there are six things that I want to take you. And you're going to want to write each of these down because they're critically important. They're making loads of money, but how is that possible? They've got a crappy product. I have bottled in this knowledge for as long as I can remember, and I figured out this solution, and it changed my life. Watching as people are teaching trash, teaching outdated stuff, teaching stuff that quite simply doesn't work anymore. And I feel this charge that I need to start sharing this. There are two things. Two parts to this that's really important that you're aware of. All right. If you're taking notes, you may even want to be scribbling these things out just to follow along. Okay. Two things. Number one is we've got the delivery of your offer. That's the thing that people are actually going to get when they invest with you and become a client.

This is what they are getting. The second thing,
however, alongside delivery, is the positioning of that offer and the positioning. Wraps around the delivery, okay. The positioning, your marketing,
the way you're putting it out into the marketplace, the way you would describe
being your product or your program is what actually sells
someone on the offer. So we find that a lot of the clients
that we work with, we take a look at what they're doing,
and they spend so much time working on delivery and making sure that
it's great, which is good, by the way. Nothing wrong with that. But they focus on the stuff. And we think the value in the offer
and someone wanting to sign up for that offer is going to be based
on how much stuff there is, but when it comes
time to trying to sell it, we haven't really focused much
on positioning at all. And when you've got Mr. or Mrs.

Prospect over here,
looking at your business, thinking about investing with you. Then not bypassing positioning to just hear about delivering.
Go well, that sounds fantastic. I get 12 one-to-ones with you,
but your competitor only gives me ten. So I get better value for money with you. I'm coming in. No, there. No, it's the positioning
that's going to sell it. So we can't focus on the stuff. We must focus on how the stuff
is being positioned with me so far, yes. Okay. So this is represented in a scenario that we've probably
all experienced in the past before. I'm going to ask you for a show of hands. If you've ever bought something, a product, a program, a service,
or anything like that. And once you purchased it,
once you used it, once you got into it, disappointment
started to sink in. Anyone? Okay, so the hands around the room
prove this idea.

You didn't know what the delivery was actually going to be like. What you were sold on is the positioning, the wrapper. It sounded great. And then that person or that business or that product did not back it up. Okay. So if we, if we look at this scenario here, let's say we've got business A or business B and we've got the delivery and we've got the positioning. Now let's say we've got business a one of your competitors or someone like that, let's say they have focused a lot on delivery, but they have not focused at all on positioning. Or we've got business B that have focused so much on the positioning, but they've not focused at all on the delivery. Which of these two businesses wins? The customer? B so over here they're making loads of money, but how is that possible? They've got a crappy product. It's possible because they have got really good at the marketing.

They've got really good
at the positioning. So if you find yourself over here,
something's got to change. Because the ideal, of course,
is that we nailed both of those. We now are delivery
and we nail positioning. But you will not have the opportunity to deliver for anyone
unless you learn the positioning. Still tracking with me. Okay, so what we need to do is figure out how do we create an offer that is positioned so well that draws people in, and then we have the chance
to actually deliver for them. All right. So there are six things
that I want to take you through. And you're going
to want to write each of these down because they're critically important, okay. The first thing is when you are thinking about the positioning of your offer,
okay. Want to make sure we're on track
here? We're not talking about delivery. We're focusing just on the positioning
right now, and I'm trusting that you'll of course
have a good product buried within.

Okay. Number one: Results-oriented, okay. People, your customers, your prospects, when they're interested in your business and they sign up to become a client, they're actually buying into the result that they want and need. They're not signing up or buying into your product. And it's really, really, really important that we know this, okay. That's the result that they want. They don't want the stuff, okay. So look at it like this and say you're over here and you've got your product here. Okay. Sorry. This is actually your prospect, okay. It's your prospect and this is your product. We think that they're making a buying decision, decision about whether to buy the product or not, but they're actually overlooking your product. In fact, your product is helping them to see into the future for results. That's what they're actually buying into. It's just that your product is facilitating them to get that result.

It's the results they want. It's the results
that they are signing up for. And so when you're thinking
about your marketing, your messaging, and your positioning, we've got to make sure that what we're doing
is we're keeping it results-oriented. What is the outcome for the client? Not what do they get. That's very, very logical. And very few people make a buying decision
with the logical brain. We do have that in the process. They're somewhere for the most part
it's results that they're after, okay. Number two. Display understanding, okay. The idea here is that you want
your prospects, the people that are interested in working with you,
you want them to feel understood, understood. If your prospects feel understood,
they will feel a level of connection to you that they don't to your
to your competition. All right. So the game plan
is that we're trying to figure out as much about our prospect as we can.

We're trying to understand them. We're trying to get into their head. We're trying to think how they think. We're trying to understand the pains
that they have, the frustrations that they're going through, even down to
how would they articulate the problem. I don't know
if you've ever had that feeling inside where you're frustrated by something,
you've got a problem with something and you don't have the solution, and you
really just need someone to listen to you. Well,
if you try to talk to a family member, maybe it's that person in your family
that's not got a good reputation for listening and doesn't
really understand you for the most part. All right, then, if you sit down with them
and you share with them the problem that you have
and you really just need a listening ear, you share that problem. You can see the look on their face. They don't get it. They're not understanding it.

You feel you have to reiterate the problem. And now it becomes even more frustrating because they're not understanding the problem. You're not feeling any better. In fact, you're now feeling worse, right? Whereas if you've got that best friend of yours where you again, you've got a problem, you've got a frustration, something's going on for you. You arrange a coffee date, you sit down. Everything you say, they just get it. You can tell by their body language. You can tell by their words, their response to you, the things they're saying. I'm making you feel good because you feel understood. Okay. I've got this problem, but I'm sharing it with someone. They understand. They get it. Okay. I'm relaxing into this feeling. You don't necessarily leave that coffee date with solutions. You don't leave that coffee date with answers. But you do leave that coffee date feeling a little bit better.

because someone understood you and you feel more connected
to that individual, and you feel
that you can go to them again. If that problem persisted, you with me,
that's the feeling we're after. That's the feeling
we're after in our marketing. We want to be able to tell stories,
say things, create hooks and angles, and touch on the pains of our prospects
in such a way that when they see your ads
and they see your copywriting and they see your funnels,
they go, this person gets it. They just get it. They're describing me. The things that they're saying are really
resonating with me and making sense. And I feel like some trust
is building as a result. All right. So displayed understanding really
really important understanding that one. Yep. Okay. Number three. Simplify the actual deliverables. This is one part where
we're going to talk about the delivery. But in the context of how
it's all positioned.

Simplify your deliverables, okay. Don't add more stuff. All right. Your prospects and your potential clients
don't actually want more stuff. They want the result. And it's really, really important
that you remember point number one. Because if you lock onto the fact
that they want results, then everything you do to position
your offer can be orientated towards that, not just adding more stuff. Sometimes I have found
in my own experience, adding more stuff
can actually lead to a bad offer. You can actually lead to a bad offer because if we remember point number one
that they want the results, then the bigger
your product looks and sounds, it feels like the distance to
the result is longer. This is all I want. I want the quickest, simplest,
easiest path to this. The bigger this sounds, the more
it sounds like work to the prospect. If it sounds like work,
they don't want to do it and won't do it.

Okay, so we actually don't want our office
to sound big. We actually want them to sound small.
Think about it. If you had a problem
and you had an issue much like the one
that you help your audience to solve, if there was a potential solution
with a someone who had an offer, and you get the breakdown
of all that's included, and to get that result to be in the program,
there's 30 different calls that you have to join every week,
and there's 50 hours worth of one-to-ones. The person selling
it thinks I've got a crack in offer. So good I give someone stuff. The prospect's thinking, I don't want to
go through all of that, right. I've signed up for Pro. I'm a product of the product here
because I've. I've signed up for programs before,
and I'll even name dropping names. Alex Navas
and he was the client success manager

for a really big competitor
of ours in, in America. And I joined one of his programs. It was $25,000 for three months
coaching with him, and he was just going to help us
with our client success department. And he had a solution to a problem
that I had. We were growing, and I wanted to make sure our client
success was staying front and center. So I hired him 25,000 pounds. And his offer was so simple
and I wasn't really much in it. And that was part of the attraction
because I'm busy and I don't want to have to go through
a whole bunch of stuff. And I got with him. It's actually a really good tip. I'm going to I didn't plan to say this. A really good tip when you're offering
your deliverables is, okay. If I just go off a little bit
for a second, okay. When you're when you're presenting
your deliverables to your clients.

if you meet with them once a week,
for example, then don't allow those 1 to 1 weekly calls to compound.
It's a use it or lose it scenario. And we found that that works actually
really well for both parties involved. So rather than saying in my offer, it's
an eight-week offer and we meet once a week,
so you get eight 1 to 1 calls. What will happen is they won't use
the first two, three, four, five and then the last week they say, right,
I'm ready for my eight calls this week. All right. Well you can't facilitate that. And so what you do is you say we can meet
up to once a week. If you don't need it, some of our clients
don't. It's absolutely fine. We just roll to the next week. But if you do need it, it's there for you. And I actually picked up on that idea
with my own experience.

because when I was going
through this program with Alex Navas,
I got a few really cool ideas from him, and he would text me saying, Hey,
do you want to meet this week? I'm thinking, well,
I've paid for that call technically, but I'm busy and I actually don't need it,
and I don't want to waste anyone's time. And so I just didn't request it. I didn't use as much. I even went in the opposite direction. I had even paid for it,
and I wanted less stuff. Does that make sense? All I want was the result. And so we have to simplify
the deliverables. Otherwise, you run the risk of actually
having a bad, unattractive offer. Now I'll tell you one more story,
because this really hit this home for me, and I hope it does for you too. I have a vivid, frustrating memory of losing a potential client
to this exact scenario.

and this is what really ingrained it
in my marketing philosophy. Okay, there was a guy. It was actually at that event in 2018,
funnily enough, so I could have really done
with his business. And that year, in particular, 2018, he was at that event, and this was back
when I was doing my own sales calls. So people would request a call with me,
and we'd have a chat. And he was interested in working with us
in our main program at the end of that event in 2018. And so I had my phone call with him. We went through the process. He said, this all sounds great.
I said, this all sounds great. We went away, we had a chance to have
a little thing, and we've reconvened in the next few days,
and we jumped on a call, and I said, Alex, where are we? We're ready to go.

And he said, John, your offer sounded awesome. I think it's exactly what I need, and what you have is really what I'm looking for. I'm thinking cool in my head. And this is in the bag. We got this. This is good to go. And he said, But I signed up with one of your competitors. Oh, shoot. All right. It's a bit of a gut punch. So I thought, Well, let's get some feedback. So that will can you help me understand? We had a great call. You just said it's exactly what you needed. And this is what you wanted. So why have you gone somewhere else? What was attractive about their offer? His answer was so, so interesting. This is a true story. His answer was, Your program sounds so good, but it was so long and there's so much involved in it that I just really, I like I'm a go-getter.

I just need results now. I want the path of least resistance. I just want to get going. And your competitor, his programs
half the time pick up on that. You didn't even want
double the time in a program. You paid for your competitor's
half the time. And there was just less calls, less stuff. And I just wanted to just get going. I thought, okay, I've learned something
really, really, really interesting. That client wants the result. I don't want the stuff. Let's make sure that our stuff
and this is this is key. Let's make sure our stuff is good enough to get them the result
in the quickest time possible. That's the game plan for for you
deliverables. All right. So tracking with me okay. Number four what we want is. A client journey going I have to deal
with my horrendous handwriting. You can probably not even read
any of that.

Probably not even worth me writing it out. Number four: client journey. You need to present your offers
in such a way that there is a journey from A
to Z that the prospect can follow. They can start to picture
what being inside your program will be like, will feel like, and exactly
what it's going to do for them. Okay? Rather than, Okay, you're here, Mr. or Mrs. Prospect,
you're off to this result. I can get you there. Let's go. We're going to have some 1-to-1 calls
to do it. We're going to do this.
We're going to do that. But I can get you. There was quite a stretch. It's quite a stretch for you to assume
that the prospect's going to be able to make that calculation
in their own head. What would be better is for you to lay out a client journey. Okay, Mr. or Mrs. Prospect,
here's what's going to happen.

if you come inside this program,
first week. This is what we work
on. This is what we're going to do. This is the outcome of the first week. Then in week two, we should really be here. And that means that we're going
to be focusing on this. If we're not there, this is what I'm going to do to make sure that we bring you to
where we're supposed to be. Week three, week four, week five. You get the idea. You can do this. Selling online courses creates a journey
from whatever your module
one of training is to module 5 or 6. If it's a coaching program,
tell them what those one to ones are going to be like over the next few sessions
and what we're hoping to achieve. Progression. If it's group coaching, same thing.
If it's a service that you offer, how many of you in the room have a service
or an agency or something like that?

Okay, if you've same thing, don't just say, hey, we're going to run your ads or hey, we'll build your funnel, tell them what they're going to get and what the journey is going to be like. Help them to envision that client journey. The way I teach it to our clients is think about the actual deliverables of what you do as the vehicle. Imagine a car on a racetrack. You offer your deliverables. Is the vehicle. What we're doing here is mapping out the journey that they're going to go on. So we're not going to say, hey, yeah, you get this nice steering wheel and we've got four wheels and we've got a roof, which is great. And I'm going to say that we're going to say, hey, here's what we're going to do, okay, I'm going to get you in this vehicle. And this is the first stage in the second stage

and the third stage until we get to the result we're after. All right. And then where are we up to. That's four number five. Simple to understand, simple to understand. So you kind of need to take all of this into account. Everything we've been talking about so far and present it in a way that is simple. A confused mind never buys is a phrase that people have thrown around for a very long time, and there's actually a lot of truth in it. If someone's confused, overwhelmed, that's not a place where people will make a buying decision from, whether that's on your webinars or in your funnels or on a sales call. They feeling confused and overwhelmed if there's too much information thrown at them. That's what leads to people saying, let me think about it on the back end of a phone call, right? A part of that, let me think about it, is like you've just given me so much and I can't think and process all of that.

in this moment, while we're still having a 1 to 1. And I'm actually very much like that, by the way. I'm very much an internal processor. My wife is the opposite. She's an external processor. She would need to keep talking to me, to understand me, whereas, okay, I've got my information. Thank you very much. Now shut up. And I'm just going to go and sit by myself for ten, 15 minutes. And I don't say that to my wife, by the way. Sorry. That was, that would be a terrible thing to do. And, no wonder that, but I would say to the person on the phone, you know, give me some time, let me just go away and thing. So if we can find a way to simplify the description of our offer and the positioning of our offer, and if we can focus on these things displayed understanding.

simplifying the deliverable rules and then simplifying the way we talk about those deliverables and making sure the client journey in results. If we do all of that and just keeping it the forefront of our mind, how can I remove as much complexity from this as possible? How can I just make this just I just handed on a silver platter and okay, I get it, I get it that often sounds really great. Sounds like all the stuff I want sounds like can get me to the results and I understand it. Okay, I'm in a position where I can I can make a buying decision. Still tracking movement. Okay, so then there's one final thing. That was five. We've got six. Premium pricing. Premium pricing okay. How many of you in the room already charge or know that you would like to charge once you launch your thing? Let's say at least $2,000 $2,000.

Okay, fantastic. That half the room. That's awesome. I class high ticket now. It's relative to industry, right? What's high ticket in one
industry is not high ticket in another. So? So just trying to boil it down
and put it all into one pot. 2000 is where we're kind of
at the start of, of high ticket with potentially some
changes industry to industry. I won't ask the rest of you
to put your hand up, but it's the rest of you that might want
to think about increasing your price. You probably just have some limiting
beliefs over how much you can charge, what you're worth, whether people
will actually pay that price. Should I be getting case studies first
before I charge high ticket? Should I be working for free first? I see one that I hear a lot and actually quite frustrated,
quite frustrates me. How many of you have heard
that idea work for free

and then once you've got your case
studies, okay, well, I hate that. I think that's so stupid
because if you work for free, the people that you're working for don't care about and or value
the thing that you're doing. So you end up just chasing people for these testimonials
and you just coming across so desperate. I'll give you another quick tip. What I think is much better,
this is what we do with our clients, is even if how many? Okay,
how many of you feel emboldened? Piano. How many of you in the room,
at that point in your journey right now, where you're almost ready to launch,
but you haven't done this business before, so you don't actually have any success
stories yet. Anyone feeling bonus, you had a few of you. Thank you for participating. Okay, so here's what you guys can do. All right. You know, what you've got is great.

You know it can help people. You know it can serve people. But you haven't got any success
stories yet. Rather than working for free, you still build your value funnel,
which we're going to talk about tomorrow. You still turn on traffic. You still do all of this marketing stuff
to find the right type of prospects. And when you're offering it
to your first few people before they start
asking about success stories, or how many people have you done this
with before, before they start asking that when you're on the phone,
you get in first. And here's the positioning. You say to the prospect, so look, Linda, we can talk about price and probably ask
you about price, but talk about price. Look, here's what I'm willing to do. I have bottled in this knowledge
for as long as I can remember. And then you share a little bit
about your story. I went through this process
and I figured out this solution.

and it changed my life. And I've been watching the industry,
watching as people are teaching trash, teaching outdated stuff, teaching stuff
that quite simply doesn't work anymore. And I feel this charge
that I need to start sharing this with other people, hence
why we're on the phone right now. I've consulted with some people. This should be a $10,000 offer,
and that's what it will be moving forward. But here's what I'm willing to do for you
and the next five people that I work with. First thing is I'm going to cut
that price in half. I'm not going to charge you the $10,000
that this will be very, very soon. I'm going to do it for you for $5,000. Furthermore, I'm going to work my tail off
to make sure that we get this result. We're going to go all in on this together. You need to give me the time that I need
from you when I ask you to jump on a call.

so we can get some work done, we do it.
So we can go all in. But there is a catch. Can I tell you what the catch is? They'll say yes. You say, well,
the catch is when we get you the result. Not if when we get you the result. I need you to provide me
a video testimonial and a written testimonial that I can use
to help me find more clients. I must admit, Mr. or Mrs. Prospect,
that that part is a deal breaker for me. If I'm doing this all for you for $5,000, it actually is getting dangerously close
to not worth the time that I'm putting in. But it's worth your success,
and it's worth the stories that it's going to help me gather. So if you agree to that condition
that you give me that testimonial and I'm happy to do it for half the price
you would be doing it for in the future.

You see how we've just framed it
so differently now? We haven't had to work for free. We've just slashed our price. We're still being paid, but we've already handled the
why don't you have any success stories? Objection! We've already handled it
and put it into a nice story. That makes a lot of sense. You with me? Yeah. So ten five might not be your number. It might be four and two.
It might be two and one. I hate to say it,
but some industries it might be. We've had some clients
that they've started at the one we call it the Nervous Newbies Zone. But for reasons I'm got time to go into,
that was her industry. I mean I mean, okay,
I will tell you her business because I just think I want you
to understand why I'm saying a thousand. Her business is teaching people
how to organize photos on their MacBook.

Okay, that's a business. That's all it is. Older people, sorry, older people
who are not as tech-savvy teaches them how to organize photos of their grandchildren
and stuff on their MacBook. Okay, thousand
dollars is kind of high ticket for that. All right. So premium pricing,
let me run you through a few reasons why it's absolutely worth going premium
even from the very beginning. And you can use that technique to discount
it a little bit as you enter the market. Number one, less mess in the business,
less mess and less stress. I actually don't want too much stuff
in the business, too many moving parts, and it gets a little bit
overwhelming for me. And I can't really cope with it. I need I need a system,
and I need it to be nice and simple. The higher you charge, the less clients
you need to make the great revenue. Yeah, less mess,
less stress, and better clients.

Okay, I'm just going to say it. This is just what we've experienced. The more people typically
are willing to invest with you, the nicer they seem to be. Okay. Anyone experience something similar? I want to have a nice client. Okay, fine. Yeah, I'm
talking to the right people. The more someone pays that,
they're just better. They're nicer people. But I also find,
and this is really interesting, I also find that there's like a moment
where people stop investing in finding a solution, and it kind of shows
their commitment level. Someone invests $7 into an e-book, they feel like
they're investing the big bucks, $7. I'm going to go all in on this problem. Seven bucks, then it's a $20 Udemy course. Then it's,
you know, a $100 online course, and then it's a $500 bootcamp, and
then they just stop there and that's fine.

There's nothing,
there's nothing wrong with that. But I want the client avatar. That's a few stages further on. I don't want that to be the point
where they drop off. It shows this commitment where they go. I'm just not really willing
to invest much more. I'm not that committed to the problem
that I have. Whereas when people start to invest
high ticket, that's where you can tell, okay, their commitment
follows their wallet in this decision, and then they're often the people
that get the better result as well, because if they've invested high ticket,
they feel the weight of that financial decision,
and they feel the pinch of the investment, and they're committed
to getting the result. Your success rate is often
higher as a result as well. Okay. Another reason why I think High Ticket makes so much
sense is if you pin a $5,000 course or program,
if that's what you could be charging.

versus the temptation to go,
oh, I just don't know if I'm worth five k. Yeah, and I'm good reason. I just, I don't know, let me do
500 instead. Okay. You've got to sell. And again even I can do this math. You've got to sell ten times more. Did I get it right. Ten times more of a $500 program to make the same five grand over here. Well, I would argue,
and I know it to be true, that it is easier
to put great marketing out there and find one person
that will invest with you at five K, and to find ten people that will invest $500, even though
the investment is much smaller. We think that that must mean
those people are easier to sell. Sometimes prospects at 500 will hold on to that
just as much as someone at five K. If someone's willing to invest that much,
they may have more funds available.

And so they're kind of both holding on
to that number with the same ferocity, until eventually they are successfully
sold into your program. So over here, you've got ten people
holding on to that 500. I need to make sure this is what I want. Am I buying into this positioning? In my understanding, if you're trying
to speak to ten unique individuals with different problems, pains, frustrations, they would all describe it
in a different way. It's a lot more work over here
to make the same amount of money. And if over here,
you just have that one client at five K, you got less mess,
less stress in the business and everything's
actually much, much better.

$30M CEO Explains - How To Effortlessly Sell Your Products Online

$30M CEO Explains - How To Effortlessly Sell Your Products Online