Fitness vs. Liposuction

Meditation vs. Xanax

Nutrition vs. Supplements

Why are the markets on the left “only” in the millions, while those on the right generate billions yearly?

Value.

This is…

How Alex Hormozi Creates Irresistible Offers

Part 2: Create Your Offer

If there is one thing to take away from Alex’s book ‘100M Offers’, it’s the following.

The Value Equation:

#1 Dream Outcome (Goal = Increase)

People want their dream outcome:

• Lose weight

• Gain muscle

• Get better at XYZ

• Make more money

• Etc. …

Often, the reason for it is to gain more status.
Frame benefits in terms of status gained from the viewpoint of others.

Sell the vacation, not the plane.

“We will work out 3 times a week… I’m qualified because…This is the workout plan…”

“You will look better than you ever did.”
“Fit in your wedding suit.”
“Your wife’s libido will rise again.”
“Your co-workers will be impressed and compliment you.”

#2 Perceived Likelihood of Achievement (Goal = Increase)

How likely is something to happen:

• Fitness vs. Liposuction

• Meditation vs. Xanax

• Nutrition vs. Supplements

• Plastic surgeon's 1st operation vs. Plastic surgeon with 10.000 operations

People buy if they KNOW they will get the value they pay for.

More on this later.

#3 Time Delay (Goal = Decrease)

Time delay is the time between a client buying and receiving the promised benefit.

It would take a while to add an extra $239.000 per year to a gym.

Crate emotional wins fast.

Get their ads live and get them to close their first $2.000 sale within their first seven days.

#4 Effort & Sacrifice (Goal = Decrease)

This is what it “costs” people in ancillary costs, aka “other costs accrued along the way.”

These can be both tangible and intangible.

Fitness vs Liposuction example:

So:

• Tell/ show them what they want to hear (Dream Outcome)

• Show/ proof to them that it’s very, very likely to happen (Perceived Likelihood of Achievement)

• Shorten the time between buying and receiving as much as possible. If it’s a long-term thing, show short-term wins. (Time Delay)

• Reduce their personal work as much as possible (Effort and Sacrifice)

Creating Your Grand Slam Offer Part 1: Problems & Solutions

1) Identify Dream outcome

Lose 20lbs in 6 weeks (vacation, not plane)

2) List Problems

Write down all the things people could struggle with and their limiting thoughts around them.
Think about what happens immediately before and after someone uses your product/ service:

First thing they must do: Buying healthy food, grocery shopping

1. Buying healthy food is hard, confusing, and I won’t like it

2. Buying healthy will take too much time

3. …

Next thing they must do: Cooking healthy food

1. Cooking healthy food is hard and confusing. I won’t like it, and I will suck at it.

2. Cooking healthy food will take too much time

3. …

Next thing they must do: Eating healthy food

1. Etc…

Next thing they must do: Exercise Regularly

1. Etc…

3) Solutions List

Creating the list has two steps.

First, we are going to transform our problems into solutions.

Second, we are going to name these solutions.

PROBLEM: Buying healthy food, grocery shopping

… is hard, confusing, and I won’t like it… —> How to make buying healthy food easy and enjoyable so that anyone can do it (especially busy moms!)

PROBLEM: Cooking healthy food

… is hard and confusing. I won’t like it… —> How anyone can enjoy cooking healthy meals easily.

PROBLEM: Eating healthy food

…

PROBLEM: Exercise Regularly

…

Creating Your Grand Slam Offer Part 2: Trim & Stack

4) Create Your Solutions Delivery Vehicles (“The How”)

Problem: Buying Healthy Food is Hard, Confusing, and I Won’t Like It

If I wanted to provide a one-on-one solution, I might offer …

• In-person grocery shopping, where I take clients to the store and teach them how to shop

• …

If I wanted to provide a small group solution, I might offer …

• Buy their food for them, where I purchase their groceries and deliver them as well

• …

If I wanted to provide a one-to-many solution, I might offer …

• Recorded grocery tour, where I might shop once, record it, and then give it as a reference point from that point onwards for my clients to watch on their own

• …

Product Delivery Cheat Codes

Delivery Cube:

1) What level of personal attention do I want to provide? 
one-on-one, small group, one-to-many

2) What level of effort is expected from them?
Do it themselves (DIY) - figure out how to do it on their own
Do it with them (DWY) - you teach them how to do it
Done for them (DFY) - you do it for them

3) If doing something live, what environment or medium do I want to deliver it in?
In-person, phone support, email support, text support, Zoom support, chat support

4) If doing a recording, how do I want them to consume it?
Audio, video, or written

5) How quickly do we want to reply? On what days? During what hours?
24/7, 9-5, within 5 minutes, within an hour, within 24 hours

6) 10x to 1/10^th test
If my customers paid me 10x my price (or $100,000), what would I provide?
If they paid me 1/10^th the price and I had to make my product more valuable than it already is, how would I do that?
How could I still make them successful for 1/10^th price?

Stretch your mind in either direction, and you’ll come up with widely different solutions.

5) Trim & Stack

Now we have a lot on our potential solutions list.

We remove the ones that are high-cost and low-value first.
Then we remove low-cost, low-value items.

Not sure what’s high value? Go through the value equation:

1. Financially value

2. Cause them to believe they will be likely to succeed

3. Make them feel like they can do it with much less effort and sacrifice

4. Help them accomplish their goal and see the result they want with far less time investment

What should remain are offer items that are 1) low cost, high value, and 2) high cost, high value.

The Final High Value Deliverable

Let’s sum this up before we configure our final high value deliverable.

Step #1: We figured out our prospective client’s dream outcome.

Step #2: We listed out all the obstacles they’re likely to encounter on their way (our opportunities for value).

Step #3: We listed all those obstacles as solutions.

Step #4: We figured out all the different ways we could deliver those solutions.

Step #5a: We trimmed those ways down to only the things that were the highest value and lowest cost to us.

All we have to do now is…

Step #5b: Put all the bundles together into the ultimate high value deliverable.

Buying food —> How anyone can buy food fast, easy, cheaply —> Foolproof Bargain Grocery System … that’ll save hundreds of dollars per month on your food and take less time than your current shopping routine ($1,000 value for the money it’ll save you from this point on in your life)

1. 1-on-1 Nutrition Orientation where I explain how to use…

2. Recorded grocery tour

3. DIY Grocery Calculator

4. Each plan comes with its own list for each week

5. Bargain grocery shopping training

6. Grocery Buddy System

7. Pre-made insta-cart grocery carts for delivery

8. And a check-in via text weekly

Do this for all the Problems and solutions (I won’t, for time’s sake)

Now, we have what we are going to deliver in all its glory. That being said, it is unlikely we would present it in this way. How to present each of these bundled items will be covered next time.

Summary Point:

We now created a valuable offer that is differentiated and unable to be compared to anything else in the marketplace.

We are selling something unique. As such, we are no longer bound by the normal pricing forces of commoditization.

Now that we have our core offer, the next section will be dedicated to enhancing it. We will employ a combination of psychological levers: bonuses, urgency, scarcity, guarantees, and naming.

Have an amazing day,

Mika “Irresistible” Langmann