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0:00Many people still have terrible offers and or terrible lead magnets. So, I'm going to cover kind of like the common troubleshooting that I go into with people who have bad offers, bad lead magnets, or both. All right. So, let's just focus on the offer side. I forgot to put the little thing so that it comes one at a time, so I apologize. So, these are these are all popping up at once, okay? So, let's imagine that and this is actually probably the most common thing. Like, this is especially true with home services, but if you are in an industry where it's very difficult for other people to compare your offer or very easy for people to compare your offer to someone else's, you need to win on one of these three vectors. You need either be faster than somebody else, you need to be less risky than somebody else, or you need to be easier.

0:44Or multiple. But, you have to, from a strategy perspective, you want to focus on at least one of those three things. And so, whether you're doing kitchen remodeling, you're doing roofing, you're doing concrete, it doesn't matter. There's always a way to be faster, there's always a reason to be to less to be less risky, there's always a way to make it easier for the customer. I promise you there's always a way. Now, then you might think, "Oh, but I can't afford to do that." No [ __ ] That's why you raise your prices to reflect this premium because you're no longer commoditized product.

1:13And guess what? People will pay for it. So, what I would encourage you to think about your offer is, what would it take for me to get this outcome for a customer in 1/3 the time? Like, actually answer that question. This is why it's good to do this with your teams. Like, what would it really take? So, rather than saying we can't do it or we can't afford to do it, answer the damn question. What would it take?

1:40Now, if it would take paying contractors 50% more to get them to do same day next day responses for you, fine. Then, the next question is, can we sell that to customers? Now, if the answer is yes, then ding ding ding, we have a winner. Now, if the answer is no, then we just go up market to rich people who absolutely value speed, risk, and ease. So, if you need to improve the offer, one of the first places I look is speed. Right?

2:08What would it, you know, what would what would it take for us to get to get it all done in 1/3 of the time? So, I know, we're getting X-rated. Did I talk about this? This is This is going to be my launch of only Alex. I didn't I didn't I didn't tell you guys that. >> [snorts] >> The next one is is risk, right? So, can we insure the biggest fear, or can we guarantee against it? So, you can think about this from a warranties perspective, you can think about it from a guarantees perspective, or one of my personal favorites, cuz this is something that I've implemented with plenty of businesses, is you actually just get an insurance policy on whatever their biggest fear is, and then you say, "Don't worry, we cover damages up to X because we already have insurance for it."

2:51And you include that into your cost, which typically is not nearly as expensive as you think as you think it would be. So, that's the second vector that you can consider from a from a from an offers angle. And yes, I'll be here all night, and I I've got even less underneath. Calm down. Uh So, the third uh is ease. And so, the way to think about ease is how much can we kind of prepare the way for the customer ahead of time? Like, how can we prepare for them? Is there anything we can do in the intake? Is there anything we can do in the onboarding? Can we do any kind of this prep ahead of time so we can do pre-work for them, so we can make their experience that much more seamless? And what's crazy is that so few businesses think this way or do it that customers will almost always appreciate and recognize it when you do in your business. Right? Like, this is this is a this is a a soft toss, but for those of you have been out to L1 um or L3 or L2 for for in-person, many of you can probably say like, "We take a huge amount of care in making this an exceptional experience for everyone, and try to bring in as many of these tiny little details as we possibly can.

3:54Um so like when people know your name when you walk in, they know about your business. Like all that stuff takes work on our side so we can make it a a delightful experience for you. And so when we're thinking about the offer, like I think about these value vectors because these are the things that are really going to drive the business. And right now, if you're like, "I'm suffering because I'm a commodity." this is how you solve it. Now, the fourth one here is now introduced because we have money models book out. But you can always just wrap what you currently have in giveaways when you money back decoy pay pay less now pay more later buy X get Y free. So you can immediately take whatever it is that you're selling and you're like, "Man, if I could just get cheaper leads, then do one of the attraction offer mechanisms.

4:33Do a giveaway. Do a kitchen remodel giveaway. And I promise you, guess what? You call everybody else uh who's in second place uh so who who who didn't win the grand prize and offer them a second place prize. Offer them a participation trophy. Hey, here's second place by the way is $2,000 discount on your kitchen. You won. Congrats. Right? And if something that's more service-based where they have to do stuff, win your money back works awesome. If you have a more transactional style business, decoy works great. Uh buy X get Y free works in so many different versions of this.

5:03The key with buy X get Y free by the way, guys, is you want to give away more free than someone pays for and you just adjust the price accordingly. So let's say instead of uh let's say it's $100 a month for 12 months it'll be 1,200 bucks. What you do is you do like buy six get six or buy four get eight. That's like a crazy deal, but you just make the four $300 each. Just big tip. Um and you know, check with the legal people in your area, all that stuff.

5:30Okay, great. Advertising laws differ by by county and region and so check with your attorney to make sure that things are advertising compliant. But these are the things that I would do up front to improve my offer. Now, this one is super common and let me see if I include this in my examples. Yeah, well before I do. Okay. >> [snorts] >> We have a relatively large brand, right?

5:55And you might think, "Oh, uh if I if I had Alex's brand, then I would be able to just say like, "Hey, just give me money." Doesn't really work that way. And so you might find this interesting. Uh we run ads for our workshops, right? That we have here in Vegas. And we also run ads to the Scaling Roadmap, which is a lead magnet that I made. Now, here's what's really interesting.

6:18The direct to workshop ads have higher ROAS upfront. Which sounds kind of obvious. Oh, when people come, say, "Yes, I would like to buy a workshop." And then we offer them a workshop, more of them buy it. Duh. But what's more interesting to me is that the Scaling Roadmap has higher ROAS overall. Ah. When you expand out the time horizon.

6:44And, and this is the part that people miss, and it scales better. So, workshop is a very direct call to action. And if I if I if I made my whole business about saying, "Hey, come to a workshop." it would be tough because I'm only going to be offering to people with absolute warmest in my audience, right? And so, you guys, if you hopefully you went through the Hooks and Hooks Playbook and the Go-to-Ads Playbook. And if you didn't, shame on you cuz you should. But we talked about this with this uh the the pillar the the advertising stages of awareness, excuse me.

7:18If I'm just saying, "Hey, buy a workshop." I'm really only hitting these two segments of the market, which are not that big. But if I'm if I'm going Scaling Roadmap, I'm going to be able to get way more people up here than all of this put together, right? And so if I have higher ROAS here and I can reach more customers, it's by far better front end. Which is why I still It's so funny cuz I hear people be like, "Lead magnets don't work." It's just like it's small businesses who say this.

7:47Right? And small's relative. Maybe Maybe the person you listen to is making $5 million a year, whatever. But like everything's relative here. And so, it's not right or wrong. If you only are trying to make a a small amount of money, you for sure will get higher ROIs if you just say, "Hey, go buy my stuff." Like there's no question about that. But if you want to get into huge higher realms, you have to soften the ask and make it more attractive for people to take action. And then create the conversion process around that. If you have a better dream outcome match, so right now it's like my lead magnet is just not First off, many of you don't have these. You just straight up, especially home services guys. You guys do this all the time. Right? Like you're like, "I'm just running Google Google Ads to my website." I'm like, "Well, what's on your website?" They're like, "Well, just my website." I'm like, and then you look on it says request quote.

8:33For the love of God, no one wants to request a quote. All right? So, give them something in exchange for their contact information, and how do we make it even more enticing? Give them something they actually want. Give them a better dream outcome. Describe it in their own language of what they want. Right? 11 frameworks we use to build wildly profitable gyms. Helpful. Now, there's three types of lead magnets. You can reveal a problem. You can do a trial of the solution. Or you can do a one step of multi-step.

8:59All right, this is a splinter offer. So, reveal a problem. Seven mistakes homeowners make when fixing their HVACs. Very simple. Right? Trial solution. Hey, so actually had a really cool company come out for an L3 last week. Um basically, they had figured out how to get any local business onto number one, two, or three in local maps. That was all they do. They just get people on one, two, or three when someone searches like, you know, "Gym near me." One, two, or three local maps.

9:27That's what they're they're able to do. And so, their their whole lead magnet is, "We'll just get you one, two, or three for free, and then we'll call you in 7 days and ask you if still want it. It works great. >> [laughter] >> They're crushing it. All right? Like if you can give a trial of the solution, one of those viable ways to do it, super easy, you will get a ton of leads for it. Now, the third is the one-step or multi-step. This is a splinter offer. All right? So, I had a Cash Guys episode where I had a lady named Ashley who did fashion consulting. And so, she had a requested quote type thing. Like, just book a call with me for an assessment.

10:01And so, okay. It's just like I don't I'd rather have some sort of incentive to do it. Right? And so, we came up with she's going to figure out my my color palette. Right? Like, what are the what are the colors I should be wearing with my skin tone, with my personality, with my whatever, with my zodiac sign, who cares? All right? But, the point is I'm going to get some some sort of value from this exchange. So, then I asked, "Okay, how quickly can you automate it?" And she's like, "Yeah, I can automate it pretty quickly." So, I said, "Great. So, that's what we can do." And when you do a one-step or multi-step, everyone like my pushback that I almost always get is Well, everything I do comes together.

10:35No, it doesn't. There are always pieces that you do in a process. Well, I I'm not going to fix someone's door. It's like, "Well, you can fix part of it. You can put a coat of paint on it. You can put a sealant on before you before before you There's always You can just measure it. Like, you can There's always some piece that you can pull out and say, "I'll do this for free or for a significant discount." And so, let's think about it like this. Let's say that you have an offer. All right? Let's see if my drawing is going to be up to up to snuff here.

11:09That's That's not one up. All right. There we go. Let's Oh, I almost had it. I just messed it up. Okay. So, we've got this this this offer that has A B C D. We got four components to our offer, right? And let's say you currently sell this for $2,000. It's often more powerful for you to have just take this guy move it over here and have be over here that's gone and then give this away for 90% off or free.

11:59And then once someone has this, they then want to buy ACD. That's how that works. And so there's almost always a version of this that can get someone in the door. And this is also how you can make what I prefer to have, which is insane discounts. Not like I hate the idea of a 10 or 20% discount. There's no point, right? I want to have crazy discounts because I want I want a discount to be significant enough that it changes someone's behavior. And so a 90 or 80% discount, that will change people's behavior. And the reason I do that is I can just pull it off on something that cost me very little so that I can then create my upsell process into my main thing. This will help you get cheaper leads.

12:37So many of you right now, your offer sucks, which is why you can't get cheap leads for whatever business or market you're in. You don't promise anything around speed, you don't promise anything around ease, you don't do anything to reverse risk, and you don't have to do all three, to be clear. Just focus on one and hammer it and do it really well. And preceding your offer you just don't have anything and you don't give people a good reason to engage in your ads and actually give you their contact information. So, make something that's really compelling. My personal favorite way of giving lead magnets is give something that people that other people charge for. The the more real the lead magnet is, the more that it actually has true cost the more likely it is that it work.