Build an offer so irresistible that clients never need to be “closed”

An offer so irresistible that you won't even feel like you are closing anyone.

These 6 principles are super flexible. They work for a webinar, a mini course, on stage, or one-on-one in person. 

You might need to make a few slight adjustments depending on the situation, but the principles work. 

To be fair, I learned a few of these or a version of them from Eric Hoffman and/or Russell Brunson. For years I have tweaked and adapted these principles into what I have found to be extremely effective. 

I hope you make a lot of money using them for your business. 

Part 1: Transition to the Offer 

Tell them what you are going to tell them. 

When I built my last coaching company I created a mini course that people could watch for free. And when they got to the very last video, I shared my offer to buy my high ticket coaching program. 

For some weird reason, I thought that if I'm really subtle about the fact that I’m transitioning to the close, people will enjoy it more and won't feel sold to. A few weeks went by, hundreds of people watched the mini course. But no one purchased. 

One of my staff members had watched the whole series. So one day I asked her, “What did you think of the coffer?” 

“The offer?” she replied. 

“Yeah, the part where I talked about the full coaching program they could purchase.” 

She looked confused and after a pause said, “Seth, are you sure you included that in the mini course?” 

And that’s when it hit me. I had been so subtle about the fact that I was shifting from the free content to the offer, that she didn’t even realize I was presenting an offer. 

So I immediately re-recorded my pitch. Within a week I had dozens of buyers. 

When you are ready to pitch your offer, be upfront and transparent about it. Let your audience know. If you are shy about your offer, it looks like you have something to hide and that will make your client feel sold to. 

But how do you do this? 

Give them freedom to decide to stay or go.

“So let me ask you a question: How many of you are excited about what we just talked about?! [pause for response. If you are on video still pause.] 

“How many of you are feeling a little overwhelmed because we’ve covered so much? [pause] 

“The last part of this video is where I explain The Craftsmen Academy, which shows you how we can make the whole process much easier for you. 

“If you came here just for the free content, you are free to go. If you want to learn how I help my clients to implement everything I taught you, stick around and I will show you how to do that. And at the end you can decide if it's for you or not.” 

Part 2: Stack Your Offer

The value stack is where you show each element of your offer, one by one. 

First, show an image of your main offer. 

For me, it’s Craftsmen Academy. 

Each element of your offer needs to address a false belief that your prospects are likely to have that would hold them back from buying your training.

For example, some prospects interested in my coaching program hold the false belief that they won’t have time to build their course. So one element of my offer is: 

This part of my offer shows them not only why they need only 1 hour a day for a 1-3 months to build it out, but gives them a template they can use to build it out which saves them a ton of time, as well as tips on how to keep that 1 hour a day sacred–set aside only for building their course. 

Let me give you another example: some of my prospects hold the false belief that they cannot communicate with enough interest and authority to sell their course and keep people interested. So I include an element in my offer called, 

This element takes my 29 years of public speaking experience and shows them how to channel what they are passionate about into engaging energy. It also provides 10 tips for increasing their speaking authority and engagement levels by 2-3 times. 

As you show each element of your offer, do not include the price value of that element. 

This is where I disagree with Russell Brunson. This technique has been so overused and abused by others that people no longer trust it. 

Below is an example of how he does it:

Instead, share your journey on how you learned this skill, how many hours you spent working on it, and how much money you invested. This is far more powerful than just posting a total number. 

For example, when I share The Communicator’s Kit element of my offer, I talk about how I have been a public speaker for 29 years, have spent over $15,000 on training in public speaking, and held full time positions for 7 years where the primary job was public speaking.

That’s way more interesting and persuasive than saying, “My Communicator’s Kit is worth $8,000,” even though I personally know it is. 

By sharing what it cost you to learn, you are price anchoring. 

You are putting a price level in their mind, which means once you have shared all the elements of your offer, the total money spent on learning this will be much higher than what you end up charging them. 

And that comparison makes your deal that much sweeter in the eyes of your prospect.  

As you share the offer stack, share one element of your offer at a time. Explain the hours and money you spent learning it. Then show the second element of your offer. Then, show both of them on the same page. 

By the time you are done sharing all elements of your offer, you end up with one slide that shows every single element. 

For example, here is mine: 

After you have filled up the offer slide, show the price. That price should be 10x less than the hours or dollars you spent learning how to do all this. Let them know they are getting an insanely good deal.  

Part 3: Weave in Testimonies 

Do not forgo this part. People need proof that your system works. “But Seth, what if I don’t have any clients yet?” Then share examples of how it worked for you.

I spent 8 years of my life selling a course and generated 10.2 million in course sales alone. That’s strong proof. 

But I have also trained dozens of students into millionaires and some multi-millionaires. 

That is also strong proof. 

You might feel like, “Well I don’t have those results so it’s easy for you.” 

Not true. When I started out, I had zero experience selling a course online. I didn’t have any successful students. So I started by sharing what I was learning and the results I was getting. That was all I needed and people started asking to buy my training. 

Then, as I started to have successful students, I would share their stories as well, and then my course sales took off even faster. 

Everyone has to start from ground zero. Every time you see someone ahead of you, remember this: they were once exactly where you are now.

Part 4: Lower their risk

Any time you can lower the risk for your prospect, you will sell more. 

The easiest, most direct way to lower their risk is to offer them a money back guarantee. 

This means if they don’t like the program, they get their money back, no questions asked. 

Some top marketers include this and others do not.

If the first 30 days will require a lot of work on your end, then offering a money back guarantee means you’ll be working for free for some people. And I bet they don’t do that at their 9 to 5. 

However, if you are only selling them the course, and not 1x1 training, including a guarantee lowers the risk for them and you. Yes, some will ask for their money back, but the number of increased sales you receive will be greater than the refund. 

If you use a guarantee, here is what I recommend you say, “It’s totally fine if it doesn’t work out for you—because you’re protected by a 30-day money-back guarantee. You can try it out now and see if it’s a fit. There’s zero risk.” 

Part 5: Add Urgency + Scarcity 

Adding urgency and scarcity will win you more sales than anything else. 

Urgency translates to: if you don’t purchase by a certain date, you lose something. For example, if you don’t purchase before the end of this webinar, you won’t get the discount. 

Scarcity translates to: we are only selling this many of this program and then it’s sold out. 

I personally prefer adding a bonus for urgency and scarcity. It’s urgent, because you have a limited time to buy. It’s scarce because after the deadline has passed, you cannot get it anywhere else. 

Here’s how I would say it for my Craftsmen Academy, “Because you went through the mini-course, I’m offering you 2 bonuses that are not available anywhere else.” 

Then I say, “These bonuses will no longer be available anywhere after this offer.” 

What if they don’t take advantage of the special offer and come back after the deadline asking you to make an exception? 

Do not make an exception. If you do this once, you lose credibility. People talk, and eventually no one will take you seriously. 

Part 6: Guide them to a Decision 

Some of your prospects will be on the fence. So help your prospects make a decision. 

This does not mean you try to manipulate them, force them, or guilt them into buying your program. Instead, ask them questions that help them come to their decision. 

Three questions: 

Question #1: What would it be worth to you? 

“If you had a successful course today that was making you money, what would it be worth to you?” 

Then stop and wait for them to answer the question in their minds. 

“How much would you pay to have that one successful course?” 

Then stop and wait for them to think about it for a few seconds. 

Think about this: if you teach them how to sell a $5,000 product only 3 times a month, they are making $15,000. And if your program costs $10,000, but they are making $180,000 a year off your program, would they pay $10,000 to get $180,000 a year?

Question #2: If you hired a professional…

If you were to hire a professional to do this for you, it might cost $________. 

But because you’re learning how to do it yourself and I’m giving you all the tools and resources to make it happen fast, you pay only $________.

Question #3: Is it worth gambling a few minutes?

The real question is this: Is it worth gambling a few minutes of your time to check this out? Even if it does only HALF of what I’ve claimed today, it will pay for itself as soon as you ______.

My version would be: “Even if it does only HALF of what I’ve claimed today, it will pay for itself as soon as you sell your $5,000 course two times or your $10,000 course one time.”