Offer Creation 2.0

Estimated Reading Time: (5-7 minutes)

“Your offer is the biggest success factor of any business”

“If the offer is wrong, the business will never succeed”

Is almost the 3rd week of the year.

Been taking some time to build a new sales funnel for my business.

While doing it…

I found out how complicated my process for developing offers really was.

(Well… what I do expect, is 3 chapters long)

Since I didn't want to spend a whole month developing a GOOD offer for my business.

I decided to take a step back…

Prioritize the most important information, and heavily simplify the process.

Today I want to show you how to develop a 6-figure sales offer without all the complicated tactics, scarcity & urgency strategies, or any of that stuff.

In this article, you'll learn:

• How to identify the exact problem you solve.

• The unique mechanism you use to solve it.

• The pricing & terms you apply to the service.

• And the risk reversal tactics to close the deals.

I call it Offer Creation 2.0

That being said, let's dive in:

Warning: This is a very long framework, I recommend sitting down, getting rid of all distractions, and fully focusing on understanding the key principles of Offer Creation.

I’m giving all of this information for free…

So you don't need to pay thousands of dollars for coaching, courses, or digital products.

Disclaimer: This system is heavily focused on online, coaching, agency, info, and service-based businesses.

But, you can still find nuggets of information that will help you with other models.

The 4 Key Areas

Descending order of importance: each one to the right is less and less important.

If the one at the left-most is strong enough, the others become inconsequential

(to a degree)

If the problem you're solving is big enough, nothing else matters.

1. If you have cancer and 6 months left to live…

(Burning Problem)

2. It does not matter WHAT it is…

(Unique Mechanism)

3. HOW much is costs…

(Pricing/Terms)

4. OR whether it's 100% sure…

(Risk Reversal)

You're probably going to do it if there's ANY hope.

Obviously, you're not curing cancer…

But you need to find an actual pressing problem.

You cannot make it up.

1. Specific Problem

You need to know the problems a niche has instead of inventing it.

Most of you guys are guilty of this:

You pick a "high-income skill"

Whether that's Copywriting or Facebook ads…

And try to work backward on the formulation chart.

If you don't solve a specific problem

Use a unique mechanism…

And if you ONLY rely on pricing/terms & risk reversal…

You'll NEED to amp those two to the max.

For instance, this would work:

"I'll front the cost of your Facebook advertising.”

“I'll write the copy, make the ads, and use my own ad account.”

“You give me 20% of the deals that close"

This will NOT work:

"I charge $3,000 to manage your Facebook ads"

Find problems with precision:

Examples;

Hyros:

[Ad attribution with pixels is horrible and doesn't work] — PROBLEM

(He fixes this with 98% accuracy) — SOLUTION

Cole Gordon:

[You're not getting enough calls from your opt-ins] — PROBLEM

(He places an appointment setter in your business to call the leads) — SOLUTION

How do you find the precise problems?

Easy — ask them.

Here's how:

Let's say…

The niche you've chosen is SaaS companies who've just raised a Seed round or Series A.

Find their email, or twitter, or linkedin, or instagram, and send a message like this:

Just be human.

You need to stop writing messages like you are sending them to an organization.

I understand why you've probably made that mistake before - and it's because you've been writing your outreach messages directed to hundreds of people instead of a singular person.

This is a trick for cold email in particular:

Your scripts will perform 100x better the more specific they are.

The idea is that every single person (sort of) feels that the message they are reading is unique to them only.

Here's a free system to become a master of cold outreach:

(Cold Outreach System).

2. Unique Mechanism

You need to turn the "thing" you're selling into a "system"

Let me show MY BUSINESS as an example…

• Coaching/Info/online/service-based business owners make a huge mistake with advertising.

• All they do is pitch pitch pitch and throw people into the “book a call” page or even worse, their home page.

• Nobody shows any personality. Low conversion rate into a call and any cold traffic that goes thru will immediately unsubscribe from the email list. You burn the lead forever.

• You need to play the long game. Not everybody knows who you are, and there is a level of trust you need to build to make someone a customer.

• But most people don't know how to develop a sales funnel correctly, let alone have the time to sit down and develop all the systems.

• I get on interviews with my clients. Almost like I'm a therapist. I ask them questions and dig deep. I hypnotize myself into treating their business like my own. Then I develop the strategy for their sales funnel and develop all the copy & content of the website, emails, and advertisements.

HIGH-INCOME SKILLS → UNIQUE MECHANISM

I turned multiple skills into an overall unique mechanism that very few people will be able to copy.

But that is only an Elevator Pitch (Theory)

You need to know the specifics of YOUR OWN mechanism.

Let's use my business again as an example…

What makes Wealth Scaling so good at helping people get clients?

Scale

↑

$15k - $20k

↑

Content Marketing Strategy & Templates

OR

Advertisement Strategy & Campaign Setup

↑

Inbound Email Sequences Setup

↑

VSL / Landing Page Copy

↑

Offer Creation

↑

Market Research

• Most people think they need to spend tens of thousands of dollars or get investment money to have a successful business.

• They think there's no possible way you can hit $50,000 without the help of VC's, or access to industry secrets.

• We make it easy for them by:

• Writing all the copy for ads & landing page

• Structuring their advertisement account

• Developing automation structures

• Develop inbound email sequences & creatives

• Giving them content templates

• Turning their offer into a high ticket offer

• Putting together all assets into a complete sales funnel.

• Guaranteeing they add a MINIMUM $10k/mo in MRR or they don't pay

3. Pricing/ Terms

This is how much you charge.

There are two different types of offers you're probably selling:

Performative Offer

• Achieve specific quantifiable results

• Example: Ad agencies

Productize Service

• Based solely on deliverables

• Quantifiable results are not dependent on you

• Example: Logo development

I'll dive deep into this in a second.

Sophisticated Vs. Unsophisticated Buyers

You might be under the impression that the lower your prices the more people will buy.

I'm here to tell you, THAT is not the case.

There have been a lot of cases where if you charge too low you will actually lose a sale.

This puts you in a position where if you're a beginner you have yet to decide what to charge.

In this case, you should almost always charge a performance basis.

The performance basis is not just for the clients - it's also for you.

You will probably feel like shit if you take somebody's money, so you might as well align your incentives 100% with theirs.

High Ticket Vs. Low Ticket

This is where you need to get into the actual operational logistics of your company.

You may not be at this stage now…

(it might seem so astronomically far away for you)

But every minute of labor costs something.

Even if you're doing the "thing"…

There's still an amount of effort that must be exerted to get the client the deliverable.

For example:

Imagine you have this offer, and you call me:

Offer: 60 Short Form Pieces of Content Edited + 4 long-form YouTube videos edited

Price: $2,000'

This wouldn't be so bad if it was just the 60 pieces of short-form content.

But with the 4 long-form YouTube videos, it becomes an unsustainable disaster.

There is no way this guy could ever sign another client at that pricing again.

It's logistically impossible to grow this company.

It would be so much work with so little pay.

Yes, you want to include bonus stuff in your offer to make your offer more irresistible.

But keep in mind, that labor takes time & money to perform.

That idea is that it makes sense for you as well.

When you don't charge enough money…

• You don't have free cash flow to invest back into the business (your business is how you actually survive, eat, and pay rent)

• You don't have time to market and get more clients

• You're miserable working so much, so you don't want to get more clients in the first place

• You burn out and your business goes to $0

• You think you're a failure - but it was really just one mistake.

You didn't charge enough money.

Don't let your business fail because you were too afraid to say a higher price on the phone.

Simultaneously, your pricing should be reasonable based on the value you can provide.

Now, let's go back to this…

Choosing Your Pricing (Performative Vs. Productized)

Pricing a Performative Offer:

• Should be around a 5x return on investment (profit) if direct ROI.

That means that if someone invests $1,000 with you.

You need to give back 5x times that amount.

Pricing a Productized Service:

• Relative Perception + Value Add

Relative Perception = "You're a video editor. What do video editors normally get paid?”

Value Add = "This guy has this incredibly unique system he uses that sounds really promising. That's definitely worth something"

The better unique mechanism you have, the higher you can charge

4. Risk Reversal

As I said at the beginning of this article…

If you have two of the things ABOVE risk reversal figured out - risk reversal just becomes an amplifier.

You only NEED a risk reversal if you don't solve a specific problem or have a unique mechanism.

If you have ALL of the 4 points - you have an incredibly potent offer that's going to be difficult to NOT sell.

If you don't have a specific problem or unique mechanism your offer becomes commoditized.

Types of risk reversals:

1. You don't pay until it works

2. You pay as it works

3. If it doesn't work you don't pay

4. If it doesn't work we'll work with you until it does

These could be subdivided…

But almost all of you, if you add a risk reversal. will do number 2 or 3.

Almost none of you should do 1, because it economically doesn't make sense.

You need cash to actually survive.

I know that in Offer Creation 1.0 I added a list of hundreds of guarantees, I dived into conditional and unconditional guarantees, and a ton of risk reversal tactics.

But in reality…

What really matters are the 4 above.

Yes, you can get better results with the other ones.

But I rather help you get results with the simplest system possible…

And then you can add complexity.

There you have it, the Offer Creation 2.0

I hope you found these helpful.

Take some time this Monday to begin implementing what I've shared here today, and then hit me up on Linkedin in a few weeks with an update.

Let’s build together!

Sebastian Morino

P.S. Whenever you're ready, there are 3 ways I can help you:

1: Build your clarity, systems, and growth with 1:1 consultations here.

2: Follow me on Twitter, LinkedIn, and Threads for more operating systems, marketing tips, sales funnels, and automation systems.

If you find this helpful, and you think It can help someone else…

Share this post with another entrepreneur!

P.S.S. For the last 6 months, I have been developing the Content OS.

A multi-step system for creating your social media empire and generating 6-12 pieces of high-performance social media content each week.

On top of that, It will include the following:

90 days worth of content (ready to go)

• 270 Short Posts

• 38 Long Thread Posts

Assets:

• 25+ Hook formulas

• 4 Carousel Template.

• 3 Lead Magnet CTA Template

• 3-month roadmap from 0 to 1000 followers.

Extra Framework & Systems:

• Monetization Roadmap

• Personal Brand Framework

• Brand Assets Checklist

• Offer Creation Framework

• Market Research System

• Content Creation System

• Content Distribution System

• Marketing Planner

• Automation & Scheduling Course

• Networking Strategy

I will launch the complete system with all these tools soon! (don't have a release date yet)

Stay tuned for that!

See you again next week!