Read Aloud the Text Content

This audio was created by Woord's Text to Speech service by content creators from all around the world.

Text Content or SSML code:

It’s helpful to understand from politics, let’s take Trump’s 2016 campaign for example:Short form message- the core message of the campaign(e.g. ‘Make America Great Again’)Long form message- key information about the message(e.g. ‘we’ll build a wall & cut taxes’)The pitch- the politicians manifesto, guarantees& execution planPlease note: the above example is NOT intended tofavour any political parties or theirbeliefs, nor is it to represent the political beliefs of me, or anyone at Imperium Acquisition.Common Offer Mistakes 🚫󰜱There are 5 common mistakes people make when creating offers:Copycatting: offers are a way topositionyour productin a way that is so different from thecompetition that you stand out & cannot be rejected. Most people just copy their offers fromthe competition, which is a viable strategy to start but not a viable strategy to scale. Learn tothink for yourself andpositionyourself as uniqueand as a ‘market of one’. You want youroffer to make it sound like your market can only get what you give from you.Playing it safe: the bolder, braver and more ballsythe offer, the betterpositionedyou will be& the more confidence it will inspire in your market. I like to create offers whereby, if I don’tdeliver, there are genuine consequences and risks on my end, as this provides me with anincentive to get good at what I do. If a prospect understands that you have actual ‘skin in thegame’ and have your neck somehow on the line with them, they’ll feel more comfortableworking with you. Once again, it’s a confidence thing.Complicating it: complicated offers confuse people.You want your offer to be clean, simpleand easy to understand. You want to think about offers from a MVO perspective - minimumviable offer. Ask yourself - what can I remove from this offer while still making it as ‘grandslam’ as possible? The best way to strengthen an offer is to remove stuff, not add stuff. Ifyour short form message, long form message & pitch is complicated, you’ll lose deals.Non-industry specific: if you are working in a certainmarket, your offer should be tailored tothat market. Sounds simple enough, but you want to use industry specific buzzwords andexpectations, otherwise you will alienate your market or not resonate with them. An exampleof this:I had a client doing marketing for interiordesigners and he was promising ‘high ticket’customers. A little bit of thinking would have helped him realise that the words ‘high ticket’don’t exist in the interior design world.Based on product: you should NEVER build your offeraround your product. Instead, youshould build your product around your offer. Start with a bold claim that people genuinelycare about and want, and then figure out how to build a product that delivers it. This is themostfatalmistake people make: they limit their promisesand claims to their skillset, insteadof using claims and promises to stretch their skillset. An offer should make youuncomfortable and should force you to improve.© Imperium Agency - All rights reserved. Do not share, copy, reproduce or sell any part of this document unless you have written permission from Imperium Labs LTD. All infringements will be prosecuted. If you are the personal owner of the Imperium LabsLTD End User License then you may use it for your own use but not for any other purpose. Product-Offer Relationships 📦🎁I’m going to tell you 2 reallyuncomfortabletruths.1.Theharderit is for you to build a product, theeasierit is for you to acquire clients.2.Theeasierit is for you to build a product, theharderit is for you to acquire clients.If you want to make client acquisitioneasy, you haveto make product developmenthard.That’s thetradeoff.Why?Greatoffersare built on great products.Great products arehardto build.The moretime,blood,sweat&tearsyou putinto your product, the moreconfidenceyouwill inspire.‘harder’ product = betteroffer= moreconfidence.You: ‘harder’ product = more conviction in it,since you bloody built it = moreconfidence.Your clients: ‘harder’ product = more clientlove = better results = moreconfidence.-Look at Imperium for example, a company that finds client acquisition easy...Time spent building the foundations ‘Acquisition Genesis’ module alone: 500 hours (I left thisoffer module til’ last). For every 1 hour of content you consume in acquisition genesis, I’veput in roughly 30 hours of thought, effort and work.Offer: insane, screams confidenceYou: I have an ungodly amount of confidence in theproductClients: https://www.imperiumacquisition.com/resultsHonestly, this is truly my best kept client acquisition secret: spending 80% of my timebuilding insane products and 20% actually telling people about it.Building this product has been the mostpainfulthingI’ve ever done, but I’ve exchanged thepainforconfidencein the 3 pools ofconfidence.Pain can be cashed in for confidence.© Imperium Agency - All rights reserved. Do not share, copy, reproduce or sell any part of this document unless you have written permission from Imperium Labs LTD. All infringements will be prosecuted. If you are the personal owner of the Imperium LabsLTD End User License then you may use it for your own use but not for any other purpose. When I was running Facebook ads for gyms and online personal trainers, I worked on a purepay per appointment basis and made six figures. I could only do this because I spentthousands of hours learning ads and improving my craft.When I say hard, I don’t mean ‘hard’ in the sense that it takes longer than it should, ormaking it hard for the sake of it. I didn’t make this product build hard just because it shouldbe hard, I mean hard in the sense that, you really need to put the hours in to delivergreatness.People that aren’t good at what they do are uncomfortable creating great offers becausethey fundamentally cannot deliver on them. If you find yourself in thisposition, it’s time to getbetter.If you want to win in the current environment of online business, you need a great offer. Themarket has and will continue to gravitate towards the businesses that provide the mostvalue.If your ability to create fantastic offers is limited by your skill, it’s time to become more skillful,otherwise you will be beaten by someone who is willing to. If you can’t deliver on somethingcrazy, you need to get better. Your skill should meet the offer, your offer shouldn’t meet yourskill.© Imperium Agency - All rights reserved. Do not share, copy, reproduce or sell any part of this document unless you have written permission from Imperium Labs LTD. All infringements will be prosecuted. If you are the personal owner of the Imperium LabsLTD End User License then you may use it for your own use but not for any other purpose. Pricing Philosophy 💵📈Before you canpriceyour offer, you need to knowthree things (credits to Hormozi for hisgenius here).1)PricetovaluediscrepancyPeople buy products because theybelievethatwhat they are getting invalueissuperiortoprice.You want to create apricetovaluediscrepancy:meaning you make your offer seem waymorevaluablethan thepriceyou are charging for it.If someone thinksvalue is belowpriceafterpurchasing, your business is doomed. Mostbusinesses are below this line, which is why theystruggle so much with client acquisition.Average products put you at thepoint ofcancellation or below.There are two ways to improve the discrepancy betweenpriceandvalue:Option 1:Reduce price (BAD)Option 2:Increase value (GOOD)Pricecan only be reduced to 0, and charging lesssucks in every way imaginable.Valuecan be increased to infinity, and addingvalueis amazing in every way imaginable.The goal for your market whenpurchasingproductsis to buy a huge amount ofvalue, at adiscount. They’re not worried with how much they are spending, they are worried with howmuch they get for theirdollars.Dollarsat a discount.2)Virtuous cycle of price (once again, credits to Hormozi here)How most businesses price their products:1)Look at market2)See what their competition offers3)Take the averageprice4)Go a little below average to stay ‘competitive’5)Provide a ‘little more’ than their competitors6)End up selling ‘more for less’Don’t do this. Most businesses you look at are poor. If you don’t want to be like them, don’tcopy them.© Imperium Agency - All rights reserved. Do not share, copy, reproduce or sell any part of this document unless you have written permission from Imperium Labs LTD. All infringements will be prosecuted. If you are the personal owner of the Imperium LabsLTD End User License then you may use it for your own use but not for any other purpose. This cycle repeats and repeats in the market among competitors until profit marginsdeteriorate. This is called Market Efficiency, and it makes everyone go out of business or justbarely stay afloat.Instead, you want to increase the price. Here’s a diagram from $100m offers explaining:When you drastically increase price, you become a market of one.© Imperium Agency - All rights reserved. Do not share, copy, reproduce or sell any part of this document unless you have written permission from Imperium Labs LTD. All infringements will be prosecuted. If you are the personal owner of the Imperium LabsLTD End User License then you may use it for your own use but not for any other purpose. 3)High prices = high valuePriceis a communication ofvalue.People perceive morevaluefrom products that aremoreexpensive.Charging higherpricesliterally makes peoplebelieveyour product is better, meaning they’lllike it more. Increasingpriceactually increasesthequalityof your product.This is what Hormozi did with GymLaunch, where they charged $15k or so for their program,when the highestpriceeveryone else charged was $5,000.When you are moreexpensive(way moreexpensive) thanyour competitors, it forces yourmarket to think ‘this must be something different’.Your price communicates a lot about yourbusiness and thevalueit provides, so don’t be afraidto ramp upprices.Think: if someone ispayingyou more, you have moreleverage (cash) to invest in actuallygetting them results.Run this thought experiment:If I 10x’d my price today, what would I have to do to make it more valuable than the price?The Art of Resonance 🛢📻The key to creating a ‘grand slam offer’ isresonance.Think of offer & message creation likedrilling foroil.Certain parts of Earth’s surface contain oil, and thepresence of this oil createspressure. Ifstruck,thepressure is released and oil can be extracted for profit.The problem is knowing where todrill.Like the Earth, the human mind contains pockets of‘pressure’ that if drilled, leads to apsychologicalreleasethat can be extremely profitable.Instead of using a physical drill, we can usewords.Using the right words, phrases or images, we canresonatewith the unconscious mind of the market andcreate massive action.© Imperium Agency - All rights reserved. Do not share, copy, reproduce or sell any part of this document unless you have written permission from Imperium Labs LTD. All infringements will be prosecuted. If you are the personal owner of the Imperium LabsLTD End User License then you may use it for your own use but not for any other purpose. This is possible because of something I call ‘latent conditions’.Latent conditionsare theunderlyingpsychological,situational and cognitive forces that amarket (or niche) shares. If you understand thelatentconditionsof the market and the‘frequency’ at which they exist, you can create astimulus with the same ‘frequency’ that willresonatewith them, thus triggering action and conversion.Examples of somelatent conditionsin early-stagemarketing agency owners:-Buying a $997 course from someone they look up to, only to be disappointed, but stilllooking up to the person who sold them the course-Massive imposter syndrome kicking in when signing their first few clients-Spending as little time on outreach as possible, finding worthless distractions (likebuilding a website), while knowing they are deluding themselves-Being primarily driven by one word: freedom ( in financial, location & time terms)-Blaming most of their business problems on their niche-Putting $10,000 per month on a pedestal, seeing it as the be-all goal of their life-Using an agency to manifest their potential and channel an unusual amount ofconscientious energy-Starting an agency out of anger or a negative emotion (or from terror of mediocrity)We can imagine that theselatent conditionsarefrequencies,similar to those you’d findcreated by radio stations.Your offer and marketing message are just like a radio, youneed to ‘tune’ them to a certain frequency to finda ‘station’ (inthis case, astationis one or more of theselatentconditions).Once a radio station isfound, music plays.Once a psychological station isfound, action is usuallytaken(or massive confidence & pain is built).In simpler words: marketing assets that make peoplefeelunderstoodinvoke trust.Good marketing triggersreactwithexisting psychologicalconditionsto get results.This is why niche market research is so vital to your company.© Imperium Agency - All rights reserved. Do not share, copy, reproduce or sell any part of this document unless you have written permission from Imperium Labs LTD. All infringements will be prosecuted. If you are the personal owner of the Imperium LabsLTD End User License then you may use it for your own use but not for any other purpose. Action item:List out 5-10 latent conditions you know exist in your market (if you don’t think they exist, youhaven’t thought hard enough, or done enough research).----------Imperium Offer Creation Worksheet 🎟📃Now let’s take some action and create your offer.Create here:Imperium Offer Creation WorksheetOffer Asset Creation 🔭🛠Create here:Offer Asset CreationCreating Your Pitch 🗣💰Create here:Pitch: (Company's) Finalised Offer© Imperium Agency - All rights reserved. Do not share, copy, reproduce or sell any part of this document unless you have written permission from Imperium Labs LTD. All infringements will be prosecuted. If you are the personal owner of the Imperium LabsLTD End User License then you may use it for your own use but not for any other purpose. Final Notes & Visualisation 📝👁Your market has acurrent situation,and a desiredsituation.The job of youroffer is to positionyour product as avehicle for theescape of thecurrent andachievement of thedesired.You must reverserisk, make ittangible, focus onthe outcome, solvea problem &communicate thiswell.© Imperium Agency - All rights reserved. Do not share, copy, reproduce or sell any part of this document unless you have written permission from Imperium Labs LTD. All infringements will be prosecuted. If you are the personal owner of the Imperium Labs LTD End User License then you may use it for your own use but not for any other purpose. Summary 📝