The Anti-Sales Method that's Made me $250m+

        **Core Topic:** How to structure offers by separating what you sell (the core) from what you give away as a bonus—and why the bonuses are almost always more important than what people actually pay for.

**Main Speaking Points:**

1. **Every Good Offer Needs Bonuses** — You have what people pay for (the core) and the extra goodies you throw in to sweeten the deal. Any offer that can be made should have at least one bonus attached.

2. **Start by Listing Everything** — In a perfect world, if it cost you no time or money to deliver, what would you give clients to get them the best result possible? Write down every possible deliverable.

3. **Think in Modalities** — Different types of deliverables: coaching (group or one-on-one), books, checklists, worksheets, done-for-you, done-with-you, templates, software, SOPs, etc. Quantity becomes its own quality when the modalities are varied—six different types of things feels like six offers in one, not just "more of the same."

4. **Competitor Research Hack** — If you're struggling to create deliverables, look at what everyone else selling to your audience is offering. Make a master list. Combine Competitor A + Competitor B's offers into one package at the same price. Who wins in the marketplace?

5. **Core vs. Bonus Structure** — Don't just bundle everything and say "here's what you get when you pay me." Instead: "Here's what you get when you pay me, and here are five other things I'm throwing in for free." Start on price, end on value—most people do the opposite.

6. **One Killer Bonus** — All you really need to take an offer to the next level is one killer bonus. Something that makes people say, "Oh my God, I can't believe he's giving that away for free."

7. **Two Case Studies:**
   - **Copywriting Class:** The core was 8-week group coaching. The killer bonus was a double-your-money-back guarantee.
   - **Amazon Product Research:** The core was coaching on manual product research. The killer bonus was software that did in one button-push what took 50+ minutes manually—and you couldn't buy it anywhere else.

8. **The Five Questions Framework:**
   1. **Core:** How will you pay off the major promise in your pitch?
   2. **Price:** How will you position the price as insignificant compared to value?
   3. **Bonuses:** How will you drive value way beyond the investment?
   4. **Risk:** How will you make buying feel safer than not buying?
   5. **Scarcity:** How will you create believable urgency to act now?

9. **The Key Insight:** Bonuses are almost always more important than the thing people pay for.

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I have a killer offer secret for you. This concept has been written about in books that sold hundreds of thousands of copies—books that were first inspired by the lesson I'm about to give you right now.

It's very simple: **what you sell versus what you offer as a bonus.**

Really good offers have both. Here's what you get when you pay me money. And here's some extra goodies I'm throwing in to sweeten the deal.

Every good offer that can be made should have bonuses—or at least *one* bonus—attached to it.

In this video, I'm going to break down how you can structure what you offer in your core product and what you make as a bonus.

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### Step 1: List Everything

Here's where we start.

List every possible thing under the sun that, in a perfect world—if it cost you no time and no money to deliver—you would give to the client to get them the best result possible. Make the best offer that nobody else in the world could match.

Write all of these components down on paper.

I like to think in **modalities**. Modalities are different types of deliverables you could give someone.

Say I wanted to teach you how to sell on webinars. One deliverable could be a coaching program—either one-on-one or group coaching, going through a set of weeks with me. I could write a book (like I have right here) and you could buy that. I could give you checklists. Worksheets. I could make some or all of it done-for-you or done-with-you. I could give you templates where you fill in the blanks.

And on and on.

These are different modalities. And when consumers make decisions on what to buy, **quantity can become its own quality**.

Instead of saying "Here's six training programs on how to do X," if you have:
- One training program
- One software
- One done-with-you component
- One checklist
- One SOP
- One template

That's six things—but people feel like it's six different offers in one, instead of just more of the same.

That's what we want.

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### Step 2: Tighten It Up

Once you list all these potential deliverables, tighten it up based on reality.

"Okay, if we sold this, we'd have to charge $6 million because it would cost us $4 million to fulfill. So we've got to eliminate this, adjust that, pare this down."

What you should be left with is a list of core modalities—different types of deliverables that, when paired together, are very powerful.

And even if it's the same thing in a different dress, that's perfectly acceptable. In fact, it's encouraged.

I can take the same content, write a book about it, and that same exact content can be coached upon. If I combine those together, I don't have to do double the work—I do this much work to get *that* much value.

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### The Competitor Hack

If you're struggling to create your own deliverables, do this:

Go look at what everybody else selling to your audience is offering. Make a master sheet:
- Competitor A: these are the deliverables they give
- Competitor B: these deliverables
- Competitor C, D, E, F, G...

Now take all of those together and use as many as you possibly can.

If your offer is Competitor A and Competitor B combined—for the same price—who do you think wins in the marketplace?

And if you can add even more than that, all the better.

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### Core vs. Bonus: The Structure

You have all your deliverables now. You could put them all in one package and say, "Hey, when you pay me money, you get all of these things."

Eh. That's not going to work as well.

What works better: "When you pay me money, you get this one thing. And I'm going to give you these five other things **for free**."

**Start on price. End on value.**

Most people do the opposite—they start on value ("Here's everything you get!") and end on price. Don't do that.

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### Training Wheels: One Killer Bonus

There's a lot of nuance here, so let's start with training wheels before you get on the motorbike and go down the 405 blindfolded.

All you really need to take an offer to the next level is **one killer bonus**.

Create something that, when you drop it, people go: "Oh my God, I can't believe he's giving that away for free."

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### Case Study #1: The Copywriting Class

For many years, I sold a group copywriting program—an 8-week class teaching the mechanics of how to write sales copy.

The pitch: In 45-60 minutes, I give them an overview. "Here's the 9-step process to copywriting that I've perfected, that's helped me make millions of dollars."

Then the offer: "This isn't enough. A 45- or 60- or 75-minute session isn't enough to really go deep. That's why I'm creating a group coaching experience you can get when you sign up here for this amount of money."

The **core offer** is just an extension of what I taught for free. Very logical.

Then I focused all the value on the **bonuses**. "When you sign up, you get this thing, and that thing, and this thing, and that thing."

The **killer bonus** in this case? A double-your-money-back guarantee.

I said: "At the end of these nine sessions, write one sales letter. If you don't think this is the greatest thing you've ever purchased, not only will I give you your money back—I will give you **double** your money back."

There were conditions: they had to show up for each session, they had to do the homework. But the conditions were minimal, because I knew if I could get people to actually go through the program, it was a very safe bet.

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### Case Study #2: The Amazon Wholesale Formula

I also trained on an Amazon program—how to do a certain type of selling that was kind of manual.

I'd get them to commit to this manual process of finding products. It would take about 2 minutes to research a product, and about 1 out of 10 or 1 out of 20 products would satisfy the criteria of what they should sell.

The audience was willing to do manual work—30 minutes, 60 minutes, 90 minutes—to find that one product they could list and start profiting from on Amazon.

That was the **core training** I gave for free.

The **offer** was coaching to support them as they found products, listed them, monetized them.

Now the **killer bonus** that blew their minds:

I called back to earlier in the presentation. "Remember when I showed you how to find these products? Well—what if there was a software that, with one single button push, in one second, could give you all the products you could ever hope to sell? You'd never have a problem finding a product again. Your only problem would be: how do I keep listing product after product after product? Would you like that?"

Everyone's like, "I would LOVE that."

Then I revealed we had a software app that did exactly that—as a bonus. And you couldn't buy this software anywhere else. It was exclusive, only available when you purchased the course.

**Run it back:**
- The free content got the audience in the mindset to accept the offer
- The offer was how to do what I taught manually, with support and resources
- The price was linked to that
- The bonus was: "That thing you said you were willing to do that was really hard? We've now made it a button push. And you only get this software for free when you buy the course."

I took a product that already converted really well—already sold millions of dollars—and we **3x'd the conversion**. Several million more dollars in sales flowed through because of that structure.

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### The Five Questions Framework

Here are the questions to guide you:

**1. Core vs. Bonus**
How will you pay off the major promise you make in your pitch and link your offer to it?

**2. Price**
How will you position the price as insignificant compared to the value?

With the copywriting class: Eight weeks of me in your ear, and my rate is $3,000/hour. 8 × 3 = $24,000. You're investing in group coaching for $997. No-brainer.

**3. Bonuses**
How will you drive the value way beyond the investment with one or more killer bonuses?

Copywriting class: The guarantee was the bonus.
Amazon product: The software was the bonus—do in 5 milliseconds what you were willing to do for 50 minutes.

**4. Risk**
How will you make the audience so comfortable buying that the only risk is in *not* giving you money?

With the copywriting class, the risk *was* the bonus—a better-than-money-back guarantee.

Little secret: All of my best promotions have come with a conditional better-than-money-back guarantee. Maybe I have to pay a little more for those guarantees that qualify—but if I can convert a lot more for a minor increase in expenses, doesn't that make sense?

**5. Scarcity**
How will you make it believable that it's scarce and the time to act is now, not later?

With the copywriting class: "The training is live. I'm starting next week. I'm closing this offer when I'm done selling to focus 100% on our customer base."

That's how you make scarcity believable and powerful—with a reason why that gets people excited.

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### The Key Insight

If you forget everything else I said, remember this:

**Core and bonus.** What are all the things you could sell? What *should* you sell? And from what you should sell, what should be the main part of the offer versus the extra bonus features?

**The bonuses are almost always more important than the thing people pay for.**

Put that in your pipe and smoke it.