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how to create an offer that flies off the shelves on today's episode. Today's episode is brought to you by digit save money without thinking about it. Get paid $5 just for signing up at serve. No master dot com Backslash digit today Are you tired of dealing with your boss? Do you feel underpaid and underappreciated? If you want to make it online, fire your boss and start living your retirement dreams now then you've come to the right place. Welcome to serve no master podcast where you learn how to open new revenue streams and make money while you sleep. Presented live from a tropical island in the South Pacific by best selling author Jonathan Green. Now here's your host. When I was younger, at high school and college and a little bit later, one of my favorite things to watch on television was infomercials. It's amazing, and it's so powerful. Infomercials spend hundreds of thousands of dollars on each test, and they're constantly refining every aspect of their process. If you want to really get good at sales and really understand the structure of sales, start watching infomercials. I've never purchased something from Infomercial, and I probably never will. I certainly can't anymore with where I live now, but I've always been fascinated with how they work now, saying that I have purchased something that I saw it in first or later on, I purchased one of this pushy, juggling balls. Horrible, totally got me, but I bought it like a gas station or something like that. Or maybe it's a CVS like a pharmacy store, so I didn't buy directly from the television. That is the one thing that it did work on me because it looks so exciting. But the structure of infomercials is truly an art form, and if you could get beyond your emotional and visceral reactions and focus on the structure, you could begin to really understand certain elements, so that really, really work on everyone. An infomercial will test dozens of variations of their commercial in their format to see which variations work the best. There's a ton of science that goes into every episode, and there's a great TV show that only had two seasons called pitchman, where they followed Billy Mays and one of his partners before Billy Mays died. She was only there for season one, but the structure of an infomercial is fascinating. How they choose a product, how they tested safer pox worth doing. All of that is very, very structured. There's no guesswork. See, to test an offer online, you can spend anywhere from $500,000 to test an infomercial. You're gonna spend 50 to $100,000. That's a huge investment just for a test. So they're pre testing regimen there. Pre testing process is critical to get everything right, and even once an interesting does. Okay, well, constantly change the order of things and all that different structure. So I really recommend watching infomercials to see how they structure their offers, their promises, the pricing and everything. Every different piece of the infomercial, everything they say, all the different phrasing. It's very powerful, and it's very, very strategic. And this is why, if you start watching infomercials, you notice that they're similar, and you'll also notice that there are usually two infomercials selling the same type of thing. There will be two fitness infomercials running around the same time, or to vacuum infomercials. Or for a while there were two infomercial selling a special type of ladies bra that I could not tell the difference between what the two infomercials were selling. All of these things become powerful juggernauts and the two main infomercial, Cos when one has won the other one tries toe make something similar competing with each other. When they see something that's working, they go. We should make something just like that. It's working. It's the same thing that movies do, don't they? Whenever there's a movie about a natural disaster, if there's one about an earthquake, another company make. What about earthquake? There's too bad earthquake. That's too bad. Asteroid strikes. There's two about bugs and ants, one year, whatever. There's a big new idea for a movie, something. There's two movies of a similar vein that come up in the same year. This is because when people see an idea they think is good, they copy it. So as much as movies do its own infomercials. Now, when you're creating your offer, if you watch a couple of infomercials, all this will make sense. The first thing you need to understand the difference between a book and a product a product is an offer. It's something that we sell that so much more I read books all the time, a book of some new selling Amazon people by the book. It's one thing they go and they bite of the story. They buy that the shelf. It's a single item, but when you're in the direct response market, where it's you and the customer and you're convincing the customer to make a purchase from your website from your infomercial from your YouTube video, when it's a 1 to 1 conversation, we want to crap something that's beyond that we wanted. Crafted offer. That's a whole package, rather buying a book, people buying a solution or buying this system. And that means including all the things that they need. This is why, when you buy AH workout program from a new infomercial or from a website, it includes the stuff you need, like the stretchy bands or the whatever. When you buy a book, it never includes that stuff for you. Buy DVD just include that stuff. So if you look and you by Syria's of exercise DVDs and they come with one stretchy rever banned, those will cost $100. Instead of costing 20 we have a greater perceived value for packages When we see a package, we see a bunch of stuff together. We see the whole kit. We pay a lot more for that convenience now buying one of those stretchy bands I bought them before. They're like five or $7 then the DVDs will be 20. So if you bought him separately $25 But together it's 100. That's just the way it is. And that's how we perch things when you're crafting your offer. When you're making your first product, the goal of the main product is to solve a problem. Right now, I'm working on a new project with someone, and he came in with the project about teaching. People had a code have to learn ruby on rails and CSS. It's really complicated coding because when you learn coding, which only takes about 8 to 12 weeks, you could then get ah hi 67 figure job immediately. Right now, there's a huge industry for coding camps, which is where people go and live there. They pay about 10 or $12,000 they spend two months learning enough coding to get a job, and right now, almost every single person who completes a coding camp program ends up higher. There's that much work. There's not much work out there. The Reds growing technological jobs are growing. There's tons and tons of work for people that are good coders. Negatory. That's absolutely true. I'm constantly looking for tons of new coders in the independent market as well. So if you wanna work for yourself or you won't work for a company, you could do really well as a coder. That's the opportunity now that doesn't really solve a problem. So beginning to work on the project with the client. With this particular project, we started looking at officially me, I start looking at How can we make this solving a problem? And how can we turn this into something that's really think, if we just are solving the problem? If you want a coat, here's how Duke that's too small market. No, there's not many people is our target audience. People that want to go to the $10,000 Coder boot camp. You can't afford it. That's a small audience that the book audience. We don't want that we want bigger. So we really have been working on its creative How can you create an entire business? How can you create wealth as a coder? And then when it becomes fixing the problem of making enough money, then it becomes fixing a real proper Creating a real solution becomes idea of a business and a box of business opportunity, which is a much bigger market, about 1000 to a 1,000,000 times bigger. So being in the biz, up space, what people like to purchase in that space, it's similar to the infomercial pace. People really like to buy a thing called binary right now, which is it's a gambling system except for it's for stock Market. And they called binary because they send you. Yes, no questions. She, you know by the stalker don't or the stock is up or the sex abuse 12 questions. There's always new systems for stock market business and some things for for X and thing with all those systems and the reason I've never got involved, that is that none of the work Okay, if I had a perfect system for the stock market, every time I invested money, I doubled my money. Why would it make a product about it when I could be a billionaire. It's the same thing for gambling system. My friend once purchased a gambling system. We found it online, actually found an online from affiliates. And the gambling system is very simple. You bet on roulette on would let their our bets there 50 50. So you can bet on red and in Iran lens and read it lands on black 50 50. And every time you do that, you bet on red a dollar. If you win great, you want dollars? If you lose, you bet on red again. $2 then you bet $4 You double your bet each time so that you make back your investment and win. And mathematically, the system is strong except for there's two reasons that it doesn't work. And my friend lost about $10,000 in two weeks has totally believed in the system. It works the first time you try and always will. So if you go to Vegas and try you in about 100 bucks, But if you keep trying to do it, you'll end up losing thousands of Please don't. But you had this system in the system seemed perfect and he would then be betting and keep doubling and suddenly be betting like 1000 $24 in the hopes of winning one. You're trying to recover that $1 by constant doubling your bet, and then you discovered that every casino has a bet cap. So when you're doubling your bet to win back your money, eventually you're not allowed to bet that high and you get kicked in the pants. The second thing to remember is that there's green on that circle, too, so it's not 50 50 at all. It's more like 49 49. Now that extra one that extra green circle the double zero. It doesn't seem like it matters, but it does, because it means that in a perfect world, if the math is absolutely perfect and you're always going back and forth, sometimes it'll hit the Greek, which throws off your numbers, which means you'll always be almost at break even almost that 50 50 to earn your money back, you will quite hit it that green actually insurers. If assistant doesn't work, it's really complicated back, but it's it's the other reason, even without caps, why the system doesn't work and you really want to bet a $1,000,000 to make one. So the promotion for that was the guy was a casino affiliate. So he's like, try these casinos. It works there. I made tons of money and my friend totally fell for it. And I said, It seems suspicious to me. This is a long time ago, more than 10 years ago, but even at the time was like, this seems really, really suspicious. But when people see a system that really excited so circling back the system that I'm working on with this coding problem, I said, Let's simplify. What if we can build a system where people can't start their own business so they're getting paid while they learn what you don't have a big fan of make their 1st $100 clients within the 1st 2 weeks make $100 to pay back any investments course, and then they can use the training to slowly accelerate and make money as a freelancer while they learned a code, and then they can switch to either running their own large coding business or they can transition into working for somewhere else. So in either case, we change it from learn how to code, which not a lot of people want to do. I look, it's pretty hard if you have the ability to sit down and really focus, you can learn and really high income business make a lot of money if you can learn to do it. But not everyone has the ability to sit down and really focus. But we can show off teaching people had a program websites and you already know I've taught you already threw out my course and with the block blueprints. Well, if you need more, had to set up a wordpress block. Now there are people that will pay you $100 all day long instead of WordPress block for him. All day long, you could find clients doing that, so we start off at that level. Let's build a basic website, be able to build a basic website for someone earned $100 pay back the cost, of course, and that way you could decide if you like it, and immediately you're covered. So this is the beginning of an offer. The first thing is finding the problem to solve, and we actually went through several iterations to get to this point. Once we begin to understand the purpose of the offer and the things we wanted to teach, we begin adding and other parts to the main course. So now we'll teach the correct mindset how to find clients, how to learn over time, all those other pieces instead of just being a train. Maybe we begin adding in the other pieces to make it a business in a box where system and in fact will probably change the website and name because learn how to be a coder is not matching. Our new messaging coding is now simply the mechanism for building your own business, since, actually or it went from a product. I wasn't excited about something I'm really excited about, because it's something that you really can use to build your own business and the future proof, because coding is gonna be strong for a very long time. And the particular system this guy loves is very strong and will be strong for a very long time. Once you learn one sister morning seconds very easy and constantly their arm or more jobs opening up in this market, Anyone I know who's really good coating always finds work. They know how to find work. How many abs come out all the time? There's always work for app. Developers always worked for coders, so it's a great market street d'oh! And they're not shrinking there, massively growing. There's always more jobs, and there are people looking for them right now. So it's a really cool market, and I wanted to design something where people, if they grab it, they don't like it there as I don't want to do this, they can still make back to cost the investment by just taking on one project really seeing contain a small project. So once you go beyond your maid offer, which is solving a problem, and that's always the thing and your problem, if it's infinite issue could be solving problems. Say how to be skinny and time for your wedding drink. I don't drop a dress size before your wedding day. That's fix a specific problem. And that's what seven problems, actually huge part of the fitness and that's a specific people was one lose weight before their weddings. Everyone's look good wedding photos, or you can really target and fix how to recover from sports injury, and I know something that's your whole expertise. And they have about seven products that cover an injury to your neck and injured. You're back in your elbow on Internet, and actually, they were really good rehab program. It helps people recover strength when they're injured in different parts of their body. So they're fixing a specific problem, and the size of your problems determines the size of your market. So even though that guy is fixing a problem, he only fixing a problem for people have hurt elbow anyways, them hard Alba will never buy with these products, so that determines the width of his market. Sometimes people try to release something that's too wide, and sometimes it's so laser down on Lee, What personal lots it. So there is a bit of art to find a balance. Once you solve the problem, you need to add in bonuses or increase the value of your offer the way you design bonuses. And let's brainstorm this a little bit together. I haven't actually started designing the bonuses for this program, but let me tell you my process. I'm working on this how to be a coder project. Okay, now it's kind of a business and box. Learned how to support yourself. Make money to support your family. It's very similar to the pattern that I teach here, which is to do it through freelance writing. The difference is that when you coating is harder to learn, but the profit arc is way higher. The growth financial his way larger. If you could really, ever had a code and get really good at it fast, you could make a lot more money. But it's a lot harder to learn. That's the path, and that's why you paid more right. It's harder to learn, so it's similar, aren't what I teach here. But a lot of what I teach here is about freelance writing, and it's part of this new arm like a month program. I'm working on it. I'm gonna make a free program is part of the block. That's something I'm working on right now that I'm writing. So that's our main thing. We want to think about bonuses and a bonus to offer is something that improves. The value of the offer is worth more than the offer or overcome that objection, and I tend to focus on overcoming objections. So when I say we're looking for something with coding, right, we're saying our main product is how to solve the problem of how to make money when you're out of work or how to get a higher paying job, how to get back in the workforce. But I work for us too long. So part of what I'm always thinking about is an offer that is good for job seekers. So it's a way for people to add a new skill. And one of things I was looking at does having a skilled help. You get back to work in other sectors. Unfortunately, doesn't I love it? Did I would love if they could help you get back to work as a feather in your cap but doesn't work that way? That's something that we learned through a little research, but it does allow you to approach other markets, and it does allow you to make money while you're in between jobs. So there's value there. So then we want to think about what are some of the main objections people would have in the first. Of course, that coating is super hard That's objection number ones. We need to create a bonus. And there's just the brainstorming if you right now I haven't done this yet with my partner Klein on this project. But the first objection is gonna be The coating is hard, and this is why the main offer is really about the structure. Building a business in a box and then giving them a very simple program, a very simple way to learn the basics and get make money. A lot of weight, because when you're making money while you're learning, learning is a lot easier. Imagine if you went to school. You got paid every day. Course you put in more effort or if you got paid for your grades. Some parents do that. There's a reason they do it. It works. These systems there a way to motivate human psychology. So our first objection is coating his heart. And maybe our second objection is I'm not any good at sales or I'm not very good with computers were looking for to find things that we can use the overcoming or try to find what the large part of the market is and what a lot of businesses will do is offer 13 or 14 bonuses, but they'll show different ones all the time and tested the first thing we'll test and we'll see which bonuses create the most sales, and then we'll make the bonuses later on. They make him once they see what people want is actually something much test. And some very big marketers I know do that. That's one approach. If you have a budget for testing and you could do those things, of course you can. But I always start off with created bonuses upfront and later on you can tweak it as needed. That's my approach. That's a little more small market approach. When you get bigger, bigger, you can use the test approach. But that's how we come up with ideas. So one of our ideas is overcoming objection, and maybe another objection is I don't have a very expensive computer or I don't have any computer programming software. Now. These objections actually already covered in the main course, we show you how to use free software. You don't have to have a fancy computer to do it. You can't do it on the iPad you have to do. You have to have a keyboard. It's a way to slow on a pad on a tablet mother and that you purchase you anywhere. Maybe another objection will be. I don't have an office, but I feel like the main objection. The first objection will be It's too hard now if we can't come up with other primary objections. The second type of bonus it's really, really effective is the assumption. Bonus the assumption of success. For example, if you have a product in fitness that's teaching women how to lose weight but specifically target limits of women's weight loss product, it's all about how to be super skinny and how to be super skinny and beautiful or get ready for beach time. In the summer, your bonus could be the skinny girls bikini shopping guide. Now what this bonus says is, I know you're going to succeed, and here's what you're gonna have to deal with next. If you have a dating guide for men about how to date younger, beautiful women, your bonus could be like how to deal with all of your jealous friends or how to deal with your friends wives who say they're not allowed to be friends with you anymore. When people see that that the bonus is all about success assumes that they're gonna be a massive success. They go, Wow, this program, it's really work. If it didn't really work, why would the bonus be that? So these are the two types of bonuses to put together. And if you watch a lot of infomercials, you'll notice that they add in lots and lots of bonuses to give lots and lots of lots of value. And that's why they do that. That's what they're creating. They're either assuming success, providing complimentary items, which is okay or overcoming objections. Oh, I don't have this. I don't have that. So does it work for me? One of the other things that infomercials do that's something worth thinking about is they often give you two of everything. Why did they give you two? Because one of the objections is What if it breaks? What if I order this knife from TV? What if I were the sweet Ginsu knife that can cut through anything, including a car axle and brakes? Now they say other things. When they're offering it, they'll start talking about 00 this is This is the second knife and you can keep it in your second house. We can give it to your grandmother, your friend, or it could be a gift. And that's all that's doing is increasing the value of the second knife. They're telling the other things you can do with that. But initially it's solving that objection. And as you get to know your audience, you can learn a lot. Now I sell a lot of proximity. Gonna have a new product the first time I release it all. Usually sell it be a webinar because they get asked questions. Oh, you just you just bought it. Why did you buy it? You didn't buy? Please tell me why you brought a weapon with me and I'm selling something and sometimes our webinars myself something. Sometimes I don't. I'll ask you. Why did you choose to not buy it? Why did you choose to buy it? That information tells me how I can improve my offer a product. So people say I bought it because of this, or I didn't buy it because of that often times the most common thing here is I didn't buy it because of price. That's fine. Nothing you can do about that. You can't change it unless you're gonna change price. The only way you can people really care for it. There's nothing you can do, and that's a no objection. I never try to do a hard pushed across. I know a lot of sales do that. That doesn't interest me. People can't afford it. I don't want people by myself on credit cards. They can't afford it. It's not necessary. I want to help people grow. I'd rather help you make the money first with my free program, and then you use that to buy course. But maybe they'll say, Oh, it seems cool, but it doesn't work on Mac Lobby When they release software, it's PC only, and they lose 10 to 15% of market. Certainly lose Meeks. I'm Mackel me, and that becomes an objection. They learned that, and then they start releasing software that's either Web based or it's built on a platform that's dual system like Adobe Air. I like to release software on Adobe Air because it works on Mac and PC. It's a platform that works on either, so it's really, really good way to build stuff for small marketer when you were creating the offering, the sales process. What you're trying to do is build as much value. At this point, you want to say we solve your problem. Here's a bonus that overcomes the objection. Here's another bonus that assumes you'll succeed and there's 1/3 bonus. That's something else. It really beats up the value. In fact, we'll give you just want to think about what all this is worth. If you reported by all this stuff separately in a grocery store, go to the department store. This would cost $987,000 we say a really high number, the highest number we can kind of create when you say that's so high. But I'm not gonna do that. I wouldn't charge that much. So instead, I'm gonna knock the price down and said, I'm gonna give you today not for $100 not for $50 for 25 for 1995. No infomercials always end up being $20. They always under being under 20 because that's an impulse buy number. There's a huge difference between 1995 and $20 in one sense yourself 10 times more units in 1995 so they always try to get the price down to there. And if they can get it below $10 that's even easier itself. That's the next jump point. So knowing that we built up this huge value in the lower down to the real price and you'll see I do the same thing with my products, I'm not trying to hide anything here with my products, one of explaining why a price things. I explain what things cost, for example, in my networking course, which is one of my mark butts, of course, is if you just think about how powerful the technique ISS, you'll see the value. So, of course, what would it cost for me to dio one on one session? You teaching my networking? What would it cost me to go with you to a conference and spend a weekend with you holding your hand and teach you had a network get you on the stuff I'm teaching you? That's one way to look at the value The other way is to look at Well, this technique will get you a raise, and it will you can use the technique and networking empire. You get a promotion at work, you can immediately get a three or 5% raise. What's that worth to matter what you're making, it's worth more than the cost. Of course, over the course of the next six months, it's a massive bump in income, no matter how you use it. What if you just make one contact to get one? Clients? What do you want? Project any of those things air value? So you look at in this space where you're helping people to build businesses, the amount of money they'll make from the product is another way to build up the value. And then again, you do the price up. But I'm not gonna charge that much. And, yeah, like one on one. Coaching such me spend a weekend with someone would be at least 10 probably 20 $25,000 to get me off my island in one on one to learn the exact cemetery. There's a lot of value in the content that people have paid me a lot of money in the past for the same material, so there's a great deal of value there my value comes from my experience, rather than just be pulling out of the air I got this would have charged in other markets is what competitors charge. There are other networking programs out there that they'll have a flunky who works for a networking company, show up at your office and teach people networking, and they charge about $1000 a person or more. It has been $20,000 to teach about 10 people at a network in your office, and the person teaching them is a drone working for the company. It's not an independent, never. So that's where your value can come from looking at the competition. So you create your final price, you create your final offer, and now you have something you can sell. You can add in the other sales of which months later on. But these are the pieces, the parts parts on the structure of a really powerful offer that you can sell and make a great deal of money. Thank you for listening to this week's episode of Serve No Master. Make sure you subscribe, so you never miss another episode. We'll be back tomorrow with more tips and tactics on how to escape that rat race. Head over to serve no master dot com forward slash podcasts Now for your chance to win a free coffee of Jonathan's bestseller Serve No, master. All you have to do is leave a five star review of this podcast. See you tomorrow. Thank you for Listen to this episode of the serve. No master podcast. Join me on my Facebook page at facebook dot com Backslash serve no master.