Time delay (objective: decrease): the shorter the delay between the client purchase and the moment when they receive value/the outcome, the more valuable your services or product is.

We have an ���all sales are final” policy, but that is because our product is so exclusive and so powerful that once used it cannot be unused. Entrepreneurs who recognize this see their profits skyrocket – not by changing their product or service, but by changing how they present it. Further, you must have clients fully committed by offering a service where they must pay high enough and take 10X action required to achieve results or solve issues. We want to make an offer that’s so different that you can skip the awkward explanation of why your product is different from everyone elses (which, if they have to ask, then they are probably too ignorant to understand the explanation) and instead just have the offer do that work for you. We forget that people only care about the benefits—the results that our product or service will help them achieve.If this were an online course, it could literally sell for thousands of dollars and no one would disagree. To finish creating your offer, give exciting names to the offer, to each individual part of the bundle, and to additional bonuses. One pro-tip for communicating a dream outcome: frame the benefits in terms of status gained from the viewpoint of your prospects peers. They just need to know they are on the right path and that they made the right decision trusting you and your business. The best companies in the world focus all their attention on the bottom side, making things immediate, seamless and effortless.

I think an easy mistake that business owners and entrepreneurs make is trying to appeal to everybody, to every business. People who experience a victory early on are more likely to continue with something than those who do not. Hormozi details many different kinds of guarantees in the book, but they all boil down to you putting skin in the game in the deal.Adding a deadline and incorporating one or multiple forms of urgency will get more people to take action than would otherwise.