botlhale klassen's Key Ideas from $100M Offers
by Alex Hormozi

If a prospect compares your service to another and thinks “these are pretty much the same, I’ll buy the cheaper one,” then they have commoditized you.

• Commoditized: Price Driven Purchases (race to the bottom)
• Differentiated: Value Driven Purchases (sell at higher prices than your competition)

1. Find The Right Market: There is a market in desperate need of your abilities. You need to find it.
2. Charge What It's Worth: The goal of the Grand Slam Offer will be to get more people to say yes at a higher price by increasing our value to price discrepancy.
3. Create Value: Make things immediate, seamless, and effortless. If you can reduce your prospects’ true time delay to receiving the offer, and your effort and sacrifice is zero, you have an infinite valuable product.

As a business owner, try to increasingly approach problems to find psychological solutions, rather than logical ones.

• Logical solution: make it cheaper
• Psychological solution: make fewer of them and raise the price which causes people to want it more.

So to increase value with all offers, we must communicate perceived likelihood of achievement through our messaging, proof, what we choose to include or exclude in our offer, and our guarantees.

1. List All The Problems Your Prospect Has - Think of ones they will experience before, during and after your service delivery.
2. Transform Problems Into Solutions - Simply turn them by thinking, “What would I need to show someone to solve this problem?” 
3. Brainstorm How You Could Solve These Problems - This is what you are going to deliver. Look for high value, low cost solutions.
4. Enhance The Offer - Use scarcity, urgency, bonuses and guarantees to make your offer attractive

We must appropriately name our offer to attract the right avatar to our business. True to the moniker, people do judge a book by its cover. 

Here’s an example. Say you see a “Free Six-Week Stress Release Challenge” and a “Float Tank Center Session.” While they may be the same thing, just named differently, you’re much more likely to respond to the first. 

Name properly by 1. Make a Magnetic Reason Why 2. Announce Your Avatar 3. Give Them A Goal 4. Indicate A Time Interval