How To Create An Irresistible Offer

        1. **The Core Framework** - Current Situation → Result, with milestones in between
2. **Two Critical Pieces of Information:**
   - Where your prospect is now (Current Situation)
   - Where they want to be (Desired Result)
3. **Mapping the Journey** - Breaking down the steps/milestones from Point A to Point B
4. **Speak Their Language** - Survey your audience to understand how they talk about their problems and desires
5. **The Vehicle** - The unique method, path, or opportunity that makes the entire offer irresistible
6. **Sell What They Want, Give What They Need** - Adjust your language to match customer desires while delivering expert content

## How to Create an Irresistible Winning Offer

I've used this method to generate over $13 million in sales for my own digital products—and tens of millions more for my clients. Today I'm going to show you exactly how I approach creating a winning offer.

This works for digital products, online courses, coaching programs, software—really any offer.

Here's the problem: We know we can help people. We have knowledge or expertise that can change lives. We want to create something that helps someone. But how do we craft that offer? How do we position it? How do we organize and present it so it becomes irresistible—so people actually want to buy it?

That's what I'm going to answer.

## The Two Critical Pieces of Information

Before you can map out a winning offer, you need two things:

1. **Current Situation** — Where is your prospect right now?
2. **Desired Result** — Where do they want to be?

Think of it as a line. On one end is where they are. On the other end is where they want to go.

Now, this can vary depending on both what your market wants *and* what you're capable of delivering.

**Example: The Speaking Industry**

Let's say you're a world-class speaker who's made millions on stage. Your audience's current situation might be: *speakers who are doing okay but haven't broken through to a full-time living.* The result you promise is: *make a full-time living from speaking.*

That's fine—because you're equipped to deliver that, and there are plenty of speakers in that exact position.

But maybe you want to help total beginners instead. In that case, the current situation is: *aspiring speakers who haven't landed their first paid gig.* The result is: *get paid for your first speech.*

Both are valid. You just need to use common sense: Where do I fit? What can I help people achieve? What current situation and end result can I reasonably deliver based on my expertise?

**It doesn't have to be a massive transformation.** People have made millions selling offers on small things. To quote a line I love: "Big things have small beginnings."

## Mapping the Journey: Point A to Point B

Once you've defined the current situation and the result, draw a line between them. Within that line, you're going to identify major steps or milestones—what your audience needs to do to get from Point A to Point B.

**Example: Part-Time Speaker → Full-Time Speaker**

Let's say your audience is part-time speakers, and the result is becoming a full-time speaker making $100K+ per year. Your method is teaching them to land highly paid corporate training events.

Here are the steps:

1. **Niche Down** — Pick a specific topic instead of doing general speeches.
2. **Craft a Value Speech** — Create a speech that trains people, not just inspires them.
3. **Find Corporations** — Target companies that pay speakers $10K–$20K to train small groups of employees.
4. **Negotiate** — Learn how to close these deals.
5. **Deliver** — Execute the speech and get results.

That's your outline. That's what you're teaching.

## Speak Their Language: Sell What They Want, Give What They Need

Here's where most educators go wrong. We think only about ourselves. We say, "You need to niche down, craft a value speech, find corporations, negotiate, deliver." Very logical. Very boring.

Instead, you need to find out how your customers talk about this stuff.

**Survey your audience.** Give them a free lead magnet, then ask them to fill out a survey. Find out their fears, their desires, how they describe their problems. Then adjust your language.

Instead of "Niche Down," maybe you call it: *"Find Your Highly Paid Speaker Theme."*

Instead of "Find Corporations," maybe it's: *"How to Find High-Ticket Organizations Ready to Pay."*

Instead of "Negotiate," maybe it's: *"Get the Most Bang for Your Buck with Our Speech Closing Script."*

You're delivering the same content—but now it speaks their language. You're making it sound sexy based on what they actually said in their surveys.

Think of it like college professors. Bad professors read from the textbook. Good professors make it fun, interesting, absorbable. Same curriculum—completely different experience.

## The Vehicle: The Key to Making It Irresistible

Now, here's the piece that turns a good offer into a winning offer: **the vehicle.**

The vehicle is the method, the path, the unique opportunity that gets them from Point A to Point B. Before you sell the steps, you have to sell the vehicle.

**Example:**

Let's say I'm marketing to speakers. They already know they want to make more money. If I say, "Let me show you how to close deals and get gigs and negotiate," they think, "I've heard all that before."

But what if I say this:

> "What if there was a secret strategy most speakers don't know about—one that's helping people grow their speaking business without competing for big stages?"

Now they're curious.

> "Instead of going after large general stages where you're lucky to get your expenses covered, what if you targeted corporate employee training events? These corporations have a set budget every year for employee training—and they're *required* to spend it. That means if you call the right company and offer to train their team on something valuable, they'll hand you the money. They have to. And they don't pay $2,000. They pay $10,000, $15,000, $20,000—to speak to 15 people for half a day."

Now they're thinking: *I didn't know this existed. I've been chasing the wrong people. These companies actually want to pay me?*

That's the vehicle: **high-ticket corporate employee trainings.**

Once I convince them that this vehicle is the key to getting what they want, everything else becomes irresistible.

Now when I say, "Let me show you how to niche down, craft your speech, find these corporations, negotiate, and deliver"—it all makes sense. They're already sold on the method. Now they just need the details.

## The Complete Framework

Here's the summary:

1. **Current Situation** — Where are they now?
2. **Desired Result** — Where do they want to be?
3. **The Vehicle** — What's the unique method or opportunity that gets them there?
4. **The Process** — What are the steps to execute on that vehicle?

You first make them believe the vehicle is the key to getting from Point A to Point B. Then you sell them the process—the course, the coaching, the masterclass—that gives them the details to execute.

The vehicle is the car. Your offer is the gas that makes it run.

## The Bottom Line

- Define the current situation.
- Define the result.
- Identify the vehicle that makes the journey believable and exciting.
- Map out the process in their language.
- Sell what they want. Give them what they need.

That's how you create a winning offer.