Das Angebot ist der wichtigste Teil deines Business

0:00The offer is still king, just like it was last year, just like it was the year before that. The offer still matters more than everything. And so, we have begun the process of donating a lot of the books from the launch. And we basically made the offer pretty simple. One of the variations that we were testing a bunch of different variations, but one of the variations was like, "Hey, just pay for the shipping of three books and you'll get all three books and just pay for the shipping of them." And so, right now I actually lose money, like literally lose money on that even with the books being prepaid. And still, and what's what's crazy though is that the metrics that I've seen from that offer and that funnel are better than any that I've ever seen in my entire career in marketing.

0:43And the reason I find that to be so interesting is that like we we whipped that together so quickly and it's working because it's the offer, stupid. Like, how do you make an offer so good people feel stupid saying no? It's in the [ __ ] sub-headline, right? And so, I'll give you a couple more tidbits that I've I've kind of like gathered together for myself. The reason we're able to break the record is because the bundle for donating 200 books were so strong and so compelling, which I spent two years building. The next thing is that whenever you have components of an offer or bonuses that you're going to include in any kind of offer ever any service, any anything, right? Each bonus should be worth more than the entire value of the thing you sell.

1:24I believe that most buyers are single-issue buyers, like single-issue voters. Is that they keep listening until they have that one light, that one key, that one unlock, that one reason why that say, "That was worth it." And so, if you ever try and put an offer together where you think, "Oh, the aggregate of these things is worth more," you have already lost. And if the bonus itself is complex enough that you have to explain it, delete it. Because the most expensive part about you explaining different components of the offer is the the real estate it takes up to actually explain it. And so, if something is worth saying, make sure that it's worth saying. And when you also build offers in this way, it forces you to think even more about how can I make this more compelling? How can I make it simpler? How can I make it more compelling? And each one of them has to has to carry their weight. And by doing that, you'll create a more operationally efficient business, number one, and your offer, I like to use this as my kind of my like razor for making a good offer, is that the offer should be textable.

2:28Can I text to someone and then them say, "Yeah, I'm in." And that's just a great way like you you've got this much screen and that many words to to say the essence of the entire offer. And if you can't fit it there, it needs to be better or it's too long. And so, that has just been really valuable for me and I've had that I've had that reinforced this year several times. Obviously, we had the the the offer at the launch, we had we're donating the books on the back end, but even within the portfolio companies, I mean, the reason I think that the Offers book will always outsell the other books in general. I think Money Models Dot Com is selling out cuz it's new, but like I think long long term, Offers will outsell is because like if you nail the offer in a lot of ways, nothing else matters. It's just getting it right is so hard, but there's nothing that you can do that can make your business have a have a bigger step change in your business's revenue and profit than really making the offer better. And it's like again, I think on some level, people have an understanding of like what things cost and the reason that I think that book bundle works so well was because they know it cost me they know I'm losing money.

3:34Like people can they know that three hardbacks cost more than $15. Like they know that. And so, shipped, right? Like even one of $15 is crazy. Three is absurd, right? And so, they know that. And so, it's like people assume that like I think Ogilvy said this, he said, "People think they're you know, the the prospect is an idiot, but she's your wife." And it's like we we we talk to these amorphous masses, but it's like they're real people who are intelligent, who can make decisions, and they know when something smells off, and they know when something is a good deal. And so like you can only do so much dressing up with the copy and the words and the persuasive elements because at the end of the day, you should be able to make the pitch by just stating the offer and shutting the [ __ ] up and pointing to how to pay, and people should buy. The rest of it is just is dressing. Right? It's just tweaks. It's just improvements. But the biggest improvement overall is going to be what the thing you sell is.

4:30So, sometimes we need to be reminded more than we need to be taught, and this year was a a wonderful reminder for me of like can't like it's the offer, stupid. Like make it better. Real quick, if you're a business owner and you're not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through, and more importantly, where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at, and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstruct the business and you're trying to scale, we'd love to help you out. On the thank you page, you can just book a call with my team, and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas, and we'll do this in person live.