Offer Maxxing: More certainty = More money. Period.

Okay, we're back outside. Happy Saturday. This we're continuing maxing week. And now we're on to the most exciting part of it all, which is offer maxing. The best way that you can improve your, the whole thing, lead generating lead, converting the whole thing, is to have a better offer. The better that you can make your offer, the better outcomes you're going to have. Because really, in order to get people to take action, you are, we have to transfer certainty that they're going to get the outcome that you're promising. And that's part of the evaluation. So, of course, the best way to guarantee certainty of outcome is to guarantee certainty of outcome.

I would say to people like, one of the most impactful things you can do, just even as a thought exercise at first, is to ask yourself the question, what would I do if I only got paid if they get the result? Now that is a, you know, I say that because in a safe environment, when you're considering your offers, the thing that, that you want to do is explore the idea without committing to it. Just thinking the thought is going to change the way that you, that you go through thinking about your own offers. You know, and when you look at it, ask yourself, what would it take to get the ultimate outcome for somebody?

Like begin with that end in mind. I was with some guys who were, you know, health and fitness guys, and one of them had a, they had a protocol, they had an offer of how reversing type 2 diabetes, and they were trying to figure out how to, how to sell more $27 ebooks on their diabetes reversal protocol. And I was really, like, intrigued. I was inquiring about it that apparently if you have type 2 diabetes early, you know, just recently diagnosed, it's, it's reversible that there's, you know, if you do these certain things. And I, I was amazed that you could actually do it. And I said, what would it really cost to reverse somebody's diabetes?

He said, you know, the reason they were doing the book is they list out the whole protocol of everything that you need to do. But of course, the challenge is that people don't do what they could do do. The compliance was the thing of it. And I thought, what would it take if we just went through the process of thinking, what if I gave you 10 people with diabetes? And I said to you, because I asked them, how long does it take in six months, apparently you can do the thing. So I said, okay, I'm going to give you 10, and I'm going to give you six months.

And if any of these people still have diabetes in six months, you're going to be beheaded. What would you do and what a great like exercise to think about what, how can you raise the stakes on getting the outcome? So first of all, I mean the main things they need to do are they need to, they need to change their diet. And of course the problem with that is that humans have free will and taste buds and an addiction to sugar and carbs, right? So if left to their own devices, people are going to stray from the protocol. So if your life depended on it, what would you do?

You would organize that the meals are prepared and delivered right to them so that they don't have to do any thinking about what they're, they're going to eat now. They need to start, they need to start moving and doing some exercise stuff. So there you'd have a personal trainer who would come and get them through the, the process. You would do all of the testing, you do the supplementing, all of the things that you would do if your life depended on that outcome. That's the starting point. And then we need to figure out what does it cost to deliver that. So many times we're limiting the results that people can get because we have a fire hydrant of value that we can deliver to somebody, but we're metering it out through this garden hose of trying to price it affordably or what we think that people will, will pay.

So experimenting with not thinking about the price to begin with, thinking about the outcome and what would be the ultimate way to ensure that people are going to get that outcome. And then once you've done it, you know, you've got the now you've got the certainty yourself that you can do it and you start to identify why people are not getting the result and you can filter them out in the beginning. So you're turning the tables so that you are the buyer, you are the one who's doing the selecting of the target of the target market. There's so much to this kind of thinking and usually it's a excellent path to raising your prices.

And it's not about just raising your prices for ego basis or just, you know, because you want more money. It's about actually delivering the result that people want and it's a well earned increase in the, in the ability that you're going to have. It's the whole difference between, you know, just selling somebody a protocol or that outcome of being reversing diabetes that if they're paying $27 for the, the ebook, they probably the right people faced with a lifetime of injecting insulin and the shortened lifespan and all of the things that go along that, with that they may pay $27,000 to have a certain, certain reversal of type 2 diabetes.

Another. There's another example. Just even in a product space, there are. There's a watchmaker called Richard Mille, and they sell watches that average $185,000. And they started with the premise of let's build the very best watch possible. Let's build the watch and then look at what does it need to cost. And the good thing is, when you're thinking like this, if you're thinking at the. Not, not necessarily just at the high end of pricing, but at the high end, the highest end of certainty of outcome, those prices correlate with that. So what he found is, was that they were alone in the market at $185,000 for watches.

There were lots of watches, lots of luxury watches that are 30 to $50,000, even 60 or 70,000. And there are watches that are $1 million, these, you know, museum pieces. But this was an actual practical watch. And what they found was that there's a much bigger market for this than they anticipated. Like they. He said, you know, if you're. You have a $20 million yacht, of course you're going to have $185,000 watch that you're wearing while you're on your yacht. Or if you've got a garage with five supercars, of course you're going to have a supercar that you can wear on your wrist while you're driving your supercar.

It's 100% sort of, you know, conspicuous consumption there. But it all, all of this starts with what is the best thing that you're capable of doing, and then price your offers based on that. There's a bigger audience for people for outcomes than there are for paths to outcomes.