[00:00.7 - 00:05.1] When someone says, "That feels expensive," the price may not actually be the problem.
[00:05.1 - 00:09.1] They may simply be trying to understand what they're getting and why it matters.
[00:09.1 - 00:14.1] Today, we're going to help you make your value easier to see.
[00:14.1 - 00:18.9] I don't know what comes next, but I couldn't care less.
[00:18.9 - 00:21.2] I refuse to feel stressed.
[00:21.2 - 00:23.2] There's no fear in my chest.
[00:23.2 - 00:25.5] Hit a pose with my stepps.
[00:25.5 - 00:27.6] Walk away from the pain I've been through.
[00:27.6 - 00:29.7] This feeling I'm feeling is brand new.
[00:29.7 - 00:31.6] This is the moment I break through.
[00:31.6 - 00:36.2] Welcome to 10 Minute Masterclass, your weekly mic drop on business growth.
[00:36.2 - 00:46.2] I'm your host and lead MC, Trey Sheneman, and each week on 10 Minute Masterclass, it's our goal to turn timeless business principles into today's business insights that you can use
[00:46.2 - 00:46.7] right now.
[00:46.7 - 00:51.6] And today, we're covering lever three of the Ironclad Offers framework, value stacking.
[00:51.6 - 00:53.4] This one's gonna be good.
[00:53.4 - 01:00.6] Now, an offer stack is a clear picture of everything the customer receives and why each part belongs.
[01:00.6 - 01:07.9] A value anchor is the context that helps a buyer understand the price in relation to the scope, the alternatives, and the result.
[01:07.9 - 01:10.2] Neither one of these things are tricks.
[01:10.2 - 01:20.3] In fact, when you put them both together, they actually reduce noise, and they help you make sure the buyer doesn't see some inflated value that you're not trying
[01:20.3 - 01:20.9] to go for.
[01:20.9 - 01:24.8] Now, if your main offer is weak, making some long stack's not gonna help that.
[01:24.8 - 01:26.4] The job's actually way simpler than that.
[01:26.4 - 01:30.7] We're just trying to really show the buyer every single thing that's included at a fair price.
[01:30.7 - 01:40.7] We want to give each part of our offer and our value stack a reason to exist, so that we can make the total investment of what they would have to pay if they bought each thing individually clear.
[01:40.7 - 01:48.7] Now, imagine you walk into a car dealership and the salesperson says, "Hey, that SUV over there is seventy thousand dollars." Well, you'd probably have questions.
[01:48.7 - 01:50.0] "Well, you know, what's included?
[01:50.0 - 01:51.6] I-is anything optional?
[01:51.6 - 01:57.9] Well, what makes this SUV different from that SUV?" Now, imagine the vehicle is presented clearly.
[01:57.9 - 01:59.1] They don't just start right there.
[01:59.1 - 02:06.1] You're, you're able to see the safety package, the warranty, the towing capacity, the technology package, the service plan.
[02:06.1 - 02:12.4] Now, the price hasn't changed, but you now have more context for the decision of why the price is what it is.
[02:12.4 - 02:17.8] Car dealership window tags are some of the best offer stacks out there you can read.
[02:17.8 - 02:20.0] They don't try and make a bad deal good.
[02:20.0 - 02:27.5] They help the buyer see the actual deal accurately, and man, if you've ever read those things, they're really, really long, everything that you get inside of an MSRP.
[02:27.5 - 02:29.8] Now, let's look at your core offer.
[02:29.8 - 02:32.7] What is the essential thing the person is buying?
[02:32.7 - 02:39.3] If you offer, say, advisory work, then maybe they buy a diagnostic, a strategic plan, and working sessions to put that plan into action.
[02:39.3 - 02:43.8] If you sell a course, maybe it's the curriculum and the path that they use to get it.
[02:43.8 - 02:46.8] Then ask, "What would make my path more complete?
[02:46.8 - 02:48.7] What helps the customer move faster?
[02:48.7 - 02:51.0] What reduces a predictable friction point?
[02:51.0 - 03:01.3] What gives them the support needed to use the core offer well?" That might be templates or checklists or a live implementation session or some backend community
[03:01.3 - 03:04.3] of other people like them, or maybe it's an onboarding service.
[03:04.3 - 03:10.6] The key is, as you're thinking about these items in your stack, each item should actually solve a real problem.
[03:10.6 - 03:14.3] We're not trying to just add things to our offer just to make our sales page look better.
[03:14.3 - 03:19.8] We're adding it because we genuinely believe the customer's gonna be better off by having it rather than without it.
[03:19.8 - 03:28.0] If you're a busy founder and your revenue has stalled at all, and you're wondering, "What in the world do I need to do about it?" I want you to listen up.
[03:28.0 - 03:38.2] I have spent the last seventeen years codifying the exact processes that I've used with people like Dave Ramsey and Brendon Burchard and Darren Hardy
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[04:06.7 - 04:16.8] you an opportunity to get a special price as a thank you for being a listener to Ten Minute Masterclass on using CMOS, Compass Method Operating System, to help unlock the growth in your business.
[04:16.8 - 04:26.9] So if you'll click the link in our show notes, you can go to compassmethodos.com, put in code tenminutemc, that's one, zero, M-I-N-M-C, and you can save five
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[04:31.0 - 04:32.4] Thanks so much for being a listener.
[04:32.4 - 04:34.0] It's gonna change your life.
[04:34.0 - 04:40.6] Once your scope is clear of what goes into your offer, getting the investment right in the right context matters too.
[04:40.6 - 04:44.4] Now, for some offers, that means comparing the price to a legitimate alternative.
[04:44.4 - 04:49.8] For example, a custom sales process build could require several rounds of consulting and internal rework.
[04:49.8 - 04:54.6] This program gives you the operating system, the templates, and the implementation support all in one place.
[04:54.6 - 04:58.9] For other offers, it means showing the practical value of the components of the offer.
[04:58.9 - 05:04.7] If a live workshop replaces a separate consulting session, say so only that if the comparison is fair.
[05:04.7 - 05:08.4] If a template saves hours and hours, you gotta explain that too.
[05:08.4 - 05:11.3] The buyer shouldn't have to guess how these pieces are priced.
[05:11.3 - 05:17.6] We should make it very explicitly clear, so that they see what they're paying is way under what they're getting.
[05:17.6 - 05:22.6] Now, we don't need to claim that a fifty-page guide is worth two thousand dollars just to create value, though.
[05:22.6 - 05:30.1] We need to ask ourselves questions like, would a reasonable buyer understand why this helps them reach the result with less time, less risk, and less effort?
[05:30.1 - 05:31.9] If the answer is yes, explain it.
[05:31.9 - 05:33.6] If the answer is no, remove it.
[05:33.6 - 05:39.3] A smaller, more coherent offer is often stronger than a crowded one, so we're not just trying to stuff things in.
[05:39.3 - 05:43.7] We're trying to make sure that we've adequately described everything that our buyer gets.
[05:43.7 - 05:47.8] Now, when we're done, you need to ask four questions to make sure we're on track.
[05:47.8 - 05:49.5] What's the core offer they're paying for?
[05:49.5 - 05:53.2] What are the three to five components that genuinely help them get there?
[05:53.2 - 05:56.1] What friction do each of those components remove?
[05:56.1 - 05:59.3] And what fair comparison helps them understand the investment?
[05:59.3 - 06:03.0] Once we have those things true, we can write a simple summary here.
[06:03.0 - 06:10.3] "Here is what you get, here's how each part helps, and here's what it's gonna cost." That's your starting point with your value stack.
[06:10.3 - 06:13.7] Here's what you get, here's what they're gonna do, here's what they cost.
[06:13.7 - 06:16.4] We do not wanna make people have to do mental math.
[06:16.4 - 06:20.4] We wanna show them what it is, why it matters, and how the pieces fit together.
[06:20.4 - 06:30.6] Now, in a future episode, we're gonna talk about what's called perceived likelihood of success, which is one of the reasons why we need to make sure we're not overshadowing that good work we
[06:30.6 - 06:38.3] did with the dream outcome and our unique mechanism by just stuffing a ton of stuff down into our offer that doesn't need to be there.
[06:38.3 - 06:39.7] It's a little bit of a seesaw.
[06:39.7 - 06:49.9] It's a little bit of a balancing act of making sure there's enough value in the offer to justify the price, but not so many things that it gets confusing for the buyer, where they stop believing that they can actually
[06:49.9 - 06:50.7] do it.
[06:50.7 - 06:53.6] That's how we know we have a good value stack.
[06:53.6 - 07:01.3] We're essentially taking our Tetris pieces here, and we're fitting them together into this framework to ultimately make our offer as ironclad as it can be.
[07:01.3 - 07:04.4] So stick with me each week in this series.
[07:04.4 - 07:08.3] There's gonna be s- these practical questions to answer, these activities to do.
[07:08.3 - 07:18.3] Make sure that you're doing them and you're doing them in order, because these are building blocks that are coming together, like I said, like Tetris pieces, to actually ultimately buttress up our offer in the best way it possibly can.
[07:18.3 - 07:23.8] On the next episode, we're gonna talk about perceived likelihood of success, which is a really interesting endeavor to take on.
[07:23.8 - 07:26.5] And until then, get your homework done.
[07:26.5 - 07:30.1] Thanks for tuning in, and I'll see you on the flip side.
