 Hey everybody Good morning. It is Friday. It is the 3rd of September 9 a.m. Here in Beautiful sunny, Texas. We're in Georgetown, which is just north of Austin. I want to welcome everybody We have some really cool stuff. We're gonna be doing today. I do have the chat open So it's live. You can ask me anything you want our agenda today if you want to call it that is We're gonna talk about your core offer what you're offering people how to sell this core offer I had to make a lot of money off it. This entire week has been a blast. I mean we started on Monday from branding We've talked about social media We've talked about tripwires and lead magnets and we've really built up to today And tomorrow, I've got something really special for you if you think you're not a creative person And you don't know how to be creative and you don't know how to be innovative tomorrow will change all of that Tomorrow at 10 a.m. I am doing a training and it's all about being creative and innovative Also, do me a favor guys post in that chat section. Let me know you can hear me Tell me who you are, you know, let me know something about you these sessions have been so much fun We've gotten so much out of it. I've gotten so much great feedback from you guys But I want to get that feedback every single day. Okay, so make sure you post in that chat section Let me know what your weather is what time it is. I mean, where in the world you are So interesting to see all that If you're not watching this live, you can still do the same thing I'll come back later on and I'll answer your questions. I just got through this morning answering some people's questions I had some people in India and Europe and Canada So it's really cool to hear all your questions and suggestions and comments and all that stuff I really like hearing from you guys. So make sure you do that. It's really really important So if you haven't subscribed yet, make sure you do so hit that subscribe button down there. Click it If it's red, it's warning you turn it from red to gray by clicking it And don't forget to ring the bell turn all bell notifications to your notified each and every time I go live After today I'm good. Well, not after today after this training session this morning. I'm gonna be going out to lunch Those of you who are friends with me on Facebook, please follow me. I'll be posting some pictures It's a super cool place. I mean this place is super cool It's something you don't find in very few cities. Does this place occur? So I think you'll enjoy that so don't forget to follow me at lunchtime today I'll be out there eating and sharing what we're gonna get. Okay Great. Great. Let me get to all my information here. So we can start talking about this core offer thing And there's a certain formula to this guys, you know, we've worked up to where we're at right now This week But when you're marketing in business, it's really important to know how to create an offer for your products or services Okay, so that's that that it's really irresistible. Okay, you really need to do this This applies more to acquiring new customers because the cost to acquire a customer is much more They say it's like seven times as much Than it is to get a previous customer to buy for me. So Because of this It's worth the effort an incentive to first time purchasing Knowing a customer is worth more to your business over a long term. Think about customer lifetime value And you know your customer is critical so In in a copywriting world, uh, there was a guy named Claude hopkins Um, and these were his words. Okay, this was 100 years actually 101 years ago He said an offer that is limited to a certain class of people Is far more effective than a general offer. Okay, so you've got to really be focused in on who your audience is This is true or more today than it ever has been Competition is fierce so crafting irresistible offers from the learnings in your buyer persona is crucial You've got to do that So in Claude hopkins, you should know He's responsible for the success of paul malib and schlitz beer So he kind of knew what he was doing now. Here's what we're going to go over today We're going to go over the role of the offer in marketing What is an offer what isn't an offer and how to make an irresistible offer? So you'll know all of that today Tie in what's going on? How you doing today? I saw her just pop in there Good to see you here. Um, so you may be thinking isn't the offer my products and services. Isn't that the offer? Well, yeah, I mean if you want to sell a commodity If you want to create a strong brand and future proof your business then no that's not The offer is marketing Is how you structure your product or service for the sale? Okay, you've got to structure it There's a certain way of doing this your goal is to create great offers that are no brainers for your target customers So they just they have to buy it and they just have to And the last step in the sales process. Okay, because we've gone through these trip wires We've gone through building value We've gone through branding and all that but this is the last step This is the big one we've worked up to Uh making crack chicken noodle soup for family that has the virus. Oh, no, I'm so sorry that they're sick there But I'll take some of that chicken noodle soup, you know, I don't I hope it doesn't really have crack in it But I think I know what you mean So your goal is to create these offers that are really good. Okay. Now oftentimes Business owners interpret an offer to be the products Call to action or even common offers products or services What you sell is what you target your customer buying But not the offer you communicate to them when you're selling your products and services So a cta we talked about cta the other day. Remember what a cta was you can stick something in the comment section If you know what that is, let me get a sip real quick I'm doing this breakfast. This is pretty good. I got one of these magic bullet things And what this is is this is just a frozen fruit. I think this one here is peaches And it's got pineapple It's got strawberries. I think something else and I mix this with some almond milk And um, not a bad breakfast Trying to stay healthy. I'm getting back to my pull-ups So I got to start eating a little bit better. All right, so Let's talk about this first. What is a cta cta could be a contact us Okay, ask the visitors submit a forms among those lines It could be to call you a phone number on the website something like that It could be an email an email on the website So let's look at some of the common offers for a service. We'll pick services Now you can apply this to a product too While at one point these free things were legitimate offers There's a good chance that they can be overused in the industry So they will need to be modified a bit to be considered an irresistible offer And some of them could be get a free consultation I request a free quote a download a free guide So now let's look at what an offer actually is. Okay, we talked about what it is not An offer is the additional value your customer receives along with your product or service So think about this this includes the benefits features messaging bonuses add-ons and you do need bonuses and add-ons guys I just did a promotion Where we were selling our canned meats and the one thing I I did was I offered a free book my book which is called the great american food shortage Which talks about illnesses hitting the world at us running out of certain food products Tanya's got some comments in here. Lol ranch dressing powder. Oh That's pretty cool. I bet that does help I like funny or sassy Ctas. Yes, funny ones are great. I like the ones that say click here to improve your business Or click no if you don't care about your business Those are always funny. I want to talk about the offer formula There's a certain formula that you should use on every single one I would write this down if you think you're going to forget it But it's several things. Okay Perception is everything. Here's how it works high perceived value plus plus Low perceived cost. Okay. So high perceived value plus low perceived cost times urgency Plus scarcity urgency plus scarcity. Let me say this one more time high perceived value plus low perceived cost times urgency plus scarcity For an offer to be truly irresistible It must be perceived as high value from your customer It must be perceived as low cost as well Cost in terms of risk price that type of thing and multiplied by urgency and scarcity Okay, so we're going to break down all these things. Remember It's the value your target customer perceives Not what you perceive to be valuable for them. It's all about them It's all about them guys. Therefore the same applies to the cost It doesn't necessarily have to be cheap monetarily for you But in their eyes, it has to be really really good deal You don't have to heavily discount For a cost to be perceived as low instead You have to pile on value so that the worth is considered high for the price a real steal. Okay They want a really good deal on it. All right So on top of that layer a little bit of scarcity and urgency and I'm going to tell you what all that is in a second scarcity means this is what scarcity means It's a limited supply for that offer urgency being a limited time for that offer So we got limited supply and limited time. It's going to expire and it's going to run out. Think of it that way This used to create a reason to take action now Rather than some time in the future. Otherwise, they put it off if they put it off The chance of them buying later on dramatically gets reduced. So we want to let them know we could run out And there's a time expiration. They're both of those things Your product or service, let's say would be plumbing. Okay The offer would be an entire package of let's say bathroom plumbing services with free on-site assessment Using signature process valued at $500 but is free this month if your services are higher Okay, so we will give them that $500. That's a pretty good deal, right? The next one Let's craft an irresistible offer. Okay, let's talk about that next When you are creating an irresistible no-brainer offer be mindful of where the visitor is in The customer journey and we talked about the customer journey this week Because we brought them in we you know, we signed them up. We gave them content We showed them lead magnets to get their names We just we sold them trick wires, which were low cost items and now we're to this core offer. Okay So let's talk about this your core offer is your flagship product or service mixed in with the rest of your buying experience So in our survival food company and our core offer is our canned meats now As of this morning, I was talking to another company that's going to do some formulations for our freeze-dread dehydrated line Which we're going to be introducing very soon. So that's pretty cool Now included is urgency scarcity and monetary discount. Okay, so we add all those and then features and benefits Description of your unique a mechanism bonuses warranties guarantees all this stuff. Okay, so let's talk about some of these warranties There's always this perceived Fear of loss. Am I going to spend money on something that's going to be worthless, you know So, you know, what what are some of the examples you could do you could do a lifetime warranty, you know If it's a service or something like that, uh, you could do a money back guarantee You could do that if they weren't happy, uh, you could do added bonuses Okay, so they could get something extra like I just talked about I was giving away my book if they bought a case of meat Uh an entry point offer is value exchange for a micro commitment of time or low dollar amount And it's meant to get your foot in the door. So to speak so let's say, um A lead isn't ready to commit to your core offer or service This is when you take a smaller step to your entry offer Keep in mind the entry offer should logically lead up to the core offer. So an example would be um You know, if you're a plumber, we'll go back to that for a second a routine pipe cleaning That's an entry to complete pipe replacement. That's your core. Okay. We do pipe replacement And we talked about lead magnets. Let's refresh your memory on lead magnet The lead magnet is the free offer meant to acquire personal information from a lead such as a name email phone number that type of thing This means it is offered up to visitors who are not yet ready to make a purchase but Are still curious to learn more. Okay, so remember that lead magnet was how we got their name and email early on In this training I did this week and if you missed any of the training go back to monday This entire week monday through friday taught you how to do all this Um, and some of you think that well, I just can't come up with this stuff. I don't know how to do it It's just too difficult tomorrow tomorrow. I want to remind you I am doing a session on how to be creative and innovate So anybody can do this stuff. Okay, so let's get back to this lead magnet Lead magnet also lead magnets typically provide one quick win and are easily consumable so an example would be A percent off your first coupon Or a guide that answers a specific question or a checklist or something like that, you know, these are all lead magnets So all of these things guys are going to build up to your core offer now Our core offer at survival cave food Is what it's canned meat. We sell canned meats. Um, they're the best canned meats in the country We have almost a zero refund or return Problem, but we never have anybody return anything I had somebody return something the other day because they ordered a can of Beef and we sent them a case and they went ahead and sent the other 11 cans back because our warehouse screwed up Okay, so that that would be an example of a return or if something got damaged And yet I had somebody write the other day that the way we packaged it You know, they could just see the care and effort we put into it to keep it from being damaged They really appreciate it. So we don't really even have damages We have really developed and honed in a really unique process That makes, you know, our our canned meats You know, just irresistible to people they love it. They love it. Um, so that's our core offer Now I own another company called jr. Fisher training Let's see here tie in Nelson. How many lead magnets and package boosters should I create just starting out? Um, you know, I would tell you in the beginning and understand a lead magnet Is to get somebody's name and email just to get them on your list I mean, that's what we're trying to do with a lead magnet. So understand the purpose of that Um, and in the beginning I would start off with two or three Just because one of those is going to work better than the other ones. That's all We're just trying to find one And then as you go on, you know, every six months come up with a new lead magnet the new lead magnet You know, it's okay to have 20 of them on down the road because different ones are going to speak to different people Like I have a lead magnet. Um, that is what you took the other day tie in. Um, it's uh, uh quiz to see if you're an entrepreneur Okay, that's a lead magnet. I have another one that is subject lines You know, it's a bunch of email subject lines that work really well. That's a lead magnet I have. Um, I have an seo download checklist. Um, that you know, it helps people with seo So I have a whole bunch of different ones Depending on where that that uh, consumer's head is, you know, maybe one day they're going, can I even do this? You know, am I really an entrepreneur? Maybe they're at that stage So they're not going to opt in for the checklist for doing seo because they're not even at that stage They're at the stage of can I do this? Um, so that's why it's important to have all these different lead magnets Because you don't know where their head is at And if you only have one you're only going to be able to focus on the group of people that that speaks to That's why it's really important when you look at your core offer like, you know My core offer for jr. Fisher training is teaching people how to quit their job and you know, start a business a lot Okay, so that's that's what my core offer is now that splinters out into a lot of different courses It splinters out into digital cash academy, which shows you how to do drop shipping It's splinters out into ecom road, which shows you how to build a Shopify store It's what the splinters out into webcash academy, which is uh on um, it's in person training from training I did I also have facebook ads university which teach you how to do facebook ads So there's a lot of different things there. Um, I have E-business toolbox which encompasses a lot of these courses they get access to the e-business toolbox So understand when you're doing this, there's so many Areas you can go within your niche and you need to you need to keep coming up with different areas Um, and then how you market these things guys. That's the other thing. Um, I like right now I am not marketing any of my stuff or am I or am I because at the end of this video There's going to be a description down there and in that description. There's going to be some links There's going to be links to get more training. There's going to be links for a free course There's going to be all kinds of links in there And all of these links right um can lead to somebody buying something else from me Uh, I do probably 90 percent free content and 10 percent sold content or 10 percent sales Uh, and by the way, it was a tie in I was talking to yesterday about my hustle sign back here Uh, and they said gold. Hey look what color it is As of this morning hustle is gold. How about that it turned gold overnight? It was like like a black color or bronze color yesterday But look at that overnight I came in here and this thing has turned gold. It's just turned into gold I don't know. I don't know how that happened. Yep. Looks good. She says Can you imagine that happening tyan? It's just overnight it turns into gold Oh man, that's just it's just mind-blowing, right? So guys, I wanted to you know, I've I've covered what I wanted to today I've finished up a little early, but that doesn't mean we have to quit If you guys have any questions tyan's been asking some great questions here And you other guys want to ask some questions throw them out there I know you you may be shy you may be scared of you know, what somebody will say or somebody think you're dumb Quit worrying about what everybody else thinks just blow off what everybody else thinks You know, it doesn't even matter and here's the point You wouldn't care so much about what everybody else thinks if you realize how little they do And here's what I mean by that. They think about you they got their own lives to live They got their own problems. They got their own stuff going on. They aren't worried about you And if they are who cares that's their problem, right? We don't we don't even we don't even want to worry with those people man You just want to get yourself out there and do more and more and more I've had people troll me Since I've been online, but I've had more people give me nice kind comments And participate and be good people then way more than any troll could ever do trolls can never Equal good people it just can't happen. Uh, are you planning a future get together? I am not planning it yet. Paul. I'm gonna do it when I say I'm not planning it. That means I don't have a specific date I definitely gonna do it. Uh, I'm probably gonna do it in austin You know, georgetown where I live is north of austin There's no big hotels or anything here for you guys to come to unfortunately I am going to vegas November I think first it is And I just talked to a friend of mine in Puerto Rico The other day him and his wife were going and it's so funny because I met him five years ago He actually bought my course five years ago On digital cash academy and he's grown his business and they've done very well. They live in Puerto Rico and He's grown his business so much that he's traveling. Matter of fact, I went on a cruise with him with Nate about three years ago And now we're going to meet up in vegas. Uh him and his wife wonderful people really super kind people. I love them Love that this crowd is a bunch of go-getting people. Yes These people are no no mess around people no mess around people And and when we get together and we have a live session, which I really want to do and you know I started talking about the lives and then that illness hit the world Which we're not supposed to say the name of the illness. I have no idea why Um We are here to encourage anyone on this entrepreneurial journey. Thank you so much tyan. That's so kind of you That is just awesome. I mean, that's that's what we need Wish I could make vegas vegas is gonna be good paul That is the affiliate summit west. They still have tickets. You can make it It's uh, I think I leave on the first and I come back on the fifth But it's I think it's a second third fourth something like that. Um, good to be good I'm gonna be good. Let me get another sip of my drink here real quick So guys this entire week I have walked you through the process Of starting your business and getting names and doing lead magnets and doing trip wires and doing core offers I've walked you through the whole thing But some of you may think that you're not creative enough. You can't come up with these ideas You can't do this stuff tomorrow all of that changes because tomorrow At 10 a.m. I'm going to teach you how to be creative and innovative Anybody can be creative and innovative. I'm going to give you the exact steps and I know you may be thinking jr That's not me. You don't understand. I'm not a creative person. I'm telling you I promise you I'll give you a money back guarantee for tomorrow. Okay, whatever you pay to come to tomorrow Oh wait, it's free. Okay. So anyhow, I'm still a money back guarantee And uh tomorrow man, you're gonna you're gonna at the end of that session You're going to be the most creative innovative person and you've that you ever dreamed of you're going to go Oh my gosh, there's so many things I can do in life. There's so many things I can do You're you're just it's going to open up a whole world to you and it's such a shame I'm online and I'm online with a few of the people that I've known for years Now one of them is one of my sales reps. Uh, they used to work for me. Gosh How many years ago now 10 9 or 10? And he retired about two or three years ago And all he ever does online and you know nice guy and all that but all he does is share pictures That other people have posted or shared news stories that other people have posted He's not doing anything He's only sharing other people's life experiences. He's not creating anything Now, I don't know if it's because he thinks he can't create anything But you may know people like that put in the comment section if you know people like that Do you know people who don't create anything? All they do is repost everybody else's stop It's crazy. Uh, let's see looking forward to friday lunch brother. Oh my gosh, paul paul This is a super cool one This is one of the coolest friday lunches. I think you'll ever see This restaurant is so innovative and so different And so out of the ordinary when you see it today, you're gonna go. Oh man. I want to go there This place is really cool. I'm not kidding. Um, let's see looking forward to saturday We'll be there gang. I hope everyone has a blessed weekend tie in I have blank canvas Fear for sure. Oh tie in you won't anymore. It's gonna fill right on up. This is the coolest session I'm so excited about tomorrow. I want to do it today. I want to do it right now Right, but I can't do a schedule it for tomorrow. By the way, how's your older buddy doing back in san diego paul Luigi luigi. Thanks for asking about luigi. Um, you know, he has terminal cancer And he has for 10 years something like that. He's 87 years old now And on the first of september he left for a two-week trip to europe with his wife Go figure right? I mean the guy is unstoppable He also has a c.o.p.d. Now. So he has breathing problems Nothing stops this man and he's gonna come to texas. He's gonna come stay with us Man, I'd love to get him on video Every now and then I'll post a picture of me with him We went out to dinner like almost every week every week or two Awesome guys Awesome awesome guys so pumped this week brother. Thanks for sharing this with us. You're good, baby. Thank you paul I appreciate it now. I'm gonna also try to put together something for all of next week so that we're live every single day next week I've got to do some editing. I filmed like 12 videos the other day I think that was on tuesday. What's say friday? And I've got five or six of them pre-edited I say pre-editing because I don't do all the edits on them But man, it's been a great week. It really has and it's gonna top off tomorrow with the most exciting part on how to do all this And be creative That's the exciting part that you guys can do this stuff if that was holding you back It will hold you back no more that won't happen Looking forward to tomorrow's session Sess, I'll go with sess. I knew what you meant session Okay, guys. Thank you so much for being here. I really appreciate it. I'm gonna go ahead and wind down It's 9 25. I'll eat five minutes early five minutes. Is that okay? All right, guys. Cheers paul says. I appreciate it. Cheers and you guys have a great day I'll see you tomorrow 10 a.m. Tomorrow guys 10 a.m. Not 9 10 a.m. Be here at 10. Thank you. Bye. See you later Salon adios