Companies Pay Me $50k For this Offer Secret

        **Core Topic:** The "Setup → Payoff → Tie-Down" offer formula—a method for presenting product components in a way that creates emotional engagement, communicates value, and gets prospects mentally committing before you even reveal the price.

**Main Speaking Points:**

1. **The Problem with Standard Offers** — Most people just list their deliverables and explain what each one does. It works, but it's boring and leaves money on the table.

2. **The Three-Part Formula** — Setup (create emotional excitement with story/metaphor), Payoff (deliver the actual feature/benefit), Tie-Down (lock in perceived value and get micro-commitments).

3. **Priority Order** — Setup is most important, Tie-Down is second, and the actual Payoff/deliverable description is least important. The mind remembers the first and last things in any sequence.

4. **Four Real Examples** — Breaking down how to apply the formula to an assessment tool, a training library, an AI agent, and a website builder.

5. **Key Techniques Within the Formula:**
   - Using metaphor and story in setups (magic genie, librarian, sidekick)
   - Quantifying value in tie-downs ($1.2 million in development costs)
   - "Linking" deliverables together so they feel like a cohesive journey
   - Trial closes and ownership questions ("Wouldn't you love to have this?")
   - Callbacks to earlier metaphors to create narrative continuity

6. **The Transformation** — Instead of "assessment, training library, AI tool, website builder," you end up with "a magic genie with a roadmap, a librarian who pulls the right books, a sidekick on your journey, and an unfair advantage you couldn't get on your own."

---

Here's an offer formula that'll make you richer than you have any right to be.

It's called **Setup → Payoff → Tie-Down = Tons of Money**.

I teach this to my $50,000 consulting clients to help them fine-tune their offers. Earlier this week, I wrote a Facebook post on this that kind of went viral—people were going insane over it. So I wanted to break it down further so you can actually apply this in your business.

---

### The Context

One of my clients already crushes it. He sends millions of people through his funnel every year and does really well. But if I can help him get even a 2% lift in conversion, that means millions more dollars. That's why he pays me a lot of money just to fine-tune things.

This year, his offer has four main components:
1. An assessment
2. A training library
3. An AI agent
4. A custom website builder

---

### The Problem With How Most People Present Offers

The tendency when you make offers is to just list these things out:

> *"Here's the first thing you get—an assessment. This assessment is awesome. You answer these questions, and out pops this great thing.*
>
> *The second thing you get is a training library so you can be educated and have all the knowledge you need to XYZ.*
>
> *The third thing is an AI agent that helps you implement this stuff along the way.*
>
> *And the last thing is a custom website builder so you can put what you have in public places where people can interact with it."*

That's okay. In fact, that's how everybody does it.

But there's a better way.

---

### The Formula: Setup → Payoff → Tie-Down

Here's what most people don't understand: **the actual deliverable is the least important part.**

The priority order is:
1. **Setup** (most important) — Get them emotionally excited before you reveal anything
2. **Tie-Down** (second most important) — Lock in the value and get commitment after
3. **Payoff** (least important) — The actual description of what they get

Why? Because the mind remembers the first thing and the last thing in any sequence. If you open strong with a setup and close strong with a tie-down, the deliverable in the middle lands with way more impact.

Let me show you how this works with each of my client's four components.

---

### Component 1: The Assessment

**The Payoff (what it actually does):**
The assessment evaluates the user's capabilities and resources, then generates a custom step-by-step execution plan tailored specifically to them.

That's cool—but we need to set it up so people get excited about it.

**The Setup:**
> *"Imagine you're walking down the road and you stumble upon a magic lamp. You rub it and a genie pops out. But he doesn't grant wishes. Instead, he says: 'If you give me 7 minutes of your time and answer these 18 questions, I'll show you exactly the path you need to follow to get [benefit one], [benefit two], [benefit three]...'"*

Now they're in a powerful emotional state—receptive, excited, eager to hear what this thing actually is.

**Then the Payoff:**
> *"That's what our assessment does for you. Give us a few minutes of your time, and we'll craft a beautiful step-by-step plan tailored exactly to your needs and capabilities—so you can go out there with confidence and accomplish XYZ."*

But we're not done. Most people would move straight to the next deliverable. Instead, we tie it down.

**The Tie-Down:**
> *"These are the invoices we paid—totaling over $1.2 million in fees—to build out this assessment so you can get your specific, tailor-made plan delivered to you in seconds.*
>
> *Wouldn't you like to get your hands on this immediately? To use our massive resources we've dedicated specifically to help you with [solution]?"*

What did we just do?

First, we locked in value with a quantifiable dollar amount. Now people are literally thinking, "This is worth $1.2 million." Later, when they find out the offer is less than $1,000, it's already positioned as an incredible deal.

Second, we asked "Wouldn't you like to get your hands on this immediately?" We're getting them to say *yes, I want that*. It blows my mind when people make offers and never get their audience to say "please let me have that."

The tie-down creates **commitment of ownership** and lets the audience understand and appreciate the value—so later they can compare the massive value to the small investment.

---

### Component 2: The Training Library

**The Payoff:**
It's 416 videos covering every stage of the customer journey, regardless of where they start. It's comprehensive.

But here's the problem: 416 videos sounds like *a lot*. If you just knife in there with "we've got all these videos," people think, "No thanks—that seems like a lot of effort."

So when I actually pitch this, I'm not even going to mention the number. I'll position it as *a comprehensive set of training videos with more depth and more exhaustive knowledge than any other alternative in the market.*

**The Setup:**
> *"Imagine you have access to a library containing the total knowledge you would ever need to achieve [solution]. And even better—a librarian has already come in, pulled the books off the shelves that you need, and put them in order. She's opened each page, highlighted each specific paragraph, and arranged everything in the exact sequence you need to consume it—first, second, third, fourth—to accomplish XYZ."*

**The Payoff:**
> *"That's what we've created for you."*

Now here's a pro move called **linking**—hooking this back to the previous deliverable:

> *"Once you've completed the assessment, you'll not only know exactly what to do—we will have handpicked the information and education required for you to execute on each step."*

See how the journey is building? The genie gave you the map. Now the librarian is pulling the right books for each step on that map.

**The Tie-Down:**
> *"How much would access to a special library like this be worth to you? Thousands? Maybe more?*
>
> *And how much time would this save you?*
>
> *How excited would you be to finally have the right information, presented in the right format, in the right order, at the right time?*
>
> *Do you think that would change things for you?"*

We've established immense value. We've shown how it saves time. And we've asked them a question that requires them to mentally own the product to answer it: *"How excited would you be to finally have this?"*

That's a **trial close**. We're getting people to say "I want that" over and over.

---

### Component 3: The AI Agent

**The Payoff:**
An AI software that helps them create their own content and acts as a coach walking them through the material as they implement.

Everybody and their brother has some sort of AI tool now. Do they set it up properly? Almost never.

**The Setup:**
> *"Now imagine—map in hand—you are on your journey to [solution]. Wouldn't it be great if you had a sidekick with you? Someone to carry the water for you. Watch over you while you sleep. Warn you if you start heading down the wrong route. And cheerlead you on as you march toward the finish line."*

A couple things we did here:

First, we positioned this AI agent as a *companion*—which is why Apple calls it Siri and not Cyborg-17.

Second, "map in hand" is a **callback** to the assessment deliverable. The genie gave you the map. Now that you're on the journey with the map, the AI agent is your sidekick cheerleading you on.

It's not just another AI tool like everybody else sells. It's a *sidekick on your journey*. Way more exciting.

**The Tie-Down:**
> *"The best in the world hire coaches and pay them millions of dollars for feedback like this. Why? Because it's worth every penny.*
>
> *If there was a way you could have unlimited use of these agents—and it didn't cost you an arm and a leg—would you love to have them go to work for you?"*

"Pay them millions of dollars" establishes value. "If there was a way you could have unlimited use"—hmm, I wonder what that way could be? Maybe if they buy the product?

Every component, we're locking in value. Setup creates excitement. Payoff delivers the goods. Tie-down locks it in.

---

### Component 4: The Website/Funnel Builder

**The Payoff:**
A custom website and funnel creator.

Look, there are like 6,000 of these today. I could open the window, throw a rock, and hit somebody who has some sort of funnel builder. So going out guns blazing with "a custom website builder" is not exciting.

**The Setup:**
> *"Let's say you're super connected and all the best software developers on the planet want to work with you. Who would you go with?*
>
> *Wouldn't you pick the one that has over 600 employees, has built over 10 million websites, and as a company is valued at over $1 billion? Wouldn't that be a good place to start?*
>
> *And better still—if they would sit down with you, get to know who your customers are, understand their needs, and then custom-build a solution offered exclusively to your audience?"*

**The Payoff:**
> *"That's exactly what we did. Specifically for you. You have this custom [etc.]..."*

**The Tie-Down:**
> *"You agree that you need some sort of platform to do this, right?*
>
> *And you also know that the best in the world get access to stuff that normal people do not—and can't.*
>
> *Can't you see, then, that to really make this work, you either have to be a big name and cut a deal yourself... or work with somebody who has influence and can cut a deal on your behalf?*
>
> *Don't you want that influence to finally work in your favor?"*

"You agree that you need something like this"—yes. Now what are they going to do, go out and try to find something else? No. They're going to say, "Okay, I need this." That creates ownership.

I didn't establish a dollar value in this tie-down because I already did it in the setup. But regardless, we're creating ownership, establishing value, and sandwiching the deliverable between setup and tie-down.

---

### The Transformation

When you run it back, it's not just:
- An assessment
- A training library
- An AI agent
- A custom website builder

It's:
- A **magic genie in a bottle** that gives you a roadmap
- A **training program with a magic librarian** who pulls, sorts, and organizes information for you
- A **sidekick** that accompanies you on the journey
- An **overwhelmingly unfair advantage** that can't normally be gotten by the buyer—but will be gotten through you, because of your influence

And the tie-downs have them saying *yes* the whole way through:
- "Yes, this makes sense."
- "Yes, I want this."
- "Yes, I can see the value."

This is how the big boys and girls sell.