Picking The Right Market/Niche

I. Pick the right market:______________________________________

❏ In Pain
❏ Purchasing Power
❏ Easy to Target
❏ Growing

II. Pick a Niche:_____________________________________________

❏ Niche Down 3-4 Levels
❏ Health→ Weight Loss→ Weight Loss for Women who just had kids→ Following Keto
❏ Wealth→ Real Estate→ Flipping→ Without having to see a property all using DMs
❏ Realtionships→ Dating→ Over 60→ Without awkward first dates

Copyright © Acquisition.com LLC. Resale or redistribution of this material is strictly prohibited.

 Pick Your Pricing & Maximize Value

III. Charge What It’s Worth: New Price________________________________________

❏ Be more expensive than everyone else (by enough that it causes consumer to pause)
❏ High Price = Higher Value (wine example)
❏ Higher prices get people better results (and are therefore ethical)

IV. Maximize Value Using Value Equation

❏ Maximize Dream Outcome (solve problem worth solving)
❏ Maximize Perceived Likelihood of Success (testimonials & proven case studies)
❏ Minimize Time to Success (How can we make this faster? How can we show progress?)
❏ Minimize Effort & Sacrifice (How can we make this easier? More Seamless? Convenient?)

Copyright © Acquisition.com LLC. Resale or redistribution of this material is strictly prohibited.

 Pick Your Pricing & Maximize Value

III. Charge What It’s Worth: New Price________________________________________

❏ Be more expensive than everyone else (by enough that it causes consumer to pause)
❏ High Price = Higher Value (wine example)
❏ Higher prices get people better results (and are therefore ethical)

IV. Maximize Value Using Value Equation

❏ Maximize Dream Outcome (solve problem worth solving)
❏ Maximize Perceived Likelihood of Success (testimonials & proven case studies)
❏ Minimize Time to Success (How can we make this faster? How can we show progress?)
❏ Minimize Effort & Sacrifice (How can we make this easier? More Seamless? Convenient?)

Copyright © Acquisition.com LLC. Resale or redistribution of this material is strictly prohibited.

 Create Your Core Offer Part 1 & 2

V. Create Your Offer Components

❏ Define Their Dream Outcome
❏ List out Every Possible Problem they can Encounter
❏ Every intricate step
❏ Everything that happens before and after achieving their goals
❏ What next problem will they face
❏ How can we make it worth it?
❏ How can we make it easier?
❏ How can we make it faster?
❏ How can we make it enjoyable, sustainable, and something they believe they can do?
❏ List out every possible solution to the problems
❏ How to YAY without BOO even if you GREATEST OBSTACLE
❏ Use Delivery Cube to think thorough ideas

Copyright © Acquisition.com LLC. Resale or redistribution of this material is strictly prohibited.

 The “Delivery Cube”

❏ 1) Group Ratio
❏ 1-1
❏ Small Group
❏ One to Many
❏ 2) Level of Effort On Their Part
❏ Do It Yourself (DIY)
❏ Done-With-You (DWY)
❏ Done-For-You (DFY)
❏ 3) Support Levels & Types
❏ SMS
❏ Chat
❏ Email
❏ Expert vs Normal
❏ Phone
❏ Zoom
❏ 4) Consumption Types
❏ Live/Virtual
❏ Recorded
❏ In Person
❏ Written
❏ Audio
❏ Video
❏ 5) Speed & Convenience
❏ 24/7
❏ 9-5 M-F
❏ How fast will you reply to questions? Are there levels?

Copyright © Acquisition.com LLC. Resale or redistribution of this material is strictly prohibited.

 ❏ 6) 10x to 1/10th test
❏ What would I deliver if my product cost 10x its current amount
❏ What would I deliver if my product cost 1/10th its current cost and had to
provide more value than I currently am at my current price?
VI. Trim & Stack: Prioritize the solutions based on value & cost. You should have
multiple pieces you are stacking together to make the offer more compelling.
“The Meat & Potatoes” of the Offer
Core Offer Component #1____________________________________________
Core Offer Component #2____________________________________________
Core Offer Component #3____________________________________________
Core Offer Component #4____________________________________________
Core Offer Component #5____________________________________________

❏ High Value: meaningful, fast, easy, and believe they can do it and enjoy it
❏ Low value: not meaningful, slow, hard/complex, not interesting and dont believe they’ll like
it
❏ High cost: requires people to scale
❏ Low cost: can scale without people but with up front effort instead
❏ Remove all items that are NOT high value
❏ Keep only a handful of High cost high value, and everything else should be high value low
cost
❏ Start with something that is less scalable (more high cost high value) to get people to say yes
and begin monetization

Copyright © Acquisition.com LLC. Resale or redistribution of this material is strictly prohibited.

 Add Bonuses

IX. Add 1-10 Bonuses aka “The Sizzle” of the Offer

Bonus #1: ________________________________________
Bonus #2: ________________________________________
Bonus #3: ________________________________________
Bonus #4: ________________________________________
Bonus #5: ________________________________________
Bonus #6: ________________________________________
Bonus #7: ________________________________________

❏ Bonuses should be more valuable than core thing

❏ Present after price is said
❏ Stack bonuses instead of discounts to get them to say yes
❏ Bonuses should solve all perceived problems
❏ Always offer them
❏ Give them a special name that has a benefit in the title
❏ Tell them: a) How it relates to their issue b) What it is c) What it will do for them d) How it
will specifically improve their lives or make their experience: a) faster b) easier or c) less
effort/sacrifice (value equation)
❏ Provide some proof (this can be a stat, a past client, or personal experience) to prove that
this thing is valuable
❏ Paint a vivid mental image of what their life will be like assuming they have already used it and
are experiencing the benefits
❏ Always ascribe a price tag to them and justify it
❏ Tools & checklists are better than additional trainings (as the effort & time are lower with the
former, so the value is higher. The value equation still reigns supreme).
❏ This can also be what they would logically realize they will need next. You want to solve their
next problem before they even encounter it.
❏ You can further enhance the value of your bonuses by adding scarcity and urgency to the
bonus themselves (which takes this technique and puts it on steroids).
❏ Give away other people products:
❏ Other people’s products

Copyright © Acquisition.com LLC. Resale or redistribution of this material is strictly prohibited.

 ❏ Other people’s products (with pre-negotiated discounts or free periods/units)
❏ Other people’s products (with pre-negotiated discounts or free periods/units) +
affiliate commissions
❏ Other people’s products (with pre-negotiated rates AND exclusive features/licenses)
+ affiliate commissions
❏ Try and get all 4 levels of the above

Copyright © Acquisition.com LLC. Resale or redistribution of this material is strictly prohibited.

 X. Pick Your Guarantees: ________________________________________
❏ Unconditional Guarantee
❏ No Questions Asked
❏ “I’m not asking you to say yes or no today, im asking you to make an informed
decision”
❏ “Both decisions are risk free, but only one of them will help you achieve your goal,
so which risk free decision do you think will be more likely to get you to where you
want to go in 6 weeks?”
❏ Conditional Guarantees: should always be “better than money back”
❏ Always match the guarantee terms with the activation points in your program---what
does someone actually have to do to be successful, make those the terms
❏ Examples:
❏ Outsized refund (2-3x cost of product/program/service)
❏ Service Guarantee (keep working w them for free)
❏ Modified Service Guarantee (keep working for double the time free)
❏ Credit Based Guarantee (give them credit towards other programs)
❏ Personal Service guarantee (you will help them 1-1 until they reach it)
❏ Hotel & Airfare (you will refund them the program and the cost of hotel &
airfare)
❏ Wage Payment (we will pay you your hourly rate for every hour spent with us
on top of the cost of the program)
❏ Release of Commitment (they do not have to stay in their contract)
❏ Delayed Second Payment (You won’t bill them again until after they make or
get their first outcome)
❏ First Outcome Guarantee (You continue to pay their ancillary costs (ad
spend, hotel, etc) until they reach their first outcome)
❏ Anti-Guarantees: All sales are final, best for exploding opportunity and high level services.
❏ Implied Guarantees (Performance/Revshares)
❏ Performance: A) ...Only pay me $XXX per sale/ $XXX per show B) $XX per Lb
Lost
❏ Revshare: A) 10% of top line revenue B) 20% profit share C) 25% of revenue growth
from baseline

Copyright © Acquisition.com LLC. Resale or redistribution of this material is strictly prohibited.

 ❏ Profit-Share: A)X% of profit B) X% of Gross Profit
❏ Stacking Guarantees
❏ Option A: Pick a conditional and unconditional guarantee and put them together
❏ Option B: Pick two conditional guarantees around small & big outcome with
differing terms
❏ Option C: Pick two conditional guarantees with same terms but short and long
timelines to show what they could achieve

Copyright © Acquisition.com LLC. Resale or redistribution of this material is strictly prohibited.

 Add Scarcity & Urgency

VII. Add Scarcity: ________________________________________

❏ Only accepting X Clients (single number cap for business)
❏ Only accepting X clients per week (cap on per week basis)
❏ Only accepting X clients per “class”

VIII. Add Urgency:________________________________________

❏ Cohort Based (the next group starts next week)
❏ Rolling Seasonal Urgency (the end of our spring promo is around the corner)
❏ Pricing/Bonus Based Urgency (these bonuses are going away)
❏ Exploding Opportunity (you can wait, but the opportunity gets smaller every second)

Copyright © Acquisition.com LLC. Resale or redistribution of this material is strictly prohibited.

 M-A-G-I-C Headline/Naming Formula

XI. Name Your Product:______________________________________________

❏ Name your Bonus #1: _____________________________________________
❏ Name your Bonus #2: _____________________________________________
❏ Name your Bonus #3: _____________________________________________
❏ Name your Bonus #4: _____________________________________________
❏ Name your Bonus #5: _____________________________________________
❏ Name your Bonus #6: _____________________________________________
❏ Name your Bonus #7: _____________________________________________
❏ M-A-G-I-C Headline
❏ Make A Magnetic Reason Why
❏ Announce Your Avatar
❏ Give Them a Goal
❏ Indicate a Time Interval
❏ Complete with Container Word
❏ Change Time Intervals to smaller intervals for bonuses and “sizzle” pieces

❏ Refresh In Reverse order of difficulty and operational drag

❏ Change the creative (the images and pictures in your ads)
❏ Change the body copy in your ads
❏ Change the headline - the “wrapper” of your offer

Copyright © Acquisition.com LLC. Resale or redistribution of this material is strictly prohibited.

 ❏ Free 6Wk Lean Challenge to Free 6Wk Tone Challenge
❏ Holiday Hangover to New Year New You
❏ Change the duration of your offer
❏ Change the enhancer of your offer (your free/discount component)
❏ Change the monetization structure, the series of offers you give prospects, and the
price points associated with them (Book II)

Copyright © Acquisition.com LLC. Resale or redistribution of this material is strictly prohibited.