SECRET #11 THE STACK SLIDE

Before I ever start selling anything, my first step is to create an irresistible offer. This is the product I am selling at the end of my presentation. I do that with something I call the “stack slide”. This is where I stack up everything a customer gets when they decide to buy, including all the bonuses and extras.

To start this process, I normally stand in front of a white board and write down everything I could create for my dream customer to get them their desired result. I spend a few hours brainstorming everything I can think up from providing a cool template to speed up their success to flying to their house and helping them in person! After my initial brain dump, I sit down and create the stack slide. I add in the coolest ideas from the white board that I’d be willing to deliver for the price I have in mind.

Every item on the stack slide has a value attached to it. The goal is to show that you’re giving 10 times as much value as you’re asking for in price. So if you’re selling a $97 product, you want the stack slide to add up to at least $997, preferably more. If you’re selling a product for $997, then the value needs to be at least $9,997.

Some people get concerned about assigning a value to each of the offer components. Think of it not as the value you’d sell it for, but the value they get from it. What will the results from each element be worth to them?

Over the years, I’ve developed six types of elements that work best in my offers.

Element #1: The Opportunity Switch Masterclass The first thing to include on your stack slide is the actual system that teaches them the new opportunity. This is what you will teach your beta group during your free masterclass. After you teach it once for free, it will be fleshed out in more detail in the actual course you’ll be selling, or it could just end up being the recordings from your beta masterclass.

Element #2: The Tools As someone participates in your masterclass, what are some tools you can give them to make the process easier for them and help them succeed? A tool can be something complex, such as software (one of the best tools), or something more simple, such as a template they need to fill in or checklists to follow.

One of my Inner Circle members, Liz Benny, sells a masterclass for people who want to become social media managers. She gives away all her contracts, so her students don’t have to hire expensive lawyers or come up with their own. While they certainly could draft their own, and she could teach them how to do that in the training, it’s more valuable to just have them already done.

Basically, she’s selling a by-product of her own business. She’s already created the contracts for herself, so it’s no extra work to offer them to others who are learning the same process. What by-products have you created that you could offer your customers?

Extra training is rarely a good stack item because most people assume that more training equals more work. People want tangible assets that make the core training easier to implement. Scripts, templates, cheat sheets, checklists, timelines, and schedules are all valuable tools you could create. Tools often have a much higher perceived value than the actual masterclass they paid for, so it’s worth investing some time to make something awesome.

Element #3: Tangible #1 (Related to the Vehicle) You’ll get deeper into false belief patterns in the next secret, but ask yourself this question: What false beliefs do your customers have about the vehicle / new opportunity that you’re presenting to them? What would keep them from believing that this vehicle is right for them? What tangible thing can you create to help them change their belief?

I love creating case studies or examples to include as this bonus. If I were creating a product about flipping houses on eBay, I’d go and find 20–30 examples of me doing this process, or case studies of my students having success with it. I’d put them together into a case study booklet or video training that people could watch or read as proof that the vehicle works and to get a better insight about how others are doing it. The more belief in the new opportunity I can create, the more likely they will be able to achieve the same results.

Element #4: Tangible #2 (Related to Their Internal Struggle) Once they believe the vehicle is right for them, what beliefs do they have about THEMSELVES that make them think they can’t succeed? For example, someone in your beta group might say, “That’s cool, but I don’t know how to . ” Or “I can’t . ” They might believe in the new vehicle, but they don’t believe in themselves. So you need to create something specific to help them overcome these false beliefs about themselves.

Maybe they think they’re not technically inclined. What can you create to show them how to hire the right tech people? Maybe they believe they’ve never been able to stick to a diet. What tangible can you create that will help them overcome this internal struggle? Sometimes this element will be specific training that goes beyond what’s in the masterclass. It could also be tangible tools or templates that will give them the confidence to realize they can actually do it.

One of my best-selling offers (my Funnel Hacking offer) taught people how to build funnels. While it was easy to get people to believe that funnels were the future, they often didn’t believe that THEY could actually build a successful sales funnel on their own. I discovered that one of their biggest fears was writing the copy for the funnel pages. So for this element, I gave people my copywriting course, as well as all my templates and swipe files, so they can easily complete that part of the process.

Element #5: Tangible #3 (Related to an External Struggle) This is usually the last thing holding someone back from getting results. They believe that the vehicle is right, they believe they can do it, but there is still some outside force that might make it difficult for them to succeed. This outside force might be a bad economy, lack of time, or something else outside their direct control.

For my Funnel Hacking offer, getting traffic was the big external struggle everyone had. They believed in the vehicle, they believed in themselves, but had fears that no one would ever click into their funnels. So we created a video course showing them how to drive traffic into their funnels.

For your opportunity, think about what outside things might possibly keep people from success, then create something to help eliminate or minimize that excuse.

Element #6: Exclusive Bonus Finally, we need to create something that will cause urgency and scarcity. In my ClickFunnels presentation, I offer an upgraded account for those who sign up before a certain deadline. In my highticket secrets course, I give the first 10 people a consult call with one of my sales guys. You can also give them personal access to you via an accountability group, a phone consultation, or a mastermind event.

Here is an example of my stack slide that you can model:

Once you have your stack slide assembled, you’ve got an irresistible offer a vehicle for real change. In the next secret, you’ll learn the script used to present and sell this offer. Keep reading!