How to Make an Offer Customers Can’t Compare — Transcript

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1. 0:00Many people still have terrible offers
2. 0:02and or terrible lead magnets.
3. 0:04So, I'm going to cover kind of like the
4. 0:05common troubleshooting that I go into
5. 0:08with people who have bad offers, bad
6. 0:10lead magnets, or both.
7. 0:12All right. So, let's just focus on the
8. 0:13offer side.
9. 0:15I forgot to put the little thing so that
10. 0:17it comes one at a time, so I apologize.
11. 0:19So, these are these are all popping up
12. 0:21at once, okay?
13. 0:22So, let's imagine
14. 0:25that and this is actually probably the
15. 0:26most common thing. Like, this is
16. 0:28especially true with home services, but
17. 0:31if you are in an industry where it's
18. 0:32very difficult for other people to
19. 0:33compare your offer or very easy for
20. 0:35people to compare your offer to someone
21. 0:36else's, you need to win on one of these
22. 0:38three vectors. You need either be faster
23. 0:40than somebody else, you need to be less
24. 0:42risky than somebody else, or you need to
25. 0:43be easier.
26. 0:44Or multiple. But, you have to, from a
27. 0:46strategy perspective, you want to focus
28. 0:48on at least one of those three things.
29. 0:50And so, whether you're doing kitchen
30. 0:51remodeling, you're doing roofing, you're
31. 0:52doing concrete, it doesn't matter.
32. 0:55There's always a way to be faster,
33. 0:57there's always a reason to be to less to
34. 0:58be less risky, there's always a way to
35. 1:00make it easier for the customer. I
36. 1:01promise you there's always a way. Now,
37. 1:03then you might think, "Oh, but I can't
38. 1:05afford to do that." No That's why
39. 1:08you raise your prices to reflect this
40. 1:10premium because you're no longer
41. 1:11commoditized product.
42. 1:13And guess what? People will pay for it.
43. 1:17So, what I would encourage you to think
44. 1:18about your offer is, what would it take
45. 1:22for me to get this outcome for a
46. 1:24customer in 1/3 the time?
47. 1:27Like, actually answer that question.
48. 1:30This is why it's good to do this with
49. 1:31your teams. Like, what would it really
50. 1:33take? So, rather than saying we can't do
51. 1:34it or we can't afford to do it, answer
52. 1:37the damn question. What would it take?
53. 1:40Now, if it would take paying contractors
54. 1:4350% more to get them to do same day next
55. 1:45day responses for you, fine. Then, the
56. 1:48next question is, can we sell that to
57. 1:51customers? Now, if the answer is yes,
58. 1:54then ding ding ding, we have a winner.
59. 1:56Now, if the answer is no, then we just
60. 1:57go up market to rich people who
61. 1:59absolutely value speed, risk, and ease.
62. 2:03So,
63. 2:04if you need to improve the offer, one of
64. 2:05the first places I look is speed. Right?
65. 2:08What would it, you know, what would what
66. 2:10would it take for us to get to get it
67. 2:11all done in 1/3 of the time?
68. 2:13So,
69. 2:14I know, we're getting X-rated. Did I
70. 2:16talk about this? This is This is going
71. 2:17to be my launch of only Alex. I didn't I
72. 2:19didn't I didn't tell you guys that?
73. 2:21>> [snorts]
74. 2:22>> The next one is is risk, right? So, can
75. 2:26we ensure
76. 2:27the biggest fear, or can we guarantee
77. 2:29against it? So, you can think about this
78. 2:31from a warranty's perspective, you can
79. 2:33think about it from a guarantee's
80. 2:34perspective, or one of my personal
81. 2:35favorites, cuz this is something that
82. 2:36I've implemented with plenty of
83. 2:37businesses, is you actually just get an
84. 2:40insurance policy on whatever their
85. 2:42biggest fear is, and then you say,
86. 2:44"Don't worry, we cover damages up to X
87. 2:48because we already have insurance for
88. 2:49it."
89. 2:51And you include that
90. 2:53into your cost, which typically is not
91. 2:55nearly as expensive as you think
92. 2:56as you think it would be.
93. 2:58So, that's the second vector that you
94. 3:00can consider from a from a from an
95. 3:01offer's angle.
96. 3:03And yes, I'll be here all night, and I
97. 3:05I've got even less underneath. Calm
98. 3:07down. Uh
99. 3:09So, the third
100. 3:11uh is ease. And so, the way to think
101. 3:13about ease is
102. 3:14how much can we kind of prepare the way
103. 3:16for the customer ahead of time? Like,
104. 3:18how can we prepare for them? Is there
105. 3:20anything we can do in the intake? Is
106. 3:21there anything we can do in the
107. 3:22onboarding? Can we do any kind of this
108. 3:23prep ahead of time so we can do pre-work
109. 3:25for them, so we can make their
110. 3:27experience that much more seamless? And
111. 3:28what's crazy is that so few businesses
112. 3:30think this way or do it that customers
113. 3:32will almost always appreciate and
114. 3:35recognize it when you do it in your
115. 3:36business. Right? Like, this is this is a
116. 3:38this is a a soft toss, but for those of
117. 3:40you who have been out to L1
118. 3:42um or L3 or L2 for for in-person, many
119. 3:46of you can probably say like, "We take a
120. 3:47huge amount of care in making this an
121. 3:49exceptional experience for everyone, and
122. 3:50try to bring in as many of these tiny
123. 3:52little details as we possibly can.
124. 3:54Um so, like when people know your name
125. 3:55when you walk in, they know about your
126. 3:56business. Like, all that stuff takes
127. 3:58work on our side so we can make it a a
128. 4:00delightful experience for you.
129. 4:03And so, when we're thinking about the
130. 4:05offer, like, I think about these value
131. 4:07vectors because these are the things
132. 4:08that are really going to drive the
133. 4:09business. And right now, if you're like,
134. 4:11I'm suffering because I'm a commodity,
135. 4:12this is how you solve it.
136. 4:14Now,
137. 4:15the fourth one here is now introduced
138. 4:16because we have Money Models book out,
139. 4:19but you can always just wrap what you
140. 4:20currently have in giveaways when your
141. 4:22money back decoy pay pay less now pay
142. 4:24more later buy X get Y free. So, you can
143. 4:26immediately take whatever it is that
144. 4:27you're selling, and you're like, man, if
145. 4:28I could just get cheaper leads,
146. 4:31then do one of the attraction offer
147. 4:32mechanisms.
148. 4:33Do a giveaway. Do a kitchen remodel
149. 4:35giveaway. And I promise you, guess what?
150. 4:37You call everybody else uh who's in
151. 4:39second place
152. 4:40uh so, who who who didn't win the grand
153. 4:42prize and offer them a second place
154. 4:43prize. Offer them a participation
155. 4:45trophy. Hey, here's second place, by the
156. 4:47way, it's $2,000 discount on your
157. 4:48kitchen.
158. 4:50You won. Congrats.
159. 4:52Right?
160. 4:53And if something that's more
161. 4:54service-based where they have to do
162. 4:55stuff, win your money back works
163. 4:56awesome. If you have a more
164. 4:57transactional style business, decoy
165. 4:59works great.
166. 5:00Uh buy X get Y free works in so many
167. 5:02different versions of this. The key with
168. 5:04buy X get Y free, by the way, guys, is
169. 5:05you want to give away more free than
170. 5:07someone pays for, and you just adjust
171. 5:09the price accordingly. So, let's say
172. 5:11instead of uh let's say it's $100 a
173. 5:12month for 12 months, it'd be 1,200
174. 5:14bucks. What you do is you'd be like, buy
175. 5:15six get six, or buy four get eight.
176. 5:19That's like a crazy deal, but you just
177. 5:21make the four $300 each.
178. 5:24Just big tip.
179. 5:25Um and you know, check with the legal
180. 5:28people in your area, all that stuff.
181. 5:30Okay, great.
182. 5:32Advertising laws differ by by county and
183. 5:33region, and so, check with your attorney
184. 5:35to make sure that things are advertising
185. 5:37compliant. But, these are the things
186. 5:39that I would do up front to improve my
187. 5:41offer.
188. 5:42Now,
189. 5:43this one is super common, and let me see
190. 5:45if I include this in my examples. Yeah,
191. 5:47well
192. 5:48before I do. Okay.
193. 5:50>> [snorts]
194. 5:52>> We have a relatively large brand, right?
195. 5:54And you might think, oh,
196. 5:57uh if I
197. 5:59if I had Alex's brand, then I would be
198. 6:00able to say like, hey, just give me
199. 6:02money.
200. 6:03Doesn't really work that way.
201. 6:04And so you might find this interesting.
202. 6:07Uh we run ads for our workshops, right?
203. 6:09That way if you're in Vegas.
204. 6:10And we also run ads to the scaling road
205. 6:13map, which is a lead magnet that I made.
206. 6:16Now, here's what's really interesting.
207. 6:18The direct to workshop ads have higher
208. 6:22ROAS
209. 6:23up front. Which sounds kind of obvious.
210. 6:26Oh, when people come, say yes, I would
211. 6:29like to buy a workshop, and then we
212. 6:30offer them a workshop, more of them buy
213. 6:31it.
214. 6:32Duh.
215. 6:33But what's more interesting to me is
216. 6:35that the scaling road map has higher
217. 6:37ROAS overall.
218. 6:39Ah.
219. 6:40When you expand out the time horizon.
220. 6:44And, and this is the part that people
221. 6:45miss, and it scales better.
222. 6:49So,
223. 6:50workshop is a very direct call to
224. 6:52action. And if I if I if I made my whole
225. 6:55business about saying, hey, come to a
226. 6:56workshop, it would be tough because I'm
227. 6:59only going to be offering the people
228. 7:00with absolute warmest in my audience,
229. 7:01right? And so,
230. 7:03you guys, if you hopefully you went
231. 7:05through the hooks and uh hooks playbook
232. 7:07and the go to ads playbook, and if you
233. 7:08didn't, shame on you cuz you should. But
234. 7:10we talked about this with this uh
235. 7:12the the pillar the the advertising
236. 7:15stages of awareness, excuse me.
237. 7:18If I'm just saying, hey, buy a workshop,
238. 7:20I'm really only hitting these two
239. 7:22segments of the market, which are not
240. 7:23that big.
241. 7:25But if I'm if I'm going scaling road
242. 7:26map, I'm going to be able to get way
243. 7:28more people
244. 7:29up here than all of this put together,
245. 7:32right?
246. 7:33And so if I have higher ROAS here, and I
247. 7:35can reach more customers, it's by far
248. 7:37better front end.
249. 7:39Which is why I still it's so funny cuz I
250. 7:41hear people be like, "Lead magnets don't
251. 7:43work." It's just like it's small
252. 7:45businesses who say this.
253. 7:47Right? And small is relative. Maybe
254. 7:48maybe the person you listen to is making
255. 7:50$5 million a year, whatever. But like
256. 7:53everything's relative here. And so, it's
257. 7:55not right or wrong. If you only are
258. 7:57trying to make a a smaller amount of
259. 7:59money, you for sure will get a higher
260. 8:00ROAS if you just say, "Hey, go buy my
261. 8:01stuff." Like there's no question about
262. 8:03that.
263. 8:04But if you want to get into huge higher
264. 8:06realms, you have to soften the ask and
265. 8:08make it more attractive for people to
266. 8:10take action. And then create the
267. 8:12conversion process around that. If you
268. 8:14have a better dream outcome match, so
269. 8:17right now it's like my lead magnet is
270. 8:18just not First off, many of you don't
271. 8:20have these. You just straight up,
272. 8:22especially you home services guys. You
273. 8:24guys do this all the time. Right? Like
274. 8:25you're like, "I'm just running Google
275. 8:27Google Ads to my website." I'm like,
276. 8:28"Well, what's on your website?" They're
277. 8:29like, "Well, just my website." I'm like,
278. 8:31"And then you look on it, it says
279. 8:32request quote." For the love of God, no
280. 8:34one wants to request a quote. All right?
281. 8:36So, give them something in exchange for
282. 8:38their contact information. And how do
283. 8:39you make it even more enticing? Give
284. 8:41them something they actually want.
285. 8:43Give them a better dream outcome.
286. 8:44Describe it in their own language of
287. 8:46what they want. Right? 11 frameworks we
288. 8:48use to build wildly profitable gyms.
289. 8:50Helpful. Now, there's three types of
290. 8:52lead magnets.
291. 8:53You can reveal a problem.
292. 8:55You can do a trial of the solution.
293. 8:57Or you can do a one step of multi-step.
294. 8:59All right, this is a splinter offer. So,
295. 9:01reveal a problem. Seven mistakes
296. 9:03homeowners make when fixing their HVACs.
297. 9:05Very simple.
298. 9:06Right?
299. 9:07Trial solution. Hey, so I actually had a
300. 9:10really cool company come out
301. 9:12for an L3 uh last week. Um basically,
302. 9:14they had figured out how to get any
303. 9:16local business
304. 9:17onto number one, two, or three in local
305. 9:20maps. That was all they do. They just
306. 9:22get people on one, two, or three when
307. 9:23someone searches like, you know, "Gym
308. 9:25near me." One, two, or three local maps.
309. 9:27That's what they're they're able to do.
310. 9:29And so, their their whole lead magnet
311. 9:31is, "We'll just get you one, two, or
312. 9:32three for free. And then we'll call you
313. 9:35in 7 days and ask you if you still want
314. 9:36it.
315. 9:38It works great.
316. 9:39>> [laughter]
317. 9:40>> They're crushing it.
318. 9:42All right? Like if you can give a trial
319. 9:43the solution, one of the most viable
320. 9:45ways to do it, super easy, you will get
321. 9:46a ton of leads for it.
322. 9:48Now, the third is the one-step or
323. 9:49multi-step. This is a splinter offer.
324. 9:51All right? So, I had a Cash Guys episode
325. 9:53where I had a lady named Ashley who did
326. 9:55fashion consulting. And so, she had a
327. 9:57request a quote type thing. Like, just
328. 9:59book a call with me for an assessment.
329. 10:01And it's okay. It's just like I don't
330. 10:04I'd rather have some sort of incentive
331. 10:05to do it. Right? And so, we came up with
332. 10:08she's going to figure out my my color
333. 10:10palette. Right? Like, what are the what
334. 10:12are the colors I should be wearing with
335. 10:13my skin tone, with my personality, with
336. 10:15my whatever, with my zodiac sign, who
337. 10:16cares?
338. 10:17All right? But, the point is I'm going
339. 10:18to get some some sort of value from this
340. 10:21exchange. So, then I asked, "Okay, how
341. 10:22quickly can you automate it?" And she's
342. 10:23like, "Yeah, I can automate it pretty
343. 10:24quickly." I said, "Great. So, that's
344. 10:25what we can do." And when you do a
345. 10:27one-step or multi-step, everyone like my
346. 10:29pushback that I almost always get is
347. 10:32"Everything I do comes together."
348. 10:35No, it doesn't. There are always pieces
349. 10:38that you do in a process.
350. 10:40"Well, I I'm not going to fix someone's
351. 10:41door." It's like, "Well, you can fix
352. 10:42part of it. You can put a coat of paint
353. 10:44on. You can put a sealant on before you
354. 10:46before before you There's always You can
355. 10:47just measure it. Like, you can There's
356. 10:49always some piece that you can pull out
357. 10:51and say, 'I'll do this for free or for a
358. 10:53significant discount.'"
359. 10:55And so, let's think about it like this.
360. 10:58Let's say that you have an offer.
361. 11:00All right? Let's see if my drawing is
362. 11:01going to be
363. 11:03up to up to snuff here.
364. 11:09I have messed that one up. All right.
365. 11:12There we go. Let's
366. 11:13Oh, I almost had it. I just messed it
367. 11:15up. Okay. So, we've got this this this
368. 11:17offer that has A, B, C, D. We have four
369. 11:20components to our offer, right? And
370. 11:23let's say you currently sell this for
371. 11:24$2,000.
372. 11:28It's often more powerful for you to have
373. 11:31just take this guy,
374. 11:33move it over here,
375. 11:35and have
376. 11:42be over here.
377. 11:44That's gone.
378. 11:45And then give this away for 90% off.
379. 11:51Or
380. 11:53free.
381. 11:59And then once someone has this, they
382. 12:01then want to buy ACD.
383. 12:04That's how that works.
384. 12:06And so there's almost always a version
385. 12:07of this that can get someone in the
386. 12:09door. And this is also how you can make
387. 12:11what I prefer to have, which is insane
388. 12:13discounts. Not like I hate the idea of a
389. 12:1510 or 20% discount. There's no point.
390. 12:17Right? I want to have crazy discounts
391. 12:19because I want I want a discount to be
392. 12:20significant enough that it changes
393. 12:21someone's behavior. And so a 90 or 80%
394. 12:24discount, that will change people's
395. 12:25behavior. And the reason I do that is I
396. 12:27can just pull it off on something that
397. 12:28cost me very little,
398. 12:29so that I could then create my upsell
399. 12:31process into my main thing. This will
400. 12:33help you get cheaper leads.
401. 12:37So many of you right now, your offer
402. 12:40sucks, which is why you can't get cheap
403. 12:42leads for whatever business or market
404. 12:44you're in. You don't promise anything
405. 12:46around speed, you don't promise anything
406. 12:47around ease, you don't do anything to
407. 12:49reverse risk, and you don't have to do
408. 12:50all three, to be clear. Just focus on
409. 12:53one and hammer it, and do it really
410. 12:54well.
411. 12:55And preceding your offer,
412. 12:58you just don't have anything you don't
413. 12:59give people a good reason
414. 13:01to engage in your ads and actually give
415. 13:03you their contact information. So, make
416. 13:06something that's really compelling. My
417. 13:07personal favorite way of giving lead
418. 13:09magnets is to give something that people
419. 13:10other people charge for. The the more
420. 13:12real the lead magnet is, the more that
421. 13:14it actually has true cost, the more
422. 13:16likely it is that it'll work.
423. 13:18If you're not getting as many leads as
424. 13:19you want and your business [music] is
425. 13:20demand constrained, meaning you could
426. 13:22service more customers than you
427. 13:23currently have, then this is for you.
428. 13:25So, marketing is changing and I think
429. 13:28ACQ tends to be on the bleeding edge of
430. 13:29the stuff. We certainly spend the money
431. 13:31to do it, but we also build custom
432. 13:33software, and we pay amazing vendors and
433. 13:35very expensive people to figure out the
434. 13:36system that we have right now, and I
435. 13:37want to share it with you kind of open
436. 13:38kimono style. If you're not getting as
437. 13:40many leads as you want,
438. 13:41boy, do I have the thing for you. Click
439. 13:42below, book call, and uh
440. 13:44hopefully I'll see you in Vegas.