<aside> <img src="/icons/library_purple.svg" alt="/icons/library_purple.svg" width="40px" /> Welcome to Offer Foundations

In this video, we’ll cover the core principles of offer creation and how you can leverage them to build an offer that converts like crazy. We’ll be covering the foundational psychological reasons why people buy products and how to create a “grand slam offer” that drives conversions. Let’s get started.

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What Is An Offer? 🤝

When I use the word “offer” people often get confused. They think that their product is ****their offer—but this is NOT the case.

I want to make this very clear: your product is NOT your offer.

They are two very different things.

Your OFFER is:

1. The perceived trade or deal that you are making with your customer; ****and
2. The terms associated with the purchase of your product.

Let’s take the example of Rolex, the luxury watch brand.

<aside> <img src="/icons/package_orange.svg" alt="/icons/package_orange.svg" width="40px" />

Product → A watch.

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<aside> <img src="/icons/tag_orange.svg" alt="/icons/tag_orange.svg" width="40px" />

Offer → Priceless family heirloom & luxurious status symbol for $10,000 — comes with a 5-year international guarantee, certificate of authenticity & a handcrafted wooden box.

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The trade they are making is $10,000 for a status symbol and a warranty. That is their offer. This is a very different concept to what their product is, which is just a watch.

For example, Client Control is a funnels & advertising coaching program. That is the product that we sell. However, if we ran ads saying “buy my ads coaching”, we’d make no money.

We have a promise of a specific result that you will get, clear differentiation from our competitors, a strong guarantee and premium pricing. That is our OFFER. ****

So, your offer is made up of the following components:

• Your promise (what outcome the customer will get)
• Your positioning (how you frame your product)
• Your unique mechanism (what makes your product different)
• Your guarantee (how you reverse risk for your customer)
• Your pricing (what your prospect has to pay to get your product)
• Your product / deliverables (your product)

****Throughout this section of the program, we will be covering all seven of these components in extreme detail. In this video, we’re going to cover some foundational concepts that underpin offer creation and that you must know before you continue on.

A Quick Recap 🔄

Remember, our goal is to build a business that’s impervious to competition.

Categorization is the enemy. We don’t want to have a product that’s widely available and that can be easily compared to other people’s produces.

That’s known as a commodity, and that’s the worst position you can have in business.

In this situation, people will compare you to your competitors and go “well, it’s basically the same thing, I’ll just buy the cheaper alternative” and then you’re in a race to the bottom.

Imagine if you saw two bunches of bananas in a store. One was $25 and the other was $0.99. You’d buy the ones that are $0.99, because they’re the same thing.

Remember, this means no-one will be able to create a huge gap between their price and their costs and all the profits will be competed away due to market efficiency.

Our goal is to create an OFFER that is unique so we cannot be easily compared with everything else out there in the market. You want to be in a “category of one”.