$100M Offers Audiobook Part 4 Ep 582



In episode four of "100 Million Dollar Offers," Alex Hermosi delves into the art of creating an irresistible value offer, emphasizing the need for divergent thinking in solving problems to craft a "grand slam" offer that's hard to refuse. He contrasts this with the traditional convergent problem-solving taught in schools and illustrates the concept through an exercise called the brick exercise, which pushes one to think of multiple uses for a brick. Hermosi then shares his own struggles and breakthroughs in selling gym memberships, applying lessons from Dan Kennedy on making offers that feel like a no-brainer. He outlines steps to identify the dream outcome for customers, list their problems, and turn those into solutions, ultimately teaching how to create a compelling offer by trimming and stacking value. Hermosi's approach focuses on solving every problem a prospect might have, ensuring the offer is so well-rounded that it's nearly impossible for a customer to say no.

Summary Notes

Introduction to Episode Four: 100 Million Dollar Offers

  • Episode four covers the thought process behind creating a grand slam offer.
  • The focus is on how to make an offer that is irresistible to potential customers.
  • The episode is described as "in-depth" and "meaty," emphasizing the practical application of creating a valuable offer.

Welcome to episode four of 100 million dollar offers. In this episode, we'll be covering the thought process behind making a grand slam offer. Value offer part one and value offer part two. It was such an in depth, meaty chapter. This is the meat and potatoes. This is where the rubber hits the road. This is where you actually make something that people cannot say no to as soon as you show it to them. I hope you enjoy and use it.

The quote outlines the main topics of the episode and sets the expectation for the listener to learn about the practical steps in creating an offer that is difficult for customers to refuse.

Chapter Eight: Value Offer

  • The chapter is dedicated to understanding the concept of a value offer.
  • There's an emphasis on the importance of value offers in business.

Chapter eight. Value offer.

The quote simply indicates the title of the chapter being discussed, which is centered on the concept of value offers.

The Thought Process Behind a Grand Slam Offer

  • The chapter begins with an introduction to the thought process required to create a grand slam offer.
  • Thomas H. Palmer is quoted to emphasize the importance of persistence in this process.

The thought process.

If at first you don't succeed, try, try again.

Thomas H. Palmer, teacher's manual.

The quotes introduce the section on the thought process and underscore the idea that creating a successful offer may require multiple attempts and perseverance.

Convergent and Divergent Problem Solving

  • Convergent problem solving involves taking known variables and finding a single, definitive answer.
  • Divergent problem solving is about generating multiple solutions to a single problem, considering both known and unknown variables.
  • Divergent thinking is advantageous because it allows for multiple "right" answers and encourages creative solutions.

Convergent and divergent thinking. In simple terms, convergent problem solving is where you take lots of variables, all known with unchanging conditions, and converge on a singular answer.

Ability to solve problems using a divergent thought process.

In other words, think of many solutions to a single problem. Not only that, convergent answers are binary. They either right or wrong. With divergent thinking, you can have multiple right answers and one answer that is way more right than the others.

These quotes explain the difference between convergent and divergent problem solving and establish the superiority of divergent thinking in creating a grand slam offer.

The Brick Exercise

  • The brick exercise is designed to engage the brain in divergent thinking.
  • Participants are asked to think of as many uses for a brick as possible within 120 seconds.
  • The exercise demonstrates how divergent thinking can lead to a multitude of creative solutions for a single object.

The brick exercise. Right now, I want you to set a timer on your phone for 120 seconds. What you need to do. Think of a brick. Write down as many different uses of a brick as you can possibly think of. How many different ways could a brick be used in life to provide value?

The quote describes the brick exercise, which is used to illustrate the concept of divergent thinking by challenging participants to come up with various uses for a brick.

Building Blocks of an Offer

  • Every offer is made up of building blocks that combine to make it irresistible.
  • The goal is to think of as many ways as possible to combine these elements to provide value to the customer.
  • Divergent thinking is crucial for identifying the components of a successful offer.

Building blocks, the pieces that, when combined, make an offer irresistible.

The quote emphasizes the importance of identifying the key components that make up a compelling offer and the need for divergent thinking in this process.

Creating Your Grand Slam Offer Part One: Problems and Solutions

  • The process starts by identifying the dream outcome for the customer.
  • It's important to list out all potential problems and frictions the customer might face.
  • Each problem is examined in detail to create a more valuable and compelling offer.

Creating your grand slam offer part one problems and solutions ABC easy as one, two, three ah. Simple as Doe Ray me Michael Jackson ABC

The quote introduces the first part of creating a grand slam offer, which involves identifying problems and solutions, and references a Michael Jackson song to make the concept more relatable.

Value Drivers and Problem-Solving

  • Problems are categorized using four value drivers: dream outcome, perceived likelihood of achievement, time delay, effort, and sacrifice.
  • Each problem is broken down into sub-problems, and the more problems identified, the more solutions can be offered.
  • The process involves insane detail to ensure all customer obstacles are addressed.

Dream outcome, perceived likelihood of achievement, time delay, effort and sacrifice. One, dream outcome, this will not be financially worth it. Two, likelihood of achievement, it won't work for me specifically. Three, effort and sacrifice, this will be too hard, confusing. Four time this will take too much time to do.

This quote details the four value drivers that are used to categorize problems and the relevance of each in the process of creating a grand slam offer.

Transforming Problems into Solutions

  • The next step is to transform identified problems into solutions.
  • Solutions are created by addressing each problem and then naming these solutions.
  • The process is about showing customers how each of their concerns or obstacles will be solved.

Turning problems into solutions now that we have our dream outcome and all the obstacles that will get in someone's way, it's time to define our solutions and list them out. Creating the solutions list has two steps. First, we are going to transform our problems into solutions. Second, we are going to name these solutions.

The quote describes the process of turning problems into solutions, which is key to creating a value offer that feels personalized and addresses all potential customer concerns.

Problem Identification and Reversal

  • Identifying obstacles and reversing them into solution-oriented language is a fundamental copywriting technique.
  • Adding "how to" to the problem statement can provide a starting point for those new to the process.
  • A checklist is created to determine what will be done for prospects and what problems will be solved for them.
  • Solutions are then operationalized, detailing how problems will be solved, creating value for the customer.
  • Every identified problem must be addressed and solved.

"Then we're going to reverse each element of the obstacle into solution oriented language. This is copywriting one and 101." "Once we have our list of solutions, we will operationalize how we are actually going to solve these problems aka create value in the next step." "And I want to be 100% clear. You will solve every problem."

The quotes illustrate the process of transforming problems into actionable solutions through copywriting techniques and ensuring that every problem is addressed to create value for customers.

Problem-Solution Examples

  • The podcast provides specific examples of common problems faced by individuals trying to live healthier, such as difficulties in buying, cooking, and eating healthy food, as well as exercising regularly.
  • Each problem is reformulated into a "how to" solution, making the problem seem more approachable and providing a clear path to overcoming it.
  • The solutions are tailored to be inclusive and practical for various demographics, including moms and travelers.

"Problem buying healthy food grocery shopping is hard confusing I won't like it. I will suck at it becomes how to make buying healthy food easy and enjoyable so that anyone can do it, especially moms." "Problem exercising regularly it's hard, confusing, et cetera. Easy to follow exercise system that everyone enjoys."

These quotes demonstrate how specific problems related to a healthy lifestyle are converted into solutions that are simple, enjoyable, and accessible to a wide audience.

Divergent Thinking and Value Drivers

  • A lot of the problems and solutions may seem repetitive, which is considered normal.
  • The four core reasons or value drivers behind our problems relate to the solutions provided, giving prospects the permission to purchase.
  • Even if one need is missing in a solution, it may prevent a sale.
  • Understanding the reasons behind customer decisions is crucial, and one should not limit themselves in addressing these needs.

"And a lot of intuitive solutions courtesy of divergent thinking. You'll also notice that a lot of them are repetitive and that's totally normal." "The value drivers are the four core reasons our problems always relate to those drivers, and our solutions provide the needed answer to give a prospect permission to purchase."

These quotes highlight the importance of divergent thinking in generating solutions and the role of value drivers in creating compelling reasons for customers to make a purchase.

Offer Creation and Examples

  • The podcast discusses the creation of offers, using a relationship course as an example to illustrate the process through a different lens.
  • The main takeaway is to focus on identifying problems and turning them into solutions, regardless of the offer's domain.
  • The process of offer creation is broken down into steps, and resources such as a free tutorial and checklist are provided to assist in this process.

"Regardless of whether the offer you create is around fitness, like the example, a relationship course like Brooke, or something wildly different like earaches, we now know what we need to do." "Free gift number five bonus tutorial offer creation part one if you want to walk through the process with me live, go to acquisition.com trainingslash offers."

These quotes explain the universal applicability of the offer creation process and provide additional resources for readers to learn more about creating their own offers.

Sales to Fulfillment Continuum

  • The concept of the sales to fulfillment continuum is introduced, highlighting the trade-off between ease of sales and ease of fulfillment.
  • The goal is to find a balance where the product is easy to sell and fulfill.
  • The mantra "create flow, monetize flow, then add friction" is explained, emphasizing the importance of generating demand before optimizing a business.
  • Practical examples are given, such as the gym launch offer, which was highly compelling but also very demanding to fulfill.

"Without a valuable product or service, the rest of the book won't be as actionable." "Everyone buys bargains. Some people just buy $100,000 things for only $10,000." "Something that is easy to sell is typically hard to fulfill. Most things that are hard to sell are typically easy to fulfill."

These quotes discuss the importance of having a valuable product or service and the balance between making a product attractive to customers and manageable to fulfill. The sales to fulfillment continuum is a key concept in creating offers that are both profitable and scalable.

Fundamental Change in Business Approach

  • Thomas H. Palmer discusses a shift in his business approach to provide services at scale.
  • The change allowed him to serve more clients while maintaining personal well-being.
  • The core promise to clients remained the same, but the method of delivery evolved.

"But I would be able to help hundreds of gyms a month instead of eight." "Sleeping in my own bed every night."

The quotes highlight the shift from a high-cost, low-scale model to a more scalable one that also allows for a better work-life balance.

Sales to Fulfillment Balance

  • The speakers emphasize the need to overdeliver to create cash flow initially.
  • Cash flow should then be used to optimize business operations and efficiency.
  • Changes in operations may not alter the offering but can reduce resource expenditure.

"Model, I tell them to create cash flow by over delivering like crazy at first. Then use the cash flow to fix." "Your operations and make your business more efficient."

These quotes suggest that initially overdelivering is a strategy to generate cash flow, which should then be invested back into the business to streamline operations.

Creating a Grand Slam Offer

  • The speakers outline steps to create a compelling offer: identifying dream outcomes, listing problems, determining solutions, and creating a delivery vehicle.
  • The process involves brainstorming all possible ways to solve identified problems.
  • The objective is to create an offer so attractive that it's hard for clients to refuse.

"Creating our grand slam offer." "This is the most important step in the process."

The quotes encapsulate the importance of creating an offer that is irresistible to customers, which is central to the success of the business model being discussed.

Solutions Delivery Vehicle

  • The speakers discuss the importance of determining how to deliver solutions to clients.
  • They advise pushing creative limits to think of various ways to provide value.
  • The delivery vehicle is a one-time effort with lasting impact.

"Step four, create your solutions delivery vehicle. The how." "This is what you are going to deliver."

These quotes are about the creation of the solutions delivery vehicle, emphasizing the importance of the "how" in delivering the promised solutions.

Example of Problem Solving

  • The speakers provide an example of solving the problem of buying healthy food.
  • Solutions are presented for one-on-one, small group, and one-to-many scenarios.
  • The example illustrates the breadth of solutions that can be offered for a single problem.

"Problem buying healthy food is hard, confusing." "If I wanted to provide a one on one solution, I might offer..."

The quotes give a practical example of how to approach problem-solving for clients in different scenarios, showcasing the flexibility required to meet various customer needs.

Product Delivery Cheat Codes

  • The speakers introduce "cheat codes" to enhance product variation and creativity.
  • They provide a framework for considering personal attention levels, customer effort, live versus recorded delivery, and response times.
  • The 10x to 1/10th test is suggested to stretch creativity in solution delivery.

"Cheat codes for product variation and enhancement." "What level of personal attention do I want to provide?"

The quotes offer a structured approach to brainstorming product delivery options, emphasizing the need for creative thinking in providing varied solutions.

Importance of Solving Every Problem

  • The speakers stress the necessity of addressing every potential client problem.
  • An anecdote is shared about adapting a weight loss program to include an eating out guide, which led to increased sales.
  • The lesson is to be flexible in problem-solving to make an offer irresistible.

"Remember, it's important that you solve every problem." "Don't get romantic about how you want to solve the problem."

These quotes underline the critical nature of solving every problem a client might face and being adaptable in the solutions provided.

Trimming and Stacking Solutions

  • After brainstorming, the speakers advise trimming the list of solutions based on cost and value.
  • The goal is to maximize the number of sales and margins by offering the best possible price for the highest value.
  • The process involves assessing each solution's cost to the business and its value to the customer.

"Trim and stack." "Now that we have enumerated our potential solutions, we will have a gigantic list."

The quotes explain the final step in refining the offer, which involves cutting solutions that are not cost-effective or do not provide significant value, to create a compelling and profitable offer for the business.

Key Theme: Value Creation and Offer Structuring

  • Identify what the customer values financially and what will make them believe they will succeed.
  • Determine how to make the process easier and less effortful for the customer.
  • Establish goals and desired results for the customer in a shorter time frame.
  • Offer items that are either low cost, high value or high cost, high value.
  • Consider providing a scaled-down version of a high-value service.
  • Create high-value one-to-many solutions that have a low ongoing cost after initial creation.
  • Utilize software or other assets that provide ongoing value with minimal additional effort.
  • Reserve high-cost services for significant value adds.
  • Develop assets like meal plans or software that can be sold to many customers, creating long-term profit.
  • Build a repeatable and scalable business model using these assets.

which of these things will this person one, financially value two, cause them to believe they will be likely to succeed. Three, make them feel like they can.

This quote outlines the three main factors to consider when determining the value of an offer to a customer: financial value, belief in success, and empowerment.

Do it with much less effort and less sacrifice. And four, help them accomplish their goal.

Speaker D emphasizes the importance of making the process easier for the customer, which can be a key selling point.

Are one, low cost, high value or two, high cost, high value?

Speaker C introduces the concept of structuring offers based on the cost-to-value ratio, suggesting that offers should either be low cost and high value or high cost and high value.

If there's one type of delivery vehicle to focus on, it's creating high value onetomoney solutions.

Speaker D suggests focusing on solutions that deliver high value to many people at once, which is a cost-effective strategy for scaling.

These types of solutions require a high onetime cost of creation, but infinitely low additional effort thereafter.

Speaker C explains that while there may be a high initial cost to create these solutions, the ongoing effort and cost are minimal.

Real talk the meal plans I made for my gym have been used by 4000 plus gyms now and literally hundreds of thousands of people.

Speaker D provides an example of how creating a valuable asset like meal plans can have a widespread impact and create a significant return on investment.

Key Theme: Offer Configuration and Presentation

  • Determine a version of a high-value service that can be delivered at scale.
  • Consider the time commitment or cost you are willing to accept for delivering the service.
  • Decide whether to massively increase the price to make it worthwhile.
  • Create valuable assets that require more work upfront but offer long-term benefits.
  • Present your bundled items differently based on whether you are selling one-on-one or one-to-many.
  • The goal is to create an offer that is unique and cannot be easily compared to others in the market.

Lesser version of this experience that I can deliver at scale?

Speaker C suggests finding a scalable version of a high-value service that can be offered to many customers.

Just take one step back at a time until you arrive at something that has a time commitment or cost that you are willing to live with, or obviously massively increase your price so it becomes worth it for you.

Speaker D advises on finding a balance between the cost of delivering a service and the price charged to make it profitable.

Once you start this value creation process, each additional piece of value you create stacks up over time.

Speaker C explains that the value creation process is cumulative, with each new piece of value adding to the overall worth of the offer.

Key Theme: Offer Enhancement and Marketing

  • Use psychological levers, bonuses, urgency, scarcity, guarantees, and naming to enhance the core offer.
  • Offer creation is a process of trimming and stacking to maximize profit.
  • Use free bonuses and tutorials to add value and attract customers.
  • The next section will focus on offer enhancers like scarcity and urgency, which are powerful motivators for customers.

We will employ a combination of psychological levers, bonuses, urgency, scarcity, guarantees, and naming.

Speaker D outlines various strategies to enhance the perceived value of an offer and encourage customer action.

Free gift number six bonus tutorial offer creation part two if you want to walk through this profit maximizing, trimming and stacking process with me live, go to Acquisition.com training offers.

Speaker D offers a bonus tutorial to walk customers through the offer creation process, demonstrating the use of added value to incentivize engagement.

Next episode we've got another heater coming up, which is the next section of this, which is offer enhancers.

Speaker B teases the next episode, which will delve into offer enhancers, suggesting that these are critical elements for a successful offer.

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