The anatomy of a winning offer Think of something you bought recently that you LOVED. Why did you buy it? And why was it so good? H E R E ’ S O NE OF MINE. Part of my honeymoon was a safari tour in Kenya. I realized my iPhone wasn’t great for capturing photos of the animals. Fortunately, at one of our lodges, they offered a camera rental. So, I went in there, rented it, and took it out with me for a safari drive. Unfortunately, my photos were terrible! It had been a long time since I used a “real” camera, and I had never photographed animals before. When I went back to return the camera, I mentioned it to the photographer in residence. He offered to share some tips, and then I just asked him, “Can I hire you to come out with me tomorrow and help me take better photos?” PERFECT! Why would I waste all this time trying to figure out how to work these fancy lenses when I can just have someone who’s 10X better than me show me how to get great shots – 10X faster than trying to figure it out myself? So, we did it. I hired him for a photography lesson, and it was unforgettable. This is what I call a WINNING OFFER. An offer is basically what you’re promising customers, in what form, and at what price. A winning offer is one where you’re promising customers EXACTLY what they want, in the exact form they want, and at the right price. But honestly, when you get the first two parts right, price becomes a mere triviality. This photography guy had a winning offer: • He knew exactly who his customer was: people like me on a luxury safari tour. • He knew exactly what they wanted: incredible photos and memories of their trip. They also want to feel a sense of pride knowing they took those photos themselves — without having to buy a $5000 camera or spend years in photography school. • And it was the right price. Again, when you deeply understand your customer and have the right offer, price doesn’t matter that much. We’ll talk more about how to deeply understand your customer and how to price things in this program. L E T M E S H OW YOU ANOTHER EXAMPLE. I’ve noticed some people have really great posture, but it’s not something that comes naturally to me. I have to force myself to sit up straight. I noticed this most when I was planning my wedding and realized I’d be sitting on the floor for a long time during our Indian ceremony. So, I started doing research on posture and back pain. I bought this book years ago and even though I kept telling myself I should really do the exercises in this book, life got in the way. So, for two years it just sat in a stack on my shelf. Finally, I said to myself, “That’s it!” I opened up the book and noticed something really cool: they actually have certified practitioners all over the country who teach classes! I called them up, one of them said she will come to my apartment for a private session. Ahhh! This is amazing. I basically said, “take my money” and booked our first session right there on the spot. It’s funny, so many people starting a business think, “ oh why would anybody ever pay me for that? ” But think about how meaningful an offer like this is to the CUSTOMER. Here I am, I’m a busy CEO, I want to improve my posture. I don’t have time to sift through these exercises. And I definitely don’t want to leave my house to go find some class. I would HAPPILY pay a premium for someone to come right to me, work with MY schedule, and show me EXACTLY what to do. It’s a no-brainer. By the way, I don’t have severe back pain — but many people do. For them, this is an even BETTER offer. So, when you can think in terms of what’s meaningful to your customer, you have a winning offer. Now I want you to put on your “winning offer lens” from the perspective of the customer. Think of 1 thing you’ve paid for recently. It can be a product, a service. It could even be this program! Why was it so good? Why did you buy it? Why was it MEANINGFUL to you? Right now, I want you to write down: “ W I N N I N G OFFER: I BOUGHT X BECAUSE I WANTED Y. IT WAS MEANINGFUL TO ME B ECAU S E Z. IT COSTS $A” FO R E X A M PLE: “Winning Offer: I bought this private back pain coaching session because I wanted to improve my posture. It was meaningful to me because they came to my house and worked around MY schedule, so I didn’t have to waste time. It costs $150/hour.” To give you even more ideas, we’ve included a list of our own favorite Winning Offers in the material in this Playbook, including the price! Make sure you check those out and keep moving through the material to craft and hone your winning offer. You got this!