Intro:
- The secret to sales: Make people an offer so good, they would feel stupid saying no.
- “When your company isn’t growing, it’s dying.”
- To grow:
- Get more customers.
- Increase their purchase value or have them purchase more.
Pricing
The Commodity Problem
- ⭐ You need to create an offer so good that it can’t be compared to any other product in the market.
Pick the Right Market
- Find the right market. The right market is a “starving crowd.”
- ⭐ If you’re in a bad market, nothing will work.
- Market > Offer > Persuasion Skills
- Indicators of great markets:
- Massive Pain (“In sales the pain is the pitch”)
- Purchasing Power
- Easy to Target
- Growing
- ⭐ Commit to one market/niche. If you’re very big, at some point, you might have to expand your market, however, that will be at around $10 Million, $30 Million, or even more. If you’re at $2 Million revenue, you need to be better at what you’re doing, not expand your market.
Charge What It’s Worth
- Charge properly for your services
Value:
- ⭐ Charge as much as people are willing to pay, not what’s “fair”.
- Master the value equation
- The best companies in the world focus on getting the bottom parts close to 0.

- People value their status. Framing offers about creating status can be a highly effective advertising method.
- Create a good offer by:
- Step #1: Figure out our prospective client’s dream outcome.
- Step #2: List out all the obstacles they’re likely to encounter on their way (our opportunities for value).
- Step #3: List all those obstacles as solutions.
- Step #4: Figure out all the different ways we could deliver those solutions.
- Step #5a: Trim those ways down to only the things that are the highest value and lowest cost to us.
- Step #5b: Put all the bundles together into the ultimate high value deliverable.
- ⭐ Create an offer that solves every problem of the buyer and that is impossible to compare to others due to the value it creates/what it includes.
- ⭐ “You must resolve every obstacle a buyer believes they will have to convert the highest amount of people. E.g. for Blogtec that were the free white-label proposals.”
Enhance the Offer:
- Strategy 1: Scarcity
- Fear of loss is stronger than desire for gain.
- Three types of scarcity:
- Limited supply of seats/clients accepted.
- Limited supply of bonuses.
- Never available again.
- Tip: Provide limited access for higher ticket services.
- Always have less spots available than you think, so that people remember that you sold out quickly.
- Strategy 2: Urgency
- Cohort-Based Rolling Urgency
- “If you sign up now, you can start with our next group on Monday. Otherwise you’ll have to wait another week.”
- “If you sign up now, I can give you a personal onboarding.”
- Rolling Seasonal Urgency
- Summer sale for example
- Pricing or Bonus-Based Urgency
- “If you buy this week, I will give you a free SEO audit.”
- Exploding Opportunity
- Take it now or the offer will expire.
- Cohort-Based Rolling Urgency
- Strategy 3: Bonuses
- Use bonuses instead of discounts whenever possible.
- Can be tools, checklists or other resources that don’t take your time.
- Always add a price tag to them.
- Should address a customer’s pain point.
- You can use third-party provider services/products as bonuses.
- Strategy 4: Guarantees
- Strategy 5: Naming
- Use the MAGIC formula to name your offer when advertising it.
- M: Magnet Create a magnetic reason for the offer, such as a discount, free offer, or seasonality.
- A: Avatar Target specific customers.
- G: Goal Articulate a specific and tangible goal for the prospects.
- I: Interval Define the time frame for achieving results.
- C: Container Word Complete the formula with a container word.
- Use the MAGIC formula to name your offer when advertising it.