Chapter 7. creating a killer offer

Question 1

a good offer is…

Answer 1

something people actually want and are willing to pay for

Question 2

Magic formula for making a sale:
Basics

Answer 2

1. what are you selling
2. how much does it cost
3. who will take immediate action on this offer

Question 3

Magic formula for making a sale:
Benefits

Answer 3

1. The primary benefit is
2. An important secondary benefit is

Question 4

Magic formula for making a sale:
Objections

Answer 4

list your three main objects for this offer:
1.
2.
3.

Question 5

Magic formula for making a sale:
Objection counters

Answer 5

list 3 counters corresponding to the last 3 objections
1.
2.
3.

Question 6

Magic formula for making a sale:
Timeliness

Answer 6

1. Why should i buy this now
2. What can i add to make this offer even more compelling

Question 7

providing a nudge

Answer 7

examples:
1. Start today and get a 30% discount for the next 3 years!!

2. Save money and skip these fishy websites (offer transparency)

Question 8

Value isn’t always rational

Answer 8

Learn to think about value how your customers do, not how you would like them to.

Question 9

FAQ benefits

Answer 9

Identify the main objections your buyers will have when considering your offer and carefully respond in advance

Question 10

basic human desires

Answer 10

needs, concerns, and fear

Question 11

request faqs

Answer 11

• How do I know this really works?
• I don’t know if this is a good investment (and/or I’m not
sure I have the money to spare).
• I’m not sure I can trust you with my money.
• What do other people think about this offer?
• I wonder if I can find this information/get this product or
service without paying.
• I worry about sharing my information online (or another

Question 12

core concern of FAQS or objections are…

Answer 12

trust and authority

Question 13

Counters to the FAQ and objections

Answer 13

• This really works because .
• This is a great investment because . .
• You can trust us with your money because . . . (alternatively,
You don’t have to trust us with your money, because we work
with an established, trusted third party . . .)
• Other people think this is great, and here’s what they
say . .
• You have to pay to get this product or service (alternatively,
The free versions aren’t as good, it takes a lot of work to get
it on your own, etc.)
• Your information and privacy are 100 percent secure
because

Question 14

when answering to objections don’t be…

Answer 14

defensive, but be proactive excited or Enthusiastic to answer and help

Question 15

examples of how to answer objections using benefits

Answer 15

Point 1: This thing is so awesome! [primary benefit]
Point 2: Seriously, it’s really awesome. [secondary benefit]
Point 3: By the way, you don’t need to worry about anything.
[response to concerns]
Point 4: See, it’s really awesome. What are you waiting for?
[take action]

Question 16

provide an incredible guarantee

Answer 16

DONT LIKE IT get your money back AND MORE

Question 17

Overdeliver

Answer 17

give more and extra stuff so people will be wowed

Question 18

Chapter 7 key points

Answer 18

• As much as possible, connect your offer to the direct benefits cus-
tomers will receive. Like the Alaska coupon books, a compelling offer
pays for itself by making a clear value proposition.
- What people want and what they say they want are not always the
same thing; your job is to figure out the difference.
• When developing an offer, think carefully about the objections and
then respond to them in advance.
• Provide a nudge to customers by getting them to make a decision.
The difference between a good offer and a great offer is urgency
(also known as timeliness): Why should people act now?
• Offer reassurance and acknowledgment immediately after someone
buys something or hires you. Then find a small but meaningful way to
go above and beyond their expectations.