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Amazon has been the pioneer of prime of two-day shipping, one-day shipping, one-hour shipping,

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right? And they continue to try and drive this down because they know that the faster

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they get people to think as they want, the more that they will value it and like it and repeat

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buying on the platform. Welcome to the game where we talk about how to sell more stuff to more people

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in more ways and build businesses worth owning. I'm trying to build a billion-dollar thing with

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acquisition.com. I always wish pesos, musk and buffet had documented their journey, so I'm doing

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it for the rest of us. Please share and enjoy. I am pissed, not really. But I recently was on a

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podcast a few months ago via my first million podcast with Sam and Sean, great guys. And we were talking

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about my book, Hunter Millionaire Offers, which you can get on Amazon Kindle for 99 cents if you don't

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have the dollars for a hard back. And I heard on a later podcast that I wasn't on that Sean was

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saying, yeah, I really love the book, but it's just a bummer, it doesn't apply to you commerce.

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And I disagree. And that is why I'm making this to break down why the value equation and the

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things inside of the Hunter Millionaire Offers book, which pretty much this visual right here encapsulates

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or summarizes the vast majority of the pieces in the book. And obviously there's a lot more examples

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in stories and there's a lot of five star reviews on Amazon. So check it out for 99 cents if you want.

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But the main point is that these are variables that create purchasing decisions that get people to

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value something in order to buy it because they value it in excess of the price tag. And the idea

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here is if we understand the things that drive value, then we can understand the things that underpin

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price, which then lead to profits. All right. And so in the book, I do give a lot of service-based

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examples both B2B and B2C, but I wanted to take this to do something a little bit different and

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talk about how it applies to you commerce. All right. Because at the end of the day, people buy

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stuff because they value them. All right. And so the application may be somewhat different, but the

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fundamentals and the variables are the same. Okay. And so quick recap on this dream outcome is

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people actually have to want the thing that you're delivering to them. Number one,

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number two is that when they buy, they will buy based on the perceived likelihood that

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they're actually going to get that thing. So it's like a lot of people may want to get rich,

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but they will buy the one that they think that has the highest likelihood of actually them getting

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there. Right. A lot of people might want to look skinny, but they'll work with the physician that

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has worked with 10,000 patients rather than their first patient because they're perceived

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like that have actually getting skinny or getting the surgery they want is higher. And they

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go in a very real way value it more. Time delay is how quickly something can happen. Right.

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It's between when I buy and when I get, if we can compress that time horizon or that timeline,

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the more valuable it is. If I can get you a six pack in 30 days versus six pack in 30 months,

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which one do you value more? Of course, the 30 days one. So we try and compress the time horizon

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along how we deliver our products and services. And then finally, effort and sacrifice are the

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things that we have to start doing that we don't want to do or we have to give up doing that we do

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want to do as a result of the purchase. And so in a perfect world, we want to deliver someone

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the dream outcome and then they buy it because they've extremely high likelihood or they're certain

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that they're going to achieve that and they're going to achieve it overnight with ease. Right.

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So fast, easy and exactly what they want the way they want it to be delivered. All right. So that's

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what we have to think about here. Now in the book I talk about scarcity urgency guarantees bonuses

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in naming. All right. And so what I want to do is just apply these and the easiest way to look at

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this and and prove out the point that this 100% applies to your commerce is to look at the e-commerce

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giants. All right. Specifically, let's just look at Amazon and over time, they've really nailed down

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hitting each and every single one of these variables that drive value. Now if you are any commerce

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person and you're like, why can't sell an Amazon? Well, one is you can. The other is that you can

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start thinking about it through Amazon lenses. And of course, it's taking him 30 years to build this

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thing, right? But we can still think if this is the theoretical that we need to try and shoot for,

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this is the ideal scene, then we can start taking steps towards to improve the value of our offerings.

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Okay. Cool. Now if let's say I wanted to buy a jacket. All right. So this is a very different

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example than my normal ones and I have other examples and services with this one. It's just for

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physical products. So let's say I wanted to buy a jacket. My dream outcome might be that I look good

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in this jacket. That could be an outcome. It could be that I it's very warm, ideally. Maybe it's

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both of those things, right? And I might even want a jacket that looks good and that isn't warm

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because I just want to wear it because I think it looks good, but I don't want to get hot, right? So it

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depends on what my dream outcome is, right? So you're going to have different messaging for different

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avatars, depending on the on the product itself and what problem it solves. All right. So let's just use

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for example, that I just want a fashionable jacket that looks cool. Okay. So that's that's point one

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around what our dream outcome is. Great. Now I may be a buyer who's like, but I'm not that fashionable

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and I don't really know how to like pair stuff and make it look cool. All right. So what are the ways

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that we can increase the perceived likelihood of achievement of me achieving this cool look?

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All right. Well, first off is reviews. If I have lots of fives that are reviews on my page,

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and I can read them, then I'm more likely to make the purchase because I see other people

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made the purchase and are happy about it, right? Makes sense. That's why reviews, Amazon pioneered

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this and then it became commonplace because it increased the perceived likelihood of achievement,

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right? What else can we do? And I actually saw this Levi's did this for selling a gene jack,

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which is why I'm giving the example because it was so masterful on how they did it. What they did

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is that I saw this video. It was maybe 90 seconds and it had the gene jacket and it had three different

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ways you can wear it and they showed here's how you pair it with dark stuff, here's how you pair it

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with light stuff, here's how you pair it with the same looking gene and blah, blah. And I was like,

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well, I did not know how gene jackets work, but now I do and now I know how to wear it. So my perceived

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likelihood of achieving the dream outcome of looking cool has just gone up simply by them making a

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video that demonstrated it, right? These variables apply to services and e-commerce just the same.

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It's just the way that we show someone how to experience the dream outcome they desire differ.

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All right, in a, let's say it's a, I'm teaching a skill, I'm going to show somebody who has the skill

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showing them demonstrating the skill and the results of having that skill, right? That would be

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increasing the perceived likelihood. But if it's a physical product, then we have to think what's

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the outcome they want? And then how do we increase the likelihood that they see that? An easy way

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to demonstrate it, right? And to literally demonstrate this is probably what you're thinking and

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here's how it works. That's why unboxing videos and things like that work because it decreases the

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risk associated with making the purchase because they're like, oh, that's what's going to happen.

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It decreases the other side of me swiping my card. What happens after that, right? And as much as we

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can demystify what happens after they say, oh, I now can create expectations and then these,

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this product will meet the expectations and I will be happy. Great. Now, the next one is time to

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light. Amazon has been the pioneer of prime of two day shipping, one day shipping, one hour

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shipping, right? And they continue to try and drive this down because they know that the faster

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thing get people to think as they want, the more that they will value it and like it and repeat

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buying on the platform, right? And so this should be a no-brainer. This absolutely applies to e-commerce.

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All right. Now, the next one and that can also apply at different levels, right? There's the actual

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purchasing experience, but then there's also the experience of using the products. It depends on

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types of products that you have like a jacket might not have a huge time delay in terms of using it.

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If you sold custom tailored stuff, then delivering it faster or finding a way to operationalize

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that more quickly would be very real value, right? Right. So there's the purchasing process and then

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there's also the like the wearing process, all right? And like unboxing it and actually having

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them experience again, the dream outcome.

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Hey, Mosin Asian, quick break just to let you know that we've been starting to post on LinkedIn

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and want to connect with you. All right. So send me a connection request and note letting me know

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that you listen to the show and I will accept it. There's anyone you think that we should be

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connected with, tag them in one of my or layless posts and I will give you all the love in the world.

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All right. So let's get back to the show.

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Now, finally of these four variables, we have evidence act price. And so the purchasing

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decision here, Amazon has one click purchases with everything on file save so you can make a

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purchasing decision in a split second, right? And so that's why the rise of products like bolts

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and shop pay are all things that have decreased the effort and sacrifice and a lot of e-commerce

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stores have been able to use this to their advantage and make more sales, right? And that's because

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in a real way, things have become more valuable. So it increased the likelihood that people are

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going to buy, all right? But let's look at the other ratchets that I said, these are inside of the

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book are enhancers of value. They do even more to increase the value equation in your favor so

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that you can sell more stuff. Okay. So let's look at Amazon. For example, what do they have under

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virtually every single item? How many they have left in stock is their way of showing scarcity?

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Only two left, only six left, only 17 left, and then they have it by size, right? So that they

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can show scarcity at every single level. Huh? What does that do? It drives conversions. People want

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to buy, all right? Are you guys are you guys tracking with me? Does this feel like it applies to

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e-commerce? Let's keep going urgency. What else does Amazon do? They have lightning deals, right?

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When you do a limited drop, a limited edition drop of a t-shirt, there's only a hundred printed

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and we drop them on Friday and first come first serve. What does that do? It gives scarcity.

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And because you were giving a top there's a time component. It adds urgency. Now,

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we we to really add urgency would say we're only selling these for an hour, but hopefully the point

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drives home. All right. But a lightning deal, for example, where they said we're only giving this price

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for for 60 minutes, that is absolutely urgency. All right. Saying how many you have left is

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absolutely scarcity. Are you guys tracking with this? All right. Cool. Now guarantees. So what do we

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do here? Well, Amazon took this one step further. Not only did they already have a money back

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guarantee, right? Because it's satisfaction. You don't have to do anything. You just send it back

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and they made it easy to return stuff. What they did now is try before you buy, right? So they have

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seven day layaway. So you can buy the thing and they charge you seven days later. You can literally

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try the thing on and not even have to get built on the card, right? Why'd they do that? It's a

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version of a guarantee. Why? Because what we're doing is we're decreasing the risk of someone

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purchasing, right? That's what we're doing here. We're decreasing the likelihood that they have a

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poor experience, which as an inverse increases the likelihood that they do have a positive experience

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if they choose to purchase. So it's like, if I'm trying it on before I buy it, then I'll be very

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darn sure that if I like it, I might perceive likelihood of achieving the outcome after I'm wearing

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it is very, very high. That's why they did it, right? This is an implied guarantee. It's a version

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of a guarantee. So they technically have two guarantees. They have one, which is the money back

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guarantee, which has now become almost table stakes for physical products. But on top of that,

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they added in a try before you buy. Now, bonuses. All right. Some of these ones will include bonuses

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like the training that I said for for Levi's like little videos on how you can tips and tricks on

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how you can use this thing, right? If you have a widget that's like at home health kitchen stuff,

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having videos on how they can actually use the thing in better ways is huge. If you have a supplement

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business, for example, telling people how to take the products and the best things to combine it with

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and what time of day and how they can make sure they don't forget it and blah, blah, blah. Those

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are all things that can be bonuses that can be perceived benefits of doing the thing, right? And all

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of this stuff goes back to these variables, okay? An increasing value and increasing the likelihood

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somebody wants to buy. All right. And then finally, naming it in a way that I think it will be cool.

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If I said my dream outcome was that I wanted a warm jacket, then probably having warm or hot or

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fire or flames or oven right in the name might be something that would increase my likelihood

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that I'm thinking this is going to be something that will help me experience my dream outcome,

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right? Okay. Now on the flip side, if I wanted just something that was fashionable in light,

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then it might be a light fashion jacket, right? And so it's telling me the dream outcome. So we have

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to be explicit in what we're doing. And I'll also bet you, right, that you'll have different

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avatars that will be attracted to different things or maybe same avatar, but they're they're

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solving different needs. So the question is what job is are we trying to do? What's the job to be

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done? And then everything else is going to fall down from there. Now, Amazon specifically,

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people name it based on the things that people search for, right? Which makes sense because why would

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they do that? Because it's exactly what I was looking for by naming it properly. And so my hope

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here is that this at least gives you a little bit of a cursory overview of the things that you can do

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within any commerce or physical products business to apply the $100 million offer framework

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to make your stuff more viable so that people increase in higher amounts at higher percentages

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and they do so willing to pay higher prices because you have checked all these boxes off

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and the competitors that you have might even have the same practice you, but they haven't

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increased the perceived likelihood of achievement. They haven't shown how demonstrated how they can

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use the product. They don't have guarantees. They don't have tried before you buy. It's it takes

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two weeks to get there. And the purchasing process is a pain in the ass. They have to make an entire

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profile. They have to do all the stuff, right? And they find out that there is no scarcity. So as

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far as they're concerned, they can buy this whenever so they can come back next week if they feel

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like it, right? And there's no urgency or time timeline where they do it because maybe this is

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seasonal for for for you, but for them, it's your round. So again, they can take even more time

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to make the decision, right? And then in terms of bonuses, yours comes with all these different

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trainings and things like that. They can and how to use the product and how to use it in different

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ways and even how to use it for different avatars to solve different problems, right? Because

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people are going to experience different problems that they're using. They're hiring your product to solve