Transcription
The human brain is a computer program that can create miracles, but also has bugs. And when you sell product, if you don't design your offer to account for these bugs, you end up bankrupt. But if you truly get out people make decisions, you can help more people get paid more to help those people, and you can build a business that is highly profitable and highly ethical, which is a rarity these days. And I'm going to show you how to do just that.
My name is Jason Fladlien. I'm the best-selling author of the book One to Many. I've designed offers that have done 9.8 million in 8 days, and others that have done $57 million in 226 days. I've consulted on offers with folks like Alex Hormozi and made offers to companies like Zoom. These days I work with a small group of seven, eight, and nine-figure companies helping them improve their offers. And the encyclopedic knowledge that I have would exceed 100-plus one-hour-long YouTube videos. But there are eight simple offer moves I can show you to help you better speak the value language of your customers. So put your seat belt on, and let's dig in because I want to help some of you become millionaires.
Number one, short circuit the anchor. Tell me if you think that this is a coincidence. ChatGPT is $20 a month. Claude Pro is $20 a month. Microsoft Copilot is $20 a month. Google AI Pro is $20 a month. Every market has price anchors that naturally emerge, whether it's soft drinks, books, massages, or Maseratis. Sometimes it's a function of margin. Everyone is selling at the least markup possible to stay competitive, but that is rare. Usually it's for two reasons. One, consumers have been anchored to buy at that price, and so they've come to expect something to be worth that much. And two, ease. You have a million decisions you make as a business owner, so it's easy just to go with a similar price as everyone else. So how can we use this knowledge to our advantage? Well, what you could do is offer ChatGPT, Claude, Copilot, and Google AI Pro, all of them for the same price as any one of them. That's what a client of mine did and built a company valued at over $50 million in less than 16 months. But how could you deliver on this? His offer: Different AIs have different superpowers. So instead of you having to manage many different subscriptions and figuring out when to use which AI for what, just use our tool which is trained to take your input and route it specifically to the best AI for that task. Now as long as he can manage the token usage of his subscribers, he has a better offer than any AI on the market. The big lesson here, don't sell the same thing as everyone else at the same price. Sell something that is overwhelmingly more valuable at the same price. But not all offers allow this. So here's another technique that may be more your style.
Number two, juice the deliverables. The Amex Platinum card is a god-tier offer. While other credit cards are free, you have to pay 895 bucks for an Amex Platinum card, which I happily do because it gets me $600 in hotel credits, $400 in dining credits, $200 in Uber cash, and it pays for my YouTube Premium. In other words, I spend $895 to save $1,500. And there isn't an offer alive where you cannot do something similar. Amex isn't in the hotel, dining, or taxi business. Instead, they form partnerships with premium brands in those industries and create win-win deals. Amex is legion for hotels like Waldorf Astoria. So Waldorf gives Amex holders special deals in returns. And when you stay in a hotel, you don't just spend money on the room, you order room service, you go to the spa, and you pay for the valet with a credit card, giving Amex and the hotel more business. There are complimentary services to what you offer right now who will do deals with you to allow you to give your customers something that costs you nothing to add and is free to the customer. And the only thing stopping you is you haven't reached out yet. So go make deals. This is a major reason we were able to sell $9.8 million in 8 days because our bonuses, many of which were from third parties, were more valuable than the product itself.
Number three, shrink the market. Imagine your hairline is like mine and you have two doctors who are offering to fix it. The first doctor says his procedure like really works well, brother, and the second doctor has restored hundreds of men to Elon hairline levels. The more results you have and show, the more valuable your offer is. But here is the problem. How do you get more results for your customers than anyone else? There are two ways to do this. One, become superhuman awesome at what you do, or two, shrink your market so you're the only one who does what you do. The dancer is the overlap between what people will pay for and what your competition won't narrow in on. I'm the webinar goat. I have more results when it comes to doing and teaching webinars than anyone on the planet. You against me head on is not in your favor. But I don't offer webinar slide design services or ad creative strategies to promote webinars. And while I can and do webinars in all sorts of industries, I'm not branded to any one specific industry. So if you figure out how to do webinars to black holistic wellness coaches and you get more results specific to that niche, you would crush me in that market. Almost every broad offer starts narrow. Facebook's original market was just 20,000 Harvard students. Airbnb started with people renting out air mattresses during conferences. Whatnot began as a live auction app for Funko Pop collectors and today does over $8 billion in annual sales. The goal isn't to deliver the best overall results, but the best results to a narrow specific group and then you use those results to go really big.
Number four, safe is sexy. When we were selling upwards of $67 million of Amazon training software and services, we became a target. Every competitor's pitch became, "This is why my thing is better than selling on Amazon." And they would attack the model. They would say things like, "It's super expensive to get started with your inventory and it's not your platform so they can kick you off of it whenever they want and it takes weeks to get up and running." But none of that really mattered because Amazon had an advantage that no other opportunity did, and I can sum it up with one word, trust. Who do you think people are more comfortable buying from? Some no-name site that just popped up yesterday that's going to drop ship you some widget, or the most trusted brand online where they already have your credit card on file and you can buy with a single click. Making buyers feel like they can't lose is at the heart of a killer offer. Birkin bags go for about $15,000 entry-level, but every woman who buys one feels like she's getting a deal. Why? Because it maintains its resale value. So, most women buying these bags have zero intention of ever selling them, but they justify the purchase because we could sell them if they needed to. I had a client whose offer was complete my course and I will give you your money back. Brilliant. He paid back 5% of his customers, but he doubled his conversion rate. Another time we ran a promo for a Facebook ads training program. Our offer was run ads with this system exactly how we describe it, and if you don't get positive ROAS, we'll reimburse your ad spend up to $5,000. Because the risk of buying isn't just the price of your product, it's all the additional costs that are involved. Minimize risk for your offers by compensating for those costs.
Number five, reason why. We did a lot of work with Chinese manufacturers a few years back, but at first it was super hard because we were too trustworthy. In that culture, if you're not violating somebody's IP or cutting some corner, then you're too weird to do business with. So, we'd have to make up some reason to appear crooked just to conduct real business. Like, "Oh, yeah, we recommend this product because we're getting a kickback on it." If I said I had a premium sofa for sale that was just as good as any on the market, but only half the price, you wouldn't buy it because you wouldn't believe me. But if I explained that it had a slight bit of damage that you really can't see, but because of that damage, I must liquidate it just a little bit above cost, then you'd go out of your way to buy it from me before somebody else did. In fact, I find these selfish appeals are the strongest you can make when creating killer offers. Like when we do our better than money-back guarantees, my pitch is, "Listen, if you can't make the business work, I'll buy the business from you at a markup because I definitely can make it work." Or when we add third-party bonuses, giving customers software for free that they'd otherwise have to pay for. I say, "I know once you start using and grow your business to a certain point, then you'll upgrade." And I get a commission when you become a paid user, which I expect you will because after you sell 100K through the free version, you could easily upgrade out of profit. But if you just say, "Here's this great software you normally pay for that I included for free," your audience thinks, "This software sucks and you're just trying to trick me to buy."
Number six, better off quick. I'm sure you heard the phrase time is money. It isn't. Time is more valuable than money. So, the quicker you can produce an ROI on time, the easier your offer is to sell. If you want to do improve your writing, you could buy books on the subject, you could watch 100,000 YouTube videos for free, and you could get feedback from coaches that you could hire. Or you could just go to Hemingwayapp.com, and without even signing up for an account, immediately within seconds, start seeing improvements on your writing. Opus Clip is valued at 200 plus million because they take long-form content and clip it for short-form media faster than any other service alive. Now, are the clips any good? Yeah, not really. But they are very fast. And the alternative is to do it yourself, which is really slow, or to pay someone to do it for you, which is really expensive. The goal here is to get a win for your audience faster than any other option available.
Number seven, hack effort. Quizzes are a great marketing vehicle. They get you data on your customer base and psychologically make your customers more committed to doing business with you. The only problem here is the effort involved for the user to answer all of those damn questions, which is what makes Typeform genius. Instead of showing every question on a single page, what Typeform does is use progressive disclosure. This means they only put one question on the screen at a time. And now it feels so much easier. It's cleaner, and that makes compliance go way up. There are three major categories of effort that you can optimize for: mental, emotional, physical. Typeform's optimization is mostly mental. You use less brainpower to get the same exact result. There's no clutter, no distraction, and it's obvious what you need to do next. You get even more upside if you can reduce the emotional effort involved with buying and using your product. This is the wheel of emotion. I use it all the time when helping clients design offers and funnels. Our goal here is to make it easier for our users to feel positive emotions, things like inspiration, hope, courage, respect, and to minimize the cost negative emotions, things like shame, and frustration, and stress. Now, I'm old enough to remember actually shopping at Blockbuster, and there was a lot of shame around returning a movie late. You felt like the cashier was judging you when you sheepishly brought back the movie in overdue. So, when Netflix came out with no late fees ever for its movies, now this is before they did the streaming, it felt so much safer. And then there's the physical effort. Every click, every tap, every scroll, all of this requires a physical movement. The fewer of them needed, the better. Tinder understood this, and that's why they went with a swipe left or swipe right. Where can you reduce unnecessary physical, emotional, and mental effort for your users with your offer?
Number eight, status management. Will this help me get laid more easily? You solve for that, and you can make millions. The cars, the watches, the clothes, the muscles, the money, these are all proxies for status for men. Women do it, too. The purses, the makeup, the Botox, the Pilates, but it goes way beyond the obvious. Nearly every product you can sell either enhances or depletes status. Now, this dawned on me when we switched up from selling Google SEO coaching to teaching people how to sell on Amazon. Google SEO is nerd stuff. It's weird and people just don't get it. Everyone got Amazon. So, when you said, "I sell products on Amazon at parties," people were genuinely impressed. A big part of status is identity. And if you want to position yourself as valuable, you directly attack the identity of the other products that are out there. PCs were for nerds, Apple was for the cool kids. Never mind that Apple is a PC. They just differentiated their PC so thoroughly, you couldn't even compare it to those gray industrial boxes that came before them. Old people use Facebook, TikTok is for the kids. Prius is for tree huggers, Tesla is for people who want to go ludicrous speeds. Spotify Wrapped allows you to show how cool your music taste is. And GitHub developers joke about grass touching because they're too busy stacking these little green squares, commits, pull request mergers, which show how much they contribute to the community. If engineers go gaga over little green squares, what can you do for your users to increase status that the competition ignores? How can you make them look cooler in public? How do you minimize status risk? And how do you combine all of these principles together to create a truly killer offer?