Introduction

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In business, not all activities carry the same weight.

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Some generate quick wins, like $10 or $50 tasks, while others have the potential to bring in hundreds of thousands or even millions.

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The key difference?

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The power of the task and, more importantly, the skill behind it.

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One of the highest-value skills you can develop as an entrepreneur is mastering the art of creating an irresistible offer.

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A great offer not only sells itself but transforms your marketing and advertising efforts. It slashes acquisition costs, builds trust, and turns your audience into raving fans who actively promote your business.

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Some entrepreneurs, like Elon Musk, have even built empires with no formal advertising—because their offers were so good, the world couldn’t stop talking about them.

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In this guide, I’m going to share the five steps to creating offers that make your marketing easier, increase your sales, and bring long-term success to your business.

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After implementing these steps, I’ve seen a 100x improvement in my own offer creation process, and I’m confident you will, too.

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Let’s dive in.

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Why Some Business Activities Matter More Than Others

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When I first started out, I treated all business activities as equal. I figured that as long as I was working, I was moving forward. But that couldn’t have been further from the truth.

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The reality is, some tasks create disproportionate outcomes, while others just fill up time.

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Creating an offer is one of those high-leverage activities that can radically change your business.

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You can have the best marketing campaign in the world, but if your offer doesn’t hit the mark, you’re throwing money away. Alternatively, if you create an offer so irresistible that your audience sees it as a "no-brainer," you’ll experience exponential returns.

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Think about it: If you could consistently create offers that people can’t say "no" to, how would that change your business?

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Elon Musk has mastered this.

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He’s developed products and offers that are so revolutionary that the media and public do the marketing for him. Musk doesn’t spend billions on ads—his products get people talking.

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From launching Tesla’s electric cars to SpaceX’s ambitious projects, his offers are so compelling that they sell themselves.

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So, what’s the takeaway?

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‍If you want to scale your business, you must learn how to create offers that people want, need, and are excited to talk about.

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The Three Foundations of Marketing – Market, Message, and Offer

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Before we get into the nuts and bolts of creating offers, it’s crucial to understand the broader context they fit into. In any successful business, there are three foundational pillars:

1. Market
2. Message
3. Offer

Market:

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This is where everything starts. Knowing your market inside and out is non-negotiable. Your market consists of the people you serve, their demographics, psychographics, behaviors, and needs.

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If you don’t understand your market, your offer will be misaligned from the start.

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Message:

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Once you know your market, you need to communicate effectively with them.

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Your message is how you speak to your audience—how you articulate their pain points, desires, and how your offer can bridge the gap between the two.

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Offer:

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This is where many people stumble.

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An offer isn’t just what you sell—it’s how you package, price, and deliver value.

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The offer includes every component that makes your product or service appealing, and this is where you have the greatest opportunity to stand out from the competition.

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For me, market and message were strengths. But I struggled with offers. I could generate leads, build rapport, and have great conversations, but my conversion rate wasn’t where I wanted it to be.

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That’s when I turned to Alex Hormozi’s training on offer creation. His framework, outlined in $100M Offers, provided a high-level strategy. However, I still had gaps in my understanding.

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So, I created my own refined process to make it actionable and easy to apply.

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This guide will give you a clear, step-by-step approach to mastering the most important element of your business: the offer.

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The Avatar – Defining Your Perfect Customer

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Before you can create an offer that resonates, you need to know exactly who you’re creating it for. This is where your avatar comes into play.

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Your avatar is the specific person (or people) you are targeting. A well-defined avatar helps you understand your market’s desires, pain points, and motivations.

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Who is your avatar?

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Think of your avatar as a real person. They have goals, dreams, and problems they’re trying to solve. The clearer you are about who this person is, the easier it becomes to create an offer that speaks directly to them.

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Here’s how I define an avatar:

• Demographics: Age, gender, occupation, income level, etc.
• Psychographics: Beliefs, values, pain points, aspirations, fears.
• Desires: What does this person ultimately want? What’s the “mountain” they’re trying to climb?

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The Avatar’s Journey

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Picture your avatar standing at the base of a mountain.

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Their ultimate goal—the thing they want more than anything—is at the peak. But before they can reach it, there are several milestones they need to hit along the way. Each milestone represents a smaller goal that brings them closer to the summit.

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Your offer should be designed to help them reach that final milestone.

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Here’s a critical point: Before you create your offer, you must clearly define your avatar and their desired outcome.

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Without this clarity, your offer won’t resonate, and your business won’t scale.

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Step 1 – Convert the Path into Steps

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Once you have a clear picture of your avatar, the next step is to map out the path they need to take to achieve their desired outcome.

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Let’s stick with the mountain metaphor. Your avatar wants to reach the top, but without clear steps, the journey seems overwhelming. They might not even know where to begin. This is where you, as the guide, come in. Your job is to convert that ambiguous path into clear, actionable steps.

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Breaking Down the Path

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Your offer should take the avatar’s journey and break it down into smaller, digestible steps that they can follow.

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Imagine a hiker looking up at a rugged trail—without steps, it feels too risky, too hard, and too uncertain. When you break that path into simple steps, you make the process easier to follow, which in turn increases their perceived likelihood of success.

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Here’s why this matters: People don’t buy products—they buy outcomes.

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The clearer and simpler the path to the outcome, the more attractive your offer becomes.

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Example: Let’s say your avatar wants to grow their business through paid advertising. To them, the goal is clear, but the process is murky. They don’t know how to make their ads profitable.

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Your offer should break down that process into actionable steps, such as:

1. Audience research.
2. Ad creation.
3. Budgeting and scaling.

By doing this, you’re giving them a clear roadmap to follow, which makes the offer more appealing.

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Step 2 – Identify the Problems at Each Step

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As your avatar walks the path toward their desired outcome, they will encounter obstacles. Every step in the process has its own set of problems.

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Diagnosing the Problems

You need to anticipate these problems before they do. Most entrepreneurs make the mistake of assuming their customers will figure out the details on their own.

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But the best offers solve problems before they even arise.

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At each step of the journey, your avatar will face challenges, and your job is to solve those challenges as part of your offer.

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Symptoms vs. Root Problems

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A common mistake is focusing on the symptoms of a problem instead of the root cause. For instance, if someone is struggling to scale their ads, the symptom might be poor conversion rates. But the root problem could be a poorly defined audience or a weak value proposition.

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You need to use the 5 Whys technique to get to the heart of each problem. Ask “Why is this a problem?” repeatedly until you find the core issue.

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When you solve the core issue, you deliver exponentially more value to your customers.

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Step 3 – Convert Problems into Solutions

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Once you’ve identified the problems, the next step is to convert them into solutions. This is the heart of the offer—the point where you turn obstacles into value.

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How to Solve Problems Effectively

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Look at each problem and brainstorm potential solutions. Some problems might require multiple solutions, while others can be addressed with a single fix. For example, if the problem is poor ad performance, the solution might involve improving ad copy, targeting, and creative design.

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Creating Value Through Innovation

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A key part of creating value is innovation. Borrowing from Elon Musk’s utility delta concept, value is measured by how much better your solution is than the current alternatives. The bigger the gap between your solution and the status quo, the more valuable your offer becomes.

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Example: If everyone else in your market is offering “Facebook Ads 101” training, and your offer solves problems that go beyond just getting ads running—such as how to make them profitable and scalable—your offer becomes exponentially more valuable.

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Step 4 – Deliver the Solution as a Tangible Offer

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Now that you’ve identified the problems and solutions, it’s time to deliver those solutions in the form of a tangible offer.

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Packaging the Offer

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The way you package your offer is just as important as the offer itself. Alex Hormozi uses the concept of an “offer cube,” where you look at different ways to deliver value.

• Could you deliver your solution as a 1:1 service?
• A group coaching program?
• A course or membership?

At this stage, your goal is to brainstorm delivery methods that best solve your avatar’s problems while also fitting your business model.

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The Offer Decision Matrix

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To figure out the best way to deliver your offer, use a decision matrix. Evaluate each solution based on two factors:

1. Cost to you: How expensive is it to deliver?
2. Value to the customer: How much perceived value does it add?

Prioritize solutions that have a high perceived value but are cost-effective to deliver. These are the components that will form the core of your offer.

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Step 5 – Pricing and Value Justification

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The final step in creating an irresistible offer is pricing. Your price must reflect the value you’re delivering, but it also needs to fit within your avatar’s financial reality.

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Pricing Based on Value

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The easiest way to price your offer is to base it on the value of the outcome. For example, if your offer helps businesses generate an extra $100,000 in revenue, pricing it at $10,000 would be a no-brainer for many business owners. That’s a 10x return on investment.

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Assessing Affordability

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When setting your price, consider your avatar’s income and financial situation. What can they realistically afford? If your offer provides massive value but feels out of reach financially, consider adding payment plans, financing options, or guarantees to reduce friction.

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Justifying the Price

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One of the most powerful strategies I’ve learned from Alex Hormozi is to make sure that each feature of your offer—each bullet point—justifies the entire price on its own.

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This way, even if your customer only uses one or two parts of your offer, they still feel like they’re getting massive value.

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Making Your Offer a No-Brainer

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At this point, you’ve identified your avatar, mapped out their journey, solved their problems, and priced your offer based on value. The final piece is making your offer so compelling that it becomes a no-brainer for your audience.

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Value Stacking

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To make your offer irresistible, stack as much value as possible into the offer. This could mean adding bonuses, exclusive access, or additional resources that make the deal even sweeter.

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Starting with a Premium Offer

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Many of the world’s most successful companies started with premium offers before scaling down.

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Tesla, Amazon, and even McDonald’s initially catered to a higher-end market, then reduced prices as they refined their processes.

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Starting with a premium price allows you to focus on quality and ensures you can deliver maximum value to your first customers.

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Conclusion

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To recap, here are the five steps to creating an irresistible offer:

1. Convert the Path into Steps: Break down the journey from where your avatar is now to their desired outcome.
2. Identify the Problems at Each Step: Anticipate the challenges they’ll face along the way.
3. Convert Problems into Solutions: Turn those obstacles into value by providing clear solutions.
4. Deliver the Solution in a Tangible Offer: Package those solutions into a compelling, easy-to-understand offer.
5. Price Based on Value: Set a price that reflects the value of the outcome, ensuring your avatar sees it as a no-brainer.

Creating an offer that sells itself is a skill that, once mastered, can transform your business.

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The most successful entrepreneurs have one thing in common—they know how to make offers that are impossible to refuse.

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Start applying these steps today, and watch your business soar.