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Course Module: 1. AAU Agency/Module 3 - The Client Module 24
Lesson: 08. Offer Stacking - Making an Irresistible Offer
Duration: 13:13
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[00:00 -> 00:04] Okay, so this video is going to be about offers. And when I'm talking about an offer, I'm talking
[00:04 -> 00:10] about you offering your services as someone. And a lot of people are like, well, we just have
[00:10 -> 00:16] one thing to offer, our services, right? And that's incorrect. And I should have made this video a
[00:16 -> 00:21] long time ago, but I've recently come across some info, you know, a book, it's called 100 million
[00:21 -> 00:26] dollar offers. It's by Alex from Ozzy. And I did this a little bit in the beginning of the business.
[00:27 -> 00:33] And this just reinforced how much it works. Now, when you're getting started, you need to think
[00:33 -> 00:38] about not just getting your first client, but you need to think about when you can have revenue
[00:38 -> 00:45] coming in from that client. So what I mean by that is, if you are just kind of treading water and
[00:45 -> 00:50] making a few calls a day and not really getting any traction, when you get in front of somebody,
[00:50 -> 00:57] you may need to make them an irresistible offer. Now, that offer can be a number of things. And I'll
[00:57 -> 01:03] show you here on the screen in just a minute. But you need to make them make it almost stupid
[01:03 -> 01:09] for them to say no for your service. And it's not just your service that you're offering, okay?
[01:09 -> 01:15] And I'll get to that here in just a second. But you need to make it irresistible. So this is called
[01:15 -> 01:22] offer stacking. We take different parts of your service and we can stack them together, okay?
[01:22 -> 01:27] But what you can also do is take these different parts of your service and take them away. Because
[01:27 -> 01:32] the way you need to think about this is if you like I said, if you're treading water, you know,
[01:32 -> 01:38] if you tread water for a month, that's a month of revenue that you could have had, not including
[01:38 -> 01:43] the second month of revenue you could have had from those clients you could have gotten month one.
[01:43 -> 01:49] But you need to get those clients. So as long as far as you push this out, you are actually
[01:49 -> 01:54] giving up revenue. So let's say you get a client month one and you do your job right,
[01:54 -> 01:58] you're going to have that client paying on month two and month three and month four.
[01:59 -> 02:04] If you are just treading water, making a few calls, sending a few emails for months on end,
[02:05 -> 02:11] you are going to be pushing yourself further and further out. And you need to see that end game.
[02:11 -> 02:16] You need to see where you could be at 90 days. You need to push yourself to get there and this
[02:16 -> 02:21] will help you do that. So some of the things that we do for a client is we will set up their Google
[02:21 -> 02:28] ads campaign, right? Other things that we do is we set up their landing pages. We set up their
[02:28 -> 02:36] phone call tracking and we manage their campaigns. Okay. So there are four really unique services that
[02:36 -> 02:42] we are offering. And let's go through that right now. So let's say on, let's say you start January
[02:42 -> 02:51] one, okay, January 1st, you get a client and you get a set up fee of $500. Let's just say for
[02:51 -> 02:56] sake of argument, it takes you two weeks to set that campaign up. So right, you get the set up fee
[02:56 -> 03:02] for 500, it takes you two weeks to set it up. That means you're going to turn it on on the 14th.
[03:02 -> 03:06] While on the 14th, you're going to start your management fee billing if you go through it the
[03:06 -> 03:11] way I've shown you how. Now I need to add in here, you can set up a campaign much quicker than two
[03:11 -> 03:16] weeks. I usually just tell my clients it'll be between five and 10 business days. But if you really
[03:16 -> 03:21] need to get going and get some income coming in, you can get a campaign set up in a day, easy half a
[03:21 -> 03:27] day, probably just follow the steps to only take you a few hours. But I'm just using two weeks here,
[03:27 -> 03:31] just as an example. So don't get, don't get frightened about it. It's going to take you two weeks to set
[03:31 -> 03:38] up a campaign. It doesn't. I'm just using this as an example. So on the 14th of January, you are going to
[03:40 -> 03:45] turn their campaign on. And you're going to turn it on. Let's say it was a $750 management fee.
[03:46 -> 03:50] Well, you're 14 days into the month. So that basically cuts a management fee in half. You're going to
[03:50 -> 03:58] charge them $375 for the rest of the month to manage that campaign. Now next February first comes on.
[03:58 -> 04:07] Well, that should be second. You are going to charge that client again, this time for the full management
[04:07 -> 04:17] fee for a full month of $750. Okay. So total, that one client can be worth $1,625 to you. But one of the
[04:17 -> 04:22] problems that we run into, especially when starting our businesses, and I was not immune to this, I went
[04:23 -> 04:30] through this. I literally did what I'm going to talk to you about now. I was having a hard time
[04:30 -> 04:35] selling services. I was, you know, I was unsure of how I was selling it. I was unsure if I was
[04:35 -> 04:40] doing a good job, if I was talking right, if I was, you know, doing all these things that I was
[04:40 -> 04:46] trying to sell a $1,600 service. But I just kept at it. And then what I ended up doing was I ended up
[04:46 -> 04:52] lowering my fees and lowering them and lowering them until I got the kind of clients that trust me
[04:52 -> 04:59] you do not want. But one of the hurdles that you're going to run into is just the cost of the setup
[04:59 -> 05:05] fee, right? These people don't know you. Maybe they do, but you know, it's an extra $500 or $750
[05:05 -> 05:11] or whatever you're charging. I'm just using 500 for our example. What you need to understand is,
[05:11 -> 05:17] but what if we got rid of that $500? Okay. What if you set it up for free?
[05:17 -> 05:25] Next, let's say it takes you two weeks to set it up. The first month fees are $375. What if you
[05:25 -> 05:30] don't charge that, right? Now I know you're thinking, well, okay, I'm not going to make any money, but
[05:30 -> 05:35] hold on. Stay with me for a minute. So what if you make a deal to the client and say, listen,
[05:36 -> 05:43] I will set your campaign up for free. I will run your ads until you get your first lead. Once you
[05:43 -> 05:50] get your first lead, we're going to turn our fees on for $750 a month. Okay. So let's say that a
[05:50 -> 05:58] week after you turn it on, you get, so January 21st, you get a client for that, you get a client for
[05:58 -> 06:04] your client, a lead for them. Okay. You start your out, you start your management fees immediately.
[06:04 -> 06:11] So now we've got a little bit less time in the month, our $750 ends up being for, you know, because
[06:11 -> 06:15] you're only running it for one week now, because you're three quarters of the way through the month,
[06:15 -> 06:27] but that's $187.50. So then on February 1st, you are charging $750 and now for a total of $937.50.
[06:28 -> 06:34] Yes, it is less than the $16.25, but in the first month, you can make $1,000 on a client.
[06:34 -> 06:40] And how are we doing this? We are stacking the offer. We are essentially saying, listen, I need to,
[06:40 -> 06:46] you know, especially if you guys don't have a lot of experience, experience selling, if you get
[06:46 -> 06:51] somebody who's on the fence. Now, I wouldn't say to throw this out there. If they're willing to pay
[06:51 -> 06:59] you $500 to or $750 to set the campaign up, by all means take advantage of that. But if they're on
[06:59 -> 07:05] the fence, one thing you can do is say, listen, why don't I set up your campaign for free? You will
[07:05 -> 07:11] own the campaign, I will set it up for free. But if the client jumps at that, then guess what?
[07:11 -> 07:18] You can still charge them that $375. If they're still on the fence, you can even push it further
[07:18 -> 07:23] and say, okay, listen, you know what, I really want to earn your business and I want to make
[07:23 -> 07:29] sure that there is no risk to you. You cover your advertising spend and it's only in my best interest
[07:29 -> 07:35] to do the best I can because I'm trying to earn your business. I'm essentially working for free
[07:35 -> 07:39] until you get your first lead. Once you get your first lead, we're going to start the management
[07:39 -> 07:44] fees right away. And then those will be $750 a month. And obviously you tell them it's pro-rated
[07:44 -> 07:50] and or do it however you want. Right, you see what I'm doing here? If they don't have the extra 500
[07:50 -> 07:56] to set up, I might just cut that out. Okay, and the first few clients that I actually got,
[07:56 -> 08:01] I did all this for free. Now I started charging them immediately, but I started charging them way
[08:01 -> 08:06] too little and trust me, you don't want to go that route because once you really get good at this,
[08:06 -> 08:11] they you are going to be severely undercharged and you're going to go to them and you're going to say,
[08:11 -> 08:17] hey, I need to raise your prices. And that's never a fun conversation to have. But what you can say
[08:17 -> 08:21] is I will set you up for free. And then if they're still in the fence, you can push it further and
[08:21 -> 08:27] say, I will even run your ads for free. Okay, you're giving up about 187 50 on that move because
[08:27 -> 08:33] typically you'll get a lead within a first week or so. Now that's assuming that they're spending a
[08:33 -> 08:38] decent amount of money. Right, you don't want to do this for somebody who's spending $300 a month on
[08:38 -> 08:44] their ads. You're just not going to get enough data. It may not even work for them. I would say at an
[08:44 -> 08:52] absolute minimum, they need to be spending $750 on their ads, other than that you are setting
[08:52 -> 08:58] yourself up for failure. You can make that work for most industries. And even if for some reason,
[08:58 -> 09:03] even if you don't get a lead in that first week, maybe you don't get it for the first two, right?
[09:03 -> 09:10] So we cut that out. You're still making $750 in next month. Okay, so you give up some money on the
[09:10 -> 09:15] front end to start your second month already ahead. And that's what I'm talking about when
[09:15 -> 09:22] I'm saying stack the offers. You can say, you know what, it normally takes us or we normally charge
[09:22 -> 09:29] $500 to set up a Google ads campaign. We normally charge an extra 150 to set up landing pages for
[09:29 -> 09:33] the phone call tracking, we set up 50. And then obviously we have our management fees. You know
[09:33 -> 09:39] what, what if I set up your phone call tracking in your landing pages, I cut that out instead
[09:39 -> 09:45] of $700, we set your campaign up for five. Okay, you see how I'm playing this? You can take out or
[09:45 -> 09:52] put in whatever you want with your offer. And it doesn't have to be the same for everybody.
[09:52 -> 09:59] I was changing my prices almost immediately because I realized I was undercutting myself way too much.
[09:59 -> 10:05] I literally was turning campaigns on for $200 a month. And that was way too low, especially when
[10:05 -> 10:11] these clients of mine were making, you know, maybe $500 or $1,000 on every lead that they closed.
[10:11 -> 10:17] So you need to take that into account. Don't give your services away for free. But what you can do is
[10:17 -> 10:23] give away a little bit for free just to show them that you're willing to earn the business and to get
[10:23 -> 10:30] them to take the next step. But always make sure that you tell them that basically once they get a lead,
[10:30 -> 10:37] then it will cost you X amount per month, you know, $750 or $500 or whatever you charge them,
[10:37 -> 10:42] pro rated for the first month, and be upfront about it, right? And say that once you get them a lead,
[10:42 -> 10:47] that you're immediately going to charge their account and they will be paying the monthly fees
[10:47 -> 10:52] from there on out. You don't want to have any surprises. Okay, and hopefully you understood
[10:52 -> 10:56] this. I know I'm just using a simple spreadsheet here to explain it. But hopefully it gets your
[10:56 -> 11:02] mind thinking about different things that you can do, different ways you can stack the offer,
[11:02 -> 11:09] different things that you can kind of take away or give away just to get your first clients. Now,
[11:09 -> 11:16] would I do a setup fee for free nowadays? No, but I'm in a different situation because I literally
[11:16 -> 11:23] am turning business away. So if somebody comes to me and they're they're blocking about a setup fee,
[11:23 -> 11:29] and I just had a client a couple weeks ago, I said, listen, this is what it costs. I they want
[11:29 -> 11:34] to work with me, then there that's what they're going to have to pay. And you know what, he was
[11:34 -> 11:40] just trying to negotiate. That's all it was. When I got started, my first three or four clients
[11:40 -> 11:47] were literally from setting them up for free and just getting them going, getting money coming in,
[11:47 -> 11:52] because I knew month two was going to be much better than month one. And when you do this,
[11:52 -> 11:57] you know, it doesn't have to take you two weeks to turn these on. I can get a campaign set up in
[11:57 -> 12:02] a couple of hours. Now I've got a lot of experience. So I'm very quick at it. It might take you half a
[12:02 -> 12:08] day. Okay, but you could get a setup fee today. Maybe you give that up. Maybe you turn their ads on
[12:08 -> 12:14] tomorrow. And within a week, you get them their first lead. You can start charging them within
[12:14 -> 12:21] seven days. That's how fast you can turn your business on. So keep that in mind. Come back to this
[12:21 -> 12:27] video whenever you need to. And concentrate on figuring out what's the best offer I can make
[12:28 -> 12:32] where they would be stupid to say no. Okay. And if you want to find out more about this,
[12:32 -> 12:37] there is a book it's called the $100 million offers. It's by Alex Hermosey. For those of you
[12:37 -> 12:45] who like to read, you can get the Kindle version or, you know, Amazon version for 99 cents. Truly.
[12:45 -> 12:51] It'll be the best 99 cents you ever ever spent. It's a very quick read. It really will get you
[12:51 -> 12:56] thinking of different ideas. And I just couldn't stop thinking about different ideas that you could
[12:56 -> 13:01] run with this. So check that out if you want. Otherwise, think about different things that you can stack
[13:01 -> 13:08] onto your offer, whether to free set up or run the ads for free or maybe a discounted management fee.
[13:08 -> 13:13] Whatever it is you need to do to get those clients closed. All right, see in the next video.

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Okay, so this video is going to be about offers. And when I'm talking about an offer, I'm talking about you offering your services as someone. And a lot of people are like, well, we just have one thing to offer, our services, right? And that's incorrect. And I should have made this video a long time ago, but I've recently come across some info, you know, a book, it's called 100 million dollar offers. It's by Alex from Ozzy. And I did this a little bit in the beginning of the business. And this just reinforced how much it works. Now, when you're getting started, you need to think about not just getting your first client, but you need to think about when you can have revenue coming in from that client. So what I mean by that is, if you are just kind of treading water and making a few calls a day and not really getting any traction, when you get in front of somebody, you may need to make them an irresistible offer. Now, that offer can be a number of things. And I'll show you here on the screen in just a minute. But you need to make them make it almost stupid for them to say no for your service. And it's not just your service that you're offering, okay? And I'll get to that here in just a second. But you need to make it irresistible. So this is called offer stacking. We take different parts of your service and we can stack them together, okay? But what you can also do is take these different parts of your service and take them away. Because the way you need to think about this is if you like I said, if you're treading water, you know, if you tread water for a month, that's a month of revenue that you could have had, not including the second month of revenue you could have had from those clients you could have gotten month one. But you need to get those clients. So as long as far as you push this out, you are actually giving up revenue. So let's say you get a client month one and you do your job right, you're going to have that client paying on month two and month three and month four. If you are just treading water, making a few calls, sending a few emails for months on end, you are going to be pushing yourself further and further out. And you need to see that end game. You need to see where you could be at 90 days. You need to push yourself to get there and this will help you do that. So some of the things that we do for a client is we will set up their Google ads campaign, right? Other things that we do is we set up their landing pages. We set up their phone call tracking and we manage their campaigns. Okay. So there are four really unique services that we are offering. And let's go through that right now. So let's say on, let's say you start January one, okay, January 1st, you get a client and you get a set up fee of $500. Let's just say for sake of argument, it takes you two weeks to set that campaign up. So right, you get the set up fee for 500, it takes you two weeks to set it up. That means you're going to turn it on on the 14th. While on the 14th, you're going to start your management fee billing if you go through it the way I've shown you how. Now I need to add in here, you can set up a campaign much quicker than two weeks. I usually just tell my clients it'll be between five and 10 business days. But if you really need to get going and get some income coming in, you can get a campaign set up in a day, easy half a day, probably just follow the steps to only take you a few hours. But I'm just using two weeks here, just as an example. So don't get, don't get frightened about it. It's going to take you two weeks to set up a campaign. It doesn't. I'm just using this as an example. So on the 14th of January, you are going to turn their campaign on. And you're going to turn it on. Let's say it was a $750 management fee. Well, you're 14 days into the month. So that basically cuts a management fee in half. You're going to charge them $375 for the rest of the month to manage that campaign. Now next February first comes on. Well, that should be second. You are going to charge that client again, this time for the full management fee for a full month of $750. Okay. So total, that one client can be worth $1,625 to you. But one of the problems that we run into, especially when starting our businesses, and I was not immune to this, I went through this. I literally did what I'm going to talk to you about now. I was having a hard time selling services. I was, you know, I was unsure of how I was selling it. I was unsure if I was doing a good job, if I was talking right, if I was, you know, doing all these things that I was trying to sell a $1,600 service. But I just kept at it. And then what I ended up doing was I ended up lowering my fees and lowering them and lowering them until I got the kind of clients that trust me you do not want. But one of the hurdles that you're going to run into is just the cost of the setup fee, right? These people don't know you. Maybe they do, but you know, it's an extra $500 or $750 or whatever you're charging. I'm just using 500 for our example. What you need to understand is, but what if we got rid of that $500? Okay. What if you set it up for free? Next, let's say it takes you two weeks to set it up. The first month fees are $375. What if you don't charge that, right? Now I know you're thinking, well, okay, I'm not going to make any money, but hold on. Stay with me for a minute. So what if you make a deal to the client and say, listen, I will set your campaign up for free. I will run your ads until you get your first lead. Once you get your first lead, we're going to turn our fees on for $750 a month. Okay. So let's say that a week after you turn it on, you get, so January 21st, you get a client for that, you get a client for your client, a lead for them. Okay. You start your out, you start your management fees immediately. So now we've got a little bit less time in the month, our $750 ends up being for, you know, because you're only running it for one week now, because you're three quarters of the way through the month, but that's $187.50. So then on February 1st, you are charging $750 and now for a total of $937.50. Yes, it is less than the $16.25, but in the first month, you can make $1,000 on a client. And how are we doing this? We are stacking the offer. We are essentially saying, listen, I need to, you know, especially if you guys don't have a lot of experience, experience selling, if you get somebody who's on the fence. Now, I wouldn't say to throw this out there. If they're willing to pay you $500 to or $750 to set the campaign up, by all means take advantage of that. But if they're on the fence, one thing you can do is say, listen, why don't I set up your campaign for free? You will own the campaign, I will set it up for free. But if the client jumps at that, then guess what? You can still charge them that $375. If they're still on the fence, you can even push it further and say, okay, listen, you know what, I really want to earn your business and I want to make sure that there is no risk to you. You cover your advertising spend and it's only in my best interest to do the best I can because I'm trying to earn your business. I'm essentially working for free until you get your first lead. Once you get your first lead, we're going to start the management fees right away. And then those will be $750 a month. And obviously you tell them it's pro-rated and or do it however you want. Right, you see what I'm doing here? If they don't have the extra 500 to set up, I might just cut that out. Okay, and the first few clients that I actually got, I did all this for free. Now I started charging them immediately, but I started charging them way too little and trust me, you don't want to go that route because once you really get good at this, they you are going to be severely undercharged and you're going to go to them and you're going to say, hey, I need to raise your prices. And that's never a fun conversation to have. But what you can say is I will set you up for free. And then if they're still in the fence, you can push it further and say, I will even run your ads for free. Okay, you're giving up about 187 50 on that move because typically you'll get a lead within a first week or so. Now that's assuming that they're spending a decent amount of money. Right, you don't want to do this for somebody who's spending $300 a month on their ads. You're just not going to get enough data. It may not even work for them. I would say at an absolute minimum, they need to be spending $750 on their ads, other than that you are setting yourself up for failure. You can make that work for most industries. And even if for some reason, even if you don't get a lead in that first week, maybe you don't get it for the first two, right? So we cut that out. You're still making $750 in next month. Okay, so you give up some money on the front end to start your second month already ahead. And that's what I'm talking about when I'm saying stack the offers. You can say, you know what, it normally takes us or we normally charge $500 to set up a Google ads campaign. We normally charge an extra 150 to set up landing pages for the phone call tracking, we set up 50. And then obviously we have our management fees. You know what, what if I set up your phone call tracking in your landing pages, I cut that out instead of $700, we set your campaign up for five. Okay, you see how I'm playing this? You can take out or put in whatever you want with your offer. And it doesn't have to be the same for everybody. I was changing my prices almost immediately because I realized I was undercutting myself way too much. I literally was turning campaigns on for $200 a month. And that was way too low, especially when these clients of mine were making, you know, maybe $500 or $1,000 on every lead that they closed. So you need to take that into account. Don't give your services away for free. But what you can do is give away a little bit for free just to show them that you're willing to earn the business and to get them to take the next step. But always make sure that you tell them that basically once they get a lead, then it will cost you X amount per month, you know, $750 or $500 or whatever you charge them, pro rated for the first month, and be upfront about it, right? And say that once you get them a lead, that you're immediately going to charge their account and they will be paying the monthly fees from there on out. You don't want to have any surprises. Okay, and hopefully you understood this. I know I'm just using a simple spreadsheet here to explain it. But hopefully it gets your mind thinking about different things that you can do, different ways you can stack the offer, different things that you can kind of take away or give away just to get your first clients. Now, would I do a setup fee for free nowadays? No, but I'm in a different situation because I literally am turning business away. So if somebody comes to me and they're they're blocking about a setup fee, and I just had a client a couple weeks ago, I said, listen, this is what it costs. I they want to work with me, then there that's what they're going to have to pay. And you know what, he was just trying to negotiate. That's all it was. When I got started, my first three or four clients were literally from setting them up for free and just getting them going, getting money coming in, because I knew month two was going to be much better than month one. And when you do this, you know, it doesn't have to take you two weeks to turn these on. I can get a campaign set up in a couple of hours. Now I've got a lot of experience. So I'm very quick at it. It might take you half a day. Okay, but you could get a setup fee today. Maybe you give that up. Maybe you turn their ads on tomorrow. And within a week, you get them their first lead. You can start charging them within seven days. That's how fast you can turn your business on. So keep that in mind. Come back to this video whenever you need to. And concentrate on figuring out what's the best offer I can make where they would be stupid to say no. Okay. And if you want to find out more about this, there is a book it's called the $100 million offers. It's by Alex Hermosey. For those of you who like to read, you can get the Kindle version or, you know, Amazon version for 99 cents. Truly. It'll be the best 99 cents you ever ever spent. It's a very quick read. It really will get you thinking of different ideas. And I just couldn't stop thinking about different ideas that you could run with this. So check that out if you want. Otherwise, think about different things that you can stack onto your offer, whether to free set up or run the ads for free or maybe a discounted management fee. Whatever it is you need to do to get those clients closed. All right, see in the next video.

