The Big Promise

<aside> <img src="/icons/chart-line_purple.svg" alt="/icons/chart-line_purple.svg" width="40px" /> Welcome to The Big Promise

In this video, we’ll show you what a “Big Promise” is, why you need one for your offer and how to create one. Outside of the Unique Mechanism, the Big Promise is the most important part of your offer, so pay close attention.

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The Big Promise 🤝

The Big Promise is the outcome that you are promising the prospect will achieve when they purchase your program or course.

You are saying to the prospect: “if you buy my program, you will get this specific result.”

You want to make a huge promise that’s right on the edge of what’s possible in the near best-case scenario—and then bust your ass to deliver that for the market.

Reflection Of Desire🪞

The Big Promise should be a reflection of the prospect’s deepest desire. It should be what they truly want more than anything else in their heart of hearts.

You should be right on the edge of believability but not beyond it. ****You want to stretch and dramatize your promise as far as you can without it becoming unrealistic.

If your promise is not believable then they won’t buy your product.

Example → “I’ll scale your business to $200k/month in 14 days…”

Example → “We’ll increase your revenue by $50k/month in 6 months…”

This should be a result you actually achieved yourself or that your customers regularly get.

Again, I can’t stress the importance of this enough: your product MUST give the person WHAT THEY WANT or they will never buy it and they will never care enough to give you money.

This is the fundamental error that most people make. They sell an offer that people don’t want. Instead of giving the market what they want, they come up with an idea & try to sell it.

Most people’s idea of an offer is something like:

📣 “Hey dentists — I’ll help you improve your operations & marketing!”

This is NOT what they want, not even close. You’re trying to sell them what YOU want to sell them. This is the worst thing you can possibly do as an entrepreneur.

You must know what your market wants in their heart of hearts.

For example, the dentist likely wants something like this:

📣 An instant referral system that you can plug into your business with no work or effort and get them 20+ invisalign patients a month consistently with zero adspend.

WARNING HERE

This is my best estimate. I can assess this with a high degree of probability because I’m a very skilled / experienced marketer BUT if I was entering this market I would do 30-40 sales calls with dentists to REALLY figure out what they want and research what they complain about on forums. So if your market is dentists, don’t just copy what I said.

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You want to ask yourself:

What is their BIGGEST surface level desire in their words?
What’s the DEEPER emotional reason they want this in their words?
What have they TRIED BEFORE to get this outcome?
Why do THEY believe that this method didn’t work?
What KIND of new mechanism or solution do they want?
What’s the MOST IMPORTANT thing to them about this mechanism?

Then you want to literally promise that person the end result they want in your offer.

Example → Lose 20 pounds in 3 months without giving up foods you love

Example → Make 10k a month online in 90 days without tech stuff or prior experience

Example → Get a girlfriend in 90 days without approaching a girl or changing your personality

Example → Add ****$100k/mo to your business by copy-pasting a script onto your website

Example → Find a rich husband in under 6 months without going on apps or dating 50 toxic jerks

Remember, I made these up. You want to research and find out for yourself what the market wants. The key is really understanding your market.

How To Find What They Want 🔍

Here’s a few ways to find out ****what the market wants in their words: