The Irresistible Offer Framework - (Part 3)

Preview from the latest issue:

Remember this is a 3-part series…..

Very probably you already read this...

But I believe this story, is a fundamental piece of why these frameworks are so important:

A good offer has the power to make or break your business”

That is what one of my mentors said when was starting out.

I couldn’t figure out why anything that I was putting out was not working.

I tried every method, marketing channel, copywriting tactic, and strategy I could get my hands on.

I didn’t know what I was doing wrong

I even thought that this wasn’t for me, or that the universe was conspiring, hiding the secrets for success.

One day, I went to my mentor’s house

Only to talk about how I was doing.

After hours of telling him all the things, I was trying out…

He stop me and said:

“You are focusing on the wrong thing”

“Your marketing is not working not because of the sales copy or strategy or the product that you are selling”

“It is your offer”

“A good offer has the power to make or break your business”

It shocked me like a ton of bricks.

All the sudden I was illuminated and I thought “This is It”

“This is the piece I was missing”

This is when I found the book “100M Offers by Alex Hormozi”

This book explains in detail, with formulas and examples, how to create irresistible offers.

If you want all the little details, go now and read that book.

But If you want a highly actionable and condensed step-by-step process…

Stay tuned 👇

Because on this post you will learn:

• Proven Frameworks for Offer Creation

• The definition of “Value” and how to measure it.

• How to increase your product's value, charge more, and eliminate buyers' resistance.

Now that being said let’s dive in on part 3 of the irresistible offer framework!

How to use Power Guarantees

So now, we already discussed:

• How to create your first offer

• How to use the Value Equation to measure and create value

• The science behind The Outcome, The Problem, The Mechanism & The Delivery

• How to use promotions to create action in your audience

• How to use bonuses to lower buyers**’** resistance

• And how to use scarcity & urgency to increase sales velocity

Now let’s see how to decrease the perceived risk of investment from your customer with the Power Guarantee Framework and how to name offers that sell with the Offer Naming Formula.

In the last 2 articles, we dive deep and all the frameworks mentioned.

Now its time to put it all together:

Guarantees: Conditional and Unconditional

This framework will explain how to decrease risk and increase the likelihood of achievement without having the need to have any testimonials and reviews.

Remember that in (The Irrestible Offer Framework - Part 1) we discussed the Value Equation.

If you have not read that article yet...

I strongly recommend you.

Take a look so you know exactly what I am talking about.

For the people that are subscribed to the newsletter…

Here is a sneak peek of the formula:

That being said, let’s continue with the framework:

You know, most people out there don't really have any guarantees in their business.

And if they do, it's just one, and to be honest, they are not very good.

But, what if I told you there's a way to have not just one, but TWO guarantees.

Most people don't even consider this possibility, but I'm here to show you how two guarantees can work together.

And trust me, it's not complicated at all.

Guarantees are so important to your overall selling strategy, that they can be a huge decision factor when making a purchase.

Remember, you need to answer this question: Why should I listen to you?

Guarantees are not only used to assure customers that what you promise is going to be delivered.

It is also a way... to show confidence in your craft.

You need to show people in some way, shape or form that you know what you are doing.

For example:

I used to sell advertisement services to B2B customers.

Every time I found some resistance, like:

“I don’t know, I need to see some case studies to make a decision”

I stopped them right there and said:

“Totally understand, for what it seems like, you are a wise businessman and you only want to take a well-informed decision”

“Let’s be honest, what really concerned you is our ability to deliver, so let’s do something”

“I will 2x your ROAS (Return on Ad Spend) in 90 days with the same budget or you don’t pay a thing”

“No efforts on your part, and even if we provide better results but don’t achieve the goal, we will waive any fees associated with the service”

I am showing extreme confidence.

I show that we know what we are doing.

We know the result we are going to provide.

And how much time is going to take.

That is HOW you craft a guarantee.

But now Im gonna show you…

How to use double guarantees and completely eliminate buyers’ resistance.

This is what I mean:

Let’s take the Guarantee that we were using before for this example.

Let’s call it a “money-back guarantee”

This type of guarantee is called Unconditional Guarantee.

Now we are going to use a second one called Conditional.

The name is pretty self-explanatory but in short…

Unconditional Guarantees are those attached to a specific outcome.

If the product or service does not fulfill the promise, no matter what, the guarantee needs to be performed.

Conditional on the other hand is attached to the outcome, BUT certain things are required to happen in order for the guarantee to be performed.

Let’s use an example:

“No efforts on your part, and even if we provide better results but don’t achieve the goal, we will waive any fees associated with the service”

“BUT, you have to show up to every meeting, you need to make sure that all your payments are on time, etc”

These are the things that we need the customer to do, in order for him to be successful.

We implement the second guarantee as a condition, or roadmap that the customer needs to follow while using our service.

This is in order to increase the success rate itself.

Kinda clever huh

—” So you're telling me that if I do these things, and if you don't achieve these crazy results you are going to do it for free?

—“On top of that, you offer me 3 bonuses in conjunction and also there are only 2 spots left? “

If you noticed, I used the bonuses framework and scarcity framework in that last sentence.

If you want to learn how to apply those (click here)

Bonus Content

If you want a quick and condensed version of this…

I developed a LinkedIn post talking about this exact same topic.

In that post, you will find a list of types of guarantees that you can use for some extra inspiration.

If you find this post helpful, please share it with another entrepreneur.

Power Guarantees Playbook

M-A-G-I-C NAMING Formula

How to use the same offer and re-skin It over and over again:

So let's use the same example as always:

First, we have a fitness boot camp.

Then we convert the offer to “Fall 6-week Challenge”

Then “Spring 28-Day Blueprint”, then “Summer 42-Day Detox” and so on.

Same exact thing…

It keeps it fresh, and by doing that, we don’t need to change the operational structure of the business, but we can always keep the marketing fresh.

Here is how to do it:

M-A-G-I-C Headline Formula

• Magnet = Make a Magnetic Reason

• Avatar = Announce the Avatar

• Goal = Give them a Goal

• Interval = Indicate the Time Interval

• Container = Complete with a Container Word

For Example:

(Client Acquisition) for (Businesses) to (Increase Top Line Revenue) (8 weeks) (Strategy)

This is for headlines specifically, it is very similar to the “Value Proposition” framework that it utilized in the sales script and Offer Description.

A framework that I will dive Into in the following articles.

So, stay tuned for that…👋

The point of this formula is that when making headlines, we try to use all the variables…

But it is not totally necessary.

If you don't have all the pieces in the formula, or it doesn't sound right…

It makes sense that you use 3 or 4 of them.

The idea is to have this formula in the back of your mind, so you always be able to spin headlines easily.

Not only for offers but also to name products and services.

Ultimate Action List

• First, we see the promotion we are offering.

• Then we take a look at the Main Offer and then adjust it to make it more valuable.

• Offer a bigger and more compelling outcome.

• Cut the time in half.

• Decrease the effort they have to put in.

• Increase the likelihood that they are going to achieve the outcome.

• Right when they are going to make a decision: “This is just THIS big, let me show you…. all the other things that we are going to do for you”

• By the way…. We only have “2” spots left and I have 19 more meetings scheduled for this week.

• And if you are concerned about us, not being able to fulfill, If we don't give you the result on 90 days your money-back guarantee. So… what do you want to do?

Remember, it’s important to determine every section.

I can’t tell you how often one item becomes the reason someone doesn't buy.”

1: Once you know the guarantee you are going to use

2: And the perfect name you are going to give your offering: everything becomes clear.

Your marketing becomes sharp, like the tip of a spear.

That cuts through the noise of your marketplace.

This is because you know exactly who you want to serve and how you want to serve them.

• The outcomes that our clients are going to have.

• The problems that they are going to encounter.

• The vehicle or mechanism that we are going to use to get them there.

• How actually we are going to solve the problem.

• The psychological you are going to use to make them take action.

• The guarantee you are going to use to lower buyer’s resistance

• And an incredible name that the world can not forget.

There you have it, 2 more steps for the Irresistible Offer Framework.

This was a 3 part series…

That means that this is the last article talking about this system.

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.

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See you again next week!