please summarize this 


the thing you offer basically should provide some sort of transformation for the customer. 
In other words it can move them from state to state
From position to position. 
At times you don't need to offer all the products or services that you have at once. Other times you can do that. 
The main point is that the product or service offering can match the readiness of the customer to pay for the product or service. 
For example, if a person doesn't know the business at all and isn't ready to pay or do things that are related to payments and so on and forth, they may only be comfortable in paying for a small amount, or not at all and the person that is offering the service might have to show results upfront with something free like the "lead" magnet. 
What ever you are putting together, in some way shape or form, can match the 
readiness of the customer at that point
provide something that can show them results
and move them to the next stage of the thing that you are trying to offer
At times can mix and match a bunch of things together at each stage to provide a certain result for teh customer or to make things particualrly easy for that particular customer. 
Here comes the concept of coming up with an stack. 
A stack basically is a mix and match of the products that can get offered (physical product or service, gitial product or service) to ease the person into each phase with minimal work on their part. 
When a person goes about buying a product or service there is something associated with that. 
For example, money, time, effort, sacrifice and so on and forth. This is cumulatively known as the "cost" of doing this particular thing. 
For each person, there may be a "cost" that they are not ready to go about doing. 
For example, they may think that the cost of doing a weighloss program is too high. They might not like to go on a "diet" and eat leafy greens all day. 
Another "cost" of buying a course that shows you how to lose weight could be that it is only 2 hours long. they may think that 2 hours is way too little for somsone to go about doing this particular thing and lose weight. 
and so on. 
The offer should be considerate of the person that is going about doing the thing. 
When putting together the final deliverable, it can consider a person's ability to use it and get results from it. 
It is the UX of the product/service itself. 


The delivery cube so to speak is the way that you can provide or offer something for eac product/service that you are working with. 
The consideration is the way that you are working with this particular person at that particular stage and working with them to make it easier for them to take the steps that they would need moving forward. 




some people might like to focus heavily on providing assistance upfront and person to people at the beginning of their funnel. 
other people might like to focus more on doing that at the end of the funnel. 

The point is to match the product/service mix with the things that work for the customer at that particular stage in their journey. 
in a way that is helpful and useful for them. 







the transformation









Results. Frameworks. There is the 30 day frameworks books o get back on top. Do it yourself. 
The framework is  do it yourself. Book, video, pdf, report. (give it to them and then they figure it out on their own). 
The second one is your do it with them. them impliment it, a coures, or a workshop, or a sprint . 
Third is do it for you.  
thing i need, and they came in and they bought it). His  customers started coming into the hook. 
Change your bait, change your customer. Bait is hook story offer.  

Also another way is to bundle up what a whole bunch of other people are doing. (gather all their USP’s)
And another way is to change how they are consuming it. (ie, similar things in your path). Everyone's books, we do live event. Everyone's live event we do inner circle, everyone does inner circle we do X. 

People usually write a book as a lead magnet for their business. So what you can do is to write a book which destroys their false and educates them about the process so they can benefit from it as well. 

The concept is to chart a “journey” or a “path” that they can take that can allow for them to reach the thing that they are trying to reach?
Can basically build a “map” so that they can navigate it and use it if they need it?
the products and services, must be relevant to the conversation that is already
going on with the person, their deep preoccupations. 
can look at the product or service as a bridge to the thing that they're trying
to do and based on that you say if you're tryna do this thing this thing can 
you get there
System, then you gotta understand. 
He’s selling this he’s selling this. (ie commodity everyone selling same thing).  Same thing as product. 
Don’t sell a product. Make an offer for people. 
Making the offer is about. 
The vehicle: the thing that can pain . 
System, then you gotta understand. 








can list out every single thing that they're gonna do
from pain to pleasure
then can go to those things and make every single one of them
to take minimal effort, minimal sacrifice, maybe even make it enjoyable
make it so that they can do it without experience or skill
so that they can see the way it affects the thing and works towards the thing
with minal effort and sacrifice
how to (thing they're tryna do by using product or service)
with minimal effort
and without the things that they don't enjoy (sacrifice)

Can offer a product or can offer a commodity. 
If product is the commodity. Only thing is the price. Race to the bottom. Worse typa business. No strategic advanage to being second best price. 
But huge strategic advantage to the highest. 
Decomodatize
Can drop price or raise the amount of things that are in an offer
Product is one thing. 
Offer is when you bundle stuff together
Bundle all that stuff together. So you can have an offer. 

   When making your irresistible offer. 
Just go on everything think of everything. Get it all out of your system. Crazy brainstorming. 
Then categorize everything you came up with. 
Foundational. 
Determine. You can use stars at this stage to determine what are the most valuable things here and there and all that. 
And when you find out what would be so juicy for the customer int he offer you can have that thing and you can use that thing to get people into the door and all that. (what’d you think the customer would want the most) thi sis the bait. Might not be main thing or most valuable thing. 
But it’s to seduce customer etc. 
If you sell a product then it becomes a commodity. 
Everyone competes for price selling a product/service becomes race to the bottom. 
Dvd but i’ma give you the dvd as well.      (tryna make an offer)
What is the greatest showman about. 
It’s about PT barnes. Entrepreneur. How is that exciting for people. Wrie 5-6 different books back in the Started looking deepr. Wrote books, so it’s in the public domain. Can take all of PT barnum and you own the rights to them. Everything on gooten.org is inthe public domain so you can republish without asking anyone ever. 
Can make someone have an ecover for it, can write your ownintro for it. Do can do a derivitive work. 
You buy from me, i’ll give you 3 ebooks from PT barnum. Go on youtube. PT barnum. Finding stuff about him. YT videos about him. Search ITUNES and interviews of PT barnum. Search Amazon, joe vitali, wanna bundle that book in, have a whole bunch of copies, secret vault of YT videos, podcasts, friend on PT barnum, do you know anything else, oh yeah i have a 30 page PDF you can have rights to PDF to it as well. Gives you free PDF to book, unreleased PDF book 10 rings of power. Watch dvd, and give commentary. Can get all these famous people as well to talk about PT barnum in an interview (product secrets) and before you know it you have all these assets. Potential products that come out of this thing. Now you can buy it all from here, you buy it for way more, t’s no longer a commodity. 
Able to turn it ito an offer, because no one else has those other things. 
Just keep thinking what else can i sell them. 
What else do they need. What else do they need. 
What other things that are on the cutting room floor, if you teach the stack, can you interview so and so etc on that thing? Learned trial closes and etc. 
The offer is very important. 
What are the things that are very easy to sell vs. not. 
What are the things that are so easy to sell. 
marketing and sales so she says don’t relaly make up for a bad offer. 
Don’t get attached to an offer. Don’t get attached to the selling of the offer as oppsoed to the offer itself. What this means is that don’t forget what that thing is there to do. It’s to get smoeone from point a to b. Don’t get too attached and you might have to use a different how to get to the same place. And that’s the most important thing in the end of the day. 
Who are you selling to
Making an irresistible offer
Collecting your offer assets. 
Make offer as juicy as possible. 
If you make an offer before you make a product, you can come up with incredible ideas that you can later on make. 
How to make an irresistible offer. 
1.find the one big domino
2.identify and sexify the vehicle
3.brainstorm and go wild
4.deconstruct the actual offer.
5.dtermine the thing it could do for them? 
Step 1) (of an offer). 
Take all the stuff you figured out. 
Put it in chornolgial order (logical order) systemized 
Then take that, find your person and do it with them/for them. (ie get a result for them). 
Then you can refine and do until you have a system and you can take people through it. 
For offer, he does
Training
Tools
Tangible 1
Tangible 2
Tangible 3
Then bonus
Products and offers. A product is a thing. 
If you have a physical product. By having info products, it makes it so much more unique. It can allow you to sell more. 
He says you can make a massive hook first. And then you can reverse engineer as to how you can make the promise. (starst with sales letter insane) then he (ie he starts with the result)  and then he works backwards from there and finds out how he can put all of that together. Interview people who did it or people who are diong and fidning out how they are going to do it. 
Can sell a phone for a lot more if you preload it all. Secret everything. Have all the offers on it. A secret app that no one knows except you. And you have voxer or whatever where you can message the person whenever for x amount of time etc. 
Creating your offer. You bundle your offer together. To make your stack slide. 
Give it to them in a way that makes sense for them. 
How much care and support can you give them
Does it take away from you or add to youa nd give you. 

He’s selling this he’s selling this. (ie commodity everyone selling same thing).  Same thing as product. 
Don’t sell a product. Make an offer for people. 
Tangibles are tied to the three secrets. 
He likes the scarcity urgency part, doesn’t know how to do it. 
So when you’re selling an event in your stack as well, just be careful with the time that you’re putting on it.  (so you can have tickets, and then how do you have these people by the offer without being off put by the event etc, so you can have a 12 month thing, or they can sell the tickets, etc, or they can etc, do it so often online or something). There are ways around it. 
He says eventually you should sell software if you can. 
Buy the training get the tool for free. For 6 months Then you rebill at the amount that you were at. 
Then you list out everything that gets put out there. And put everything no judgements and just throw it out. That could make their road on the journey to getting the result a lot better. 
This makes a really good offer. Fill out the offer. The one thing, the three secrets, and the offer. 
Make sure you’re offering them as much value as possible. 
The offer: what you are making right now. 
So basically the  is when making the offer think of everything (escape and arrival) based off of your understanding of the person and then think of everything that could help her get to the thing that (the person you understand) is trying to get to. And based off of that you can do things differently. So important. 
Step 3 the stack: 
Give them what they need tog et the result. (tangibles tools and getting tools to break the things that they think they can/can’t do). 
So when it comes to the things along the journey that they need to take (ie with the escape and arrival) what are the “false” that are stopping them from going on the escape and arrival journey from the beginning to the end. 
From product to offer (escape and arrival them get there). 
Make it no longer a commodity. 
You can lower the price. Or you can increase the (and in people’s the phone got cheaper). So you don’t need to lower the price. Don’t think in those terms. That’s a race to the bottom. How can you increae the value. How to provide so much value that it seems very cheap. 
PT Barnum DVD. and then he has the interviews with guy who normally charges 25k an hour to speak. Also he has what else? Public domain books. Gonna get dvd, his books, 2 hours audio recording, 1 





When coming up with products and services can just come up with as many as possible and these can later on be put into different parts of a ladder depending on they can be packaged and offered
Can write a book or the likes and can partner with a psychologist or an “expert” and can have interviews with them an dall that typa thing and say this is based on research with 199 mish 3arif meen, validated by mish 3arif meen and so on and forth?
Can basically have something as well which can be a call or a group call if they buy etc and you can them out and all that?
Can have a case study. “How we generated 250 leads in 18 hours and increased engagement blah blah blah”. 
Can have a report or guide. 
Can have free templates. 
Can have a bunch of videos comp or something. Or a playlist that you can package the “best of the bset” or just make a comp of things on youtube and all that. Can have takeaways, nuggets, illustrations, or commentary and can basically sell it as it is and all that
Ebooks, checklists, videoseries, can sell them
Can sell them for 5-7 dollars. 
Can have ebook and vdeo series
 people’s interviews


can combine or mix and match or make your own thing that can people with their own thing and all that
Something to thos people that can get them the things that they like without the bullshit of the things that they don’t like
Everyone's books, we do live event. Everyone's live event we do inner circle, everyone does inner circle we do X. 
Can look for something that is relatively new. Which is something that they can’t compare the old things to necessarily. 
If trying to have something to sell to a particular market usually what can happen is that you sell something to that market and what happens is that you can sell to that market and you can sell them something tht is born out of what they’re tryna do but isn’t working in that particular market
 Can also be something different idk. 
Can have a how to (the thing that they are trying to do) without (the thing that they dislike about the thing) 
Then can look at what they are moving towards, which is basically what you say tha you can them with, WITHOUT the bullshit that they have along the way. 
Can then look at them and them out with an opportunity switch to them move towards the thing that they are trying to move towards
 and can basically sell to them and them out to get from a to b  or whatever. 


Can keep finding out what people are finding useful to keep making the thing better and all that?
Can add things to what you are selling and can have that thing help the initial product work better, more efficiently, more wholistically, specially. 
For a course on boxing, can have an additional cardio thing for fitness, can add in workouts at the gym and so on and forth, and can even have a nutrition and exercise, throw in 100  places to train and work out and where to find sparring buddies. As well as 100 training exercises to practice each and every one of the things
And as a fast action bonus can even add in another course on jui jitsu for free for ju jitsue street fighting course or whatever. 
Can combine a whole bunch of things together if making an offer. 
 get the result and from there 
and based on that can start and doing all that sorta stuff
Can have offer for sprint. Topics, delivery method, topics, homework and exercises. 


Can have a whole bunch of bonuses with the offer
Can think of how it  could be packaged. Dealing with 1 to 1. 1 to a few. 1 to many. 
Can pay monthly Can have a newsletter, with a few calls every month Etc. 
Can have a summit. 
sales message hard to find content, framework, demo case study, quizzes
All these can be things that you are offering. 
Master-resalerights.com
PLR
Can think of how to package the thing that you are doing and all ttah
Can have a “webinar” can transcribe it and can have it sold as a book
Can repackage what someone else is doing but in another format. 
Ie, if it’s video can do written, then if it goes wild, can make video as well
Can use a bonus for people who “act now!” first x people who buy it get the bonuses. Or etc. 
Can have a ticket and have bonuses? 2 fr 1. 
Can offer a membership model: enough value to warrant a membership. Members vs buying a product. Do those people would they like to be a part of that. 
Can add bonuses. For people who do 1,2,3,4 ?
Can look at the 21 products? For plata or “plomo” and can basically smash a bunch of things together that could potentially work with them with the things that they are looking to do?
Can have an app that acn be offered 
Can have a report which is basically a sales message
For monthly membership sites and that
Can figureit out with a group of people and just do the same thing elsewhere
Gotta look at all the Here can have what is called as the stack slide where you can storm all the things that you can put in order or whatever to make it easier for them and all that. 
If one is to come up with products and services the general would be to see if it or hurts the people that they are working with and that it can indeed them get to the thing that they are tyring to move towards. 
When coming up with offers or products or services that you would like to add can basically have an understanding of it this thing would basically add or take away from this person and what they are going for in their lives and what they are tryna do and all that. 
Then can start thinking of the things that one could develop to them get there to the thing that they are trying to do. 
Can look at what content people might need at each stage so that they can move through a customer journey so to speak
Can sell a course or can sell a service
Can have things that can sell as well like classes, courses, consultancy, coaching, continutiyty, group, products, services
Can have a book that can be sold digitally, doesn’t have to be free plus shipping
Can have a compilation of stuff and can package it and can make a book out of it
Like books about the tipooic, interviews with doctors or people about the topic supplements, can put infomration with an ecommerce product etc. 
Can decide between a compiled book from different sources. 
Can have audio books, interviews with others, compilations of hard to find audios, compilations of videos, screen captures or how to demos, iphone how to’s, workshops. 
Can have sales message, hard to find content, framework, demo case study, summit, quiz, contest, special offer
Can bundle many things together that can with a result that they are going for all together so that it can them and all that?
Can have a stack etc. that them with all the things that they might not know what to do to them from a -b if you can
That could be something that can really them with doing the things that they are trying to do?
Can have them come on for free.


the thing you offer
look at other people in the space
Research: Analyze to find opportunities for differentiation.
gather the things they are doing well and not so well to contribute to the thing that you'd ike to do? 
the story world that they can step into
the transformation that they can step into
the cause?
archetype
personality 
messaging and story of transformation


Offer 
Tools to work with them for the vehicle themselves others
Basically giving them the things to go do the thing that they couldn’t etc?
Frameworks so that they could do the thing that they’re tryna do ?
Things that they could “get” to do the things that they’re tryna do
Listing out the things in the framework, naming them, sharing the way they contribute to the thing they’re tryna do? 

Done with you done for you 
Could have it in different ways like text, audio,  video, with you etc, for you, group etc
The way to show it could have a preframe (like showed it or find it out), then could show strategy, tactics, case study


mainly again, the concept is just the things that you would offer and at the point in their growth 
about offering the proper thing for them at that particular time that could work with them and show them something in particular etc



Can develop different offers based off of where they are and how close they are to a buying decision. So the things that one is coming up with and making for them should more or less cater to the stage where they are in the customer journey?

Easier to talk than type
You are not your customer (first language vs. 9th language). 
We don’t retain as much as we think we do. (it’s ok to make that content and sell it in different ways)
Marketing should be to the prospect and help him move from escape to arrival. 
Should conain video as much as possible because effective, people understand info faster. 
So to make the content what you do is a global escape and arrival framework. 
Make slides or outline everything that you have in the escape and arrival into slides. 
Then when it comes to the product outline you show them the way to the thing that they want. 
And you’ve outlined it basically all the way.