WEBVTT 1 00:00:00.000 --> 00:00:05.360 What's going on guys? I have a special special surprise for you. This is not announced publicly 2 00:00:05.360 --> 00:00:09.520 so you guys will be the first one to hear it. But I have actually made my $100 million 3 00:00:09.520 --> 00:00:13.880 offers audiobook which has been available on Amazon for the last two years and has been 4 00:00:13.880 --> 00:00:20.280 top 100 throughout that whole time. It's now here free for you guys. And I did that 5 00:00:20.280 --> 00:00:25.720 because I just want more people to have it and more people to share it. So the next few 6 00:00:25.720 --> 00:00:33.160 chapters and episodes will be directly from the audiobook for your listening pleasure. 7 00:00:33.160 --> 00:00:37.120 And my only ask is that you share it. Share it with somebody who you think it would benefit 8 00:00:37.120 --> 00:00:44.040 from. And it would just mean the world to me and hopefully do them. Enjoy. Welcome to the 9 00:00:44.040 --> 00:00:51.040 special edition of $100 million offers in this episode collab with the game. We will be 10 00:00:51.040 --> 00:00:57.000 going over opening credits, dedication, start here, how we got here and Grand Slam offers. 11 00:00:57.000 --> 00:01:01.760 And I hope you enjoyed this book as much as I enjoyed making it for you. And if it does 12 00:01:01.760 --> 00:01:04.560 provide you value, I hope you'll share it with a friend. 13 00:01:21.600 --> 00:01:28.880 Guiding principles. There are no rules. Dedication to Laila. You are my right or die. A term 14 00:01:28.880 --> 00:01:33.360 used to describe a person, usually a woman that is willing to do anything for their partner, 15 00:01:33.360 --> 00:01:38.160 friend or family, even in the face of danger. Couldn't do this without you and wouldn't want to. 16 00:01:38.800 --> 00:01:44.080 You make waking up every day worth it. Thank you for being unapologetically you. You're a 17 00:01:44.080 --> 00:01:49.440 down motherfucker to Trevor. You're the best friend a guy could ask for. Thank you for spending 18 00:01:49.520 --> 00:01:53.680 hours upon hours beating up the ideas that became this book with me. It would not have been 19 00:01:53.680 --> 00:01:58.000 half as good as it is without your relentless drive for simplification and clarity. 20 00:01:58.000 --> 00:02:01.840 I turn only grateful for our friendship. You make me feel less alone in this world. 21 00:02:02.400 --> 00:02:04.160 Cheers to becoming old and crotchety. 22 00:02:07.360 --> 00:02:13.440 Start here. Outside returns often come from betting against conventional wisdom and conventional 23 00:02:13.440 --> 00:02:19.200 wisdom is usually right. Given a 10% chance of 100 times payoff, you should take that bet every 24 00:02:19.200 --> 00:02:24.560 time. But you're still going to be wrong nine times out of 10. We all know that if you swing for 25 00:02:24.560 --> 00:02:28.400 the fences, you're going to strike out a lot. But you're also going to hit some home runs. 26 00:02:29.120 --> 00:02:33.280 The difference between baseball and business, however, is that baseball has a truncated outcome 27 00:02:33.280 --> 00:02:38.400 distribution. When you swing, no matter how well you connect with the ball, the most runs you can 28 00:02:38.400 --> 00:02:44.480 get is four. In business, every once in a while, when you step up to the plate, you can score a thousand 29 00:02:45.440 --> 00:02:48.880 runs. This long tail distribution of returns is why it's important to be bold. 30 00:02:49.520 --> 00:02:55.680 Big winners pay for so many experiments. Jeff Bezos. As entrepreneurs, we make bets every day. 31 00:02:56.320 --> 00:03:01.840 We are gamblers. Gambling our hard-earned money on labor, inventory, rent, marketing, etc. 32 00:03:02.480 --> 00:03:08.640 All with the hopes of a higher payout. Oftentimes, we lose. But sometimes, we win and win big. 33 00:03:09.440 --> 00:03:15.280 However, there's a difference between gambling and business and gambling in a casino. In a casino, 34 00:03:15.280 --> 00:03:20.160 the odds are stacked against you. With skill, you can improve them, but never beat them. 35 00:03:20.160 --> 00:03:25.040 In contrast, in business, you can improve your skills to shift the odds in your favor. 36 00:03:25.760 --> 00:03:31.200 Simply stated, with enough skill, you can become the house. After beginning a series of books on 37 00:03:31.200 --> 00:03:35.200 acquisition, it became apparent that I could not talk about any other topic without first 38 00:03:35.200 --> 00:03:40.320 addressing the offer. The starting point of any conversation to initiate a transaction with 39 00:03:40.320 --> 00:03:46.800 a customer. What you are literally providing them in exchange for their money. That's where it all 40 00:03:46.800 --> 00:03:52.880 begins. This book is about how to make profitable offers. Specifically, how to reliably turn 41 00:03:52.880 --> 00:03:58.960 advertising dollars into enormous profits, using a combination of pricing, value, guarantees, 42 00:03:58.960 --> 00:04:03.680 and naming strategies. I call the proper combination of these components a grand-slime offer. 43 00:04:04.320 --> 00:04:08.560 I chose this term partially in homage to the above quote from Amazon Founder Jeff Bezos, 44 00:04:08.560 --> 00:04:14.000 and because, like a grand-slime in baseball, a grand-slime offer is both very good and very rare. 45 00:04:14.880 --> 00:04:19.440 Additionally, to extend the baseball metaphor, it takes no more effort to make a grand-slime offer 46 00:04:19.440 --> 00:04:24.080 than to strike out. The difference is dictated by the skill of the marketer and how well he connects 47 00:04:24.080 --> 00:04:30.240 his offer with his audience's desires. In business, you can have so-so offers, the singles and 48 00:04:30.240 --> 00:04:35.680 doubles that keep the game going, pay the bills, and keep the lights on. But, unlike baseball, 49 00:04:35.680 --> 00:04:40.800 where a grand-slime scores a maximum of four runs, a grand-slime offer in the business world 50 00:04:40.800 --> 00:04:45.600 can score you a thousand-fold payoff and a result in a world where you never need to work again. 51 00:04:46.320 --> 00:04:50.640 It would be like connecting with the ball so well during one single at bat that you automatically 52 00:04:50.640 --> 00:04:55.600 win every world series for the next hundred years. It takes years of practice to make something 53 00:04:55.600 --> 00:04:59.040 as complicated as hitting a major league fastball into the bleachers look effortless. 54 00:04:59.680 --> 00:05:05.040 Your stance, vision, prediction, ball speed, bad speed, and hit placement all must be perfect. 55 00:05:06.000 --> 00:05:09.200 In marketing and customer acquisition, the process of getting new customers, 56 00:05:09.760 --> 00:05:13.360 there are just as many variables that must all align to truly knock it out of the park. 57 00:05:14.080 --> 00:05:18.080 But with enough practice and enough skill, you can turn the wild world of acquisition, 58 00:05:18.080 --> 00:05:23.360 which will throw curveballs at you every day into a home run derby, knocking offer after offer 59 00:05:23.360 --> 00:05:28.720 out of the stadium. To everyone else, your success will look unbelievable. But to you, 60 00:05:28.720 --> 00:05:33.760 it will just feel like just another day at work. The greatest hitters of all time also have many 61 00:05:33.760 --> 00:05:38.000 strikeouts. Just as there are many failed offers in the track record of great marketers, 62 00:05:38.800 --> 00:05:43.440 we learn skills through failure and practice. We do this knowing that nine times out of ten, 63 00:05:43.440 --> 00:05:48.720 we will be wrong. We still act boldly, hoping for that offer we connect with so well that 64 00:05:48.720 --> 00:05:53.440 it results in our big payoff. The good news is that in business, you only need to hit one 65 00:05:53.440 --> 00:05:58.960 grand slam offer to retire forever. I have done this four or five times in my life. As for my 66 00:05:58.960 --> 00:06:04.240 track record, I have a 36 to one lifetime return on my advertising dollars over my business career. 67 00:06:04.880 --> 00:06:09.440 Consider this my lifetime batting average, if you will. That means for every one dollar I spend 68 00:06:09.440 --> 00:06:16.720 on advertising, I get $36 back, a 36 hundred percent return. That is my average over eight years. 69 00:06:17.280 --> 00:06:21.840 And I continue to improve. This book is my attempt to share that skill with you, 70 00:06:21.840 --> 00:06:26.480 with a specific focus on building grand slam offers so you can experience the same levels of success. 71 00:06:27.440 --> 00:06:30.960 It's also the first in a series of books meant to get entrepreneurs to financial freedom, 72 00:06:30.960 --> 00:06:36.080 in plain words, fuck you money. Subsequent books in the series will look more deeply at getting more 73 00:06:36.080 --> 00:06:40.640 customers, converting more prospects and clients, making those clients worth more, and other 74 00:06:40.640 --> 00:06:45.920 lessons I wish I had learned earlier in scaling my businesses. Protit, faster, deeper learning 75 00:06:45.920 --> 00:06:49.840 by reading and listening at the same time. Here's a life hack I discovered a long time ago. 76 00:06:50.400 --> 00:06:54.160 If you listen to the audiobook while reading the ebook or physical book, you will increase your 77 00:06:54.160 --> 00:06:58.080 reading speed and retain more information. The contents are being stored in more places in your 78 00:06:58.080 --> 00:07:02.400 brain. This is how I read most things worth reading. I've priced my products as cheap as the 79 00:07:02.400 --> 00:07:07.120 platform to allow me, so this is an employee to make an extra ninety nine cents promise. If you 80 00:07:07.120 --> 00:07:11.280 want to give it a try, go ahead and grab the audio version and see for yourself. You might find 81 00:07:11.360 --> 00:07:16.480 it as valuable as I have, as someone who struggles to stay focused. It took two days to talk this book 82 00:07:16.480 --> 00:07:20.480 out loud and record it. I figured I'd put this hack at the beginning of the book, so you had a 83 00:07:20.480 --> 00:07:24.080 chance to do it if you found the first chapter valuable enough to earn your attention. 84 00:07:26.400 --> 00:07:32.480 Section one, how we got here, the ugly truth. Chapter one, how we got here. 85 00:07:33.440 --> 00:07:37.680 Magic will find those with pure hearts, even when all seems lost. Morgan Rhodes. 86 00:07:38.560 --> 00:07:45.680 December 24th, 2016. Christmas Eve. The room was pitch black. My shoes stuck to a floor covered 87 00:07:45.680 --> 00:07:51.280 in dried soda and crushed bits of candy. My nostrils were full with the smell of step popcorn. 88 00:07:51.280 --> 00:07:55.280 We had just shown up too late to get good seats and ended up pressing near the front of the 89 00:07:55.280 --> 00:08:00.480 theater. Just a few rows in front of me. The movie's blazing projection occupied my entire field 90 00:08:00.480 --> 00:08:05.680 of view. In the reflected glow, I could see the outlines of Leyla's family's faces. They may 91 00:08:05.680 --> 00:08:11.760 as well have been hypnotized. I envied them. They sat, entranced, soaking in their paid time off 92 00:08:11.760 --> 00:08:17.280 for Christmas. Most be nice. Anybody else would have missed it, but Leyla, my girlfriend at the time, 93 00:08:17.280 --> 00:08:21.760 knew me too well. Anybody else would have thought I was watching the movie, but Leyla could tell I was 94 00:08:21.760 --> 00:08:27.200 staring blankly at the screen. My eyes not tracking with the movie. My face was pale. My cheekbones and 95 00:08:27.200 --> 00:08:32.960 jawline appeared gone. Weeks of chronic stress had killed my appetite. What's wrong? She asked. I didn't 96 00:08:32.960 --> 00:08:38.480 answer. She risked her hand on mine to get my attention. I didn't react. Within moments her 97 00:08:38.480 --> 00:08:43.600 fingers tied around my wrist, and she looked at me, her eyes searching for mine. Your heart is racing, 98 00:08:43.600 --> 00:08:49.920 she whispered, concerned. Without asking, she took my pulse. It was a hundred beat per minute, 99 00:08:49.920 --> 00:08:56.720 nearly twice what it should be for a fit 27-year-old male at rest in a cool dark room. What's going on? 100 00:08:56.720 --> 00:09:01.120 She asked more forcibly, but still whispering. The truth is, I was terrified. 101 00:09:02.240 --> 00:09:08.640 A few hours earlier. I looked like a giant. I sat scrunched up in a children's miniature play chair. 102 00:09:08.640 --> 00:09:13.280 My knees almost touched my chest, even with my feet firmly planted on the old beige, carpeted floor. 103 00:09:14.000 --> 00:09:19.440 My laptop felt hot, sitting atop my steeply angled knees. Dolls and toys were scattered around me. 104 00:09:20.080 --> 00:09:25.040 They stared at me with wide eyes and toothy grins. Motionless. I had been their entertainment for 105 00:09:25.040 --> 00:09:29.440 the past few weeks. I was in Layla's parents' house. They had recently become grandparents and 106 00:09:29.440 --> 00:09:34.320 used this spare bedroom as a playroom when their children visited. I didn't have a place to live, 107 00:09:34.320 --> 00:09:38.240 so they were letting Layla and I stay there, quote, as long as we needed, end quote. 108 00:09:38.960 --> 00:09:43.360 They had let me use the children's playroom as my office for my business, which at this point 109 00:09:43.360 --> 00:09:47.040 felt almost as make believe as the stories they had told their grandchildren in this room. 110 00:09:48.000 --> 00:09:51.760 I literally felt like I was playing dress-up, except the stakes were real, and this was my life. 111 00:09:52.720 --> 00:09:56.560 My ears were hot and red from the phone being pressed against them for what felt like hours. 112 00:09:56.560 --> 00:10:00.240 I kept switching hands because my arms would tire, from holding the phone up for so long. 113 00:10:01.440 --> 00:10:04.800 I'm sorry, Mr. Homozi, the voice in the other end of the line said, 114 00:10:04.800 --> 00:10:08.880 we have to hold onto these funds for the next six months. We've seen some irregular activity. 115 00:10:08.880 --> 00:10:13.840 So this is precautionary. Are you fucking kidding me? 120 grand? I said, a precaution? 116 00:10:14.640 --> 00:10:19.520 I'm sorry, sir, our underwriting team. Yeah, yeah, I heard you. I said, cutting them off. I don't accept that. 117 00:10:20.320 --> 00:10:23.200 Sir, it's not up to me. It's just our problem. What am I going to tell my salesman? 118 00:10:23.680 --> 00:10:27.680 There's a baby on the way and another one. Are you going to tell him he's not going to buy his 119 00:10:27.680 --> 00:10:32.480 pregnant wife and newborn food? Are you going to pay his mortgage for him? I was seething. 120 00:10:33.280 --> 00:10:37.200 Sir, you beginning it with unfazed apathy, just trying to deliver the news. 121 00:10:38.240 --> 00:10:41.920 It's not ears to take. My aggression was quickly turning into desperation. 122 00:10:42.720 --> 00:10:46.480 Shit, just send me half second pay my employees. It's Christmas Eve for fuck's sake. 123 00:10:47.280 --> 00:10:51.280 Sir, we're going to be holding onto the entire of your funds for the next six months per your agreement. 124 00:10:52.240 --> 00:10:59.840 The voice faded into the distance. Fuck. I hang up and check my accounts. 23,000, 36 dollars. 125 00:11:00.880 --> 00:11:06.000 I owed my salesman a $22,000 commission check for 120,000 in sales I never got. 126 00:11:06.880 --> 00:11:10.400 Without wanting to give myself the opportunity to think about, I wired it to him. 127 00:11:11.360 --> 00:11:18.160 Negative $22,000. Payment successful. Balance $1,036. Fuck. 128 00:11:19.840 --> 00:11:23.920 The sunlight blinded me as we emerged from the matinee. The family shuffled in and out through the 129 00:11:23.920 --> 00:11:29.360 revolving doors, making their happy memories. I was in a daze. Leila led me to the car, 130 00:11:29.360 --> 00:11:34.640 her hand wrapped firmly around mind. What's wrong? What happened? She asked. The money isn't coming. 131 00:11:35.520 --> 00:11:39.840 What do you mean? It's delayed. I exhaled in defeat. They're keeping it all. 132 00:11:40.560 --> 00:11:46.160 Can they do that? Apparently. I said stoically, trying to maintain my composure in front of her 133 00:11:46.160 --> 00:11:50.960 parents. What are you going to do about the commissions? I already paid him everything. I said without 134 00:11:50.960 --> 00:11:56.400 looking at her. Leila's concern turned a dread. We sat in silence the whole way home. I stared out 135 00:11:56.400 --> 00:12:01.520 the window. She held my hand in hers. There was more comforting than I anticipated. We'll get through 136 00:12:01.520 --> 00:12:09.200 this. 30 days earlier. I decided to go all in on this new business I called Jim Watch. He was the 137 00:12:09.200 --> 00:12:13.360 idea. I would fly around the country to Jim's and fill them up to full capacity using this new 138 00:12:13.360 --> 00:12:16.960 methodology that hinged on an offer I had perfected when I owned my chain of Jim's. 139 00:12:18.000 --> 00:12:22.240 Leading up to this moment, I had sold five of my six Jim's. The funds from selling them, 140 00:12:22.240 --> 00:12:25.360 my life's work, I'd put into an account that I had with a new partner. 141 00:12:26.400 --> 00:12:30.720 This money was supposed to be the seed money for our new company. I was finally going to realize 142 00:12:30.720 --> 00:12:36.800 some level of success. My alarm went off. I groggly swung my arm over, blindly clawing at the 143 00:12:36.800 --> 00:12:42.080 bedside table. I switched off the alarm while Leila somehow managed to sleep through the commotion. 144 00:12:43.120 --> 00:12:48.880 I laid their silently pulling up the bank accounts a daily ritual. The balance said $300. Wait, 145 00:12:48.880 --> 00:12:55.120 that can be right. There was 46,000 in here yesterday. My adrenaline surged. Looking closer, I saw 146 00:12:55.120 --> 00:13:01.680 minus 45,700 payment successful. I was frantic. The money from selling all my Jim's was gone. 147 00:13:01.760 --> 00:13:08.080 I checked where the money went to my, quote, partner, end quote. He had taken all the money out. 148 00:13:08.880 --> 00:13:14.320 Fuck. The last four years of my life had vanished that fast. I officially had nothing, 149 00:13:14.320 --> 00:13:20.480 and even less to show for it. No Jim's, no equipment, no employees, nothing. I felt that inside. 150 00:13:22.000 --> 00:13:25.920 Adding insult to injury in that same 30 day period, my mother was in critical condition because 151 00:13:25.920 --> 00:13:30.640 of a near fatal accident and was still under 24 hours of provision. And I had told him my car 152 00:13:30.640 --> 00:13:35.600 and head on collision at 60 miles an hour and earned a DUI as my consolation prize. This was the 153 00:13:35.600 --> 00:13:40.640 cherry on top. My one saving grace during this time was selling a new challenge offer at a gym 154 00:13:40.640 --> 00:13:45.600 and collecting all the cash upfront as my fee for turning their business around. So I did the only 155 00:13:45.600 --> 00:13:51.600 thing I knew I sold. My salesman had done $120,000 in a single month and I owed him $22,000 in 156 00:13:51.600 --> 00:13:58.240 commissions. The problem was the $120,000 never came. We need to talk. I said, as Leila and I went to 157 00:13:58.240 --> 00:14:02.800 the other room. I woke up to the courage to speak but stared at the floor and bearished. 158 00:14:02.800 --> 00:14:06.720 I've got nothing. I said to her, I'm a sinking ship and you don't have to stay here with me. 159 00:14:07.760 --> 00:14:11.280 She grabbed my chin and pulled my face towards hers so she could look into my eyes. 160 00:14:12.000 --> 00:14:16.000 I would sleep with you under a bridge that became to that. I would have cried tears of joy, 161 00:14:16.000 --> 00:14:20.960 but I was so emotionally exhausted that my response appeared apathetic. I wouldn't stay with me. 162 00:14:22.080 --> 00:14:25.760 So we're still going to do these launches starting tomorrow, she asked. All my friends quit their 163 00:14:25.760 --> 00:14:29.840 jobs to do this. She's being matter of fact, but it's still stuck. I felt defeated. 164 00:14:30.560 --> 00:14:34.400 Listen, this could go horribly wrong. I trust you. We'll figure it out. 165 00:14:35.200 --> 00:14:39.520 I had two things left at this point. A grand slam offer and an old business credit card with a 166 00:14:39.520 --> 00:14:45.200 $100,000 limit from when I had my gems. On the day after Christmas, two days after the gut 167 00:14:45.200 --> 00:14:50.160 wrenching call with the payment processor, we were scheduled to launch six new gems at the same time. 168 00:14:51.120 --> 00:14:55.520 Between airfare hotels, rental cars, gas and aspen, all multiplied by six, 169 00:14:55.520 --> 00:15:01.840 I was going to be spending $3,300 per day of money I didn't have. My last dollar had gone to 170 00:15:01.840 --> 00:15:08.320 paying my salesman. I still remember my hand shaking as the advertisement went live off to on. 171 00:15:09.280 --> 00:15:13.680 Just like that, I was going into debt at a rate of $412 per working hour. 172 00:15:14.560 --> 00:15:18.560 Just like that, $3,300 per day began getting deducted from my account. 173 00:15:19.840 --> 00:15:26.640 Minus $3,300? I now officially have nothing. Minus $3,300? I now officially have less than nothing. 174 00:15:26.640 --> 00:15:33.280 Minus $3,300? I have $10,000 less than nothing. Minus $3,300? This one decision is going to ruin my 175 00:15:33.280 --> 00:15:39.360 future forever. But things started shaping up. Here's what happened that month, January 2017, 176 00:15:40.000 --> 00:15:44.880 as documented by my old processing records I dug up. In the physical book, there's a chart that I 177 00:15:44.880 --> 00:15:49.920 am referencing. You can see the month along the left column and the revenue collected on that month 178 00:15:49.920 --> 00:15:57.680 along the right. We made $100,117. It was just enough to cover the $3,300 a day that had 179 00:15:57.680 --> 00:16:02.320 been coming off the credit card. It was actually working. I could hardly believe it. I threw the 180 00:16:02.320 --> 00:16:06.160 Hail Mary and the University caught it. I went from looking up bankruptcy lawyers to figuring out 181 00:16:06.160 --> 00:16:10.960 what to do with $3 million in profits, occurred within the first 12 months. It felt surreal, 182 00:16:10.960 --> 00:16:16.480 and in hindsight, it still kind of does. By the end of the year, we were doing $1.5 million per 183 00:16:16.480 --> 00:16:24.160 month, $12 months from then, $4.4 million per month. 24 months after that, we crossed 120 million 184 00:16:24.160 --> 00:16:29.840 in sales and donated $2 million to help fund equal opportunity and low income areas. We met 185 00:16:29.840 --> 00:16:33.840 Ember Friend Adonal, Schwarzenegger, my lifelong hero, and we were asked to become board members 186 00:16:33.840 --> 00:16:39.360 of his charity after school all stars. 12 months after that, we now have a portfolio of 7-8 187 00:16:39.360 --> 00:16:44.720 figure and multi-8 figure companies across a variety of industries, photography, publishing, 188 00:16:44.720 --> 00:16:50.000 fitness, business consulting, beauty, and business types, brick and mortar chains, software, 189 00:16:50.000 --> 00:16:54.800 service, e-commerce, training and education. Our portfolio companies now do about $1.6 million 190 00:16:55.600 --> 00:17:01.280 per week and growing. I say this because honestly, I can't believe it. All of this was because 191 00:17:01.280 --> 00:17:06.160 of a girl who believed in me, a credit card, and a grant's time offer. I know I teleported 192 00:17:06.160 --> 00:17:10.560 you from rag to riches, and the natural question is, how? That's what I'm going to use the rest of 193 00:17:10.560 --> 00:17:15.680 this book and the remaining books and free courses in acquisition.com to break down. The skill of 194 00:17:15.680 --> 00:17:20.800 making offers save me from bankruptcy and likely save my life. I've made so many mistakes in my life. 195 00:17:20.800 --> 00:17:25.440 I've made so many bad life decisions. I've hurt people knowingly and mistakenly. I've done bad 196 00:17:25.440 --> 00:17:30.080 things with good intentions. I say this because I am human. I don't pretend to have the answers. 197 00:17:30.080 --> 00:17:34.160 I have my own demons that I buy at all every day. But despite my many shortcomings, 198 00:17:34.160 --> 00:17:38.000 I've still managed to get really good at this one thing, and I'd like to share that with you. 199 00:17:38.640 --> 00:17:43.120 I can teach you how to build great offers. I don't know who you are. Yes, you. The one listening 200 00:17:43.120 --> 00:17:47.040 to this. And thank you from the bottom of my heart. Thank you for allowing me to do work I find 201 00:17:47.040 --> 00:17:50.960 meaningful. Thank you for giving me the most valuable asset you have, your attention. I promised 202 00:17:50.960 --> 00:17:55.760 it my very best to give you a positive return on it. Here's your first piece of good news. If you're 203 00:17:55.760 --> 00:18:00.640 listening to this and you already are in the top 10 percent, most people buy stuff and then 204 00:18:00.640 --> 00:18:05.040 promptly ignore it. I can also throw out a spoiler. The further you get in this book, the bigger 205 00:18:05.040 --> 00:18:10.880 the nuggets become. Just watch this book delivers. The world needs more entrepreneurs and needs more 206 00:18:10.880 --> 00:18:14.560 fighters. It needs more magic. And that's what I'm sharing with you magic. 207 00:18:18.560 --> 00:18:23.520 Hey guys, real quick. I don't know if you know this, but $100 million offers has a physical copy 208 00:18:23.680 --> 00:18:28.560 and a Kindle copy online. So you can go to Amazon and grab those. If that's helpful for me, 209 00:18:28.560 --> 00:18:34.000 I prefer to read with my eyes and listen at the same time. And especially the books that I 210 00:18:34.000 --> 00:18:38.560 refer to often I like having on my desk next to me so I can pull them up and use them to make 211 00:18:38.560 --> 00:18:46.480 money doing whatever it is that I'm doing. Capital two. Grand Slam offers. Make people 212 00:18:46.480 --> 00:18:52.640 on offer so good they would feel stupid saying no. Travis Jones. I was 23 years old and to quote 213 00:18:52.640 --> 00:18:57.680 Ruth from Ozark, I didn't know shit about fuck. But there was in a Las Vegas penthouse 214 00:18:57.680 --> 00:19:02.000 road tellroom, along with 10 business owners learning about marketing and sales in my most 215 00:19:02.000 --> 00:19:07.120 fashionable beast mode t-shirt. A shirt I had gotten for free and one of the five shirts I owned at 216 00:19:07.120 --> 00:19:11.680 the time. Truthfully, I was anxious, self-conscious and thought I was making a huge mistake. 217 00:19:12.240 --> 00:19:16.400 I paid $3,000 of money. I didn't have to get a seat at the table. I knew I needed 218 00:19:16.400 --> 00:19:20.880 to learn. Everyone there had a business except me. I was planning on starting one, a gym. 219 00:19:21.680 --> 00:19:26.800 TJ, the organizer, had multiple successful businesses. While going over the agenda, 220 00:19:26.800 --> 00:19:30.000 I remember he made an offhand comment about making a million dollars that year. 221 00:19:30.640 --> 00:19:35.760 One million dollars. I was spelled out. I want to be like this guy. Do anything. 222 00:19:36.560 --> 00:19:42.640 The problem was I didn't know what any of them were talking about. KPIs, CPLs, conversion rates. 223 00:19:42.640 --> 00:19:46.640 My head was spinning as I pretended like I knew what they were talking about. But I didn't, 224 00:19:46.640 --> 00:19:51.760 and I'm bad at pretending. Between sessions, TJ found me. He could tell I was way over my head. 225 00:19:52.640 --> 00:19:56.960 TJ was kind, curious and caring. After a little bit of small talk, he asked me a simple question 226 00:19:56.960 --> 00:20:02.000 that changed my life forever. Do you want to know the secret to sales? I had never sold anything 227 00:20:02.000 --> 00:20:06.400 in my life. I never ever read a book on it. I just recently learned what the term even meant 228 00:20:06.400 --> 00:20:11.440 seriously. I leaned forward and tended to download every syllable that he spoke right into my brain. 229 00:20:12.080 --> 00:20:16.960 I opened my notebook and stared at him with intent. I was ready for the secret. He looked at 230 00:20:16.960 --> 00:20:21.680 me soberly and said, make people on offer so good they would feel stupid saying no. I nodded, 231 00:20:21.680 --> 00:20:26.960 wrote it down, underlined it, encircled it, and with that, my entire worldview of selling was 232 00:20:26.960 --> 00:20:32.560 transformed. Make people on offer so good they would feel stupid saying no. My mind was racing. 233 00:20:33.680 --> 00:20:38.640 I didn't have to be skilled or even any good. I just had to come up with things that anyone would 234 00:20:38.640 --> 00:20:44.400 say yes to. The greatest game of my life had now begun. What this book is about? 235 00:20:45.360 --> 00:20:49.840 At some point, every successful business owner was a entrepreneur, a person full of ideas and 236 00:20:49.840 --> 00:20:54.640 frustrated at having potential to spare. Something clicks when they realize the horrible trade day 237 00:20:54.640 --> 00:20:59.280 and so many people make, trading their freedom for falsely perceived security. Their discomfort 238 00:20:59.280 --> 00:21:03.760 compounds. And once the discomfort of staying the same surpasses the discomfort of change, 239 00:21:03.760 --> 00:21:08.480 they take the leap. I'm going to be an entrepreneur so I can be free. They tell themselves, 240 00:21:08.480 --> 00:21:13.520 free to do whatever I want, whenever I want, with whom ever I want. Some learned about entrepreneurship 241 00:21:13.520 --> 00:21:18.400 through personal development. Others got into it through franchise, others bought courses, 242 00:21:18.400 --> 00:21:22.640 and some just said, fuck it. I'm doing it and I'll make it work and make it work they did. 243 00:21:23.600 --> 00:21:28.080 Most of us opened up shop with the intention of helping people in some way. Many times this 244 00:21:28.080 --> 00:21:33.200 assistance isn't some way related to something that's affected us personally. We set out to give 245 00:21:33.200 --> 00:21:37.520 back by providing to others by helping them solve a problem that was plagued us. Then again, 246 00:21:37.520 --> 00:21:41.920 sometimes this isn't our way in. In either case, we cling to the dream of making more and being 247 00:21:41.920 --> 00:21:46.320 freer than we are now. Many of us thought naively that owning a business would be our crowning 248 00:21:46.320 --> 00:21:49.920 accomplishment, a final destination. When in reality, it was just the beginning. 249 00:21:50.720 --> 00:21:54.640 Somehow in the transition between passionate to helping others and owning my first business, 250 00:21:54.640 --> 00:21:58.000 we gradually realized that we don't even know the first thing about business, 251 00:21:58.000 --> 00:22:03.600 let alone turning a profit. We may know a lot about our passion about why we started the business. 252 00:22:03.600 --> 00:22:07.600 That doesn't mean we know anything about succeeding in business. Much to the disappointment of 253 00:22:07.600 --> 00:22:12.000 idealists on the sidelines, succeeding in business means getting prospective customers to trade us 254 00:22:12.000 --> 00:22:16.640 money for our services. Our passion for their harder and coins. That's the agreement. 255 00:22:17.280 --> 00:22:22.320 The only way to facilitate that exchange to transact to literally carry out business as a business 256 00:22:22.320 --> 00:22:28.960 is by making the prospect an offer. What's an offer anyways? The only way to conduct a 257 00:22:28.960 --> 00:22:34.480 business is through a value exchange, a trade of dollars for value. The offer is what initiates 258 00:22:34.480 --> 00:22:38.480 this trade. In a nutshell, the offers the goods and services you agree to provide, 259 00:22:39.120 --> 00:22:44.160 how you accept payment, and the terms of the agreement. It is what begins the process of 260 00:22:44.160 --> 00:22:48.000 getting customers and making money. It is the first thing that any new customer will interact 261 00:22:48.320 --> 00:22:52.480 in your business. Since the offer is what attracts new customers, it is the lifeblood of your 262 00:22:52.480 --> 00:22:59.920 business. No offer, no business, no life. Bad offer, negative profit, no business, miserable life. 263 00:23:00.480 --> 00:23:06.400 Decent offer, no profit, stagnating business, stagnating life. Good offer, some profit, 264 00:23:06.400 --> 00:23:12.320 okay business, okay life. Grand Slam offer, fantastic profit, insane business, freedom. 265 00:23:12.880 --> 00:23:18.000 This book helps entrepreneurs craft those grand slam offers. These are the offers that are so 266 00:23:18.000 --> 00:23:22.080 effective, profitable, and life changing that it seems like they can only be the result of luck. 267 00:23:22.720 --> 00:23:28.560 That's how it looks to an untrained eye anyway. As you likely know now, I have crafted thousands 268 00:23:28.560 --> 00:23:33.600 of offers over the last decade. Most have failed, some did okay, and some struck gold. 269 00:23:34.240 --> 00:23:40.000 But I never really knew why. As Dr. Bergoman, a famous Stanford Business School professor said, 270 00:23:40.000 --> 00:23:43.840 it is far better to understand why you failed than to be ignorant of why you succeeded. 271 00:23:44.720 --> 00:23:49.120 But as the data started rolling in, what seemed like luck and fortune was closer to a repeatable 272 00:23:49.120 --> 00:23:53.920 framework. I've been fortunate enough to strike gold enough times to document these frameworks 273 00:23:53.920 --> 00:23:59.200 and have gotten lightning to strike twice. I've put the steps and components of those frameworks in 274 00:23:59.200 --> 00:24:04.880 a logical and digestible format so they are actually useful today, like now. I'm giving you action 275 00:24:04.960 --> 00:24:08.320 instead of a sad but typical book of vague business theories and mental masturbation. 276 00:24:09.760 --> 00:24:12.960 The two main problems most entrepreneurs face and how this book solves them. 277 00:24:14.960 --> 00:24:18.880 Although you can make a list of the problems you face a mile long, which is a great way to stress 278 00:24:18.880 --> 00:24:25.520 yourself out, all these problems typically stem from the big two cajones. One, not enough clients, 279 00:24:25.520 --> 00:24:29.280 two, not enough cash. In other words, excess profit at the end of the month. 280 00:24:30.080 --> 00:24:34.880 Seems obvious, right? It costs more time and money to get clients, thereby solving issue one, 281 00:24:34.880 --> 00:24:37.440 and that money is coming from the profit margins, which create problem too. 282 00:24:38.080 --> 00:24:42.320 What's more annoying, prospects savagely compare and belittle our services in favor of cheaper 283 00:24:42.320 --> 00:24:47.360 and crappier alternatives, with the cheapest one winning. This, of course, when winning means 284 00:24:47.360 --> 00:24:52.400 getting to work for more or even less, to that face. Let's see if slash prices to get more 285 00:24:52.400 --> 00:24:57.200 customers. You may even have a full client load, but here you are, barely making it because profit 286 00:24:57.200 --> 00:25:00.560 margins are too thin. Competition becomes a race to the bottom. 287 00:25:01.600 --> 00:25:04.560 If you're struggling with one or both of these issues, you're not alone. I've been there. 288 00:25:04.560 --> 00:25:08.480 Heck, I think every entrepreneur has these same challenges. I also want you to know that it's not 289 00:25:08.480 --> 00:25:12.880 your fault. Typical models weren't designed for profit maximization. They were designed by companies 290 00:25:12.880 --> 00:25:17.680 who have boatlets of funding and can operate at a loss for years. When these models are used in 291 00:25:17.680 --> 00:25:22.000 the real world, business owners just barely get by. They essentially buy themselves a job and work 292 00:25:22.000 --> 00:25:26.080 a hundred dollars a week to avoid working 40. Happy trade. My guess is that if you're anything like 293 00:25:26.080 --> 00:25:31.040 me, you sign up for something better. Keep an open mind. The contents of this book, if executed, 294 00:25:31.040 --> 00:25:35.920 can transform your business fast. It's okay if you're not into money, numbers, or business models. 295 00:25:35.920 --> 00:25:40.080 I've done all that work for you. I'm walking through the process step by step in these pages. 296 00:25:40.080 --> 00:25:44.320 I'm going to explain each of the two big problems we touched on above in detail, including why they 297 00:25:44.320 --> 00:25:49.120 don't work. Then I'm going to show you the solutions. And to wrap this adventure up, I'll explain 298 00:25:49.120 --> 00:25:53.760 how to enhance value to maximize how much you make per customer so that you can outmarket everyone 299 00:25:53.760 --> 00:25:59.600 and sack cash. We use this offer model for every niche we work with. Kairos, dentists, gyms, 300 00:25:59.600 --> 00:26:03.920 agencies, plumbers, roofers, dog walkers, physical products, software, brick and mortar stores, 301 00:26:03.920 --> 00:26:08.960 and so many more. And it's amazing how fast things can improve with each and every one of them 302 00:26:08.960 --> 00:26:15.600 when they use this framework. What's in it for you? I've made every dumb business stake in the book. 303 00:26:15.600 --> 00:26:19.840 Now you can learn from my embarrassing, brutal, multimillion dollar fuck ups without having to 304 00:26:19.840 --> 00:26:24.320 suffer the same pain yourself. Building these businesses has been a very hard and emotional 305 00:26:24.320 --> 00:26:29.920 journey for me. I wouldn't trade these experiences for the world. However, if this book helps just 306 00:26:29.920 --> 00:26:34.880 one entrepreneur avoid suffering as I did, keep their business open or accomplish their dreams, 307 00:26:34.880 --> 00:26:39.200 it will all be worth it. If you're willing to exchange the time it takes to watch two episodes 308 00:26:39.200 --> 00:26:44.080 of your favorite TV show and really study this book, and if you implement even a single offer 309 00:26:44.080 --> 00:26:47.920 component, I can guarantee you will add more clients and more dollars to your bottom line. 310 00:26:48.640 --> 00:26:52.160 Reading this book and taking it to heart will be the single greatest return on time for your 311 00:26:52.160 --> 00:26:56.000 business. Nothing else will allow you to do what this book can do in the same amount of time. 312 00:26:56.000 --> 00:27:00.400 That is a promise. As a side benefit, implementing a new offer is about one of the easiest things 313 00:27:00.400 --> 00:27:05.040 to do in a business, so you really can do this. This isn't some management practice or culture 314 00:27:05.040 --> 00:27:09.600 building who do. This is the real how you sell shit for lots of money type stuff. 315 00:27:10.960 --> 00:27:15.920 What's in it for me? I give all these materials this book, the accompanying course and all the books 316 00:27:15.920 --> 00:27:21.040 and courses which you can find at acquisition.com for free or at cost in order to help as many people 317 00:27:21.040 --> 00:27:25.280 as humanly possible make more and serve more. I've made these with the intention of providing more 318 00:27:25.280 --> 00:27:29.440 value than you can get from a thousand dollar course, any thirty thousand dollar coaching program, 319 00:27:29.440 --> 00:27:34.000 and hilariously more than two hundred thousand dollar college degree. And I do this because, 320 00:27:34.000 --> 00:27:38.320 although I could sell these materials in that format, I just don't want to. I've made my money 321 00:27:38.320 --> 00:27:42.640 doing this stuff, not teaching how to do this stuff, contrary to most of the marketing community 322 00:27:43.520 --> 00:27:47.600 so my model is different. I'll explain more in a second. That being said, there are two key 323 00:27:47.600 --> 00:27:52.800 architipes. I am trying to provide value to with my published materials. For archtype number one, 324 00:27:52.800 --> 00:27:56.400 entrepreneurs under three million dollars per year in revenue, my goal is to help you get there 325 00:27:56.400 --> 00:28:00.000 and earn your trust. Try just a couple of taxes from this book, watch them work, 326 00:28:00.000 --> 00:28:03.840 then try a few more, watch them work, and so on. The more you see results in your own business, 327 00:28:03.840 --> 00:28:08.400 the better. Once you succeed, you'll become archtype number two. Entrepreneurs at minimum 328 00:28:08.480 --> 00:28:12.000 between three to 10 million a year in revenue. Once you get there, or if that's you now, 329 00:28:12.000 --> 00:28:16.000 I'd be honored to invest in your business and help you cross thirty, fifty, or even a hundred 330 00:28:16.000 --> 00:28:21.040 million plus. I don't sell coaching masterminds or courses or anything like that. Instead, 331 00:28:21.040 --> 00:28:25.360 I have a portfolio of companies I take equity interest in. I use the infrastructure resources 332 00:28:25.360 --> 00:28:29.680 in teams of all my companies to fast track the growth, but don't believe me yet. We just met. 333 00:28:30.480 --> 00:28:34.960 If you're curious, my business model is simple, just like the four-piece pyramid logo of acquisition.com. 334 00:28:35.680 --> 00:28:41.040 Step one, provide value at no cost, far in excess to what the rest of the marketplace charges for. 335 00:28:41.040 --> 00:28:44.960 Step two, have entrepreneurs use the materials that actually work and make money helping more folks. 336 00:28:45.920 --> 00:28:49.760 Step three, earn the trust of the hyper-executor business owners who use the frameworks 337 00:28:49.760 --> 00:28:52.400 to scale their businesses to three to ten million dollars per year and beyond. 338 00:28:52.960 --> 00:28:57.520 Step four, invest in those businesses to make more impact at scale while helping every single 339 00:28:57.520 --> 00:29:02.320 other entrepreneur for free. If you look carefully, the process reverses in your success. I think 340 00:29:02.320 --> 00:29:06.560 it's pretty cool. Here's how. I know these business owners can execute the frameworks I have 341 00:29:06.560 --> 00:29:10.560 without handling, and therefore would be very likely to succeed with the next set of frameworks. 342 00:29:10.560 --> 00:29:15.440 Getting to 30 million, 50 million, 100 million looks different than getting to three to 10 million. 343 00:29:15.440 --> 00:29:19.680 They know my style works for them because it already has. So we operate on shared trust. 344 00:29:19.680 --> 00:29:23.680 I trust they can execute and they trust that our stuff works again because it already has. 345 00:29:23.680 --> 00:29:27.920 All while helping everyone else vote for free. So it allows me to preemptively avoid failures 346 00:29:27.920 --> 00:29:33.280 and dramatically increase success, likelihood. Let me show you how much. At the time of this writing, 347 00:29:33.280 --> 00:29:39.120 every business I have started since March of 2017 has achieved a $1.5 million per month run rate, 348 00:29:39.840 --> 00:29:45.760 at least. According to the Small Business Administration, the odds of a single business, 349 00:29:45.760 --> 00:29:53.520 even achieving $10 million a year, or $833,000 per month, which is almost half of what I just said, 350 00:29:54.080 --> 00:30:05.680 are 0.4% or 1 in 250. Having it happen four times in a row is 0.4% times 0.4% times 0.4% 351 00:30:06.320 --> 00:30:12.160 or in other words, very, very, very low probability that it was luck. As such, I can say with 352 00:30:12.160 --> 00:30:16.080 conviction that we know how to recreate success using the frameworks I share over and over again. 353 00:30:16.640 --> 00:30:21.280 They work because they are timeless business principles. I actively visualize every day how it 354 00:30:21.280 --> 00:30:25.040 felt to wake up in the middle of the night in cold sweats, wondering how it would make payroll. 355 00:30:25.040 --> 00:30:29.280 That gut-wrenching meditation keeps me hungry as an entrepreneur, but also grateful for my security 356 00:30:29.280 --> 00:30:33.440 and peace of mind. I want the latter for you, and anyone else who gives a damn about what they do. 357 00:30:34.240 --> 00:30:40.800 Fair enough? Cool, so let's get to it. Basic outline of this book. This book is intended to be a resource. 358 00:30:40.800 --> 00:30:43.600 As a resource, I mean it will be something that you read through, 359 00:30:43.600 --> 00:30:45.920 thank you for your toolbox coming back to it again and again. 360 00:30:46.080 --> 00:30:50.240 It says, never memorize anything you can look up. 361 00:30:50.240 --> 00:30:55.040 Business is not a spectator sport. You're not cramming for some midterm, and you're not some 362 00:30:55.040 --> 00:31:00.560 limperasted philosopher. You do work, and to work, you need tools. This, my friend, is one of those tools. 363 00:31:00.560 --> 00:31:06.080 General outline. Section one. How we got here. You just finished it. 364 00:31:06.080 --> 00:31:11.760 Section two. Pricing. How to charge lots of money for stuff. Section three. Value. 365 00:31:12.400 --> 00:31:15.840 Create your offer. How to make something so good. People line up to buy. 366 00:31:16.480 --> 00:31:21.200 Section four. Enhancing your offer. How to make your offer so good. They feel stupid saying no. 367 00:31:22.160 --> 00:31:25.120 Section five. Next steps. How to make this happen in the world. 368 00:31:25.760 --> 00:31:30.640 For free courses and books so good, they grow your business without your consent. Go to acquisition.com. 369 00:31:32.880 --> 00:31:36.720 Hey guys, real quick. Hope you enjoyed the first five chapters of $100 million offers. 370 00:31:37.600 --> 00:31:42.400 If you didn't know this, we actually have a full course for $100 million offers that accompanies 371 00:31:42.400 --> 00:31:48.080 the book that is absolutely free. It's on my site at acquisition.com for slash training. 372 00:31:48.080 --> 00:31:52.880 We have other courses there for free as well. There's no opt in required. You can just go there, 373 00:31:52.880 --> 00:31:56.960 watch, enjoy it. We've got downloads and checklists that you can use so you can fix your offer, 374 00:31:56.960 --> 00:32:02.640 improve your offer, and ultimately make more money. Next episode, episode two, we're going to 375 00:32:02.720 --> 00:32:07.600 talk about pricing and the commodity problem. We're going to talk about how to find a starving crowd 376 00:32:07.600 --> 00:32:09.440 and how to charge what it's worth.