The era of just having a good product and expecting
sales to roll in, that's over. It's finished.
Oh, completely. You look back, maybe 300 years
ago, if you sold shoes in a village, you were
a success. I mean, there was no other choice.
That guarantee is just gone. Today, customers
have infinite choices, infinite information.
So the real question becomes, how do you make
your thing? your service the only choice. Exactly.
Welcome to the deep dive. So if you're skilled
out there, and maybe you're exceptional, maybe
you're great with the new AI tools, but your
revenue just isn't climbing, the problem isn't
your skill. It's the offer. The bottleneck is
what you're actually offering to the market.
So our mission today is to do a really deep analysis
of the source material here, which lays out three
levels of creating just a perfect logically inescapable
offer. Yeah, we're looking at frameworks that
are built on, first, overwhelming free value,
then radical speed, and finally, guaranteed outcomes.
We're going to unpack the simple business math
behind this, which AI completely breaks in your
favor. We'll get into the psychology, reciprocity,
and even look at the exact prompts you can start
using to automate this entire system. Let's get
into it. Let's do it. So when we look at why
most offers just fail, It almost always comes
down to a psychological block. It's usually fear.
Right. The provider's fear. The fear of that
immediate risk. You know, that reluctance to
give anything valuable away for free at the beginning.
It's that classic startup mindset, isn't it?
It is. I have to make money right now. And that
fear, it prevents them from taking that small
initial risk that unlocks a huge long -term reward.
Centuries ago, you didn't have to fight for attention.
It was free. You were the only one. You didn't
have to earn it. But today, I mean, customers
can buy from a thousand different websites instantly.
You're invisible until you prove yourself. So
if you just shout, buy my services. You're just
noise. You get ignored. Totally ignored. You
have to first offer something truly amazing for
free. That's the thing that makes them stop scrolling.
So just dating your price and benefits. It's
not enough. You haven't earned the right to even
make the pitch yet. Precisely. You haven't proven
your worth, so why on earth should they trust
your expensive proposal? Okay, let's get into
the math because this part really simplifies
the whole conversation. It takes some of that
fear away, and we only need to focus on two numbers,
really. The first one is CAC, customer acquisition
cost. Which is just how much it costs you in
time or money. to get one new customer. And the
second is LTV, lifetime value. That's the total
money that customer is going to spend with you
over time. And the goal is always low CAC, high
LTV. You spend $10 to get a customer and they
spend $500 with you over their lifetime. That's
an amazing ratio. Exactly. And most failing businesses,
they're spending $100 to get a customer who only
spends $100. It's just not sustainable. But this
is where AI creates this fundamental leverage.
It's the secret weapon. Internal cost versus
perceived value. Okay, this is where it gets
really interesting for me. Because of AI, your
internal cost, to create a super detailed personalized
document with something like Claude or ChatGPT,
it's almost zero. We're talking pennies. Yeah,
maybe five cents in electricity. It's nothing.
That near zero cost is, it's revolutionary. But
the perceived value to your customer, that document
might help them solve a $500 problem right away.
So when your cost is pennies, and their value
is hundreds of dollars. You can give things away
freely. You just completely change the risk calculation
for them. You know, I still wrestle with prompt
drift myself sometimes, just making sure that
that initial free output is truly high value
and stays consistent. I get that. Prompt drift,
for anyone who doesn't know, is just when the
AI starts to deviate from the really high quality
output you first got from it. It's a constant
battle for quality control. For sure. But even
with that factored in, since AI minimizes the
creation cost so much, how does that really change
the risk calculation for a small business trying
to win clients? Well, low cost lets you give
high value for free. And that dramatically lowers
the buyer's risk to even interact with you in
the first place. And that leads us right into
level one, the power of free value. Yeah. This
is pure psychology. It's the principle of reciprocity.
Right. Humans are just. We're built to return
favors. If you do something nice for me, I feel
this internal pressure to do something for you.
So in business, you start this by giving a real
gift first. You don't ask for money. You give
something that builds trust, proves your expertise,
and makes them feel good about hearing your actual
proposal later. But let's be super clear. This
can't be some generic PDF or junk. No. It has
to feel expensive to them, but be incredibly
cheap for you to make. We've seen some great
examples of this. The free audit, you know. Here
are three critical things you need to fix. Or
the free plan. A one -week content calendar just
for them. Or even the free sample. We'll rewrite
one of your marketing emails for you. Okay, let's
walk through a specific AI example. Let's say
you sell social media consulting. Instead of
asking for $2 ,000 upfront, you offer a free
personalized LinkedIn profile audit. And the
source material gives us the exact prompt components
for this. You tell the AI... Act as a world -class
LinkedIn branding expert. OK. You paste in the
client's current profile, their headline, and
their about section, and you ask the AI to score
it out of 10. Then you ask it to list three specific
weaknesses. Not generic stuff, right? No, specific
structural weaknesses. And then, this is the
key part, you have it rewrite the headline and
about section to maximize engagement. The value
transfer there is huge. It takes you one minute
to copy and paste. Right. But the client gets
what looks like an hour of an expert's time and
analysis delivered instantly. They just think,
wow, if the free stuff is this good. Their paid
service must be incredible. Exactly. So what
do you think is the biggest barrier that stops
people from just giving away their best stuff
for free? It's that fear of giving away their
core expertise without getting paid for it immediately.
OK, let's move to level two. The need for speed.
That feeling of reciprocity, it doesn't last
forever. Not at all. If you send me an amazing
free gift today, I feel grateful today. If you
wait two weeks to follow up, that feeling is
gone. You have to strike while the iron's hot.
And speed is a signal. It's a huge signal. It
tells them you're professional, you're organized,
you're efficient. Right. If you promise a sample
and it takes five days, they just assume you're
slow. Bogged down. But if you send it in 30 minutes,
they think... This person is a machine. This
is all about compressing that sales cycle. The
slow way is, what, 10 plus days of waiting, proposals,
follow -up calls? The fast way is you meet the
client, you send them that massive free value
in an hour, you book the call for the next day,
and you close the deal. The whole thing happens
in 24 hours. If you can close a deal in 24 hours
instead of 10 days... I mean, the math, you could
potentially make 10 times more revenue per month.
With the same amount of effort, it's exponential
leverage. So practically, you just change your
language. You get rid of phrases like, oh, I'll
send that audit next week. You have to say, I
will send you a complete rewritten high score
profile audit in the next 60 minutes. That speed
creates the wow effect. The workflow behind that
has to be seamless, though. Oh, absolutely. The
prospect says yes. You run the AI prompt immediately.
You paste the result into a simple branded template.
You send it back. Fast. So besides just building
that trust, what does that rapid 60 -minute turnaround
really signal to a potential buyer? It signals
that the provider is ruthlessly efficient, organized,
and they take their client's needs seriously.
They take action. OK, now for level three. selling
outcomes. This is the big one. This is the holy
grail. It's the difference between being a commodity
and being a strategic partner. We have to really
nail the distinction here between deliverables
and outcomes. Deliverables are the items, writing
for blog posts, designing a logo. They're commodities,
like rice or corn. They're necessary, but anyone
can provide them. And outcomes are what the customer
actually wants. Yes, generating an extra $10
,000 a month from Google traffic, getting 20
new qualified leads. That's an outcome. Business
owners care about money and customers, not blog
posts. And if you're selling outcomes, you become
a partner. You're not just an invoice. And to
sell an outcome, you almost always need a guarantee.
Guarantees remove the buyer's single biggest
fear. paying money and getting nothing back.
Okay, so there are two core types, right? The
money back guarantee. Which is high risk for
you, the provider. If I don't get you 10 leads,
I'll refund your $5 ,000. And then there's the
superior high leverage service guarantee. If
I don't get you 10 leads in 30 days, I'll keep
working for free until I do. The source material
really advocates for that service guarantee,
especially when you're starting out, because
the AI minimizes your time costs so much. Right.
You're not losing cash. You're just spending
a bit more time to perfect your process. OK,
but hold on. If I guarantee I'll work for free
until I succeed, what if the client is just impossible
or the market is just too hard? Am I setting
myself up for? you know, unlimited free work.
That's a valid concern, but you have to view
that time not as free labor, but as tuition.
Tuition. You're paying with your time to learn
exactly how to get results, even under tough
conditions. You protect your reputation, and
you perfect the process for the next client.
Whoa. You know, if you really internalize that
math... Imagine scaling a service guarantee model
like that, where you guarantee specific outcomes
for, I don't know, a billion queries. Knowing
your AI cost stays near zero. That is how you
dominate an entire market. It's a huge shift
in perspective. Okay, let's put this all together.
A full five -step winning formula. Let's use
the example of targeting real estate agents.
Okay, step one, niche down. You focus only on
high -end real estate agents. Step two, define
their dream outcome. What do they want? Qualified
buyer appointments, straight into their calendar.
Step three. The free hook, an automated list
of 10 undervalued neighborhood content ideas
delivered instantly. Step four, add speed. They
love the list. Great. You promise to send five
detailed video scripts in the next two hours.
And then step five, the main offer with the ultimate
guarantee. We guarantee five qualified buyer
appointments in your calendar in 30 days, or
we will work for free until we deliver them.
It's so compelling. And this framework, it applies
everywhere. A content writer, for instance. Their
old offer is, I'll write four articles for $200.
So basic. The new offer. It guarantees a first
poach Google ranking for a specific keyword in
60 days, or the next month of content is free.
And the free hook is that rapid value again.
I'll generate 20 high -intent article headlines
for your dental practice in Chicago in the next
30 minutes. Do you want them? Exactly. The AI
prompt acts as an SEO specialist, generating
titles that focus on pre -appointment questions
people actually search for. Or the web designer.
Old offer is, I build WordPress sites. New offer.
I guarantee your landing page will convert at
least 5 % visitors into leads, or I redesign
the whole page for free. And their free hook
is a quick, personalized, three -minute video
review of the client's current site. Right. The
AI prompt they'd use analyzes a landing cage
for, say, a gym and asks, what are the top five
conversion killers on gym websites? The AI gives
you the expert checklist, and the human delivers
the critique fast. OK, I know a lot of people
listening are thinking now, this sounds great,
but I'm nervous. So we have to address the three
most common fears here. Fear number one. What
if I get too many free requests and get overwhelmed?
Which is a good problem to have. It's a great
problem. And the answer is automation. Use a
tool like Zapier to connect your form to ChatGPT
and automatically email the freebie. Or, you
know, hire a virtual assistant. Okay. Fear number
two. What if I fail the guarantee? You will sometimes.
It happens. It's part of it. But if a guarantee
triples your sales and you only have to work
for free on 10 % of those clients... The math
is overwhelmingly in your favor. You just refund
quickly and politely if you have to. Right. And
fear number three is the big one. I'm not an
expert yet. I can't guarantee these things. What
do you say to the person who says, I'm just learning
this stuff? You don't have to be the expert.
The AI is the expert. You're the operator. You're
the pilot. Your job is to fly the plane extraditely
and make sure it lands and delivers the outcome.
You don't need to know how to build the engine.
So the single highest leverage action you can
take to grow your business. It's not changing
your logo. It's not redesigning your website.
It's fundamentally changing your offer to eliminate
your customers risk. Let's review that winning
formula one last time. Give value using AI to
keep your cost low and the perceived value high.
Move fast to activate reciprocity and signal
that you're a total professional and guarantee
outcomes. So measurable results, not abstract
services. So we have a challenge for you right
now. Pick one service you offer, just one. Identify
one small, high -value part you can give away
for free using AI and create the prompt to automate
that today. That's your immediate next step.
So here's the final thought for the week. If
AI can reduce your time in your production cost
to almost zero, what ethically must you guarantee
to your customer in order to capture the maximum
market share? We'll catch you on the next Deep
Dive.