How To Craft A $100M Offer In 6 Minutes

        1. **Supply vs. Demand Constrained Businesses** - Preference for demand-constrained businesses
2. **The Value Equation Framework** — How to create maximum value so you can charge more and convert more
3. **Four Elements of the Value Equation:**
   - Dream Outcome
   - Perceived Likelihood of Achievement
   - Time Delay
   - Effort and Sacrifice
4. **Offer Enhancers:**
   - Scarcity
   - Urgency
   - Guarantees (four types)
   - Bonuses
5. **Using Bonuses to Close Without Discounting** — How to overcome objections by adding value instead of reducing price

## The Value Equation: How to Create Offers People Can't Refuse

Fundamentally, you have to think about whether you're in a supply-constrained business or a demand-constrained business. I like going into demand-constrained businesses because that's what I'm good at.

If there's one framework from my book that matters most, it's the **Value Equation**. You have to understand how to create value so you can charge as much as possible—and convert as many people as humanly possible.

There are four elements.

## The Four Elements of the Value Equation

Think of it as a fraction:

**Top of the fraction:**
1. Dream Outcome
2. Perceived Likelihood of Achievement

**Bottom of the fraction:**
3. Time Delay
4. Effort and Sacrifice

The higher the top, the more valuable. The lower the bottom, the more valuable.

### 1. Dream Outcome

The dream outcome determines whether someone is even interested in your category of offer.

Men, in general, want to make more money. Women, in general, want to look better. Both are tied to status.

This is why B2B offers tend to be more expensive than B2C offers—they're more closely tied to ROI.

But here's the question: In weight loss, how can you have a $5 PDF and a $50,000 liposuction procedure that both solve the same problem—someone doesn't like how their stomach looks?

The answer is in the other three variables.

### 2. Perceived Likelihood of Achievement

Take liposuction. If you're considering the procedure, there's one surgeon fresh out of medical school who's never done a surgery, and another with 10,000 five-star procedures under his belt. Who do you go to?

The guy with 10,000 surgeries. Why?

It's the same procedure. But the perceived likelihood that you're going to get what you want is significantly higher. You pay a premium for that certainty.

The equal opposite of perceived likelihood is risk. How do we decrease risk? That's where guarantees come in—how can I further decrease the risk associated with the purchase?

### 3. Time Delay

How long between when they buy and when they get the result?

Personal training: You have to arm-wrestle somebody for an hour to get them to buy a $2,000 package. Why? Because they might get their six-pack 12 to 18 months later.

Liposuction: You go to sleep, wake up, and you're significantly thinner. The time delay is so much shorter—and that increases the value overall.

### 4. Effort and Sacrifice

**Effort** is the things you have to *start* doing that you don't want to do as a result of the purchase. In personal training, you have to wake up early. You have to be sore.

**Sacrifice** is the things you have to *stop* doing that you want to keep doing. You have to stop Taco Tuesday. You have to stop sleeping in because you've got morning sessions.

Two sides of the same coin.

## Creating an Incredibly Valuable Offer

When you itemize everything a customer has to do as a result of a purchase, ask:

- What increases their risk?
- What makes it take longer?
- What makes them start doing things they hate?
- What makes them stop doing things they love?

Then you create solutions for each of those categories.

In weight loss, most people think, "I'm going to help them lose weight." But losing weight means they have to grocery shop differently. They have to learn how to prep food. You have to get granular about every little step required for them to get the result.

Look at what happens immediately before and immediately after purchase. All the little steps. Then deconstruct the offer around solving those friction points.

This is where you get massive step-function increases in company value. You can double or triple the price, close at a higher percentage—and that's when these crazy compounding effects occur. Businesses go from $2 million to $10 million in a year, changing nothing but what their core offer says.

## Offer Enhancers

On top of the core value equation, I add enhancers:

### Scarcity
Limit the number of units available.

### Urgency
Limit the amount of time the offer is available.

### Guarantees
There are four types:

1. **Unconditional** — I'll give your money back if you ask for it. No questions.
2. **Conditional** — I'll guarantee it if you do X, Y, and Z.
3. **Performance / Implied** — If you don't make money, I don't make money.
4. **Anti-Guarantee** — You lean into the fact that you don't have a guarantee. "If you're the type of person who needs a guarantee, this isn't for you."

### Bonuses
Bonuses drive buying decisions in the short term.

The way to create an irresistible offer—a grand slam offer—is to look at each of the problems your customer faces and create a bonus stack that solves each one.

## Using Bonuses to Close Without Discounting

From a selling perspective, this is how it works:

The salesperson doesn't need to present all seven bonuses upfront. You make the ask on the initial offer. If they say no, you figure out what the constraint is—then you plug in the bonus that solves it. Maybe you need three bonuses to get them over the edge.

This allows your sales team to stop giving discounts to close people. Instead of taking away price, you add value.

Post-purchase, to keep operations simple, you give them a surprise and delight with the remaining bonuses. "By the way, since you bought, I want to give you these other things."

If you get a fast buyer who doesn't need the bonuses, you give them anyway—and they love you.

If you have someone who needs all seven to close, you give them all seven on the sales call.

That's how you increase close rates without giving away discounts.

## The Bottom Line

The Value Equation:

**(Dream Outcome × Perceived Likelihood of Achievement) ÷ (Time Delay × Effort and Sacrifice)**

Maximize the top. Minimize the bottom. Layer in scarcity, urgency, guarantees, and bonuses.

That's how you build offers people can't refuse.