$100 Million Offers

Executive summary

This book has a series of tactics designed to layer value to create an offer so strong it overcomes the forces that stop a potential customer from saying yes. This book focuses on a differentiation strategy to allow you to focus on the unique value you create - so can charge high prices.

How do I apply the knowledge in this book?

Follow the chapters in the book to layer your value and create a unique value proposition. There are lots of example tactics that you can use as is, or use as a starting point. After you have read it once go back and read it again, once you get an idea of the style of the author you get more out of a second read.

Chapter reviews

Chapter 1 - How we got here

• Personal background on author
• Defined the Grand Slam offer

Chapter 2 - Pricing

• A brief introduction to business metrics
• How pricing affects advertising and ROI
• How to find good markets
• How to create enough value to justify high prices

Chapter 3 - Value - create your offer

• Introduces the value equation
• Basic behaviour drivers
• Step by step on how to create your first offer
• Deep dive into customer pain point and forces acting on them

Chapter 4 - Enhancing your offer

• Adding scarcity, urgency, bonuses, guarantees and naming to your offer
• Tips and knowledge from real examples

Chapter 5 - Execution

• Wrap up and summary