???? My reading notes for 100 million dollar offers by Alex Hormozi. Chapter three, pricing the commodity problem. There are three ways to grow your business. One, get more customers Two, increase their average purchase value. Three, get them to buy more times. That’s it. Gross profit, the revenue minus the direct cost of servicing an additional customer, net profit, lifetime value, the gross profit accrued over the entire lifetime of a customer gross profit, the average number of purchases a customer will make.

Can be called LTGP or lifetime gross profit. This is how you sell from a place of value, not price. Be in a category of one, a grand slam offer is an offer that cannot be compared to any other product or service available. Combining an attractive promotion unmatchable value proposition, a premium price and unbeatable guarantee with a money model, AKA payment plan that allows you to get paid to get new customers to sell in a category of one chapter four.

Pricing, finding the right market, a starving crowd. Here’s what to look for in markets. I’m picking markets. I look for four indicators. One pain, massive pain is when they do not want, but desperately need what you are selling to purchasing power. Three, easy to target Four, growing. The pain is the pitch. If you can articulate the pain that a prospect is feeling accurately, they will almost always buy what you are offering.

The prospect needs to have a painful problem we can solve. The more we can charge. The point of good writing is for the reader to understand. The point of good prospecting is for the client to be understood. Your audience needs to be able to afford or be able to come up with the amount of money you’re charging.

The riches are in the niches. You must pick a niche and commit to it. Don’t make me niche slap you. Most of the time, if you’re making less than 10 million per year, niching down will make you more money. If you were doing one to three per year, you have cap, you are wrong. You just have to be better. One don’t pick bad markets Two,

once you pick a market, commit until you win. If you try a hundred offers, I promise you will succeed. Just don’t give up. Stop personalizing. It’s not about you. You don’t suck. Your offer does big difference. You only suck. If you stop trying chapter five pricing charge, what it’s worth. You have to learn to evaluate and communicate value.

The reason people buy anything is to get a deal. They believe what they are getting value is greater than what they give in exchange for it. Price lowering price is the fastest way to this, but almost always the wrong one. You can only go so low on price, but you can go infinite high on value. There is no strategic benefit to being the second, 20th, 50th cheapest in the marketplace.

There is one for being the most expensive though. But you can only increase price after you have done steps to sufficiently increase your value. That way the client still gets a great deal. acquisition.com/training/offers and watch charge what it’s worth. Most business owners are not competing on price or value.

They generally aren’t competing on anything at all. They generally just- One,. Look at the marketplace. Two, look at what people are charging. Three charge, the average for go slightly below to seem cheaper. Five provide what competitors offer with a little more, six end up with a value proposition of a little more for a little less.

The problem is the competitors are dead broke or not admirable at the very least. We aren’t trying to get the most customers. We are trying to make the most money, the virtuous cycle of price, why you need to charge a premium price to best serve your market. When you decrease your price, you decrease your client’s emotional investment because it didn’t cost them much.

You decrease your client’s perceived value of your service because it’s, it’s that cheap. It can’t be that good. You decrease your client’s results because they don’t value your service and are not invested. You attract the worst clients who are never satisfied until your service is free. You destroy the margin.

You need to invest in your people and systems to make them better and pamper your clients and make their experience better. There is a strategic advantage to charging so much that people say they’re charging so much more that there must be something else going on here. If your business requires involvement from the customer, you need their involvement for better service and to deliver.

Chapter six, value offer the value equation, acquisition. com slash training slash offers to add value. You must abandon the notion of what’s fair. You should never charge more than what your product is worth, but you should add so much value that you charge heinous amounts of money. The value equation, dream outcome, perceived likelihood of achievement, time, delay, effort, and sacrifice value.

Look to increase the top while minimizing the bottom. Most beginner marketers focus on the top only. The best companies focus on the bottom, making the experience immediate, seamless, and effortless. AKA Amazon made buying stuff effortless. Netflix made movies effortless. Don’t just focus on logical solutions.

Look for psychological ones too. For example, when London subway satisfaction was low. They spent 1, 000, 000 on a new map system that showed times accurately and people were happy. Instead of $1B to make faster trains, put mirrors and decorations in the elevator to make them distracting instead of faster elevators.

Dream outcome have to isolate which of Cialdini’s principles are most important to client. Emphasize it and play to it. Build value to it. Perceive likelihood of achievement certainty. How can they be sure that what you deliver will handle all of their problems? First. How much would you pay to be a plastic surgeon’s $10,000,000th customer versus first?

Time delay decrease, want the shortest possible delay between the choice to say yes and the customer getting value. Create emotional wins fast. Always incorporate fast, short term, immediate wins so they see they’re on the path and made the right decision with you. They buy the dream but stay on the path due to the immediate small wins.

The only thing that beats free is fast. Effort and sacrifice make as low as possible. Plus if they perceive that an expert is doing most of it. They will more likely achieve the outcome. Chapter eight value offer,

convergent problem solving. You take lots of variables, all known and converge on a singular answer. Think math life pays more for divergent thinking multiple variables in unknown conditions. We want to use divergent thinking to find as many ways as possible to find value. Step one, identify dream outcome.

What prospect’s perspective? Step two, List problems, obstacles, and excuses solutions list. 1. Transform problems into solutions. 2. Name these solutions. Ask, what would I need to show someone to solve these problems? Reverse each element into solution oriented language. Copywriting 101 problem. Solution.

Problem. Solution.