There's a big difference between asking someone to take a chance on you...
...and offering to take a chance on them.
I learned that from Claude Hopkins.
He said:
“Ask a person to take a chance on you, and you have a fight.”
Think about most selling.
Give me your money.
Trust that I know what I’m doing.
Hopefully this works out for you.
All the risk is on the buyer.
But Hopkins pointed out that you can turn the whole thing around.
Instead of asking them to take a chance on you, take a chance on them.
That became rocket fuel for one of my businesses.
We sold Money-Making Websites to real estate agents.
They weren’t cheap.
And I wasn't interested in making them cheaper so more people could afford them.
I knew what it actually took to create a website that would produce an outcome.
So instead, I made the offer virtually riskless.
I knew our system worked.
If you were the right person and did the things we outlined, I was willing to bet on the outcome.
And suddenly something interesting happened.
I wasn't trying to convince people to buy anymore.
I was selecting the people I was willing to bet on.
You had to have been in real estate for at least a year or two.
You had to live in a town with more than 20,000 people.
And you had to personally have time to work with the buyers and sellers we generated.
Those requirements weren't there to make the offer exclusive.
They were there because my money was riding on their success.
That's a completely different posture.
So here's something worth thinking about:
What would your product or service have to look like for you to confidently take the risk instead of asking your customer to?
That's where some very interesting offers begin.