Marketero · Entrevistas
GROWTH LEVERS: Big Business Owner Explains Real World Tactics That Work
38 ideas de marketing sacadas de «GROWTH LEVERS: Big Business Owner Explains Real World Tactics That Work», de Alex Hormozi. Sobre todo de oferta y…
- 38 ideas despiezadas
- Fuente Alex Hormozi
- Dura 48 min
- Publicada en 2021
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Oferta y precioHormozi tenía un precio con cien testimonios y otro distinto con dos mil, porque la probabilidad percibida de logro había subido. Su guion para subir precios sin fricción es decirle al cliente: ese era el precio de cien testimonios; ahora tengo dos mil y sabes que va a funcionar.
service that we have. I had a different price point for my business when I had a hundred testimonials versus 2000, because that was the, that was, and so by the way, if any of you guys ever have to raise your prices, cause you get better and better over time. You say that was the hundred testimonial price because there was lower perceived likelihood of achievement. Now I've got 2000, you know, it's going to work. The goal of the top is to increase it. Now, most starter marketers only focus
Escúchalo en el minuto 42:51
Las cuatro preguntas para rediseñar cualquier oferta
Oferta y precioAnte tu propia oferta, hazte cuatro preguntas: cómo aumento el resultado soñado, cómo aumento la probabilidad percibida de que se logre, cómo reduzco la demora hasta que el cliente lo reciba y cómo reduzco lo que tiene que hacer para tener éxito. Son reglas de valor que no dependen de quién eres ni de qué vendes.
right? And they don't care about who you are or what you sell. These values, sorry, these pillars to create value can apply. So if you can think about your own business and the offers you have, how can I increase the dream outcome? How can I increase the perceived likelihood of achievement? How can I decrease the time delay for my prospect and decrease what they have to do in order to be successful? Does that make sense? Is that cool? Is that a cool process for envisioning value? You can apply that framework because once you see it, you really can't unsee it. And that's how I
Escúchalo en el minuto 46:05
Oferta y precioUn curso de gestión del tiempo para vendedores outbound se puede vender a unos 500 dólares; el mismo curso dirigido a vendedores outbound de herramientas eléctricas y jardinería pasa a ser un producto de 2.000. El producto queda prácticamente igual: lo único que cambia es lo estrecha que es la definición del avatar.
with safe time. But what about outbound salespeople? We can make it even more specific and talk about their pain points, et cetera. And so we now make it an outbound sales rep time management course or fun. Right. And now this is probably like, can you imagine that it's more probably more like a $500 product, right? So you're an outbound sales rep time management for outbound sales reps. Ah, so what if we niche down even further and we said, um, outbound power tools and gardening sales reps, time management, all of a sudden this product goes from 500 to a $2,000 product. Right now here's…
Escúchalo en el minuto 15:50
Oferta y precioUn curso de gestión del tiempo para vendedores outbound se puede vender a unos 500 dólares; el mismo curso dirigido a vendedores outbound de herramientas eléctricas y jardinería pasa a ser un producto de 2.000. El producto queda prácticamente igual: lo único que cambia es lo estrecha que es la definición del avatar.
with safe time. But what about outbound salespeople? We can make it even more specific and talk about their pain points, et cetera. And so we now make it an outbound sales rep time management course or fun. Right. And now this is probably like, can you imagine that it's more probably more like a $500 product, right? So you're an outbound sales rep time management for outbound sales reps. Ah, so what if we niche down even further and we said, um, outbound power tools and gardening sales reps, time management, all of a sudden this product goes from 500 to a $2,000 product. Right now here's…
Escúchalo en el minuto 15:50
Oferta y precioCon 10.000 dólares de facturación mensual y un margen neto del 20%, el beneficio es 2.000. Si duplicas el precio sin cambiar nada de lo que entregas, los 10.000 dólares extra son beneficio puro: pasas de 2.000 a 12.000 al mes. Es un 600% de aumento, mientras la mayoría discute mejoras del 20%.
is doubling the price of your product or service. And here's why this is so crazy. So I'm going to walk you through this. I'm going to use my hands. All right. So if we were at $10,000 a month with a 20% margin, that means we're making 2000. Now, all of a sudden we doubled our price. Now we're at $20,000 a month, but we changed nothing about what we were selling and providing, which means that additional $10,000 a month is pure profit, which means we took our, our profit from $2,000 a month to $12,000 a month, which means we six X our income, six X. People talk about making 20% increases…
Escúchalo en el minuto 27:48
Investigación de mercado y clienteAntes de entrar en un mercado hay que comprobar cuatro cosas: que no solo deseen la solución sino que la necesiten con desesperación, que tengan capacidad de pagar el precio que quieres cobrar, que sean fáciles de segmentar y alcanzar, y que sea un mercado en crecimiento.
Okay. And so when we're looking at the market, these are the four attributes that I look for when I'm looking to pursue a market. Okay. You can write these down. Number one is I want them to not just desire, but be in desperate need of the solution that I have. All right. I don't want people who are merely aroused. I want people who are ravenous for a solution. Number two, they must have the ability to purchase the product that I want at the price that I want to charge. Number three, they must be easy to target. I can't target them. I can't put my offer in front of them. I will ultimately not…
Escúchalo en el minuto 18:19
Rápido gana a gratis: haz lo mismo en la mitad de tiempo
Oferta y precioLo rápido le gana a lo gratis. La forma más fácil de aportar valor en cualquier mercado es mirar lo que hacen todos los demás y hacerlo en la mitad del tiempo, sin cambiar el resultado ni el precio.
even though that might've happened 60 days later in the, in the second example is time delay. Fast beats free. The easiest way to provide value in any marketplace is look what everyone else is doing and do it in half the time. All right. So that is an element. And the third component of value, the goal is to
Escúchalo en el minuto 43:59
Escasez son unidades, urgencia es tiempo
Oferta y precioLa escasez y la urgencia se usan juntas pero no son lo mismo: la escasez es una función de las unidades disponibles y la urgencia una función del tiempo. Distinguirlas permite construir cada una por separado dentro de la oferta.
that we own. All right. And so five, six, seven, eight, nine. So scarcity, how to build that into your offers. Urgency. Scarcity is a function of units. Urgency is a function of time. People usually lock them together, but they are different. Bonuses are what are the things you're going to offer in excess
Escúchalo en el minuto 46:35
Cambiar el retainer mensual por un pago inicial más pago por cliente que aparece
Oferta y precioEn vez del retainer de 1.500 dólares al mes con resultado incierto, la oferta pasó a ser: pagas una vez hoy, yo monto todo y trabajo todos tus leads, y a partir de ahí solo vuelves a pagarme cuando alguien entra por tu puerta. Cualquier oferta por desempeño funciona como una garantía implícita.
and the new offer that we gave them was pay us one time and we will work all of your leads for you. And then you only pay us again after this first payment after someone shows up. So only pay us when someone shows up after you sign up with us. That's it. You pay me once today, I set everything up. And then from that point going forward, you never have to pay me again unless someone walks in your, so check out the difference here. So the advertising spend was equivalent between,
Escúchalo en el minuto 10:10
Justificar un precio alto con tres cifras: resultado, esfuerzo y plazo
Oferta y precioPara explicar por qué alguien paga 42.000 dólares, planteó el trato con números concretos: te subo la facturación en 239.000 dólares al año, trabajando 15 horas semanales más, y el plazo medio es de 11 meses, siendo eso la media, con la mitad de la gente por encima. Con esas tres cifras sobre la mesa, la respuesta fue sí.
able to increase your top line revenue by $239,000 a year, would you pay me 42 grand? He's like, well, it depends. He said, what would I have to do? And I was like, well, uh, you'd have to work 15 hours a week more to, do the system. He was like, okay. He said, how do, how do I, how like, like, do I know is a guarantee? Like, how do, how do I know that that's what I'm going to get? And I was like, that's just the average. It means half of people do better than if you think you're above average, then you do more than that. He was like, okay. Um, and how long would it take for me to, for me to…
Escúchalo en el minuto 38:01
No tocaron creativos ni embudo ni secuencias: solo cambiaron la oferta
Oferta y precioEn el caso de la agencia que multiplicó por 22 lo cobrado, no cambiaron el creativo, ni los embudos, ni las secuencias de nutrición. Lo único que cambió fue lo que ofrecían al mercado. Antes de rehacer el embudo, conviene mirar la oferta.
lifetime value on the backup. So you guys getting how powerful this is the difference between 0.5 and 11.2. They didn't even change the creative. They just changed the offer. They didn't change their funnels. They didn't change their nurture sequences. They didn't change any of that stuff. They just changed what they were offering to the marketplace. All right. So right now,
Escúchalo en el minuto 12:01
Si el público no está agrupado en listas o asociaciones, no elijas ese mercado
Canales de adquisiciónSi quieres vender a médicos ricos pero tus anuncios solo se muestran a enfermeras, da igual lo buena que sea la oferta, el embudo, el equipo o el producto: no llegas. Si tu gente no está agregada en asociaciones, grupos, listas o canales, mejor descarta ese mercado y elige uno que ya venga con viento a favor.
this one is very tactical, right? But if you're trying to sell to rich doctors and your ads or your offers are only being displayed to nurses, it's going to fall on deaf ears. No matter how good the offer is, no matter how good your funnels are, no matter how good your sales team is, no matter how good the product is, you're just not reaching them, right? And so if your people are not aggregated somewhere in associations, groups, lists, channels, et cetera, then just don't pick it.
Escúchalo en el minuto 20:25
ConversiónAdemás de los bonos, que son lo que se ofrece por encima del producto principal, hay cuatro clases de garantía para revertir el riesgo del comprador: incondicional, condicional, implícita y anti garantía. Elegir cuál usar es una decisión de diseño de la oferta.
them together, but they are different. Bonuses are what are the things you're going to offer in excess of your core offer. What are the guarantees we're going to offer to reverse the risk? There's four. You have unconditional, conditional, implied, and anti-guarantees. All right. There's lots of stuff
Escúchalo en el minuto 46:46
Mismo sueño, precios opuestos: la liposucción y el ebook de cinco dólares
Oferta y precioLa liposucción cuesta 50.000 dólares y un ebook de adelgazamiento cinco, aunque el resultado soñado sea el mismo. La diferencia de precio dentro de una misma categoría la explican las otras tres variables de la ecuación de valor: probabilidad percibida de logro, demora y esfuerzo o sacrificio.
general will be priced higher. Now what happens if you have two products that are in the same category and one sells for 50,000 and one sells for $5. Well, the reason that you have the other, that you have that price discrepancy due to two things in the same dream outcome is the other three variables, right? How come liposuction is $50,000 and a weight loss ebook is five bucks, even though the dream outcome of weight loss is the same. Right? Right. So that brings us to the
Escúchalo en el minuto 41:17
Esfuerzo y sacrificio son dos caras distintas del mismo coste
Oferta y precioEl esfuerzo son las cosas que el cliente tiene que empezar a hacer y no quiere, como madrugar o aguantar las agujetas. El sacrificio son las cosas que le gustan y tiene que dejar de hacer, como las copas del sábado. Ambas restan valor a la oferta y hay que reducirlas.
decrease it. And then finally we have effort and sacrifice, right? And effort and sacrifice are two sides of the same point. Effort is things that you must now start doing that you do not want to do that you must do as a result of a purchase. Sacrifice are things that you now must stop doing that you like doing that you can no longer do as a result of a purchase. So for example, I mean, I'll use weight loss because we've been keeping it consistent. If, I have to start waking up earlier in the morning, then that is effort. If I have to endure being sore, that is effort. If I have to give up…
Escúchalo en el minuto 44:13
La demora entre pagar y recibir es la tercera variable del valor
Oferta y precioLa demora es el tiempo que pasa entre la compra y el resultado, y hay que reducirlo. Si al pulsar un botón te salieran los abdominales al instante, el producto valdría infinito; una agencia que hace sonar tu teléfono con una cita cualificada nada más firmar el contrato vale mucho más que la que promete resultados a sesenta días.
which is how long between when I purchase and when I get. So if I were to click a button on the internet for a weight loss product, and all of a sudden I pulled my shirt up and I had a six pack, imagine how infinitely valuable that product would be. And to give a different twist on the example, imagine I had a marketing agency and I signed someone up and most are competing against you saying, Oh, it's going to do all these things. Whereas the one that I just signed up for the agency that I created, as soon as I signed the paper, my phone rings to the qualified appointment and they say, Hey, I…
Escúchalo en el minuto 43:26
Un solo avatar: el cliente cien cuesta una fracción de lo que costó el primero
Investigación de mercado y clienteServir a un único avatar permite productizar el servicio. Sacar adelante al primer quiropráctico cuesta muchísimo trabajo; para el número cien ya tienes casi todo premontado y además has mejorado con las cien iteraciones. El valor entregado sube mientras tu coste baja, y esa diferencia es el margen.
it would take you a lot of work to get that first guy going. Right. But if you had a hundred chiropractors, your hundredth chiropractor, you probably have a lot of that stuff pre-built and pre-made, right. Which means the amount of time and effort that it would take you to do that hundredth one is very low. And on top of that, through that hundred iterations, you probably get better and better and better. And so here's what happens. The value that you provide actually increases and the cost to you actually decreases, which means there's a big discrepancy between what that person is now…
Escúchalo en el minuto 14:37
Escribir el copy desde los dos lados: lo que se deja y lo que se empieza
Mensaje y copywritingSeparar esfuerzo y sacrificio al escribir copy da dos ángulos de mensaje para la misma realidad: tienes que renunciar a dormir hasta tarde y a la vez tienes que empezar a madrugar. Trabajar ambas caras multiplica las formas de contar el mismo beneficio.
drinks with the girls on Saturdays and margarita Mondays, then those are sacrifices, right? And so most, and I like putting both of those in there because when you're writing copy, it's good to think of both, both sides because you have to give up sleeping in, but you have to start waking up early, right? So it just gives you two sides to think about it from a messaging perspective. And so when we're
Escúchalo en el minuto 44:49
El objetivo del copy no es que te entiendan, es que se sientan entendidos
Mensaje y copywritingLa meta de la buena escritura es que el lector entienda; la de la buena persuasión es que el prospecto se sienta entendido. Cuanto mejor le articulas su problema y su realidad, más dispuesto está a comprar, porque siente que eso está hecho solo para él.
thinking like the goal is that that prospect, when they read your persuasion, they read your copy, the goal is not for them, for, for them to understand what you are writing. The goal is for them to feel understood. And that is the goal of great persuasion is that they feel understood. That's the point. And so the better we can articulate their problems and their reality to them, the more they will be willing to purchase our product. Right. And the more, what we want them to feel is this is just for
Escúchalo en el minuto 16:36
El cirujano con 10.000 operaciones cobra más por el mismo procedimiento
Oferta y precioEntre un cirujano recién salido de la facultad que nunca ha operado y otro que ha hecho ese mismo procedimiento 10.000 veces con gente igual a ti, eliges al segundo y además pagas mucho más, aunque el tiempo bajo el bisturí y el resultado sean idénticos. El valor lo confiere la probabilidad percibida de que esa persona te dé el resultado.
All right. Cause this is the front end. So let's say in that liposuction example, you've got two doctors you can pick from. You got a doctor who's fresh out of medical school. He's never cut into a person. You're going to be his first patient. And then the second doctor has done this procedure specifically for you 10,000 times for people just like you, which guy are you going to pick doctor two with 10,000 successful surgeries or doctor one with zero, this guy, not only that, you would probably be way more willing to pay way more money for this guy, even though the actual surgery dream…
Escúchalo en el minuto 42:10
El foso competitivo está en la mitad de abajo de la ecuación de valor
Oferta y precioLos marketers principiantes solo trabajan la mitad superior de la ecuación de valor, el resultado soñado y la probabilidad percibida, que es puro mensaje. Los negocios más grandes del mundo ponen su atención en la mitad inferior, la demora y el esfuerzo, porque ahí es donde las operaciones crean el foso competitivo.
it's going to work. The goal of the top is to increase it. Now, most starter marketers only focus on the top half of the equation, but when you look at the biggest businesses in the world, they actually put all their attention on the bottom half, which is actually where the competitive moat from operations occurs. Okay. So the third variable here is time delay,
Escúchalo en el minuto 43:08
De 99 dólares al mes que nadie compraba a un reto gratis de seis semanas con 30 a 1
Oferta y precioLa oferta estándar de pérdida de peso B2C eran 99 dólares al mes y no lograba venderla: no conseguía ni regalarla. La reconvirtió en un reto gratuito de seis semanas y pasó de una oferta que ni siquiera llegaba a punto de equilibrio a retornos de 30 a 1 sobre la inversión publicitaria.
So I'm going to give you guys a real life example. So the B2C weight loss right now is $99 a month. If we're going to try and sell that, all right, for $99 a month, I could not do it. All right. I failed miserably. And so what I had to do when I was trying to, I couldn't even give this away for free. We transformed this offer into a free six week challenge. By doing that, what ended up happening is we changed a not even breakeven offer to getting 30 to one returns, 30 to one returns
Escúchalo en el minuto 8:11
El producto perfecto: cero esfuerzo, certeza total y resultado inmediato
Oferta y precioEl producto de máximo valor teórico es aquel en el que el cliente no tiene que hacer nada, sabe en el momento de comprar que va a funcionar y obtiene el resultado al instante. Ese ideal es la vara con la que medir cualquier oferta propia.
So it just gives you two sides to think about it from a messaging perspective. And so when we're creating a product, the ultimately valuable product would be a product that I didn't have to do anything for that. The moment I clicked purchase, I knew it was going to work and it happened immediately. And so think about the difference between let's say meditation, right? Meditation is the
Escúchalo en el minuto 45:05
Oferta y precioCuando los anuncios no convierten en clics ni en registros, o cuando al equipo comercial le cuesta demasiado poner a producir a un vendedor nuevo, el fallo casi siempre está en la oferta y no en el canal ni en el equipo. Es el problema de fondo que la mayoría no ve.
rock and roll. So here's the problem right now, if your ads are not converting well, so clicks and opt-ins and, or your sales team has trouble scaling. So it means it takes too long to ramp up new rep, new reps. Then adjusting your offer is usually the issue. It's usually the core problem that most
Escúchalo en el minuto 5:42
El negocio de mejorar currículums fracasó porque los desempleados no tenían dinero
Investigación de mercado y clienteUn amigo tenía un proceso muy afinado para mejorar currículums y conseguir más entrevistas. Cumplía tres de los cuatro filtros: mercado en crecimiento, público fácil de encontrar y dolor desesperado. Se hundió igual, porque los desempleados no tenían dinero y no podía cobrar lo que valía el servicio.
All right. So we want to make sure that they're in desperate need. Number two. So a friend of mine had a really good process for improving people's resumes so they could get more job interviews. Like he had a really dialed in process and he looked at these four things and he was like, well, this is, I think this will absolutely crush. And as you guys might even imagine, improving people's resumes so they can get more interviews, it actually tanked. And the reason was it was a growing market. It was easy to find the unemployed people. They were in desperate pain, but they had no money, right?…
Escúchalo en el minuto 19:28
Venderle hielo a esquimales es un mal negocio, no un logro
Investigación de mercado y clienteSi el resultado que promete tu oferta no coincide con lo que el mercado ya desea, no hay venta buena posible: los esquimales ya tienen hielo y no lo valoran. Por eso el primer paso es elegir un público cuyo sueño encaje con lo que vendes, en vez de presumir de convencer a quien no lo quiere.
The dream outcome doesn't even match, right? You're trying to sell, you know, automation to doctors or something like they don't care, whatever. Right? You don't actually want to be selling ice to Eskimos because they're like, I got plenty of ice and I don't value it. Right? So as much as that saying is cute, it's also not very business set. Right? And so dream outcome is, uh, is,
Escúchalo en el minuto 40:17
Fijar precio mirando la media del mercado y bajando un poco es una posición perdedora
Oferta y precioEl proceso habitual de precios es mirar lo que ofrece la competencia, sacar la media, ponerse algo por debajo para ser competitivo y entregar lo mismo más un poquito. Eso deja una propuesta de valor de un poco más o un poco menos: una posición perdedora, porque no se compite ni en precio ni en valor.
actually competing on anything at all. Their pricing process typically looks something like this. And this may be some of your guys' process. You look at the marketplace, you see what everyone else is offering. You take the average, you go slightly below to remain competitive, provide what the competition's offering with a little bit more, and then end up with a value proposition of a little more or a little less. It's a losing proposition. You're not going to win that way. And so what I want
Escúchalo en el minuto 30:13
Los tres efectos de la oferta se multiplican: 2x por 2x por 2x es 8x
Oferta y precioUna buena oferta actúa en tres sitios a la vez: más leads, más conversión de esos leads y precio más alto. Si duplicas cada uno, no sumas: multiplicas. 2x leads por 2x conversión son 4x, y con 2x de precio son 8x el negocio.
you get more sales at higher prices and each of those multiply. So if you could 2X your leads, 2X the conversion on those leads, which is now a 4X, and then you can increase your price by 2X, that is an 8X increase in business. That is why the offer is so important and so strong.
Escúchalo en el minuto 7:53
El precio bajo destruye la probabilidad percibida de logro
Oferta y precioQuien paga cinco dólares por un ebook cree muy poco que vaya a lograr el resultado, hasta el punto de que puede ni leerlo. Quien paga 50.000 por una liposucción cree con casi total certeza que va a funcionar. El precio no solo mide el valor: también fija cuánto cree el comprador en el resultado.
second part of this equation. All right. Which is perceived likelihood of achievement. If I'm buying a $5 ebook, what do I really think my perceived likelihood is that I'm actually going to lose weight and look amazingly the guy on the cover for five bucks for any book, probably pretty low. I might even not even read it. Right. I'm going to even, I haven't checked my email right now on the flip side. If I pay $50,000 for liposuction, what's the likelihood that I think it's actually going to happen really freaking high. Right. So let me give you a different version to illustrate this concept…
Escúchalo en el minuto 41:40
La ventaja competitiva del puesto de perritos es la multitud hambrienta
Investigación de mercado y clienteAnte la pregunta de qué ventaja competitiva elegirías para un puesto de perritos calientes, la respuesta no es mejores ingredientes: es una multitud hambrienta. A la salida del partido, con todo el mundo hambriento, vendes hasta agotar aunque tengas el peor producto y caro. Cuando la curva de oferta y demanda está a tu favor, es difícil no ganar dinero.
And after everyone died down, he said, the secret is that you want a starving crowd because when the football game lets out at three o'clock in the afternoon and everyone's starving and drunk, you want to be the guy on the hot dog stand at the corner. And you could have the worst hot dogs that were wildly overpriced and you would still sell out because when you have a starving crowd, when the supply demand curve is in your favor, it's hard to not make money and not make lots of it.
Escúchalo en el minuto 17:53
Seis años estancado por vender software a periódicos que caían 25% al año
Investigación de mercado y clienteUn amigo con un software vendido a periódicos llevaba seis o siete años peleando por crecer: modelo de reparto de ingresos, buen equipo de outbound, buen equipo de ventas. El problema no era ninguna de esas piezas: el 25% de los periódicos cerraba cada año, compuesto, y llevaban ocho años así. El mercado se encogía más rápido de lo que él podía remar.
newspaper business, right? And so he was selling an ad product to newspapers. And one time we're having dinner, he's like, dude, I just don't know what's going on. He's like, my offer is a rev share model. Like it's, they only get, you know, I only get paid if they get, if they make money. You know, we've got a great outbound team. We've got a great sales team. Like, I just, I don't know what the problem is. And I'm looking at him from across the table. And I was like, you serious? And he was like, yeah. I was like, dude, you're selling the newspapers. They're dying. They're losing 25% per…
Escúchalo en el minuto 23:05
Meditación contra Xanax: por qué uno es un negocio de miles de millones
Oferta y precioLa meditación y el Xanax prometen lo mismo, estar relajado, pero la meditación tiene probabilidad de logro mediocre, meses de demora y treinta minutos diarios sentado con las piernas dormidas. El Xanax funciona seguro, en quince minutos, y solo pide tragar un vaso de agua: por eso no hay grandes negocios de meditación y sí un producto multimillonario.
dream outcome is to feel relaxed, right? Perceived likelihood of achievement, meh. Time delay might take us months of meditation to actually get that kind of subjective wellbeing boost, right? And then the effort and sacrifice is I'm going to have to sit cross-legged, my legs go numb. I have to feel like an idiot because I'm not staying focused. I have to do this for 30 minutes every single day to eventually get the results, which is why, you know, there's not a lot of huge meditation businesses, right? Flip side. What if I gave you a pill called Xanax? You feel chill. Your perceived…
Escúchalo en el minuto 45:24
Oferta y precioSi el cliente puede comparar dos cosas parecidas, decide por precio y elige la más barata. Una oferta descomoditizada no tiene con qué compararse, así que el cliente tiene que aceptar el precio si considera que el valor es suficiente. El objetivo es vender en una categoría de uno.
to make a values-based decision instead of a price-based decision. All right. If someone makes a price-based decision, it means they hold up two things. They say, these are close enough. I will make a decision based on the price and I will choose the cheaper one because these two are comparable. If I make a values-based decision, I say, this is the only thing I have nothing else I can compare it to. And therefore I must accept the price that is being charged if I deem the value sufficient. All right. And so the goal is to decommoditize the offer that we are selling so that we can sell
Escúchalo en el minuto 6:33
La misma inversión de 10.000 dólares pasó de 5.000 a 112.000 cobrados
Oferta y precioCon la oferta antigua, 10.000 dólares de publicidad daban 40 citas, un cierre del 16% a 1.000 dólares y cinco clientes: 5.000 dólares. Con la nueva oferta, la misma inversión dio 100 citas, un cierre del 37% (2,3x) a cuatro veces el precio y 28 clientes a 4.000 dólares por adelantado: 112.000 dólares, un 22,4x en caja cobrada sin contar el valor de vida posterior.
versus 28. That's the result. And here's, it's even crazier. They were closing 16% of the thousand dollar price point, but with the new offer, the grand slam offer, they were closing that at four times the price, four times the price. And so this was the end result for that same $10,000 in ad spend, what used to get them five clients at $5,000 a month. And there's their $5,000. Instead, now they got 28 customers at $4,000 upfront with a continuity program that had what I call an implied guarantee, which I won't be able to get into today, but basically any kind of performance offer that you…
Escúchalo en el minuto 11:16
Los clientes más baratos son los más exigentes
Oferta y precioLos clientes que menos pagan suelen ser los peores de tratar y los que más pagan, los más fáciles. El de 50 dólares al mes espera que estés disponible 24 horas al día. Subir el precio filtra: entra más gente buena y menos gente problemática, y con ello baja la carga operativa.
the price is higher, right? The demandingness of the customer, and some of you guys will probably know this. Have you guys noticed that your cheapest customers are the worst people and the ones who pay you the most are the easiest to deal with? Right. So when you raise your price, you get more of the good people and fewer of the bad people, right? Hey, $50 a month, you should be on call for me 24
Escúchalo en el minuto 32:49
Oferta y precioEn un estudio dieron a probar tres vinos, uno barato, uno medio y uno caro, con los precios a la vista. Los catadores clasificaron el caro como el mejor y el barato como el peor. Las tres botellas llevaban exactamente el mismo vino. El precio, por sí solo, transfiere valor percibido al producto.
superior, even if you change nothing. I'll give you a quick story on this. So right now, they did a research study with this, but they had tasters drink wine, all right? And so they gave them three wines, they had a cheap wine, a mid-tier wine and a high-tier wine, and they told them the price and everything on the bottles, and they had them try them, and they had them rank them, right? And they could see the prices area. And so unsurprisingly, they ranked the best one, the best, the middle one, the middle, and the cheapest one, the worst, right? But here was what's crazy. All three bottles…
Escúchalo en el minuto 31:43
Curso completo gratis y libro a 99 centavos, sin pedir el correo
Canales de adquisiciónHormozi publica el curso entero de ofertas en acquisition.com sin exigir registro, con checklist, swipe files y descargas incluidos, y deja la versión Kindle a 99 centavos para que sea asequible en cualquier país. Renuncia a construir lista a cambio de distribución máxima del material.
you guys something cool. All right. At acquisition.com, I have this entire course outlined. This book is 99 cents. You don't have to opt in for it. So I'm not trying to build my list or anything like that. I just want you guys to have this stuff so you can just win. I just want more people to win. All right. So if you want a deep dive on each of these, it comes with a checklist and swipe files and downloads. It's all free. You don't have to give me anything. And then if you like the digital version, the Kindle is 99 cents. So hopefully anywhere you are in the world, no matter what the…
Escúchalo en el minuto 47:04
La categoría de ganar dinero soporta precios más altos que la de adelgazar
Oferta y precioSi preguntas a los hombres si prefieren ser millonarios o estar delgados, la mayoría elige millonario: como categoría valoran más el dinero que su apariencia. De ahí que todo el mercado de hacer ganar dinero o mejorar el retorno de la inversión tenga, en general, precios más altos que el de pérdida de peso.
is number one. And so the reason that this is so important is that if let's say for, for men, for example, most men get more status from having money than being, you know, thin. Right? And so if I were to survey guys, would you rather be a millionaire? Would you rather be thin? Most guys would choose millionaire. Right? Right. And so that means that as a category overall, men will value money more than their appearances, which is why, you know, you see, I won't even get into this more than that, but hopefully you should understand that, which is why the entire category of making, making…
Escúchalo en el minuto 40:34
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