Mastering Offer Creation Like a Pro

        1. **Credibility & Results** - $9.8 million in 8 days as an affiliate; $57 million in 226 days selling own product
2. **Definition of an Offer** - Perceived value exchanged for time, money, and energy
3. **Perceived Value vs. Actual Value** - Why perception matters more than reality in sales
4. **The Energy-Time-Money Hierarchy** - Energy (fear/pain) matters most, then time, then money
5. **Pricing Psychology** - How to sell at the highest price while still having the best deal
6. **Core vs. Bonuses** - Why bonuses are actually the most important part of any offer
7. **Brain Bugs** - Pain/gain bug, number vs. percentage bug, something-for-nothing bug
8. **Scarcity Creates Value** - The Billy Ripken baseball card story
9. **Relative Comparison & Price Anchoring** - Using contrast to establish value
10. **Drama in Offers** - Creating urgency and emotional engagement
11. **Risk Elimination** - The ultimate key to converting customers

## How I Made $9.8 Million in 8 Days (And What I Learned About Offers)

I once sold 1,700 units of a $5,500 digital product as an affiliate—and 200 people bought it *twice*. Not like buying two cars. Like buying one car twice. How did I pull that off? That's what I'm going to share with you.

In 2015, we generated $9.8 million in 8 days selling someone else's product. We weren't even the vendor. That experience taught me more about marketing than anything else I'd ever done. The second-place affiliate lost to us by $8 million. We won this contest five times in a row, and by the sixth launch, they retired us from the leaderboard—said we were too good.

Last year, I applied these same principles to my own product and did $57 million in 226 days. Zero dollars in advertising. I got affiliates to promote for me because I understand both sides of the equation deeply.

## What Is an Offer?

Most people are out there trying to make money without even understanding what an offer actually is.

Here's my definition: **An offer is perceived value exchanged for time, money, and energy.**

There's not an ounce of fat on that definition. If you truly understand it, you'll make more money than you deserve.

Every offer has two parties:
- **The seller** wants to offer the most perceived value for the least time, money, and energy invested.
- **The buyer** wants the opposite—maximum value for minimum investment.

These forces are diametrically opposed. My job is to work through them so both parties win.

## Perceived Value vs. Actual Value

Notice I said *perceived* value, not actual value. There's a huge difference.

Who should you fear more—the mosquito or the shark? Sharks kill fewer than 10 people per year. Mosquitoes are the deadliest creatures on the planet. But there's no "Mosquito Week" on Discovery Channel—only Shark Week. That's the difference between actual and perceived.

We judge books by their covers whether we're supposed to or not. Actual value only matters *after* the purchase. Perceived value is what drives the purchase in the first place.

Great stuff isn't good enough. You need the best stuff *with* the best perception. The Mona Lisa in a duct-tape frame doesn't hit the same.

## The Real Hierarchy: Energy, Time, Money

Most people think money is the most important factor in an offer. They're wrong.

Here's the actual order of importance:
1. **Energy** (most important)
2. **Time**
3. **Money** (least important)

Let me prove it. Say your friend John is a barista making $15/hour. He could spend 10 hours searching the internet for free to solve his problem—that's $150 worth of his time. Or he could buy your product for $99. Which is the better deal? Free is often more expensive than paid.

Now consider this: John wants whiter teeth to look more attractive. Jane can't sleep because of tooth pain. Who spends money first? Jane—because pain is an energetic force that drives action far more than potential gain.

Here's the key insight: **If you knew you couldn't fail, taking action would be effortless.** The reason people hesitate isn't money or time—it's fear. Fear of looking stupid. Fear of being laughed at. Fear of letting loved ones down.

When I think about crafting an offer, money is way down my list. I'm focused on the energetic forces that oppose the purchase.

## How to Sell at the Highest Price and Still Have the Best Deal

Here's the mindset shift that made me rich: **How can I sell at the highest price possible while still offering the best deal?**

Most people think "best deal" means lowering the price. Wrong.

If I can cut the time in half and cut the risk in half, I can *double* the price and actually *increase* conversions. When you raise prices, one of three things happens: conversion goes down, stays the same, or goes up. Two out of three outcomes favor you.

Even if conversion drops, you can still profit. Increase your price by 10%, and you can lose 40% of your customers while netting the same profit.

The question isn't "How cheap can I go?" It's "How can I deliver so much value that a higher price feels like a steal?"

## Core vs. Bonuses: The Secret Most People Miss

Every offer has two parts: the core and the bonuses.

- **The core** is what people pay for.
- **The bonuses** are what they get for free.

Most people obsess over the core and treat bonuses as an afterthought. That's backwards. **Free has the most perceived value of all.**

Before Twitter went public, they were pre-revenue—zero dollars earned. Nobody could mathematically value them. Their worth was based entirely on perception and story. That's exactly what bonuses are: value based on the story you tell.

Here's a simple comparison:
- "Normally $2,000, today just $1,000" — good
- "Normally $2,000, today it's FREE" — better

Free wins every single time. Your audience should feel like they're getting something for nothing.

## Brain Bugs You Can Exploit

Our brains have bugs—glitches in how we make decisions. Understanding them makes you dangerous.

### The Pain/Gain Bug
Find $10 on the ground? Your happiness goes up 50 points. Lose that same $10 a few days later? Happiness drops 100 points. Your net worth is identical, but you feel worse. We value what we could lose far more than what we could gain.

### The Number vs. Percentage Bug
A $200 discount on $210 sneakers? You'll drive across town for that 95% savings. A $200 discount on a $1.2 million Lamborghini? Not worth your time at 0.01%. Same $200—completely different behavior.

### The Something-for-Nothing Bug
Ever bought something just because it was "too good to pass up"—even though you weren't planning to buy it? That's this bug. People want what they can't have.

My goal: **Offer a temporary opportunity to get bonuses for free that soon they can't get at any price.** Scarcity increases value more than anything else.

## The Baseball Card That Proves Scarcity

Cal Ripken Jr. was a 19-time All-Star, holds the record for consecutive games played, and was inducted into the Hall of Fame in his first year of eligibility.

His brother Billy spent most of his career injured, appeared on a magazine cover symbolizing his team's failure, and wasn't even named after their dad.

Same year, same card set: Cal's card is worth a quarter. Billy's is worth $1,500.

Why? Because on the bottom of Billy's bat, there's an obscene word they didn't catch before printing. They pulled the card from shelves immediately. Scarcity.

**Bonus scarcity works the same way:** "You can't buy this. You can only get it for free through this offer." That's how I got 200 people to repurchase the same digital product—just for the exclusive bonuses.

## Relative Comparison Creates Value

Scientific studies on attraction show that if you stand next to someone who looks like you but is slightly less attractive, your perceived attractiveness increases by 10%.

The same principle applies to pricing. **The best way for customers to know they're getting a good deal is to see other people pay more for it.**

Here's how I did it for my $57 million launch:

First, I told my audience: "I need players with money to run an experiment. It's $10,000 upfront. I don't know if it will work." Immediately, people signed up.

Then I told everyone else: "If this works, I'll sell it to you later."

We proved it worked, optimized the process, documented the results—then sold it for $2,500. Everyone thought it was a steal at 75% off.

Here's what's fascinating: **Both groups thought they got a great deal.** The early buyers valued speed and exclusivity. The later buyers valued the discount. Different market segments have different values. Trash or treasure depends on who's buying.

## Drama Sells

True crime is the most popular podcast genre. Why? People love drama.

A great offer has drama built in.

I once accidentally set up the wrong payment plan on a webinar—said "three payments of $97" but only charged two. Someone pointed it out. Instead of fixing it, I said: "Until this webinar ends, I'll honor my mistake." That day was my highest-converting webinar ever. People rushed to take advantage of my "oops."

Drama can also come from relative comparison. We once sold software at $47 for one license, $77 for 10, and $97 for 25. Then I'd say: "If you buy in the next 72 hours, I'll double your licenses. And if you buy before this webinar ends, I'll give you 100." People lost their minds.

## Risk Is Everything

Here's the final insight—the most important thing I can leave you with.

**If you can eliminate the risk someone has to take to do business with you, every customer you'd ever want will be yours.**

When I think about offers, I'm thinking: *How can I take the risk on for them?*

Do that, show up, and you can sell $9 million in 8 days. You can sell $57 million in 226 days. Hell, you can stand on my shoulders and sell more than I ever have.

When you come back and tell me it was because of what you learned here? That's when I'll know I offered you the best thing I could: my heart and soul.

*That's my offer to you.*