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Hey guys, welcome to $100 million offers the audiobook special edition with the game

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podcast.

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Today, we're going over to chapters bonuses and guarantees bonuses are the thing that

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you give on top of the thing you're already selling to get more people to want to buy

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it at the same price.

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And this is the best thing to do that I've ever had when someone says, hey, can I have

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a discount?

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Instead of offering a discount, add more value.

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And that's where bonuses come in guarantees are the single greatest way to overcome the

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number on obstacle and sales, which is risk.

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And so if you have intelligently structured original guarantee, you can unbelievably increase

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your sales.

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It's staggering when you do it right.

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And I know for many of you, this, these next two chapters may be the ones that really take

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you over the edge and really change things for you.

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So I hope you enjoy.

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Chapter 13 enhancing the offer bonuses it's all gravy baby play on an old English saying.

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I have to give special thanks to Jason flatland for my renewed appreciation for bonuses.

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They are so powerful that they earned an entire chapter in this chapter.

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I'm going to cover what to offer, how to pick them, how to value them, how to present

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them, and how to price them.

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The main point I want you to take away from this is that a single offer is less valuable

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than the same offer broken into its component parts and stacked as bonuses, aka the entirety

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of the offer we came up with at the end of the last section.

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This section is about how to present those pieces in what order.

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For example, I may in fact do lots of things with my service, but until I enumerate them,

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they are unknown.

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This is why every infomercial of all time continues with, but wait, there's more.

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They would not use these techniques unless they were effective as every second of airtime

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cost money and must be justified with ROI.

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You'll also notice that if you watch those old infomercials, they would sell one knife

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for $38.95 and then include 37 other knives, sharpeners, pans, and guarantees to beat

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the prospect into submission.

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They established the price, and then they expand upon it until you feel like it's such

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a good deal, it would be stupid to pass it up.

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The reason this works is that we are increasing the prospect's price to value discrepancy by

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increasing the value delivered instead of cutting the price.

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We anchor the price we tell them to the core offer.

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Then with each increasingly valuable bonus, that discrepancy grows wider and wider until

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it's too big to bear and we snap the rubber band in their mind that is holding their wallet

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in their pocket.

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We are now going to present that stack of deliverables that we assembled earlier in a way that

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makes them irresistible.

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Pro tip.

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Add bonuses instead of discounting whenever possible on core offers.

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Whenever trying to close a deal, never discount the main offer.

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It teaches your customers that your prices are negotiable, which is terrible.

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Adding bonuses to increase value to close the deal is far superior to cutting prices.

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It puts you in a position of strength and goodwill rather than weakness.

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Presenting bonuses 101 versus group selling.

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There are key differences between pitching to a group versus a single person.

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Group selling is beyond the scope of this book, but I want to at least address when a bonus

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would be brought up in a 101 selling scenario.

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When selling 101, you ask for the sale first before offering the bonuses.

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If they say yes, then after they have signed up, you let them know the additional bonuses

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they're going to get.

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This creates a wow experience and reinforces their decision to buy.

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On the other hand, if the person does not buy after the first ask, then you present a

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bonus that matches their perceived obstacle, then ask again.

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Don't feel weird about asking again.

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You simply agree with the prospect, add the bonus, and then ask if this consolation was

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fair enough.

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People have a hard time rejecting reciprocity, so adding a bonus to accommodate than another,

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than another, and people feel almost obligated to buy from you.

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If you recall from our Truman's DAC chapter, each of those deliverables is now being

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weaponized and presented at the perfect time.

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We're going to provide all these bonuses to them anyways, but it increases the perception

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of our offer's value by laying these bonuses one at a time, bonus bullets.

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That being said, there are a few key things to remember when offering bonuses.

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One, always offer them.

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You can use the bulleted bundle we came up with at the end of section three.

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Two, give them a special name that has a benefit in the title.

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Three, tell them A, how it relates to their issue, B, what it is, C, high-discovered it,

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what you had to do to create it, D, how it will specifically improve their lives, or

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make their experience faster, easier, or less effort and sacrifice.

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Just looking at the value equation.

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Four, provide some proof.

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This can be a stat, a past client, or personal experience to prove that this thing is valuable.

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Five, paint a vivid mental image of what their life will be like assuming they have already

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used it in our experiencing the benefits.

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Six, always a scribe or price tag to them and justify it.

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Seven, tools and checklists are better than additional trainings.

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As the effort and time are lower with the former so the value is higher.

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The value equation still reigns supreme.

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Eight, they should each address a specific concern or obstacle in the prospect's mind about

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why they can't or won't be successful.

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The bonus should prove their belief incorrect.

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Nine, this can also be what they would logically realize they would need next.

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You want to solve their next problem before they even encounter it.

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Ten, the value of the bonus should eclipse the value of the core offer.

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Psychologically, as you continue to add offers, it continues to expand the price to value

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discrepancy.

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It also subconsciously communicates that the core offer must be valuable because if these

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are the bonuses, the main thing has to be more valuable than bonuses, right?

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No, but you can use the psychological bias to make your offering wildly compelling.

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Eleven, you can further enhance the value of your bonuses by adding scarcity and urgency

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to the bonuses themselves, which takes this technique and puts it on steroids.

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A, bonuses with scarcity.

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Version one, only people who sign up for my XYZ program will have access to my bonus

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one, two, three that are never for sale or available anywhere else other than through this program.

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Version two, I have three tickets left to my $5,000 virtual event.

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If you buy this program, you can get one of those last three tickets as a bonus.

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B, bonuses with urgency.

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Version one, if you buy today, I will add in XYZ bonus that normally costs $1,000 for free.

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And I'll do that because I want to reward action takers.

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C, with hope you can see the subtle differences.

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The first two examples aren't constrained by time.

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They state that if you buy the program, you will get the things you normally would not be able to.

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The bonus with urgency is about them buying today.

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And if they do not buy today, they will lose the bonuses minor difference but worth noting.

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Advanced level bonuses.

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Other people's products and services.

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You can get other businesses to give you their services and products as a part of your bonuses

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in exchange for exposure to your clients for free.

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This is free marketing for them and high value products for you at no cost.

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Businesses will do this because you are going to give their business exposure for free

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to the highest quality prospects your customers.

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As long as they are not direct competitors, you can get some brownie points,

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secure some future referral IOUs and make your offer more valuable at the same time.

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If you secure enough of these relationships, you can literally justify your entire price

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in the savings and additional true to price bonuses.

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For example, if I owned a pain clinic, I might get a massage therapist to give me one to two

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free massages to incorporate into my offer.

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On top of that, I might get one, a car practice to give me two free adjustments, valued at $100.

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A low information food company to give me discounts for the products, $50 savings,

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discounts for braces and orthotics, $150 savings, a local health club down the street to give me

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personal training session for free in a free month membership at their pool, $100 value,

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discounts on all pharmaceutical drugs from the local pharmacist, $100 per month in savings,

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repeat the above for multiple service providers, so perhaps I get 10 car practice to give me a free

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adjustment. Now I have 10 adjustments in my bundle, etc. Now if my offer were $400,

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then the value of these free bonuses alone is worth more than the $400.

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As if that weren't already awesome enough, if you really want to be a Jedi,

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negotiate a group discount and a commission for yourself. This is exactly what we did with

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our supplement company. Our gym owner clients use our sister company, prestige labs,

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sponsored athletes get 30% discount on all our products, and on top of that, the sponsored

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athlete gets 40% of all sales netted after the applied discount, so it's a win-win for everyone.

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Their clients get it for 30% less than our main site. They get paid for giving away exclusive

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discounts, and we get customers in exchange for commission paid. Everyone wins. If you're

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following along, each of these bonuses can become revenue streams for you indirectly by getting

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clients to say yes more easily, and directly because you can negotiate that each of these businesses

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can pay you for the people you send their way. So let's say we negotiated the following affiliate

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commission for making an introduction to these businesses. The chiropractor gives you $100 per

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person who comes into their office. The food company gives you free food, orthotics company gives

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you $100 per person referred. The health club gives you a free membership or $50 per month who

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signs up. Pharmacy gives you $100 per person. Now let's look at how much money we made.

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Our $400 offer now has the possibility to make us an extra $350 of pure profit. That's the beauty

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of these relationships. The other businesses will pay you, and you don't have to do anything,

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but refer customers to them that you already have spent the money to acquire. And if you really

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want to get crazy, come up with a grand slam offer with these partners' businesses by using

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the same concepts in this book, so that each of the bonuses themselves become even more valuable

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than a simple commoditized service. Pre-gift number eight, bonus on bonuses. There are a million

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in one way to use bonuses in your offers. You can get people to act faster, you can price anchor

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and product anchor, little known, you can get more people to say yes than you otherwise would.

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And if you want a live deep dive with me, you can go to acquisition.com for slash training,

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slash offers and select bonus creation to watch a short video tutorial. I also have a free bonus

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checklist that I use when creating offers, so you can swipe it and use it for your business on the

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house summary. We want to employ bonuses because they expand the price to value discrepancy and get

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people to purchase who otherwise wouldn't. They massively increase the prospect's perception

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of the value of our offer. So here's what to do. One, create checklists, tools, swipe files,

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scripts, templates and anything else that would take lots of time and effort to create on one's own,

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but it's easy to use once created. Anything that you can invest in one time that clearly cost

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time or money to create, but can be given away endless time is a perfect fit for bonuses.

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Two, beyond that, make a habit to record every workshop, every webinar, every event,

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every interview and use them as additional bonuses as needed to crush a perceived obstacle.

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Three, proactively negotiate group discounts and a referral commission with adjacent businesses that

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solve needs your customer will have as a result of beginning this process with you.

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What's the next natural thing they might want? Go to those businesses, get a deal for them they

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could never get for themselves because you were negotiating with the purchasing power of all your

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customers at once. Very powerful. Author note, the longer you are in business the more of these

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bonus assets you will have at your disposal. All of these things are valuable. Put them in a vault

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and keep them in your back pocket to sprinkle into an offer to get the deal closed.

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Information products work very well here because they have high perceived value, low cost and

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zero operational effort besides an additional login. Take his to virtual experience or events work

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too. Same goes for a higher level of service that has a fixed cost like giving someone a VIP

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service for a month, which also, by the way, doubles as a way of upselling them into that level

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of service to keep them on it. More on that in book two. Which should be a bonus versus part of

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the core offer if I am the one fulfilling it? Short answer, wow factor. In other words,

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something you wouldn't want someone to miss. Many times you have so much cool stuff they'll be

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riding your customers, which is a good thing that valuable nuggets can get lost in the mix.

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You want to take the most distinct ones that can almost stand on their own and pull those out

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to highlight them. This is especially true for things that are short in length but high in

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quality or value. Checklists or infographics can condense a lot of information into a small space.

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Someone might not feel justified paying lots of money for a product launch map, for example,

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but as a bonus will be perceived as very valuable. Next up, we have our core offer. We are

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presenting it in a way to increase scarcity and urgency to increase the likelihood that they

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want it even more. We stack the bonuses of our offer to make the price to value discrepancy

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out of this world and break our prospects minds. Next on our magical journey we'll be addressing

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the big elephant in the room. Risk. We will completely obliterate it using a combination of

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guarantees so they have no reason not to buy. Hey guys real quick, if you've been enjoying

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the $100 million offers series on the podcast, if you could share it with a friend or leave a

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review, either one would mean a lot to me and it would also make you an amazing human being.

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I took a year of my life to put into this and that was just in the actual writing process.

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It took me years to put this information in a simple succinct manner so that people could

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understand it and so it would just mean a lot to me. That's it. It's just an ask. It would

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mean a lot to me if you shared it. So that's all I got. Enjoy the rest.

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Chapter 14. Enhancing the offer. Guarantees. You're going to like the way you look. I guarantee it.

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Men's warehouse ad that ran forever. Guarantees worth their weight in gold.

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The single greatest objection for any product or service being sold is drum roll, risk.

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Risk that it doesn't do what it's supposed to do for them. Therefore, reversing risk is an

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immediate way to make any offer more attractive. You will want to spend a disproportionate amount

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of time figuring out how you want to reverse it. That being said, how much more attractive can

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a guarantee make an offer? Jason Flatland, who I referenced earlier, once stated that he had seen

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the conversion on an offer two to four acts simply by changing the quality of the guarantee.

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It's that important. From an overarching perspective, there are four types of guarantees.

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Unconditional, conditional, anti-guarantee, and implied guarantees. You must always hit your

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guarantee hard, even if you don't have one. Say it boldly and give the reason why.

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But won't people take advantage of a crazy guarantee? Sometimes, but not usually.

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That being said, you must understand the math. If you close 130% as many people,

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and your refund percentage doubles from 5% to 10%. You've still made 1.23x the money,

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or 23% more, and that all goes to the bottom line. Example, 100 sales with 5 refunds,

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which is 5% equals 95 net sales. The guarantee offer might get 130 sales, 13 refunds,

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which would be 10%, and net 117 sales. So 117 over 95 is 1.23x, or a 23% increase.

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Don't be emotional. Just do the math. For a guaranteed to not be worth it,

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the increase in sales would have to be 100% offset by people who refund. So an absolute increase

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in sales of 5% would need to be offset by an absolute increase in refunds of 5%.

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But that would be a doubling of refunds, which is unlikely. So for the most part, the stronger

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the guarantee, the higher the net increase in total purchases, even if the refund rate increases

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alongside it. Warning, while guarantees can be effective sellers, people who buy because of

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guarantees can become very shady customers. A person who only buys because of a guarantee

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is a person who may not be willing to put in the work necessary to see success with your product

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to service. In a world where you want to reverse risk and get customers the best outcome,

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tying your guarantee to the things they need to do to be successful can help all parties.

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Pro tip, high cost services warning. If you have a tremendous amount of costs associated with

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your product or service, you will likely want to employ conditional guarantee or anti-guarantee,

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as you'll have to eat the cost of the refund and the cost of fulfilling.

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If you don't achieve x in y time, we will. What makes a guarantee have power is a conditional

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statement. If you do not get x result in y period of time, we will z. To give a guarantee teeth,

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you have to decide what you'll do if they don't get the result. Without the or what portion of

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the guarantee, it sounds weak and deluded. Note, this is what most marketers do. That example,

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we will get you 20 clients guaranteed. Better example, you will get 20 clients in your

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first 30 days or you will give your money back plus your advertising dollars you spent with us.

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This is a simple but strong guarantee. Here are the four types of guarantees. I'll go over them

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in theory and we'll apply them. One, unconditional guarantees. As I stated earlier,

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they are unconditional, conditional and anti-guarantees. Unconditional are the strongest guarantees.

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They're basically a trial where they pay first and see if they like it. This gets a lot more

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people to buy, but you will have some people refund, especially as consumer culture continues

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to shift towards entitlement and zero accountability. Two, conditional guarantees. Conditional guarantees

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include terms and conditions to the guarantee. These are the ones that you can get very creative on.

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In general, you want these to be, quote, better than money back guarantees. Because if they're

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going to make an investment, you want to match their investments psychologically with an equal

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or higher perceived commitment. These also can have a very powerful effect on getting clients.

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If you know the key action someone's must take in order to be successful, make those part of

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the conditional guarantee. In a perfect world, 100% of your customers would qualify for conditional

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guarantee, but will have achieved their result and therefore would not want to take it.

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That is an ideal we can all aspire towards and just FYI. If given the option of getting a refund

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or getting the outcome they were promised, the vast majority of people will take the outcome.

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That's why they bought it in the first place. Three, anti-guarantees.

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Anti-guarantees are when you explicitly state all sales are final. You will want to own this

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position. You must come up with a creative, quote, reason why the sales are final. Typically,

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you want to show a massive exposure or vulnerability on your part that a consumer could immediately

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understand and think, yes, that makes sense. These types of guarantees are especially important with

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items that are consumable or massively diminishing value once given. Four, implied guarantees.

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Implied guarantees are any offer that is a performance-based offer. This comes in many different

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forms. Rev, share, profit, share, triggers, ratchets, monetary bonuses, etc. are all examples.

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The end all concept is the same. If I don't perform, I don't get paid.

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Unique to this particular structure is it also confers the upside of, if I do a great job,

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I will be very well compensated. These only work in situations where you have transparency for

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measuring the outcome and trust or control that you will get compensated when you perform.

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Stacking guarantees. An experienced salesman understands that, like bonuses, you can actually

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stack guarantees. For example, you could give an unconditional 30-day, no questions ask

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guarantee, then on top of that, give a conditional triple your money back 90-day guarantee.

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That would be an example of stacking unconditional with a conditional guarantee. You can also stack

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two conditional guarantees around different or sequential outcomes. For example, you'll make $10,000

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by 60 days, $30,000 by 90 days, as long as you do thing one, two, and three. This future

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paces the prospect into an outcome they now believe is far more likely, since you will be deliberately

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spelling it out in a conditional guarantee with a timeline for achievement. Doing this shows the

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prospect you were serious about getting the results and convinced they will achieve what they want.

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This shifts the burden of risk back from them onto us, a very powerful strategy.

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Let's go through some different guarantee examples. These are some of my favorites.

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Guarantee. If you don't achieve X in Y time, we will insert offer. Unconditional, no questions

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asked. Guarantee. What the client gets? A, a full refund. B, 50% refund. C, refund of ad spend

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or any ancillary cost. D, you pay for a competitor's program. E, you return their money plus any

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additional money on top of it like an extra $1,000. My take. This is about as simple as it gets.

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It's also very risky. You put yourself in a situation where if someone does not achieve the

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results, whether because of your fault or not, you will still be held accountable. Obviously,

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this is a strong but unoriginal guarantee. You can add conditions, but the more conditions you add,

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the faster this guarantee loses teeth. Wording. I heard Jason Fladley, who I referenced earlier,

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pitches unconditional guarantee on a webinar, and I thought it was unbelievable. These are 100%

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his words and not my own. I take no credit for this, but have included it for completeness.

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I'm not asking you to side yes or no today. I'm asking you to make a fully informed decision.

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That is all. The only way you can make a fully informed decision is on the inside, not the outside.

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So you get on the inside and see if everything we say on this webinar is true and valuable to you.

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Then, if it is, that's when you decide to keep it. If it's not for you, no hard feelings.

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You will then, after signing up at XYZ URL, be able to make a fully informed decision that this

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isn't for you. But you can't make the decision right now for the same reason you don't buy a house

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without first looking at the inside of it and know this. Whether it's 29 minutes or 29 days

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from now, if you ain't happy, I ain't happy for any reason whatsoever. If you want your money back,

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you can get it because I want to keep your money if you're happy. All you have to do is go to

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support at XYZ.com and tell us, give me your money and you got it. In short order, our response

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times to any support request average 61 minutes over a 24-7 time period. You can only make such a

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guarantee when you're confident that what you have is the real deal. And I'm fairly confident when

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you sign up at URL, you're going to get exactly what you need to benefit, right? Insert dream outcome.

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Pretty crazy guarantee. Pro tip. Name your guarantee something cool. If you're going to give a

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guarantee, spice it up. Instead of using satisfaction or some other vanilla word, describe it more

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strongly. Generic example. Bad. 30-day money back satisfaction guarantee. Creative imagery

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example one. Good. In 30 days, if you wouldn't jump into shark-infested waters to get our product back,

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we will return every dollar you pay. Creative imagery example number two. Great. You'll get our

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infamous Club of Baby Seal guarantee. After 38 days of using our services, if you wouldn't Club of

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Baby Seal to stay on as a customer, you don't have to pay a penny. Unconditional,

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satisfaction-based refund guarantee expanded on from above. What decline gets? If at any time,

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they're not satisfied with the level of service they're receiving from you, they can request a

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refund at any time for the program. My take. Believe it or not, this was my guarantee when I sold

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weight loss programs. Besides being an irresistible offer, I guarantee satisfaction. I used the

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strength of my guarantee to close a lot of deals. Do you think I'd still be in business if I gave a

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crazy guarantee like that and wasn't good at what I did? Now, I'm not guaranteeing you're going to

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hit this goal in six weeks after all, because I can't eat the food for you. But I am guaranteeing

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that you will get $500 of the value and the service from us to support you. If you don't feel like

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we gave you that level of service, I'll write you a check the day you tell me we suck. It works

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perfectly with the best case worst case close. Best case, you get the body of your dreams,

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and we give you all your money towards staying with us to hit your long-term goal. Worst case,

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you tell me I suck, I write you a check, and you get six weeks of free training. Both options are

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risk-free, but the only thing guaranteed not to help you is walking out of here today. If you're

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good at what you do, you can use a guarantee like this to push a lot of people over the edge. That

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line that I just said made me a lot of money. I had two people take me up on that refund out of

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4,000 sales in three and a half years. It's worth it. Satisfaction slash no questions asked is

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the highest form of guarantee. It means we could do everything right and you could still ask for

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your money back. As long as you know the math, you will typically make up for the refunds in spades

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with higher and faster closing on the sales side. But you have to be good at fulfilling

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under promises. If not, steer clear. I believe this offer works much better in lower ticket

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situations. It becomes very risky as you go into higher ticket services with higher cost of

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fulfillment. Pro tip. Unconditional versus conditional based on business type.

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Bigger broader guarantees work better with lower ticket B to C businesses. Many people just won't

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bother taking the time. The higher the ticket, the more business oriented it is, the more you will

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want to steer towards specific guarantees that may or may not include refunds and may or may not

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have conditions. Conditional outsized refund guarantee. What the client gets? Double or triple their

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money back or a no strings attached payment of XXX or another amount that's far more than what

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they paid. My take. This is for when you sell something with high margins and this is a guarantee

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to add with a consumption condition. That means that they must do a variety of things to qualify

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for this guarantee. Jason flatland who I mentioned earlier to 27 million in a day recently just

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an amazing guarantee for of course, you sold. He said if you buy this course and spend X on

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advertising in your e-commerce store using the methods here in and don't make money, I will buy

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your store for me for $25,000. No questions asked. He claimed that an additional $3 million in

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sales came from this crazy guarantee on a 2997 course. What's more, he only gave 10 of those

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$25,000 refunds out. So the refund generated 2.75 million in extra sales. That's what a crazy

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guarantee does for you. In general, a very strong guarantee like this will definitely drive more

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sales. This really serves the purpose when you need a lot of stuff to be done by your prospect and

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assuming those things are done, there's a low chance the result not being achieved.

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Sometimes a guarantee like this can actually get clients better results on top. This guarantee

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will typically outperform a traditional 30 day money back guarantee in terms of net conversions,

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sales minus refunds. Conditional service guarantee. What the client gets. You keep working for them

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free of charge until X is achieved. My take. This is probably my personal favorite guarantee of all time.

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It essentially guarantees that they will achieve their goal but it eliminates the element of time.

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You are never at risk for losing the money. The guarantee is around the outcome. To add further

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flavor to it, you can make this guarantee conditional on them doing key actions linked with the

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success. Setting up a web page, attending calls, showing up to workouts, weighing in, reporting data,

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etc. Real talk. Since I've been advising businesses to use this particular guarantee,

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I have yet to have a single person say a client took them up on it realistically. If someone

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actually does everything you ask them to do and doesn't achieve the result by the time you said,

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one of two things usually happens. One, seeing your client's commitment, you happily keep working

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with them until they achieve the desired result. Two, it gets dropped. Your client is very likely

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close to the goal, which means they're satisfied. Also, it's likely the sales conversation with the

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guarantee was months earlier. What may have been important in the sales conversation is a distant

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memory now replaced by their affection towards you in your business. Conditional modified service

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guarantee. What the client gets? You give them another, why long period of service or access to

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your product or services free of charge. Generally, why should give them at least twice the duration?

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My take. This is like the service guarantee, but it ties a specific duration to your extended

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work or involvement. So instead of being on the hook forever, you're only on the hook for the

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additional why period of time. I've seen it work magically and keep the business on the hook

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for a finite period of time, which may be an easier place for you to start before doing it all

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out service guarantee like the above. Conditional credit-based guarantee. What the client gets?

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You give them back what they paid, but in a credit towards any service you offer, my take.

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This is best used during an upsell process to seal the deal in a service they are unsure they

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will like. They already like what they have and you're trying to sell them on more of that.

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Worst case, they can apply to the thing they already like, so it maintains good will with the

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customer. Conditional personal service guarantee. What the client gets? You personally work with them

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one-on-one free of charge until they reach X objective or result. My take. This is absolutely one

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of the strongest guarantees in existence. It's like a service guarantee on crack. You will definitely

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want to add conditions to this. For example, they must respond back in 24 hours. They must use the

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products you tell them to. They must XYZ. Only if they do that will you keep working with them one-on-one.

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This is especially powerful as you scale and become more edified as a business owner.

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Can you imagine for a moment if one of my salespeople said Alex will personally work with you

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until you offer converts? Right. It would work. It would also be a nightmare. So I would probably put

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contingencies like provided you've already spent $10,000 on your existing offer using your

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offer structure. The offer you ran was for lead generation and it was a free offer. These are

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things that would make it unlikely to not succeed. If for some reason they hadn't with those stipulations

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in place, I could probably fix the problem in 10 minutes just looking at it. Conditional. Hotel

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plus airfare perks guarantee. What the client gets? If you don't receive value, we will reimburse

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your product and your hotel and airfare. My take. This is technically a refund of ancillary

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cost from our first example. I just love it a lot for workshops and in-person experiences.

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Normally the event would cost more than the hotel and airfare. So it's like adding an extra

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thousand dollars to a guarantee, but way more tangible. It's original enough that people like it.

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Conditional wage payment guarantees. What the client gets? You offer to pay their hourly rate

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whenever that may be if they don't find your call or session with them valuable. My take.

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This is also an ancillary cost guarantee, just a very original one. If someone ever actually asked

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for the wage payment, just ask them for their tax return and divided by 1,960. AKA the number of

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working hours at 40 hours a week per year. But no one asking for a refund will actually do that.

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So you never actually have to give out one of these refunds, like ever. Kind of cool.

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Conditional release of service guarantee. What the client gets? You let them out of their contract

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free of charge. My take. This avoids a commitment or cancellation fee. If you have a business that has

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enforceable commitments, contracts or clauses, this can be a powerful guarantee. Better yet,

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if you're in a business that does not enforce your contracts, then you have nothing to lose by

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adding this guarantee. Conditional delayed second payment guarantee. What the client gets?

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You won't bill them again until after they make or get their first outcome. Example, lose your first

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five pounds, make your first sale, get to your website live, etc. My take. I like this a lot,

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especially if you've a very systematized process for getting the first result. It gets the

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prospect thinking in fact action terms and gets them moving. It will also focus your team on

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activating your client. This is a great one when you know what metric or action drives activation.

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AKA a predicting indicator of long-term retention of a client. I've successfully used this guarantee

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loads of times. Conditional first outcome guarantee. What the client gets? You continue to pay their

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ancillary cost, ad spend, hotel, etc. until they reach their first outcome. Example, example,

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if you don't make your first sale in 14 days, we will pay for your ad spend until you do.

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My take. Just like the delayed second payment, just send it around a different cost. I personally

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like this setup a lot. It keeps everyone focused on getting that first dollar over the bridge.

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Once that one comes across, the second comes soon after. Anti-guarantee. All sales are final.

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What the client gets? Access to super exclusive, very valuable service or product.

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Luckily, this is a very powerful thing that once seen cannot be unseen or once used cannot be taken

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away. Example, a line of code to improve your checkout experience on a website. Once someone received

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the code, they could try and use it without paying you. Or a series of opening messages for picking

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up curls or opening sentences for messaging called prospects. These are things that are very

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valuable, but incredibly easy to steal after they've been seen or understood. My take.

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This can enhance the persuasiveness of a sale and the value of the product or service.

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It essentially implies that the client is going to use it and see an immense benefit thereby

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exposing the business to vulnerability. It acts as a damaging admission. We have an all sales

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or final policy, but that is because our product is so exclusive and so powerful that once it

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used, it cannot be unused. Since it is so standard to have some sort of guarantee, not having one is

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also attentionworthy. So instead of being wishy-washy, lean into the fact that this thing works so well

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and is so easy to copy you must make all sales final. They'll believe you even more if you take

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this position. We're going to show you our proprietary process that we are using right now to

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generate leads in our business. Our funnels, ads, metrics, etc. We're going to be exposing the

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inner workings of our business and as a result, all sales or final. Note, strong reason why is

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needed here. Just make one up that sounds compelling. The more you can show real exposure, the more

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effective this will be. Anti-guarantees can also work very well with high-ticket products and

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services that require a lot of work or customization. If you're the type of customer who needs a

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guarantee before taking a jump, then you're not the type of person we want to work with. We want

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motivated self-starters who can follow instructions are not looking for a way out before they even begin.

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If you're not serious, don't buy it, but if you are,

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boy are you going to make a killing. From these examples, you should get the idea.

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Implied Guarantees. Performance models, rev shares, and profit sharing.

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Performance A. Only pay me XXX per sale or YYY per show or XX per pound lost. Rev share.

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A. 10% of top line revenue. 20% profit share. 25% of revenue growth from baseline.

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Profit share. X% of profit. Y% of growth profit. Ratchet's. 10% if over X. 20% if over Y. 30%

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of over Z. bonuses and triggers. I get X when Y occurs.

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With the client gets. If you do not perform, they do not have to pay.

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If you perform, your compensation has been determined based on an agreement decided

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upon before you begin working. My take. Performance, rev share, and profit share aren't guarantees

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per say. But for all intents and purposes, they are. This is an implied guarantee

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whenever you enter a rev share or performance partnership. If you don't make money,

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you don't have to pay me. In my opinion, this is one of, if not the most desirable setups.

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First, because it makes you accountable to your client's results. Second, it weeds out low

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performers. Perfect alignment between client and service provider. Foster's collaboration

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and a long-term relationship. I'm a big fan. The drawbacks are tracking and collection.

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So if you can find a way around that, you've hit a goldmunt. This is a part of the offer we teach

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our agencies to use our software. We help them switch from retainer model to a performance model

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and wrap that into a grand slam offer. The one I walked through earlier. I've seen countless

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agencies go from 20k a month to 200k a month in a matter of a few months using this guarantee.

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You can also pair a rev share or performance setup with a minimum. It would be like saying,

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we get the greater of $1,000 or 10% of revenue generated. So if the client doesn't generate

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money because of whatever reason, this at least covers your cost of services, etc.

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Or saying, we get $1,000 for the first three months. Then after that, it switches to 100%

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performance. This would be the ideal setup if it takes a long time to get going.

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These types of offers work well when you have quantifiable outcomes. The stronger, of course,

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is no payment without performance. Create your own winning guarantee. Reversing risk is the

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number one way to increase conversion of an offer. Experience marketers spend as much time

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crafting their guarantees as the deliverables themselves. It's that important. I have personally

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used all the guarantees listed above except for the hotel and phone call one, which I just

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liked and saw. But you can come up with your own. The key is to identify a client's biggest fear,

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pain and perceived obstacle. What do they not want to have happened if they pay you? What are

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they most afraid of? Reverse their fears into a guarantee. Think of time, emotion, outside costs

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associated with any program. The more specific and creative the guarantee is, the better. That being

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said, guarantees are enhancers. They can enhance the magnetism or attraction of any offer,

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but they cannot make a business. If a guarantee is used to cover up a poor sales team or poor

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product, it will backfire to lots of refunds. No, one, no. My advice. Start selling service-based

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guarantees or setting up some sort of performance partnerships. This will make all sales final,

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so you have no fear from refunds. And most importantly, it will commit you to your customer's

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results and keep you honest. From there, either keep that guaranteeing scale, which is perfectly fine,

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or move up the food chain to less restrictive guarantees to increase volume. We now have a

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core offer built and guarantees chosen. Next up, now all we have to do is put a bow in this puppy

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and actually name it. Naming an offer correctly determines how well you're advertising converts,

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how big of a response you get from outbound emails, cold calls and texts, and how many inbound

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responses you get from organic comments. It matters. That being said, I will show you how to generate

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unlimited names or wrapping paper for your offer. That way, it never fatigues no matter how small

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your market may be. This is the key to evergreen lead generation. Free gift number nine.

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Create a winning guarantee with me. Guarantees can make or break businesses. They are like dynamite.

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They can be incredibly powerful if in the hands of an expert. If you want, go to acquisition.com

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00:35:33.360 --> 00:35:37.520
for a slash training for slash offers and select creating guarantees to watch a short video tutorial,

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so you can start using this in your business to make more sales ASAP. I also made a free guarantee

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checklist for you to use. It's absolutely free. You can go grab it. Lots of love. See you in the next

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video.

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Closing credits. Execution is not Terminator style. It's actually had to turn this real in the

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real world, but the naming section is a sleeper. I think it's one of the big ones that you can

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sometime, I mean, this is going to sound crazy to you, but you can literally change the cover

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or the image that you have for an offer that you're selling, and five X the amount of people

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who buy it without changing anything about it. That's how important naming it the right way is,

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and that's where we're going to go over next episode.