: in general or over X period of time, Limited Supply of Bonuses, Never available again
Scarcity: You should always sell out (keep open less spots than you think you can sell), keep pent up demand, also let everyone know you sold out
Scarcity: Services, total business cap - only accepting X Clients, Growth Rate Cap - Only accepting X clients per week, Cohort Cap - Only accepting X clients per class or cohort
Scarcity: You can sell very limited 1 on 1 access and set the price extremely high
Urgency: Only limit when people can sign up rather than how many
Urgency: Rolling Cohorts, Rolling Seasonal Urgency, Promotional or Pricing, Exploding Opportunity
Bonuses: A single offer is less valuable than the same offer broken into its component parts and stacked as bonuses.
Bonuses: The reason this works is we're increasing the price to value discrepancy by increasing the value delivered instead of cutting the rpice. We anchor the price by telling them the core offer. Then with each inscreasingly valuable bonus, the discrepancy grows wider
Bonuses: Add bonuses rather than discounts (discounts show the prices is negotiable which is always bad)
Bonuses: If they say yes, then after they sing up let them know the additional bonuses they're going to get, if they say no, present a bonus that matches the perceived obstacle and then ask again, just agree and add the bonus until they say yes, reciprocity is a bitch
Bonuses: Tell them, how the bonus related to their issues, what it is, how you discovered it or what you had to do to create it, how it will specifically simrpvoed their lives or make their experince better (MORE STEPS ON 119)
Bonuses: Create checklists, tools, swipe files, scripts, templates and use those as bonuses. Also record all your seminars, lessons, interviews and also use those as bonuses as well
Gaurantees: Mitigates risk on the buyers part
Gaurantees: 4 types, unconditional (money back any time), conditional (terms and conditions then gaurantee), anti-gaurantee (all sales are final), implied gaurantee (performance based offer)
Gaurantees: If you do not get X result in Y period of time, we will Z
Gaurantees: No Questions asked refund gaurantee
Gaurantees: Double or Tripple their money back or a no strings attackhed payment of $X
Gaurantees: I'll keep working free of charge until X is achieved
Gaurantees: Give a long period of access free of charge
Gaurantees: Give them back what they paid but in credit towards another of your products
Gaurantees: Work one on one free of charge until they achieve X
Gaurantees: If you do't receive value, we'll reimburse your poduct and your hotel and airfare
Gaurantees: You offer to pay their hourly rate if they don't find the time valuble (Ask for their tax return if they do ask for payment)
Gaurantees: Out of the contract free of charge
Gaurantees: You won't bill them again until they make their first outcome
Gaurantees: All sales are final (but must have a good reason, like our proprietary design and knowledge system is valuble and cannot be taken back once shown to you)
Gaurantees: Implied, performance, revshare, profit share, ratches (10% if over x 20% if over y etc), bonuses/triggers: I get X when Y occurs
Naming: You can rename to refresh it without actually changing the offer at all
Naming: Make it a magnetic reason (Free, 88% off, Summer back to school, New Management, Grand opening, Anniversary), announce the avatar (Rolling Hills Moms, Salon Owners), give them a goal (Pain Free, Celerbrity Smile, Never Out Of Breath), indicate a timer interval (AA Minutes, BB Hours, CC Day, DD Weeks), complete with a container word (Challenge, Blueprint, Bootcamp, Intensive, Incubator, Mastercass, Program, Detox, Experience, Acelerator, Fast Track)
Naming: Use Rhyming or Alliteration
Naming: When a Offer Fatigues, change creative (imagery), body and copy, headline wrapper, duration, enhancer, monetization structure

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$100M Offers

Alex Hormozi