Most Important Concepts

Action Points

Chapter Recap

Section 1: What’s a money model?

• Make enough profit to cover the cost of getting a new customer within the first 30 days.
• 4 types of offers:
  • Attraction, upsell, downsell, & continuity offers

Section 2: Attraction offers

Win Your Money Back Offer

• Get paid up front, but offer the customer to get their money back if they complete X.
  • Offer them an upsell once they have already seen some results.

Giveaways

• Give away a grand prize to one winner, but for everyone else offer it at a discount afterwards.

Decoy offer

• Decoy offers advertise something free or discounted. Then, when leads ask to learn more, you also present a more valuable premium offer.

Buy X get Y free

Pay less now or pay more later

• Give people a choice to get it for free, then automatically billed later, unless they are unhappy.

Free goodwill offer

Section 3: upsell offers

The classic upsell

• Price options in a way where it nudges the buyer towards the one you want them to buy.