The Irresistible Offer Framework - (Part 1)

“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.

Creating your First Offer

Creating offers that stand out from the crowd of online businesses is actually very tough.

There are thousand and thousand of people trying to sell the same thing to the same people

Now begs the question.

How can I make what I sell… unique?

This is a very difficult thing to do…

But fortunately, there are proven frameworks that can help you do exactly that.

"The Irresistible Offer Framework” is a complex system consisting of multiple components.

In today’s newsletter, I will give you a copy-and-paste system for building your own irresistible offers.

Unfortunately, each component deserves its own dedicated article, making it impossible to cover everything in this post.

However, I have good news for you…

In the upcoming newsletters, I will go deep into each component of the framework.

I will explain each step of the way, so don’t worry.

This system is It’s broken down into 6 easy steps:

How to Create and Use Promotions?

You need to create a visceral response from your audience.

People are living boring lives…

Scrolling mindlessly through their feed and ignoring almost every commercial post out there.

Even if your method is either email, content, or ads. You will suffer from the same burden.

The average attention span is only 7 seconds

You need to create a pattern interrupt in just 7 seconds…

And sometimes in order to create a “pattern interrupt” and catch your audience's attention is with the use of promotions.

Here are the 3 main types of promotions you can use in your product/service right now:

1. Free: “Typically free offers will convert 5 to 10 times as much as any other type of offer”.

2. Discounts:

• % Percentage Off: All clothing 10% off.

• Absolute Amount Off: 50$ Off in $2000 purchase

• Relative Amount Off: 20 gym memberships off.

• The Remaining Amount: $299 = Only $99.

1. The Premium:

• This is when you are selling 50,000$ Burgers.

Introduction to the Value Equation

“Your offer might not be converting because what you are offering is not valuable enough”

For that reason, we have to increase the value of our service, and to do that we need to understand what makes something valuable.

The value equation is a formula for calculating the value of your offer.

This formula is divided into 4 components:

Dream Outcome:

The better the outcome that we are selling

The better the value of the offer.

If when we sell, we can present this fantastic outcome that will happen if they work with us…

The more valuable is the offer that we are presenting.

Perceived Likelihood of Achievement (Risk):

The likelihood of them achieving that outcome with your service also increases value.

If we can eliminate the chances of failure and also demonstrate it, our offer becomes more compelling and valuable.

Time Delay:

This is what bothers customers.

It's a decision factor so important that someone can decide over your business or a competitor, just because of the time that is going to take to fulfill the service.

Time is one of the most important resources of a human being. That's why most enterprises focus their attention on delivering their service as fast as they can.

Effort & Sacrifice:

Effort and Sacrifice are, how much effort and suffering the client need to go through to achieve their goals.

It is heavily correlated with ease and convenience.

For example: Let’s say you have a marketing agency.

Someone can choose your competitor just because the onboarding is better.

It takes less meeting, it takes less effort and fewer questions.

Overall, the client needs to invest less energy to achieve the outcome.

Directly correlated with convenience.

The factors that are on the top of the line, increase value, and the factors on the bottom, decrease it. The goal is to improve the top as much as humanly possible and decrease the bottom as close as possible to 0.

(Again I will dive deep into each component in future posts).

The Outcome, The Problem, The Mechanism & The Delivery

This section in reality is very straightforward.

The Outcome is the dreamland that you are offering to your clients.

It is in a few words, the tangible result that they are going to get once consuming your product or service.

This is extremely important, because if you can’t explain to your customer what result they are going to get when working with you…

Trust me, they are not going to buy.

And I say this from personal experience

People do not like to be uncertain when making a purchase.

You need to provide clarity and ease of mind to your potential customer if you want your business to be successful.

The Problem is… well the problem you want to solve.

What is that constant burning issue in your market?

Most people know this right way…

But if you're struggling to figure out what problem you are solving, then maybe you are not solving a problem at all…

Maybe you are offering a pleasure like makeup, cosmetics, decorations, etc.

If that is the case…

You need to keep in mind that people do not actually need your product and your focus must shift in a different direction.

Your product needs to focus on “Status”

A topic that I will explain how to apply in future posts.

Stay tuned for that 👨‍💻

The Mechanism is the method that you are using to get the result.

Another way to see it is the vehicle that you are using

Let’s use the agency example one more time

Maybe you are offering as a dream outcome a 2X ROI

The problem that you are solving can be lead generation

And your vehicle is Facebook ads.

The Delivery Cube

This framework is one of my favorite ones…

Unfortunately, it is one of the most overlooked steps when building a business.

People focus on sales, marketing, and on products.

But the ones that focus on how to actually deliver the core “thing”.

Are the ones that make a difference

If your marketing is amazing, but your product is not.

Then we have a big problem.

But don’t worry, there is a framework to solve just that.

Here are Alex Hormozi's “cheat codes” for product variation/enhancement.

Presenting…

1. What level of personal attention do I want to provide?

One-on-one, small group, one-to-many?

Take your time deciding on this one.

There is not a one-for-all solution and some can work best depending on the business model.

The route that you take can make a huge difference in your business.

2. What level of effort is expected from them?

• Do it themselves (DIY) - figure out how to do it on their own

• Do it with them (DWY) - you teach them how to do it

• Done for them (DFY) - you do it for them

3. If I want to provide support with my service? What type of support?

• In-person,

• Phone support

• Email support

• Text support

• Zoom support

• Chat support

4 . If you create content like product tutorials, how do I want them to consume it?

You can do Audio, video, or written.

For example, you might guess that my strength is in writing.

I do a lot of written LinkedIn posts, blogs, newsletters, and tweets about my systems and how to implement them.

Is up to you and what you are best at.

5 . How quickly do we want to reply?

• On what days?

• During what hours?

• 24/7?

• 9-5?

• Within 5 minutes?

• Within an hour?

• Within 24 hrs?

6 . 10x to 1/10th test.

This is a very fun exercise.

If my customers paid me 10x my price (or $100,000) what would I provide?

If they paid me 1/10th the price and I had to make my product more valuable than it already is, how would I do that?

How could I still make them successful for 1/10th price?

Stretch your mind in either direction and you’ll come up with widely different solutions.

In other words, If I can charge 10X more, what will I add to my product? What bonuses will I add?

If I can only charge a 10th of the price, what is the most essential aspect of the product that I will provide?

How can I minimize the product to its bare bones but still provide a ton of value?

Remember, it’s important that determine every section.

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

1: Once you know which outcome you’re offering.

2: The problem you are solving.

3: The mechanism that you are using

4: And how you are delivering your product; 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 how 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

• And how actually we are going to solve them. 

There you have it, 3 steps for the Irresistible Offer Framework.

This is a 2 part series…

And I will share the rest of the framework in the upcoming newsletter.

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 and LinkedIn for more operating systems, marketing tips, sales funnels, and automation systems.

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