100 Million Dollar Offers

When your customer is getting so much more value than they're paying for, buying becomes easy. The example I use is ten dollars for a Mercedes. You want to part with the money because what you're getting is worth so much more.

That is the kind of offer I want you to think about creating in your business. An offer can change the entire trajectory of a business. It can make selling easier, buying easier, and the experience of being your customer so much better.

My friend Alex Hormozi's book, $100M Offers, teaches this in a way that made me think differently about my own business. I want to share the ideas that stood out to me and why they matter.

The work behind an extraordinary offer

I watched Alex write this book. I read drafts, gave him feedback, and talked through the details with him. When he was at my house, he spent five or six hours recording the audio. His team then told him the microphone wasn't good enough and he needed to record it again.

The next morning, he got up early and did it again.

There is a misconception that people making millions of dollars don't work hard anymore. Watching him create this book was watching a labor of love. He put tremendous time and energy into making complex ideas easy to understand.

What I love is that the book isn't just something to read. It gives you work to do: questions to answer, things to write down, and different ways to reason about your business.

Build a class of one

The main idea is to create what Alex calls a grand-slam offer. It's what you offer your clients in exchange for their money, and it is one of the most important parts of your business.

He describes how one offer saved his own business when he was struggling and almost bankrupt. He also explains how to create an offer that provides tremendous value while building a profitable business.

Instead of competing as a commodity, you develop a class of one. You stop looking at everyone else's business to decide what yours should look like and work through the process of creating your own offer.

I saw this in my own business with Scholars and Certification. Developing those offers took time. Once we understood and created them, they made selling and buying easier because the value was so high.

The book starts with finding the right customers and market, pricing your product, and making the value of your offer clear. Those pieces work together. You aren't just choosing a number to charge; you're thinking about whom you serve and what you create for them.

Solve the problems between your customer and the result

Your customer isn't only buying access to your program. They are buying the value of the result they want to create.

So we need to understand two sets of obstacles: what might stop them from buying, and what might stop them from succeeding after they buy.

That second part is so important. In the book, Alex uses weight loss as an example. As business owners, we can think through each problem a customer might encounter on the way to the result, then create and provide solutions.

As you address those obstacles effectively, you increase the customer's likelihood of success. That is the truest value of what you're offering.

And it creates a compound effect in your marketing. People get results. Other people notice and ask what they're doing. You get testimonials, and customers want to talk about your product.

This work goes all the way through the experience of using your product. You don't stop at getting someone in the door. You help them achieve the solution.

Your customer has to perceive the value

One of the ideas that made me practically yell at the book was the importance of perception.

You might improve your customer's likelihood of success, reduce the time it takes, or decrease the effort and sacrifice required. But if your customer doesn't understand those improvements, they may not recognize the value.

They need to perceive the possibility of achieving the result. They need to believe they can do it.

This connects directly to the Model. Thoughts create feelings, which drive actions and results. What your client believes going into the process matters to what they do and the result they create.

Our work in marketing is to help clients change their minds about what's possible. We help them understand what is holding them back and build belief in the value of the product and in their own ability to achieve the result.

When I discussed these ideas with my friend Kris Plachy, I realized there was so much I still hadn't understood about my own business. Thinking about my customers this way helped me see how I could serve them better.

Enhance the offer you have created

Once you've built a solid offer, Alex explains ways to enhance it: scarcity, urgency, bonuses, guarantees, and the way you name and communicate it.

He's talking about genuine scarcity and urgency built into the product, rather than gimmicks. When you have a high-value, exclusive offer and strong demand, selling becomes easier.

Understanding the offer also changes where you spend your energy. Building a social following, perfecting every email, and following up endlessly become much less important when the offer itself is a grand slam. You can spend more time on the quality of the program.

Whether you are starting a business or improving an offer that already works, take the time to understand your customer's struggle. Do the work to create the solution, communicate its value, and help your customer succeed.

Start with your offer. That work can change how you think about every other part of your business.