Why Most Dubai Offers Fail (And How to Build a AED 10k One)

I want to share with you a practical step-by-step methodology on how to create an offer for any market of choice. Initially, we began by looking at the market and choosing the market. Then, we moved on to messaging 15 people within that market and logging everything they said. I show you the logs within this video.

After that, we analyzed for patterns. We identified pain points and then we looked at the elements of an offer and then wrote all the raw elements of the offer with certain mindsets and mind shifts that we needed to have and then we transformed all of that into a landing page which we can present to the clients and then we found gaps aligned it with the product because an offer is not a product itself and of product is not the offer itself. you're going to find out within this video. And then we finalized everything and now we're ready to hit the market with that offer. So this exact process, we run it for ourselves and you can run it for yourself and your business and any market of choice.

Without further ado, let's jump into the video. So now I'm going to share with you everything I know about offers. So let's make this assumption that you have chosen a market within the UAE or any other country. You said I chose real estate or events planning and management companies or spas or salons or fit outs or interior designers.

Whatever market you have in mind, the first objective or task you're going to have is what are you going to tell them? What are the exact words or let's say in particular the exact 10 words approximately over here that you're going to tell them that's going to make them say yes, I want to work with you. take my money from my pocket and please give me the service that you have and I don't see as a risk and I feel that I'm going to get the results from you and I want to work with you ASAP. So what are we what what are the steps you're going to take in order to get to that outcome from a complete stranger that exists within your market right now. This is exactly what we're going to talk about in this video.

And we're going to end up with something tangible because many offer videos or many offer books, they come to a point where, okay, you understand the promise, you understand all of these elements, but it's not tangible yet. It's not presentable to the client. So, we're going to get into the stage of how to make it presentable to the client, which I'm going to show you the page we created. By the way, this is a live example.

We're working with event planners and wedding planners here in the UAE and we've built in this offer and we're testing it out and now we're at the stage of client acquisition basically and I'm taking you through the process in terms of how we do it for ourselves, how we do it for our clients and how you can do it for yourself as well. That being said, let's jump into this video. The output of this video, the objective of this video, by the end of it, you should have a one offer written down with proof that's d-risk that you can present to any stranger that's can just going to say, "Yes, I want to work with you." We're going to go from guessing what a market needs and trying to sell them a guess that you may have or a hypothesis to being their customer. And don't don't worry at this stage.

You're not going to pay them any money. You're not it's not necessary for you to pay any money. We're going to do some research and then you're going to find out how and then you're going to sell them the exact thing you watch that went wrong. That's going to be the pain point they're going to have and I'm going to show you exactly the logs over here.

We've talked to people and that's why we ended up with this offer. So I want to tell you how the end looks like. So I show you that page but the shape of everything and what you saw in that page. Let me go back to it.

It's one promise which is one claim over here and it's based on the speed of reply as you can see. So yeah, the image is gone, but it's based on the speed of reply, how fast we reply to a certain lead. And that's what they wanted based on the logs that we have. And we went as mystery shopping, which I'm going to show you in a bit.

And why did it take that shape? Because we understood exactly how a business works, which I'm going to explain to you over here and pick a part. You're going to understand how every business works and what are the elements and functions within a business so you can know exactly which part you're going to track. tackle to come up with that one promise. And what it is not is you're going to see what metrics they really do not care about the particular market you you want.

For example, in this case, I I could have written get more get 20 more leads per month or get 20 more consultations per month or get 20 more bookings per month. But that did not make sense for the client. That was not their language. the market we're tackling and that's why we end up ended up with a speed of reply based on a painoint we saw. This is like the outcome of everything we're going to do today.

But before we begin and go to deeper into each of these lessons over here, let's start with this mindset or frame mind frames that I want you to have before we enter and build out this offer. So with these mind frames, these are like small nuggets I want you to keep at the back of your head as you go through the each section over here. you're going to remember what I told you at the very beginning because they're going to shape or guide they're like guide rails in order to get you to the right offer that you want to create for your market. So frame number one is you are writing for a stranger. That means that you are writing for someone has who has no idea you exist.

They're not a warm lead. They're not a referral. They're not someone who heard about you. Not someone who watched your content.

If you don't post content, they don't have content to watch. is not someone who has seen you pass by twice. It's a complete stranger who has no clue who you are and has no idea if you can deliver a result. That's how or the frame you're going to write the offer to. You're not going to write it to someone that knows you.

You're not going to assume that I'm a kind person or that person is a kind person or this person will understand me. No, you are seen as a risk to a complete stranger. If you're walking on the street, someone looks at you, you are a risk. Like you look risky.

I'm gonna chat with you. I'm not gonna talk with you. I'm not gonna sometimes even in some places not even going to smile to you depending on the situation of course. But in business the you're going to talk to someone as if they're a complete stranger and you want them to get to buy or get them to buy something.

So this brings us to the second point which is you are a risk there. When they look at you, when a complete stranger looks at your offer at any point or at your service as well, they're thinking, "Will this person make me lose money and make me more work more?" That's what they're thinking. And will I make a mistake talking to this person? Will this person bug me?

And this is a thought process I have as well. I'm being very honest with you. is that when someone talks to me, first of all, if I reply, maybe this person follows up 17 times, bugs me, maybe they're not the person that will get me the results, maybe we don't have chemistry, we don't vibe with each other, maybe they're scamming me, like the all all the all this is under an umbrella of they are a risk to me. And this is how people see you as well. This is how people see me as well.

When I go to a complete stranger, they see me as a risk. No matter what the credibility I have, if someone has no clue about the credibility that I have, I'm seen as a risk. So, this is another thing you put in mind that people see you as a risk. And your job is with the offer is to take the risk of them.

Meaning that no matter how well prepared you go, your your your objective is to make them see you less as a risk. That's why we create such content. That's why we do outreach and we do these connections. That's why we like referrals because that risk element goes away.

So this is point number two. Point number three, proof and a guarantee do the same job. Meaning that they answer the same question is how likely I am to get the outcome over here. Did someone else similar to my situation work with this person and get the outcome? and you starting at the very beginning.

You may not have any proof at the beginning. That's completely fine. And you are seen as a risk as well at the very beginning. That is completely fine.

This is the nature of the business and the game you're getting in. And the way you go about these two parts, let's say with this app over here, which the product I'm going to show you in a bit, is that you're going to actually show them it's working live. Meaning that if I don't have proof, if I don't have clients, if I haven't shown it to anyone, either I go get someone and get them to try it and take a testimonial or case study for from them while optimizing for speed, let's say say doing it for free, which I'm not big a fan of at this stage of business. I am, but I know some people can do that.

Or if you know that person, that's a very big disclaimer caveat if you know that person. or I go and charge the minimum amount to just get momentum, just get my first client and go on. And the way you get that client is through showing them that it actually works. For example, if it's a WhatsApp AI agent, I'd open WhatsApp on my phone. I'd open on my screen, record my screen, type and see what happens like interchangeably.

Then they tell them, do you want this within your business or not? It's as simple as that. That's proof by itself. So don't take proof as case studies only but prove that it works as well.

That's point number three. Point number four is they buy result not the work. Many people say that I worked 10 hours on this app I should charge this amount. Nobody cares what you're worth.

Nobody cares about that amount if you're starting at the very beginning because coming back to the point you're a complete stranger. The stranger wants to make money. You're seen as a risk. They want to believe that they're going to get the result from you and they want that result.

They they don't care about how much work you put in. This is the reality of how everything is. So this is how you're going to write the offer as well. You're going to focus on the result and the outcome they're going to get because that's value to them.

You're going to write the outcome in their words. Anything describing your process goes further down. Let me just tap double tap on this point. meaning that the outcome for example is to get more consultations for example for a particular market. Now they want more consultations.

They don't want to and let's let's think about ways to get more consultations. They can they can run ads and to run ads they need to open a meta ad account and then verify create some creatives and images put the captions put the call to action. Go and do all of these things. This is the work and this can be or agency owners and consultants and anyone who's selling such services as AI.

What they say is we're going to use AI. We're going to do this. We're going to optimize this part. And it's super exciting to say by the way, we're going to optimize this with AI.

We're going to use 10 prompts to see which prompt works best and so on. This is you selling the work which they do not really they do not care about. Like I'm genuinely telling you nobody cares about the work you're going to do. They care about will I get this result or not because coming back to the point stranger they want to make money you are a risk will I get this outcome is there any proof does this work and I just want the result I don't want to see like I don't want more work and I don't want to I I don't care about the work that's happening so this is this is point number four you see how all of them are connected with each other right so moving to point number five the offer only has to start at a at a conversation so this is very very important meaning that The point of an offer and let let me define what an offer is.

An offer is an invitation for someone to work with you. And there's a big misconception around this especially in this region in the UAE that because and I'll tell you the reason why because there's any many images on Instagram now you see or even places that say offer available. They they put 5,000 dirhams for example strike through that and why 2,000. So what people understand about offer, it may be a price, it may be a discount, it may be something related to a limited time thing that I'm going to get.

That is not an offer. An offer is an invitation for someone to work with you. A complete stranger walking by, you give them an invitation to work with you while understanding the psychological pieces that's going in their mind of why would they stop and give you money. That's that's the mentality you're going to have.

The product is what you're going to deliver. So the job of the offer over here is to start a conversation with you, which is what I'm mentioning over here. They need to talk to you. And for them to talk to you, you need to structure this offer really well where it captures their attention, talks to them, they feel heard and seen, and then they reach out to you.

So let me see what I wrote over here. Stop trying to fit the whole business into your headline. This is very, very important. Yes.

Meaning that I've seen headlines within an offer, the first statement being like something clever saying that stop losing leads, start gaining momentum. It is clever. It sounds nice, but it does not stop a stranger based on these rules. You understand what I'm getting, right?

It should be specific to the point, an invitation. They understand what you're saying. You're a complete stranger. Not that risky.

Even at this point, they're not going to believe you. They're not going to even like even if you mention the headline itself, the specific thing as a complete stranger, they're not going to believe you. And the main and the way you're going to make them believe you, I'm going to show you in a bit, but they're not going to believe you, but it's going to stop them. You need to stop them.

And you need to go through this process in order to feel and imagine what this what what this is. it it it can't be explained as much as if you're going to feel and write a sentence and people are going to reach out to you and that's a sentence that's working for you and that's the reason behind one of one of the biggest reasons actually behind why in some headlines even if they sound weird they I don't change them and I don't like internally I'm being honest with you I'm not comfortable with having such headlines but it works and my emotions don't matter if it works. I'm not going to mess up with with something based on my feelings to make it look nice and make not the business not work because I don't like it. So, this is just a just a note over here. So, build a thing around the offer, not the offer around the thing you've already made.

Meaning that you're going to build or there's going to be an alignment as I mentioned what's the product is and what the offer. The offer is an invitation. the product is how you're going to get the result to the other individual. So what could happen sometimes is that the offer which the invitation and this is when a marketer takes over the business and not an operator. So you need to be somewhere in the between and have some balance over there where the marketer would say you're going to get infinite amount of leads if you start working with us and you're going to have a lot of clients and you're going to have XY Z because you're going to work with us when the product is actually just going to get them 10 leads per month.

So you see there's a misalignment in terms of what you say and what they actually get. So the point I'm trying to make over here, you're going to go back and forth between product and offer and what's going to be on the page until you have that alignment or balance where both of them agree and match with each other. And a note I'd make here when I was working on this offer as well, we had an initial particular offer that we started with. Then we went and built out the product itself, which is what we're going to deliver.

And then we found out that the offer was a bit same a bit more claims than what the product actually delivered. The question then became should we fix the product or should we fix the offer? So we kept on going back and forth until they both met or just talked to each other properly or were aligned with each other. very very important point and that's how you avoid being clickbait or scammy or all those things that people say like they told me something I got something else you're going to avoid all of that just by this alignment step over here so where does everything sit and how if I was to summarize everything over here who's reading this as we said a complete stranger who has no clue and never heard about you it's not somebody who already follows you watches your content was was sent by a referral or friend or all those kind of things. What it carries it has a quantified in this offer a claim promise and a guarantee that derrisks you meaning that you're not seen as a risk and it has also proof that they're going to get the result.

It does not depend on your reputation over here because they have no clue who you are. If I go and tell someone I pursued my PhD in space, sent satellites to space, I've worked with multiple businesses, I'm featured in XY Z and all these kind of things like this person as a stranger even at the first time will not absorb all of this. I I've been to meetings like that like they will not absorb it all at once because I'm a stranger. my words are seen differently if if another person told them those exact things. So these don't matter and the way you start or structure the offer at the very beginning is you structure it for a complete stranger and go through it with a thick skin.

So what they need first a reason not to dismiss you inside the 3 seconds. So you have 3 seconds and the stranger, you don't want the stranger to skip essentially. You want them to double click on you and you go into exploring what you're all about and what you're talking about. And this is why a lot of time is spent actually on the promise itself.

Meaning that the first line or the first three seconds or in content world is the hook or in YouTube world is the packaging. How can I put the image and the title in a way where people click on the video, go through the video and all of that. This is the offer version of all of those kind of things if you if you want to make that relation. And what you can skip at this point is nothing for the code.

And here is most of the de-risking element meaning that you can maybe not put in guarantee if someone comes as a referral in an offer. Meaning that if someone referred someone else to me, I would have in my mind I can increase the price. I can remove the guarantee. I can make life easier for myself.

I can remove certain things that is tiresome for me that I don't have a capacity for like and I have a confidence that they will say yes. I know you experienced that. We experienced it as well. And even though it may not be the right thing to do at that time, but you feel that way. you you feel higher confident that you're going to get a yes even with less things.

So in this point what I'm trying to make is for a complete stranger and we're going to treat warm audience by this is another important point when I create offers even though I know a lot of people I can get referrals I can get people who know me that will actually go with this offer. I don't design it for them. I design it for a completely cold person even though I'm going to sell to this person as well. Because if I design it for a warm audience, it will not sell for a cold audience.

But if I design it for a cold audience, it will sell for cold, it will sell for warm. Very, very important. So if you have an audience, this is a very important point. I've seen it with multiple clients who come to me that have big audiences.

You can have a warm offer or you can have a cold offer that will crush and it's a very easier job to set. meaning that they've seen you, they like you, they trust you, they've seen you around, they if you're creating content, let's say you have a big following, they've seen your content for 60 days, 90 days, for however long and they it's easier to convert than someone who just starting starting out. This is just a note over here which is very obvious. So what we're going to do now is now you have the right mindset or frame mind frames within and I want you to keep all of these within within the back of your head. We're going to go through a step-by-step process where we're I'm going to show you how does a business work and how are you going to define what part of the business you're going to create the offer for.

We're going to show you how to build the list of people you're going to talk to or how are you going to go mystery shopping. Then you're going to go shop them, which is you're going to send them, you're going to act as a customer. You're going to go through the full process. And by the way, I was just talking to someone.

He told me that I told him create a second brain for your business because I think it's very important you can do XY Z and not the the the the hypy way of creating second brains that you see on YouTube but there's another different like it's it's a better way of creating it which is actually useful. I said do that. That person told me that and I've invested in this company. That person told me that I actually already did that and I funnel hacked a lot of people and I know exactly and I went on the cult even with them as a sales call and they're really bad at the cult like he identified all the pain points for a competitor that he's going to beat.

But in this case, we're not identifying competitors but what we're identifying is gaps and pain points within the people we want to sell so we can sell them a solution that would actually help them. So this is shop them. I'm going to show you the logs of what they said in English and Arabic and then we're going to count it in terms of what patterns we can find out, what numbers we can see, what figures we can work on as a baseline. And then we're going to pick one pattern which is let's say a recurring pattern, the dominant pain point over here.

Then we're going to write the elements of an offer out of those pain points which is a market research we did. Then we're going to lay out the elements on something that we can present to clients such as a web page. let's say a Google document or even a normal document or a PDF or if you want to beautify it with your branding and all that, you know, the brochures, the proposals or whatever you want to call it. And then I'm going to show that to other people. I'm I'm going to show you ours as well, just so you see how everything looks and what are the next steps for us because the next videos that I'm going to be creating on YouTube here is going to be based on the progress we make with this.

Whether it's client acquisition, a new video we make, the product itself, I want to make a dedicated video for that and so on. So how we're going to read this is we're going to go through the process. I'm going to show you the method over here. The example we're using is the wedding planners and event planners here in the UAE and in Dubai and basically all the Emirates here in the UAE.

I'm going to show you the logs as well and we're going to go through how we did it and then it's your turn to do it for your offer. And if you're targeting event planners, you can go ahead and copy this exact offer that we're ending up with because we have a video on the market. I'm going to tag that below. Not not important to go through, but how we chose event planners.

And now a video on how to create an offer for them. Basically, this is handing you exactly a business on on a golden plate. But you can copy this, but many people will copy this and it's completely fine. But you keep in mind that many people will copy this and you may have competition.

You may have you may be targeting the same people in the UAE. Maybe you can do it for a different country. Like make your changes. If you're going to keep 90% the same, keep it.

I don't I don't mind. But Chase at print 10%. That's what I'm trying to say. So at the end of each worksheet, you're going to see something like this, which is so what.

And essentially, it's a summary of the page. It's everything after this page is a single loop. You're going to see what the market does and you're going to count it, put numbers to it, and you're going to promise them a single one promise that they're going to understand that's going to resonate and they're going to stop and want to talk to you more to go to the next step. Now, let's go understand how businesses actually work.

This over here is one of my favorite universal concepts that I apply to every single business to map out exactly what the business is and where are the gaps or pain points and how can I design my offer for that business or any other application as well. And the challenging part for me in the very beginning was that okay I read the books about offer I read about offers. You need to create an offer in this way. It has to have a claim.

It has to have a promise. it needs to target the market and all those kind of things. Amazing. But when I came to and I went on doing that offer without understanding what I'm going to show you, but I did not understand or know where that offer fit exactly for that business and what it meant for the business that I was creating the offer from or for. Now, I'm going to show you exactly where it fits and why you're going to pick one department and why you're not going to tell people if you're selling AI services or AI assisted services, you're not going to tell them, hey, I'm going to change your marketing or finance and you're going to get an email every single morning.

I'm going to add a bunch of AI agents that's going to do your content and then going to follow up with people who have not responded back to you. It's going to send proposals. Yeah, we're going to automate the pro proposal part as well. is going to create for your PDFs and all those cool things. This is too much.

Again, coming back to the point, you're a complete stranger. You're a risk and you're telling me you're going to change my life with AI and just deploy a bunch of AI agents or the AI agentic army within my business. That's kind of a question mark for me. Who are you again?

Why are we going to do all of that? That sounds like a lot of work and all those kind of things. So, let's go through this map over here. It's going to make a lot of sense and you're going to understand how to pinpoint where your offer will be.

Like you're going to place it. Imagine it like a chessboard. You're going to know exactly where to place your offer. So the frame I want you to have is that the market came first.

You chose a market. Then the offer comes second. You cannot design an offer for people you have not chosen. A market you have not chosen.

You're going to pick who. You got to pick which part of what they do and before write a single line about what you sell. So you're going to understand this map and you're going to understand who who is events ma management and planning which we have chosen already. And now we're going to look which part of the business map we're going to solve as our offer.

So at the end of this I want you to choose at the end of the slide or this sheet over here I want you to choose which department you're going to be targeting. So any business no matter how big that business is has three main departments. Department number one is marketing. The main objective of this department is to get the complete stranger.

And by the way, I want you to think about this from the lens of your client. Meaning the business you want to serve, the market you want to serve. In our case, event planners. We want to serve them.

We're going to think in the shoes of their clients, not our clients, but their clients. Meaning those who, let's say, the couples who want to plan a wedding, they go to the event planners. The event planner job is to get attention of the couples who want to get on a wedding, right? How do they do that?

On Instagram, social platforms, content, ads, reaching out a bit hard to understand to reach out to a person who who wants to get married unless they're super vocal about it. But those type of people essentially their their main job is to get the attention of them and capture the interest of those people. Then the sales system which is the second department over here is to capture that attention through whatever platform and turn them into sales. And this could be through a consultation call or through a proposal sending or through a certain nurture type of process.

Okay, what do you want? What? Send them a bunch of questionnaires. What do you want to do exactly?

What design do you want? Okay, let's let's design it this way. What's your budget? And all those kind of things to get them through the sales process.

Send a proposal. If they got ghosted, they do some follow-ups until they get the money and as soon as they get the money over here, these two departments are done, which is essentially the client acquisition aspect of any business. Then operation start, which is delivering the product. So this is the offer or their offer objective is to get them marketing and sales.

Your offer objective, which we're trying to build over here, is to get them the event planners in this case, your market through the marketing and sales. You see, it's a kind of a two-layered thing and this can get confusing at the very beginning. There's you, there's your customer or the person you want to sell to and they have clients as well, that business. So, what we're designing here is for their clients.

Then we're going to work ourselves or our way backwards. So marketing and sales is where their their job stops and then what starts after the sales is that they need to deliver the product and do the operations to do the finance do the let's say the suppliers check the suppliers to see resell them upsell them manage the client and all the the onboarding as well in terms of what are we going to do the 3D drawings and all those kind of things the venue when are we going to go and the time management and the scheduling and the consulting and everything that comes afterwards. So you see these are the only three departments within any business no matter how big, no matter how small. If it's a solo entrepreneur as I said that person is the marketing department, sales department and operations department.

If it's a big company, they have different departments with 100 people under them for each different department. one person responsible for ads, one for LinkedIn, one for Instagram, one for organic content, one for videos, whatever it is. So, it's it's kind of the same exact map for every single type of business. What you're going to do now is you're going to choose either you're going to target or solve a problem within this bucket, which is marketing or sales or operations. You're not going to say, I'm going to do all of them and transform your business and AI transformation partner.

Amazing. I'm going to change your life with AI agents and all those kind of things. You're not going to do that because again coming back to the point you're a complete stranger. Don't come tell me you're going to change my life with AI agents.

I don't want I don't want all of that. I don't trust you to do all of that. Let's start with a small promise, small solution and a small problem and then we can work our way if you're a stranger and I want to get to trust you. So that's point number one.

Point number two is if you go in without it, without understanding this concept over here, you are looking for a business with a problem which is all the businesses in the world. Every single business has a problem. And if you just go without understanding which problem where it's like you're going to be looking at all businesses. So if you decide first you're looking at one department, let's say the marketing department which a list you can write down of all the problems over here.

Let's say marketing. If we talk about marketing, in marketing we have outreach. How do you get capture attention? We have outreach.

We can run ads. We can create content long form, short form. We can talk to people who we know. Let's say we can ask for referrals.

This is all trying to get attentions in different way. So under these branches, let's take content. We can do content for which platform you want. You can put written content, photos, videos.

You can do Instagram, LinkedIn. You can you can go down and branch down. So I what I recommend you to do and I've done this in some previous videos. You create a tree tree structure or a tree chart where you write marketing and under that you write for example content ads and all those kind of things.

And under that you write meta ads, LinkedIn ads or X ads, Tik Tok ads. Then under that you can write a bunch of other things and you can just branch out and see which small problem you're going to solve. So this is point number one. If you go in without understanding this, you find out what is wrong.

Once you already are in a conversation, this is this is this is wrong. You need to build an offer to get into a conversation and you need to understand exactly what you're and this by the way if you're starting out affects your confidence in ways that you don't or you can't imagine. meaning that you may go into a call or talk to a potential client while being nervous that I don't understand how this call will go, what will happen, what if they tell me this, what if I don't know how to answer, how will I look and all of that. But if you frame it properly and you say I did it or my offer right now or what I'm talking about is LinkedIn ads because I'm an expert at, they most probably will talk about everything related to that within the call. So you have full confidence that you can answer because you're an expert at that.

That's point number two. If you go in without it, everything you hear sounds like a problem worth solving. This is very very important point because you let's say you have expertise in a particular thing. If you don't understand which department they're going, they say I want to add AI within my business and make more money with AI and get better leads and all those kind of things, you're going to think, yeah, we can create better proposals which is under sales. we can create uh this or that person or the client will tell you that oh I saw a video on YouTube they said that in supply chain now they're using this type of AI agent for this kind of knowledge management systems and I want to stay up to news because and I want to sell that to other people I want to stay up to date with all of what's happening as well so you may think this is an amazing idea why not that's exactly what I sell maybe you say that on the call that's exactly what I sell do you want to buy it but every and and the point what I'm trying to make is that if you're not clear about this, everything you're going to hear that they say is a problem to them sounds like, okay, this is a solution that I want to I want to solve.

And then the final thing is that you cannot tell whether two answers are about the same thing or not. Meaning that if they tell you two different things and you give them and you say, "Okay, I'm gonna we want proposals and we want to do fix our onboarding and fix that form within our onboarding where we get an email every single time." You may think that's sales or you may think that's operations. You don't have a clear image of what that you may think it's just AI. So you can you need to segregate between everything over here.

So again we come to the point is marketing, sales and operations. marketing what you can see from the outside. So this is a very very important point. So now if you think about it this way, if you are going to become their client, let's say event planners, how do they do marketing? As we said, they're on Instagram, they're on certain social media, they run ads, they bring influencers to talk about them, they take images of the events they run and all those kind of things, right?

They're doing marketing for themselves. These are things that are external that you can see, but on the back end, once they have a client, they're running the event. They're talking to suppliers. They're managing their employees.

They're updating each other through a WhatsApp group, let's say, or they have some sort of automation. They're seeing their requests that are coming in. This you need to be within the business to see it. These two, you can see it externally.

Meaning that if you're entering a market you have no clue about, this may be tough for you to see exactly their pain points. You can hypothesize or you can think and assume they're having a high workload. The founder. So let let me give you a test here and I think it's going to make a lot of sense.

You see if you're in this space and selling AI space to different businesses. You see many people saying that I help you save 10 hours per week or per month. I help you save X amount of money per whatever. Like you see these kind of offers and claims that are happening right now that you understand this map where does this sit it sits in operations.

So is that person an expert let's say let's talk about the events and planning management companies is that AI automation agency who started AI automation targeting this market is an expert in events that that person completely understands the workload where 10 hours makes sense towards that event planner or not. This is the first question and most of the time let's say 90 plus 90% plus of the time it's that person has no clue that person made an assumption they're working a lot. They made the assumption that they want less hours. They made the assumption it's because of their operations and they're juggling around a lot of work.

You see those those tragic kind of words and then they put their offer around that and then they wonder why is nobody buying from me? because you took the wrong approach in terms of going to the person and you base it all on assumptions. What we're doing here is that if we're an expert and I've done let's say a thousand events in the past or I've been on the other side then I understand operations then I can put my offer around operations. But if I'm just starting out within a market, I can go through the external part, which is talk to them, reach out to them, get up to the point of buying, which is a sales. I I just note down their follow-ups, how does their proposal look like, how do they qualify me to that point and all that, and I can create an offer around this part.

So, this is easier to create an offer around. This is harder. Harder in the sense of you don't have access to the information at the get-go. People won't tell you that, hey, I have a problem because my employee just left.

And that happens commonly among a lot of event planners. You get the point, right? And that's what I'm trying to say over here. Everything you see in marketing is on their website or everything is outside.

Basically, everything in their sales up to you become a client is also on the outside. They'll try to sell you. So, you can really understand. This may take a bit more time because you're going to wait.

The time is waiting. So what you're going to do is you're going to send a message, send me the quotation, they send the quotation that the sales system start over here sales function and then you're going to ghost them on purpose and the follow-up system will show up if they follow up. That's also another sales system you can capture until they send you a payment link and then after the payment link it goes over here and from the outside almost most of the time you cannot see unless you go to a certain venue you see an event planner working and just fixing that venue for tomorrow night and you just stand there and look who's coming who's bringing the lights what was the truck's name company it's a very spy kind of thing you know but a stalking kind of thing but uh something I don't recommend but That's that's one of the cases or one way to imagine all of this. So the rule over here is that if you don't have access to operations, don't assume that these are the operations.

I'm going to go fix that. This is the revenue you're making. I'm going to help you make better or I'm going to make you I'm going to help you make more money by by optimizing or fixing something within your revenue because I believe that I have this amazing system that handles your finances or your whatever if you have not worked with that start with marketing and sales. So I'm trying to filter out or just make it easier for you in terms of decision making what function will you target.

So start where you can see without permission which is marketing and sales. Marketing and to sales takes any stranger to a phone to get into a sales operation is not that easy to see unless you're on the other side. So the example we're taking over here is event and wedding planning. The place is Dubai and the United Arab Arab Emirates.

I just expanded it. And then we're going to look into marketing into sales. So we're going to look at that particular part. The question we're going to be answering here is that you're going to ask if you're looking at this system basically is how do they turn attention into money which is what happens to a stranger who asks to buy and why this part because we can see all of it.

We don't need to pay pay money in order to go through the process. I've done events so I understand operations a bit but I would rather still start from the marketing and sales because that's something I can measure and see and what what we left alone everything after the booked call so that's something we're not not going to target meaning that we're going to do marketing we're going to look at the marketing department in this worked example up to half of the sales we're not up to followup and not the call itself so they can send a quotation but surprisingly some people send the quotation without the So, we kind of got information from there, but I'm I'm going to show you. We're going to go through the logs, but you get the point, right? That's that's the assumption at this point you're going to make.

So, what the summary of this sheet choosing the department before you choose the words, which is your offer, is what makes every later answer comparable to every other. Skip it and you come back with things or assumptions that you thought may be true about your business and it's not. Operations is not. And you can spot this now or you can look at other people offers within your market and you can spot which part they're targeting and then you can qualify them as well.

Are they qualified enough to just say save 10 hours to let's say SAS founders? Is this person a SAS founder never started SAS? How does he know? So it's just those things.

Now let's move on to talk about build the list. Now for the fun part you understand exactly which department you're going to target. You have the mental frames that you're a complete stranger towards the offer you're going to build out. Now, it's time to gather some information by being a mystery shopper.

And you do that by building a list of people you're going to target. I'm going to show you how many, who, where, and all those kind of things. And just a reminder, we're targeting events, event planners, and wedding planners here in the UAE. Now the first frame I want you to have is that a crowded market is a buying market because I see a lot of people think about this is the first part like a very very beginner at the very beginner level people say that I want this novel new idea that no one has done and that's why I'm not doing my business that's level zero when you bit a bit get a bit more mature you're going to understand that all ideas are actually taken in a way and someone has implemented it in a shape or form and then you're going to start worrying that Oh, there's a lot of people within this market and it's saturated right now.

You're going to be starting using the term saturated. Saturated markets is actually good because saturation means money is already changing hands there. Um, an empty market is usually empty because nobody pays. So there it's rarely the case that there is a market that pays you money and will take on your offer because nobody has targeted them and nobody thought about this.

And this is usually and usually happens in new markets. For example, when AI happened, there was this small window where everyone was trying this new things. For example, UGC ads or let's say AI generated content and right now UGC ads, you see it's going in a different direction. Now it's picking up again.

So it was top then it went all the way down because the market got saturated and now it's picking up again. So saturated is good because it shows demand. everything is moving and I'll show you I'll share with you a mistake I made as well at the very beginning I I also went with the idea that I want something novel I want something new and all this kind of things it's it's very obvious even to you today like if you think about the UAE when you think about the real estate market you feel that market is saturated right like if you think about it that's saturated right you say that's too saturated I don't want to get into that I'd look into this other market because that's too crowded, right? And someone I worked with broke my belief around this because that person entered this market and in within two weeks after working together he hit 140,000 dirhams within this exact market which opened my eyes to the to the point that even though a market is saturated it means that money is moving and there's a lot of money to be made because the money people are paying. If you go into let's say a market that nobody pays in, then you're not going to make money.

Even though you're amazing, you're unique and all those kind of things, people are not going to pay you money. So don't fear saturation. That's the main point of what I'm trying to tell you over here. So at the end of this sheet, what I want you to have is 10 to 15 companies with a way to reach them, which is within your market.

If you're targeting a certain market, let's say real estate for as the example I said, they're on, let's say, real estate brokerage and brokers, you go and find brokers, they make a lot of videos on Instagram. You click on their account, you see the company they're working for, you get the brokerage if you're targeting brokerage. If you're targeting real estate brokers, you just talk to that broker because they do it on their personal brand account and all those kind of things. So, that's one way to reach out to them.

You choose 15 and you reach out to them. And you can do it for event planners, you can do it for any type of business. So how many and why not more? Just so you have an idea.

Under eight, you may have it's not enough a big enough sample size. Let's say over 30 you're going to see you're going to be over sampling in this case. You're going to see repeated things and all that. No harm, but you can you can it's not necessary.

Let's say 10 to 15 is the sweet spot where you can get enough patterns. is you're going to you're going to understand enough insights and you're going to understand your market and usually I say in terms of sales calls the first 10 to 15 calls are research calls and for me I remember my first call was complete disaster that till today I remember and then I started calling them research calls because I was just understanding the market I was getting into and all those kind of things. So there are many sources you can get the let's say like customers or these accounts. What we did and how we did it over here is that I went on claude I wrote give me the top 10 that have Instagram the top 10 event planners that have Instagram and I reached out to them like it gave me a list. Then I said give me five more that are a variation of these people.

It gave me another list and then I just went and DM'd them. That's what I did very simply. But you can look at the license register. There are certain registers and certain emirates where they put their names like you see the the businesses that are registered.

You can search on Instagram just write event planning or real estate or whatever. You get a bunch of accounts. You can look on directories. You can talk to someone you know and say who who do you know as real estate brokers?

Who are like well known? who do you watch or what event planning company would you deal with if you was to do a wedding or something like that any event. So they're going to give you names. So there are many ways to find these people. The very easiest way right now just open chat GPT and just tell it give me 10 top 10 whatever of your market with Instagram accounts that I can DM today.

It's going to give you a bunch of accounts. Actually there was an account as well. I don't know if it's in the logs or not, but uh there is an account that said from where did you find our account? Like what was it?

I said just recommended your account and that's why we're reaching out. So it's it's fine. You can use any of these methods, any method you want. Note our 14 came from a miss and there not of us.

Most were real clients. I just want to understand. Yeah, it doesn't matter. Just the main point is that look at the sources and find someone.

So the source is as follows. The field is a code name not a name. Decide now you will want to to show this work to people and the company that answer you slowly and not agreed. So these are what you're going to record for people right now.

And in this case and what I'm going to show you in the logs is a code, but you're gonna put their name as well and how you found them and what did you use to get to them. And because this is all information when you're going to come to the sale, when you're going to come to present to them the offer, not as a buyer, but as a seller, you're going to tell them that this was a process, this was a flow, this was a pro, this was a chart or whatever funnel that they use. So what we created for every single one of the logs that we have is that where did we find them on what channel what was the process and we draw this small schematic in terms of to found on bio bio number did not work DM them on Instagram gave us another number send them a WhatsApp and all basically put a list of the process and from that process it will come down to what we said marketing sales and operations You're going to see which part of marketing exactly you are at and so what which is the most important part of this. What is the point of all this this sheet over here?

How you find them is part of what you found because this is how a stranger or how they get strangers to be interested or the attention of strangers. A list built from Instagram measures that the companies that they the companies are on Instagram and maybe they should advertise on Instagram or are advertising on Instagram. A list built from the register measures the trade. Write down which one you did exactly to get to the list.

Now you're going to become a mystery shopper and bring your credit card out and go shopping from the people you want to sell to. So how do you shop the people you're going to sell to and present your offer to. Before we do that, I want you have to have this certain mind frame is that you cannot create desire. You can only find it.

Nobody talks to a mark a market into wanting something which is your offer. The want is already there or it is not and the job is to go see which want is in the market and you see that by acting as a shopper and a very very important point is that if you go to a market let's say to the market you want to sell to and ask them what is your problem like right now what do you desire? What is the outcome you want? They may tell you because of ego, we have no problems at all.

Everything is fine. Everything is great. Business is great. We don't have any problems.

We get a lot of leads. Or they may tell you that we're getting a lot of leads, but the problem is this employee is not um is not so is not selling really well. They may give you the wrong problem or they tell you that there's no problem at all. So the best way to navigate this issue or to tackle this problem over here is that you become a buyer.

You go through the process and see what happens and then you're going to understand exactly by understanding the map and which part of the process you you go through and the way you're going to shop them. You're going to understand exactly where the gaps are and then you're going to just find the patterns and go solve that pattern and present your offer around that pattern itself. So, what you're going to end up with after going shopping is a folder of conversations with timestamps on both sides, which is what they said, what they did, and what you said and what you did. So, there's a couple of rules you're going to go through.

Otherwise, you're going to introduce bias within the message that you're going to send. Meaning that they may think that or you may introduce certain mediums or response rates that or responses that were not supposed to happen on a normal path. And you may do that on purpose to g capture certain outliers. But the main job is for you to capture the normal path of someone going from a complete stranger all the way to becoming a buyer because we're targeting marketing and sales systems and what we can see from the outside.

So point number one is for the 10 to 15 people you chose, send them all within the same hour. Meaning that you're going to try to send them in the morning or at night or in a weekend if you want to target different things. In our case, we did it on a Thursday. I think but you can do it in the morning, night, weekend.

You can do five here, five there, and five there. It it depends on like what you want to know. And I'll just tell you a note over here. I was doing this with Claude and Claude told me that do it on a Friday evening and see what they do because it's weekend and all those kind of things.

But I did it on a Thursday morning and we got like results. We found the gaps on a Thursday morning as well. It maybe would be worse. If I tell you it's going to be worse because this is what happens on a Thursday.

What if it's a weekend and Friday? It's going to be worse. I I don't have the data to back that up. So, I'm very sensitive or let's say very strict about these claims that I make when I'm designing an offer.

And I think that's something you should take into your account as well or into how you build your offer as well. So, send them all within the same hour. Point number two is send everyone the same message. Now, uh, only a side note I'd say to this.

If you're sending them very fast after each other, I'd change the message a bit. I'd write hello and wait and then write the rest of the message. And for the other message, I write hello and the rest of the message all together in one message. Basically, multi-line messages or single messages.

You can switch between that because you want to know the response of that particular message. You be a real buyer with a real thing. So when you're going to start this out, maybe you feel that, oh, I don't have anything to buy from them in my market. So you're not going to sound as human like a real buyer.

What you can say, for example, we're event planner. We have a wedding plan. What's the process? Or we found your we just found your account on Instagram.

How can we plan a wedding? Or or we're we're we're aiming or we have booked a venue on 21st of November. How can we do this? How can we proceed?

Or how can we see your rates? How can like be a normal buyer like go live live the experience have fun that's the point I'm trying to make and take take the times from that so very very important is you need before sending the message you need to understand or write down what metrics you're going to record so you don't so these two are both in into one so you don't introduce any bias meaning that if I send a message at 8 and this person responds at 85. Then that person says, "I'm going to hand you over to another person." And then you say, "Did you hand me over? Can you handle can can you hand me over right now, please?

I'm busy." So if you introduce that kind of push, you're introducing a bit of bias within the within the data that you're collecting. So the point I'm trying to make is that take the times, understand what metrics you're going to record, and intentionally introduce those metrics. Meaning that when you say hello, they respond. You write another message and then they say, "I'm going to hand you over." You wait.

You don't push it. You wait. You see, until when naturally do they hand you over until when or how long does it take for them to respond? I'm not going to push it.

I'm not going to WhatsApp call them so they see their phone. You know, if it's on WhatsApp, you get the point, right? So the message we sent here is hi of course we did it multi-line or different diff different basically different different formats but it was all within the slides. Hello we are planning for a wedding in Dubai and wanted to ask for details.

We wanted to do it in mid November later realized that was too early for them because they're super booked so I pushed it December and January but are looking for a wedding planner to do it well. Then they ask what is your budget or what is the venue. We're going to go into details. Very interesting what he found out from the logs.

We're going to see that. So decide what you will do with the reply before you send. This is very very important. What metrics are we calculating over here?

Are we calculating or are we capturing? How long does it take for them to respond? How long is does it do they what do they respond with? Do they ask me a questionnaire?

How many of them ask me of a questionnaire? How many of send me a quotation? How many direct me to book a call? And what happens within these all all these metrics and all these kind of things?

So these are very important for you to set at the very beginning. But you can copy the metrics we have over here because if you're targeting let's say real estate, the same thing applies. How long did it take for them to reply? What did they reply?

What did they push me towards with was it a viewing? Was it a call? Was it what was it exactly? And all those kind of things.

But this should not take you a lot of time. It should take you just one morning. For this we did it between 8:49 to 13. That's one.

But I I think we did it less even. It was just within 1 hour and then the responses started coming in let's say so to send what takes time within this process is the waiting time for them to respond and the intentional ghosting you're going to give them after getting the quotation to see that do they follow up or not and how do they follow up and in money how much you're going to spend of course if this is event planners charge 200,000 400,000 per event I'm not going to go and spend money so I see the operations as research, but if it's a small product, maybe you can spend the money as well and see what happens. And I'm going to show you the logs after this. You're going to understand the patterns of what happened exactly.

So, now let's look at what actually came back from the event planners that we reached out to. This is a process you're going to go through and collect all the data in order to find patterns. But what you're searching for within these patterns is something called pain. But what is pain?

How do we define pain for a business owner? So these businesses or your market currently today are in a certain state. They're this in certain they're doing certain marketing, certain sales, certain operations. They're doing certain activities in today in today's world.

And that business owner for the business has plans. They want to grow the business. They want to make more money. They want to do XY Z.

And the problem of them not achieving the plan or the objective they have within that business, let's say that business is doing 100,000 their homes per month. They want to do 1 million per month. The the reason they're not achieving that is a certain barrier they have in the middle and they may not or be delusional thinking that we don't have a barrier or they may not know what exactly that barrier is. And once they understand the barrier on why they're not achieving the outcome they want through a prolonged period of time, meaning that I want this outcome, I'm not achieving this outcome because I don't know how to do marketing really well because the leads that are coming in suck right now and they're not giving me enough, let's say they're they're all ghosting me.

So if I understand that and I don't know how to fix it, that's me in pain and increasing pain. Now most and this is the assumption you're going to make. Most people don't know what the pain what the what's what's stopping them. They have the pain and if they understood what's stopping them, they're maybe in more pain because they don't know how to solve that thing now because there's a lot of variables going on.

They they want that expert to solve it. So the best thing you're going to do and the reason you're doing the shopping and logging everything is to find out exactly what's stopping them and what's the pattern and identifying that pain and showing them this and telling them this is the pain in in other words which is going to be through the offer itself and this is the pain and putting and placing yourself next to that pain saying I'm the solution to your pain if you want to get to that you get the point right so that is the pain people part with I need to get something out. Far more reliable than to move towards something. What hurts is what sells.

And that's why we're looking for the pain over here. So these are some metrics we tracked when we were reaching out. And you can see the the metrics over here and the results, but these are the same metrics you can track as well. If you're looking at the marketing and sales systems, you're going to reach out to a bunch of people today.

Look at these metrics. Metric number one is a human reply at all. 10 of 14 threads on sheet seven with nobody in them. So you're gonna see how many how many of them because we're in the age of AI bots replied templates replied it was a templated let's say automation kind of thing or it was a human so you're going to see that replied inside 60 seconds two of them and both were machines and these were bots. So did anyone reply within 60 seconds of the first message and these were essentially not humans.

Median first human reply 66 66 minutes meaning that how what is the middle line or the average of first human replying that's 66 minutes it was 75 more data came in it became 66 but it's still too big I mean it's not within 1 minute the slowest first human reply 6.6 6 hours. That's how the slowest person replied. Gave any number in the chat. Six of of 14, meaning the pricing or certain estimates and all of those kind of things.

Offer the specific time, one of 14, meaning that when exactly will you have a call? Push it off the app. Two of 14, which is let's have a zoom call or let's meet in person and all those kind of things. So these are metrics you can track as well for any business you're going to target and talk to.

You can do this within an hour by the way. You can have all these numbers. You can understand exactly what your the marketing and sales pain point is for any market. Just you can think about that like you can do this for multiple markets in a single day and you can see which one has the biggest pain point.

This is just research. So what we did here is I'm going to show you everything is coded. I try to remove as many names as possible and I just want to see show you examples of how a conversation would go so you don't feel weirded out when you're going to reach out to people. So for example in this one this is one one example is that hello we're planning a wedding in Dubai wanted to ask for details we want to do it mid November.

Hi good morning can I please get your name happy to arrange a call your requirements take you through the process and see how best we can help you plan the wedding. So this is one of my team doing it. So said yes it's Sarah. Uh our requirement is around 120 guests.

I like the score. What's your range? And the the only one that gave a price unprompted was 56 minutes to a form. Then a number 19 a number 19 minutes after the form came back and it stalled essentially at that time.

So this is one conversation. Another conversation is hello we're planning a wedding. Yeah. We want to do it mid November. the same thing. 54 minutes of nothing.

Good morning. Could you have send us the full details? Full name, date of event, venue, location, and number of guests. Yes, sure.

We're aiming for November and all those kind of things. 18 minutes of nothing. Please send the details. Our packages start at 200,000, then 400,000. However, madame, we are already booked around November.

Once you have a date, we can check it for you. 2.7 hours of nothing and going on. So you can see that they're fully booked. Then we're doing November and is there availability? So what happened at this point I I want to tell you what happened is that we tried to so we consulted Claude.

Claude said let's ask a bunch of strategic questions whether changing the venue date, venue location, venue time and asking for a call and all those kind of things. what would happen and will they respond or react to that or not and that was stage number two just to understand how you can develop the solution for them even better. So we went through the process and until we ended up like understanding exactly what they want. So what now what is the point of this logs over here? You have the numbers already.

What the next five sheets is. It's going to show you what was the slowest, what was the fastest, what are their patterns and all those kind of things. The silent ones, the stalls, the full ones and all those kind of things which we're going to go into more details. I remember going through this with the team and they said that this was the best and the slowest one out of all of them.

Meaning that this person offered every single thing. The the response was amazing. The acknowledgements were amazing. The pushing towards the pipeline as marketing and sales was super as well.

But the only problem was the delay in order to reach the first human and how they pushed essentially how long it took to push them forward and also some some other minor things. But before we get into that, I want you to have a certain mind frame over here is that a leak is easier to sell than a promise. Meaning that recovering something a business is already losing is an easier argument than creating something new for them because the money is theirs and it's already on the table. Meaning that if this business right now, if I go to this person that I show you over here, I know that the process is good, everything is perfect, but the only leaking point is if they fix, which is the time and response rate, they're going to make much more money.

That is a leak I can point out because it's only tiny switch they can switch and they're going to make a lot of more money because statistically if you look at the numbers as well and these are metrics that are shown like statist based on statistics is that a wedding a couple let's say who goes to wedding planner they choose within the first 3.5 people they talk to and if you did not respond for 6.6 six hours, such as in this case, this person most probably has talked to 10 more people because they want to plan their wedding and you are not within the first 3.5 people that they talk to. You are not within the first there was also a statistic that if they reply faster, the person is 1.5 times more likely to buy or something like that. Anyways, let me show you very quickly what happened here. Message 6.6 hours of nothing.

Hello, these are the information. Then nothing. These are some information. Then this is the timing and then what happened afterwards as it went through the conversation.

The main point being of all of this the cap capability is not missing. Meaning this company does everything a buyer could want but does it really slow. And this is just one of the gaps we found out. So you can see now gaps are showing up slowly.

It's not going to be picture perfect as you go through it. You're you're going to need to analyze and look and look for patterns. And if you talk to three people, let's say, or five people, you may not see any pattern at all. But if you talk to 10, 15, you're going to start seeing patterns for sure.

And until the response come in, that is the time consuming part. Let's look at logs number three now. So the previous log showed us evidence that there was this seller that did everything right. He said all the right words the customer would like to hear.

What the problem was then the timing and the response rate. Now the question then becomes is responding fast that move the lever mover over here. Yes, there are statistics about that. Yes, people say if you respond faster the person is 20 time 21 times more likely to buy.

There's a study on that as well. But is it really that case or are we still making an assumption over here? So these are two examples and what we list out here of people who responded instantly. And before we get into the auto reply and what they responded with and what the problem over here was, let me tell you about sell the destination and not the vehicle.

Meaning that the buyer wants the result. The buyer wants a certain outcome. Whether it is your buyer or the buyer of the person you're selling to, they want an outcome. They don't care about what carried them, the mechanism and everything and all the friction points in the middle.

And this is where they tell you that in sales that sell the vacation and not the plane ticket. People want to be in Dubai. People don't want to think about the plane ticket, the airplane flight, the delays, the luggage, the taxi, the where to go after this happens, the passport control and all of that. They want to think about Dubai.

They want to think about that hotel. they won't think about that whatever they the the safari they're going to do or whatever tourists do. So what happened here and the problem here is that they sold the vehicle and not the destination with these auto replies because one of the auto replies let's look at them actually well this is the first auto reply we said hello they said thank you for contacting their name please let us know how we can help you for inquiries please send us an email and our team will get back to you as soon as possible now they immediately pushed me off of the platform This is like they answered super quick but the problem is they pushed me off the platform. This was not something positive. And the second part of this is that hello can I get more info on this because I saw an ad I think and then they said yes solve this.

And this was automated as well. It happened really quick and it was an automated message and they immediately pushed us to a form. So what we came out here with this insight is that speed on its own is not a thing. Speed to a person is meaning that the buyer that going through the process their buyers want to reach a person and want to talk to that person for a certain objective.

They don't want a form. They don't want to be pushed to email. They don't want to be pushed to other things. And when you're designing the solution over here, this is another thing to keep in mind.

So the so what of this page is speed is not the thing. Speed to a person is two machines beat the human in the set of the clock every single time but lost the customer anyway. Which is why the promise had to be a useful reply. Meaning that whatever the reply comes back this person should have waited for what I said and it become a useful reply not a reply that you know it's like go to this platform do this do that and all those kind of things.

Now, let's move on to the silent ones. So, here are ones that were silent and did not respond with any way or any message after we messaged them. The frame I want you to have here is silent is a result. It's not a missing result.

Meaning, silent is something you're going to record as a metric. This is evidence that they may have a problem in actually getting customers or replying to customers. and how maybe that's a problem, maybe that's intentional, maybe they're bankrupt and they're out of business and they don't care about clients or maybe they have so much clients that they don't want to scale their business or just enough of everything. So, I'm just going to show you three examples over here. The first one is hello this message no answer.

The second one is hello this message found you no answer. The third one was hello this I got this instant reply which is welcome to the company name kindly fill this information by the way this yeah this one we filled information and then nothing happened after it so two the note of this is that two of these were automations they greeted us they gave us things but nothing happened afterwards so what automation with nobody behind it meaning if you add an AI or whatever and no human is in the loop within This process behind it is a more convincing way of ignoring somebody. Meaning that you're ignoring that person on a scale of 10. It's even double ignoring that person.

Two of these three had a working robot collected a full brief and still lost an inquiry. Meaning that they're collecting information for what? They're asking me immediately for a form for what? Me after filling a form and nobody's answering.

Like multiple days passed and still nobody has answered. So this is about the silent ones. Now for the stalls. These are very nice examples actually of the qual of looking or seeing the qualification process of event planners and wedding planners here in the UAE.

So what you're going to see is someone appears, sends a message, asks a question, we reply and they don't just the conversation dies over there. This is clearly a business owner or a person behind the line. Maybe not the business owner saying that if this does not check out, I'm not going to waste my time with this person. While my thought process in business is that yes, you can't serve 99% 98% of the market you are in because your market is so big. 1% may be 1,000 people or even more.

So maybe you can't serve all the market, but I would never end a conversation just like that. Like you're you're not qualified. I'm not going to respond. I'm not going to waste my time.

So the frame I want you to have over here, a reply is not an answer. Somebody typing back is not the same as the customer getting what they ask for. The clock only stops when the question is answered. So let's look at this.

This is one example which is, "Hello, thank you for reaching out. Please let us know how we can help you. We're planning wedding 78 mill minutes minute minutes or nothing. Hi dear.

That's it. So this was an automated message then it died over here. So and then one question back came but it died over there basically. So here hello we're planning wedding 3.3 hours of nothing.

Hello thank you for reaching out. Do you have a date? 43 minutes of nothing. Hello yes November. I ended over there.

The conversation just ended. Meaning that they may have a client on that day and they're like, "Ah, we're not going to do this." Or it's May too early. We're not going to do this. Then this one over here, hello, we're planning 36 minutes or nothing.

Good morning. Will the client fill this out to evaluate your vision and requirements? Like then they send a form over there like it was a very dense Excel sheet. So what you notice here is that they're requesting either a date, a form, and name.

This is all qualification. that they didn't present anything. They didn't answer anything. It's not rudeness. It's trying to not waste time of the business.

And this could be something if they're very interested in to add within all the other businesses and event planners as well. The qualification process may be a very important part in order to not lose business. And maybe what we could do is that me reaching out to them, we can qualifi they could have qualified me and then routed me to something else to collect my email at least so I can see their messages just in case I they I wanted to plan an event to see whatever like in the future. The the point is they have paid to get a customer.

This is this is how I want you to think about people there's something called cost per lead. People pay to get a lead. They already paid to get me as a lead. They're not doing anything with the lead.

That means they're wasting money. That means the business is not optimized. That means they could do a lot of things if they collect my email and all those kind of things. These are things that you can keep in mind.

So when you're designing the offer, you keep them with the offer. The first thing a person says is a request, never an offer. As you can see in these messages, this is the moment the customer goes back to waiting. And it's exactly the moment the desk replaces.

If you're going to add some qualification process, let's say in within your offer, this can be solved within that. So, this is the final portion of the logs that I want to show you. These were the ones that worked. And I I think by now, even if you did not send the messages yourself, you see the patterns, you see certain insights, you're getting ideas in terms of what you can create an offer around for this particular market.

So, think about the moment we started at the very beginning. We chose a market event planners. Now think about where you are right now after just me showing you these logs. You understand this market much better.

You have a bit higher confidence that you can write an offer that they would want. Like you feel how useful it is. Now let's go through these. These had nothing wrong as we went through the process fully.

The only thing was the delay meaning that they engaged. There was a full questionnaire. They qualified us. We went through the process.

They gave us the codes and all those kind of things, but the only problem was it took a lot of time in order for this to get done. That's that's another piece of insight that we found. So the frame I want you to have here is the work is already being done. It's just late.

Meaning that there's nothing wrong. The capability is there. The qualification there, everything is there, but it's taking too long to get done. These are some examples.

For examples, hey, this 84 minutes of waiting, good morning. That's lovely. Congratulations. and all the same 54 minutes, 3 hours, 4.7 hours like it's not instant. What if this happened within what if 1 minute was the only delay over here? 1 minute, 1 minute, 1 minute.

It would have been a different situation. That's what I'm trying to say. There's nothing wrong with all of these. It's just the time delay and all that.

So, this is an argument for the whole offer. What we noticed was within the logs some were bots, some died, some qualified, some went silence after qualification, some some stalled which is qualification itself and some were really good but it took a lot of time for them to go through the process. So these are over here as you can see they're good companies but the work is already be being done and they're losing let's say business because they're not replying really fast and that may be a pain point that we can attach to or anchor on as we build our offer. But before we do that, we need to look into every single thing as we read all the logs and put them on a single page and assess which pain points actually will make it into the offer itself because we see a lot of pain points that are within the marketing sales part, right?

We're going to see which one we can solve over here within the WhatsApp channel itself. This is not all marketing, all sales. By the way, this is only within the you remember this tree structure. The tree structure being the WhatsApp channel of the marketing and sales and qualifying the leads and getting the leads to a certain outcome they want.

So up to now we focused on a particular market. Then we looked at the business functions and we picked one of those functions. We found 10 to 15 people that we're going to message within the marketing and sales departments within the business itself. We went mystery shopping and then we set a bunch of metrics we're going to assess them on and then we logged all the messages.

We found a bunch of patterns and now what you're going to do is you're going to get all of those businesses that you've listed out and based on the metrics we have set out, we're going to score exactly the pain points, what exists and the numbers so we can know what exactly goes in the offer and what's our language at an offer. Because I want you to have this frame is that you're always going to be focusing on one person, one pain, one promise, and one that one promise that's within a certain department within the business. The way we mapped it out initially because an offer aimed at several people with several problems reaches none of them. The work is narrowing until one of each is left.

So what we're going to do now is these are the metrics that you remember. Now we're going to mark all the businesses. These are company P 0 to P14. And we're going to see which one stands out to us in terms of these metrics.

So the mark number one is did a human reply at all. A human means a person, not an automatic message. If you cannot tell, read the next two messages. An automatic reply never answers what you actually asked for.

So this is essentially the criteria. What's called and what how do we mark it? Criteria number two is how long the first human took. So from your messages to the first human one, not the first message of any kind because that could be a bot which is often a robot if it's done really really fast and that difference turns out the matter to matter more than anything else on the list.

Point number three over here is that did they give a number any number at all in the chat a price a range a starting point that's a qualification or is a sign of a qualification and all those kind of things. Sending you a document also counts saying it depends does not count because some people would say the price depends on how many people you get and so on. So they need to qualify and ask you as well. So point number four over here is did they offer you a specific time meaning that would they book you a consultation or offer a single time that's a slot please let's get on a call and all those kind of things asking when you're free does not count they need to offer you a certain time or slot so they can they can work with so point number five over here is that they push you somewhere else out of the app for example we saw an example that they pushed us to email don't talk to us on here I don't know why they put the WhatsApp number if they don't want anyone to talk to them on WhatsApp on their bio on Instagram.

So how many messages they send just a rough alert in terms of and it's a rough measure. It's not a measure of effort but a rough measure effort of how much they go back and forth because some people just sent one message we replied and there's nothing after that or it was a hello. So putting all the companies on the side this is what you're going to do after you send the messages. You're going to put that human replied the first one yes no yes yes yes yes yes yes first human and then you're gonna put gave a number offered a time and then pushed away and messages from them and the dash is not a zero it means that four of these companies never produced a human reply as you can see which is based on the first human reply.

So their so their human first human time is blank rather than zero. Writing zero there would drag the median down meaning that if you there's any scoring metric over here which I'm going to show you it's going to go down because it's zero. So we're not going to put anything to make the score down. So as you can see this is a very simple task you're going to do at the end just so you can see and have all the information from the messages in one page.

So, so what which is a summary? What's the point of this sheet? Marking the same six things in every thread is what turns the 14 stories into one table. The discipline is boring and it's an entire difference between evidence and impression.

Now, you have evidence of what's actually happening within the market. If you designed your offer without this table over here, you have no clue what you're designing against. You may say they don't respond fast so I'm going to build them a lead response speed to lead agent or whatever. So it responds faster their messages.

What is fast? How fast do they respond? Now what do they respond with actually? Is there a questionnaire form?

Is there a qualification or not? This can be applied to any type of market and business if you're targeting this particular function within the business. and writing them down is very very useful when you come to write the offer itself which is the ne one of the next steps that we're going to go to right now. So the logs led to us having a table. But what's the point of that table if we don't use it within our offer right?

So this is exactly what you would do in this section over here now very important frame I want you to have if we did not do that market mystery shopping. If we did not do that research, if we did not write the log and end up with that table, what we have would have done within the market, we would have assumed they respond to messages on WhatsApp and would have assumed they don't respond fast and would have assumed that say they they qualify people by asking a questionnaire. Amazing. That's that's great because we assume that we did not do the research and we got it right.

Right. But this is where it gets stuck. this point over here when you come to transform it in an offer meaning that if you was right to write that as an offer you would write as answer your leads faster and qualify them faster because of XY Z now that's a vague promise it does not resonate because remember you're a stranger walking by you want to write a statement that would capture them now with that table we can write something very specific to their exact situation where it resonates and they would think how do you know like or you know our market really well. So let me give you an example. Instead of saying answer your leads faster and qualify them you can say the median or on average an event planner answers within 66 minute minutes and most of them use bots and those bots either will push you away or send them a questionnaire based on question one two three or four.

We found a better way which is we can answer like a human exactly where they don't know you're a bot. You answer their question. You answer them instantly. You capture them if they're not a qualified lead.

If they're a qualified lead, you get a notification and all those kind of things. So you can now write a better and more specific promise for them. You see the difference? Yes.

So now let's move on to this section and let me show you a bunch of things of how you can come up with that messaging or statement over here. So the three rules for counting is as follows. One is always say what the denominator is. Meaning that if you say four out of let's six out of 14 did this particular thing is completely different than six out of 10 who replied. meaning that you can play with words to play with the number but always say what it is exactly as it is when you're talking about the offer and always use the middle not the average meaning that one company took us 6.6 six hours as you saw in the logs to answer but an average would let that so very important let let me simplify this all don't make or don't tell them a number that has been moved by an outlier let's say everyone answered within 44 minutes but there was one number that was 24 hours that is an outlier and if you add it within the calculation of the average it would be pushed to six hours let's instead of 4 or 4 I'm just giving you an example.

Yeah, 44 minutes. So the outliers just remove it from the counting as you put the numbers and you want to put that in the offer. And point number three is make the figure reproduce from F5. meaning that write the count as a small script and then add that script and then let let that script be update as more things come in within the information and the logs and all those kind of things. So what the 14 produced as we can see now as the numbers if we follow these exact rules over here is that a human replied at all 10 of 14 four never reached a person two of those sent nothing whatsoever all day replied inside 60 seconds 12 14 but he saw both were machines a reply a human replied inside an hour five of 14 median first human reply 66 minutes the slowest first human reply was 6.6 6 hours meaning that this was an outlier that was not added within here meaning that outliers was just thrown out.

Gave any number in the chat six of 14. Offer it a specific time one of 14. Push it off of off the app two of 14. This is what happened on the numbers we have.

So what was counted owed us a reply and never sent it. 6048. We're owed a reply and never chased. Five of six. the ones that did chase three times in a day. So they chased us and followed us three times in a day, which was the strongest thread that I showed you as well.

So note over here is that two of them answered a stranger in under a minute. And we know that those were bots. That figure matters most than the median does. And in the opposite direction of how it first reads, it proves the standard is physically reachable.

Meaning that if you're going to create an AI agent to do it, this is proof that you can do it because people have actually done it. Meaning that it's not a new idea. It's already a validated idea. And they're very important point is that their sophistication level is they understand such things.

So they're going to understand the offer you're going to have. So what what is the point of all of this? Eight figures each with a rule of the denominator behind them which is the full thing. From here you can say that any one of them out loud to a stranger and defend it when they push back because you have the numbers you have tested out and these are the numbers you can talk about.

If you talk to 100 people you can say 42 out of 100 did this two two out of 100 did this. You can like you can talk even with more confidence but that's not needed at this stage because you're not doing it for a report. You're doing it more of of market research and building your offer out of it. So you notice that we're taking this in small bites and I've done this in micro steps just so you get the result and answer and know exactly how you can pick the right one that you're going to create the offer around because this is a very important task you're going to do.

If you get the offer wrong, you're most probably going to have a tough time selling whatever you want to sell because you're not speaking the language that they want. So how do you pick the one thing, the right thing right now based on everything you've done so far? And the frame I want you to have over here is that depth on one thing, not a stack of many things. So what I see people do is that they think that if you add a bunch of services all together, you're going to add so much value that they want to buy from you.

But it comes from taking only one painful problem and solving that problem really really well. Because come back to the concept of a stranger, different departments, they see you as a risk and all those kind of things. It's much better if you just focus on one problem or one painful dominant problem that's going to unlock all other problems. And this is exactly what we're going to find out over here based on everything we saw in the previous logs.

So you're going to do three tests toward all the problems that we saw the insights or what we found from the logs to know what exactly that one problem is. So the test number one is did you watch it happen? Meaning that it's not an assumption. It's not something you heard about from your friend, but you saw it in your logs more than once.

And if you cannot point at it within your logs where you saw it exactly, that's not a pain point. Point number two, it can it be counted without anyone deciding. Meaning that a clock count itself. Whether a reply was good enough is a judgment.

So can it be objective and not subjective? meaning that based on your emotions and all that those kind of things prefer the thing a machine can measure. So you you get the point. Yeah. It's not based on your feelings based on something that can be counted.

You can fingerpoint it. Does it keep or does keeping it depend on them? This one is the one that decides it. If your promise can be broken by something the customer does or fails to do, it's not a promise.

It's just a hope. You're hoping your customer does it in order to get it done. Can you do the promise and it's not being broken by something the customer or your client will do. Let's put this all to test.

We have answer within 60 seconds, which is one of the pain or the patterns we saw. Get them to give a price, meaning that you want to get the client or me as a buyer of the events. I want to buy an event. They want to get me to give me a price.

I want to get the the event manager to give me a price or should they I get them to chase and follow up the quiet threads. This enters more within sales system. This one is to get them to the sales systems and this one gets me through the marketing system which is nurturing me in order to get me to the sales system. So now did you watch it?

Countable without judgment depends on time. Did you watch it? Yes. 14 times we saw this happen. Meaning that it can happen and answer within 16 seconds.

Like either a bot or a human as well. If he's the person is online, he can answer or she can answer within 60 seconds. Forget them to give a price. Yes.

Eight of them gave me no number. Meaning the others gave me a price. Chase the quiet threads. Yes.

Five of the six people that existed there never chased me no matter what happened. So countable within judgment. Answer in 60 seconds. Yes.

A clock. We can see and measure with a clock to the second whether it's it's 60 seconds or not. Get them a price. Somebody has to read each chat.

If you read a chat, you're going to see if there's a number of price or not. Chase the quiet thread. Somebody has to read each chat. You need to go and read the chat.

You're going to see if they chased or not. Depend. Basically, you're going to see if they're chasing or not. It's going to be super clear.

Depends on them. No. Depends on this. Yes.

It's their privacy. is the pricing policy chase the quiet thread. Yes, it's their judgment meaning that this is the clear winner over here based on this la last row as you can see over here. So what the choice actually was where it is now a stranger waits 66 minutes to hear from a person meaning that if they get a buyer or a lead they have to wait 66 minutes to hear from us where it should be a stranger hears from a useful reply inside 60 seconds meaning that they get answer they want 60 seconds another question another answer and then they're interested in working with this particular company. The gap that exists right now is 65 minutes in which they messaged somebody else.

Meaning the gap or the problem that exists, the pain point is the event planner is saying that this person has talked to XY Z of my competitors and went with Y competitor. And the reason being this is one of the reasons that this person went to the Y competitor and not you because you took a lot of time to go there. So you see the gap and where it should be and where it is right now and that is the pain that exists right now within the business that we're solving for. So you're going to write down what you refused and keep it.

The rejected patterns are not wrong. These are pain points that exist. Yes, they're not wrong, but they're unproven or they depend on the customer. As you can see, it depends on the customer to get right.

They go on a list with the evidence you would need to promote them later, which is how you stop rediscovering the same idea every three months. So, what what did we get out of this sheet over here? One problem kept, three refused as two refused as you can see. And it was a third test that did work.

If the buyer can break your promise, it was never a promise. These two promise the buyer can break using the pricing policy or their judgment about who is worth chasing. Meaning they think, okay, I'm not going to chase this person because I feel they're not going to buy. This is based on their judgment.

But answer within 60 seconds is very clear. It's very directive. It's very you you either answer or not. It does not depend on you because we can add something that would solve for that.

So you get the point. Yeah, we picked the po pain point which is answer in 60 seconds. And now we're going to go into the elements of writing the offer. So everything we did up to now is to put all these elements into place.

What you're going to see is the raw elements of your offer. And this these raw elements are going to be used for your landing pages, for your documents, for the PDFs you're going to create, the proposal you're going to create, and everything you're going to do later on. In the content world, people say build co your content pillars, meaning that you want to talk about a certain topics. What are your content pillars and all of that?

In my opinion, in my view is that the reason you create content is to build context around your offer itself. Meaning that once you have this in place, for example, you build context around the claim, you build context about the step, you build context to a point where when someone wants to work with you, they understand what they're getting, what you said and all those kind of things. So I call it context pillars and not content pillars. And context pillars come from this offer itself.

For example, this video is a piece of content is a context pillar of me how I create offers. So you understand how I create cont offers right now and the next time I'm going to put a page up about offers a offer workshop let's say or a business something you're going to understand oh this includes how he created offer in that video if you're watching this video up to now you get the point right so the frame I want you to have over here is size a promise to what you can prove a small promise in a short time is believable at the very beginning when you get your foot into the door a large one needs much more evidence behind it, credibility behind it and a bigger number, the the more the price has to justify it as well for it to not to be too good to be true. This is a balance over here. So, if you're starting out, don't say, "I'm going to use AI agents to add within your marketing, sales operations, and all these amazing things within your business so you get more leads." give them a small promise that you're going to deliver super fast and you're going to justify it with the price that's ranging within the range that it's believable.

If you offer something amazing and you say because I'm I'm starting out, I'm going to offer it or let's say you offer five AI agents within five different departments. Because I'm starting out, I'm going to offer it for five let's say $2,000 or $1,000. I guarantee you most people will tell you this is too good to be true and I want it. I'm interested.

Yes. But it sounds too good to be true. So it it works against you actually. So let's write the five parts of every single offer based on everything we saw in the past over here.

So it has five main parts as I said. The first one is the claim itself. It's you're going to say what the promise is in a very specific way. You're going to say the outcome in the words the buyer already uses it for.

You remember those two lines that you're going to put at the top of your page or the the two lines you're going to measure. I'm not going to say stop losing leads, start gaining more consultations for event planners. You can be very very specific about it right now. Stop or answer your leads within 60 seconds that sound like a human and doesn't push them off the platform.

So you can be very specific in the outcome. Now with that claim, wherever you put it, the ideal customer or your market would say, "Yes, I'm interested. Yes, that is my problem." It's not some vague thing that you could write for every single market. That's point number one.

But you're going to stop that particular person, yes, with the claim. But the problem becomes is I don't believe you. And I like to say this example of climbing a mountain. when you when I if I tell you there's this steep mountain all the way to the top that we're going to walk me and you right now and we're going to go within one hour at the and we're going to be at the top of the mountain. You standing next to me at the bottom thinking I'm never going to reach up that mountain.

You under you you've seen me do it. Maybe you believe me that I did it but you say I'm never going to go up that mountain because it's too steep. It's filled with ice, let's say, or snow and it's too slippery and I cannot do that. Then I tell you, you know the steps of what we're going to do.

We're going to put a rope all the way at the top and we're going to hold on to that rope. And then we're going to put these special shoes that could walk on mountains and you're never going to slip. And then we're going to go and stop at these point A, B, and C until we reach at the top of the mountain. Now you believe me even more because you say, "Yes, there are there's a process to this.

There's a steps to this. I can I believe you now. We can get to the top of the mountain." This is exactly what you're going to do. If I tell someone, "We're going to answer every single lead within 60 seconds." Yes, I believe you.

You can do that. But it how can you do it that sounds like a human to me and understands my business? And there's a lot of factors that that could go wrong if you're going to do it on WhatsApp. And maybe I get banned for this.

So I give them the steps of first of all, we're going to capture your voice. We're going to set up this AI agent based on all the things that you have and then we're going to do Z XY Z until we get to what you want exactly and the outcome that you want, which is the big claim. Now they believe me even more. But then the question becomes, yes, you're a stranger.

I don't trust you because you're a stranger. So what do you do? You give them a guarantee. Yes, I want to go on that mountain with you.

I believe the steps you take, it sounds reasonable to me. But what if I fall and I break my leg? What if all these things happen? Then you're going to say, I'm going to tie a rope around me and yourself.

So if I slip, if you slip, I can I I hold on to you and we're going to tie a rope to ourselves at the top of the mountain that we can never slip or something in that sense. Now you feel more guaranteed and you feel the situation is derisk, right? So for this case, what is the risk in this case? The biggest risk is that I lose them money.

So, I'm going to give you all your money back if you don't get the outcome that you want. And you did do no effort as well in terms of doing this. So, you're not losing time as well. So, no effort lost, no money lost, and we're trying to get to that claim.

So, then you give them a price after that, now that you deress the situation. Now, with the pricing, you're not going to go all fancy and say, "I'm going to charge $500 at the beginning, then $2,500 retainer every single month, then take a percentage of the sales of every single thing that happens." And all these fancy ways of getting that's too complex. What you're going to do is you're going to give them one number. If you're optimizing for speed and momentum, that's one number at the very beginning.

And you're going to stick to that number until you get enough proof. And for the final part, as you can see over here, the proof. The proof, if you don't have case study, if you have not applied it to anyone in the past for this offer, what you're going to do is you're going to for for our case, I'm going to run the WhatsApp agent on my phone and I'm going to chat to it and I'm going to record my screen and say, "Look, I'm going to talk to the agent right now." I send a message. I have a venue.

Look how fast it replied. Look what it said. It's qualified me. I said yes.

Look what it did. this is what you're going to get on your client's world experience. Do you want it? So the proof is me showing them the demo at the very beginning. Then later on when I have clients, I'm going to say look what it did.

Look how many people apply it. So then we have like double proof in a way. So you get the point, right? These are the elements that you have.

And if you don't do all of this at the very beginning, which is what most people do, you're going to either have a weak name that's not going to capture anyone. You're going to be focusing on the design of the website more of the more rather than actually converting someone with the offer. You're going to be changing the claim such as those LinkedIn people. You can see some bios or some headlines.

They change 10 times within a week versus a founder CEO of a SAS company helping um founders and executives save 10 hours every single week. Personal branding for executives and SAS founders. Like you see what's happening over there? This is what's going to happen with your claim if you've not done this process and you cannot read it out loud to anyone where most people will not understand like or if someone asks you what do you do you you can't tell them exactly.

So this is essentially what the problem is if you don't go through these elements as you can see over here. Now the guarantee is where most offers break. Meaning that there are certain guarantees you cannot guarantee. Meaning that let's take an example.

I think it's better to understand an example. We will get you 10 more consultations a month. If you tell someone that this depends on how many inquiries they get today. Meaning that if the business is not getting any leads today, you can't book them calls because they don't have any leads. the problem is somewhere else.

And you need to understand this thing that wherever or if you don't solve the full solution within a department and you're not doing it with this small offer over here, any dependency on solving your problem, if you're not if you didn't not find out that it exists pre prior to actually working with them, they're going to put it on you. The blame will come on you. Meaning that if they're not getting leads, nobody's talking to the certain event planner and you tell them, "I'm going to sell you or I'm going to give you with this AI agent 10 more consultations." The problem is you because you said you're going to get me 10 more consultations. Even if I'm not getting leads, you should get me 10 more consultations.

So, I I want you to get the point of out of this is that your the claim you make and the guarantee you make depends on what you need to do. And you can make this claim if you want. But then what you need to do is you need to say that there's a condition for the guarantee. If you want a full refund based on this claim, you need to have at least 100 inquiries per per month, let's say.

So you can put conditions to your guarantee. I'm just giving you examples so you can see how flex flexible you can be with all of this. So with the consultation as it says over here not yours to promise you would guaranteeing that you would be guaranteeing their behavior. We will answer every inquiry inside 60 seconds.

This you can because this depends on your system. If your system does well it can answer in 60 seconds if they just apply it. So it is yours completely. We will make you more money.

This depends on their pricing, their offer, their closing, their marketing, their delivery, the season they're in and all those kind of things. this even though that they want it, this is unprovable and you can't put a guarantee on it and and is it's it's not believable to begin with. It's a very big thing to do. We're going to have we help businesses scale. So you see a lot of those claims that people say that I help SAS founders scale.

So they're basically saying that all of this how believable is that? They're not question if they're getting clients or not. That's a different conversation. But now you have X-ray vision to see who's making clients and who's not making clients or getting making money.

So the rule over here is guarantee only what you can control. And if it's borderline you can and cannot control something like this. You can put a guarantee with conditions. Meaning that if you want 10 more consultations, I can guarantee this only if you're getting 100 inquiries.

Meaning 10% of that becomes 10 consultations. That's that's my 10% conversion rate kind of thing. So the strictest rule in this work workbook which is very simply I'm going to summarize it for you. All of this are synced towards each other and it should balance each other.

Don't don't don't push too much on either way and don't isolate each one. For example, put the claim, not think about the guarantee, not think about the price, not think about the proof. All of this should balance each other out within the offer itself. So what we did right now we the claim is the last thing you write and not the first because until this point you had nothing or proof to write it from which is the elements of your offer itself.

So now that you have your offer in place, there are certain things I like to do just to make sure everything is aligned, everything is proper, and I make sure I did not miss anything. And I like to imagine how it would look like on a piece of paper. So either I pull up a Google doc or a landing page. I rather now do it like the last couple of times I did it with a landing page.

And I'm going to show you the landing page in a bit. And I just write my offer and I see how does it look like? How does it feel like? Is there anything anything missing?

Should I change any wording and all those kind of things? And I highly recommend you do too. It's very simple. You can do it with the AI.

Just create an HTML file and tell it create an HTML file on my offer and you can create that HTML file. Because what you're going to notice is that you're going to notice how strong your claim is, your promise is. Is it too far down the page? Is it where does it fit?

And what is the experience of the reader going through your offer? and why it was invisible before because you had different raw elements in the past here. Now you're going to put it all together. You're going to see how strong they work all together. You're going to see that if the three sections are saying the same thing.

There's no repetition. For example, in your claim, in your guarantee, in your pricing, in the steps that to achieve the certain claim that you have, you're going to see where you're going to add the proof. The location and sequencing of the proof is very important. Let me give you just an idea of how the document does the job or the landing page or the sales asset based on the raw elements.

The claim objective for example is to capture and the way you're going to think about writing this is you're going to think what is the psychology of the reader as they go through your offer. The claim objective is to capture the attention of the reader. So once the reader sees that attention what are the in instant objections that are coming in their mind they see the claim saying that answer in 60 seconds the the event planners they think that first of all is is this for me I'd write it's for event planners in the UAE amazing does this do it in Arabic or English because some inquiries are in Arabic does this sound like a human or it sounds like a robot is is it different than the templated thing that's a three instant thing that comes to mind Right? So that's what you're going to tackle immediately next.

Then if you want to add a video, a demo, you're going to show an instant demo of proof that this is working. Look how it works like and do you want this within your business or not. So, you keep on going down and sequencing that page based on the elements we wrote within the offer and we collect it to make sure you're handling everything that's coming in the psychology of the reader as they go through the page. And it's a very fun thing to do.

By the way, I I really enjoy writing offers and you're going to have fun if you if you sort everything out is like thinking and getting in the mind of the reader just to make sure that they're convinced with what you're you're saying over here. All stemming from the big claim that you have which is based on the proof and the pain points that you got based on the logs over here based on the department of the business and the market you are targeting. You see how everything is clicking all together right now. So a document does a job heading in document give this same information a day sooner.

Ours was built as a web page and I'm going to show you in a bit. And the gap it exposed when I did this was that a page that describes where it is now, a page that describe a 60-cond reply where it should be a page that shows a 60 second reply. So when I put this page together, which I'm going to show you in a bit, I saw that the demo was super super important. Meaning that the page described everything as the offer exactly, but it did not show the off.

So, this is the page we created and I'm going to change a bunch of things in it. It's live by the way, but I haven't indexed it or added in the navigation bar. It's like people can't find it yet, but it's live. It called it first reply by CO and you can see see what's included.

And the action or the objective of this page is to get people to book call. So, answer every event inquiry in 60 seconds, day and night. With First Apply, we build and run your entire WhatsApp inquiry desk every single month. They reply the questions, the starting price, the consultation book into your own calendar and then follow up with everything included included in the price.

No paying extra for a second language which is Arabic or via follow-up or reminders or anything. It is included in the price. You just turn up to the consultations we book. So this is the offer that we talked about over there.

The main offer, the main claim is this over here. It goes at the very top. And the main object of every every single section is to get them to the next section. Then it's a book a call.

See what's included and so on. Then after I wrote this, by the way, I I went through this process. Everything will change like mo most things I'm going to update a bit. But I went through the process.

I saw that here the objection would be okay. Amazing. I I I know. Okay.

I want that. But uh how does this even look like? It's too much text. Let's say even.

So watch this demo of how an inquiry gets answered. Then get started yourself by clicking one of the buttons below it. So this is where I'm going to record a video explaining exactly and showing it exactly. This is my next step basically after writing the offer.

This is the next step of doing it. I'm going to make a video of how I created this video and all those things. But I'm going to just show what I'm how this works, how the product works and so on. And this pushes me to the point of saying that I need a working prototype of the app.

Right? So I went on and built the app and then aligned this page which is the offer is over here based on what the capability of the app is. So making sure what they get the product and the offer which is this page is completely aligned. So someone doesn't say, "Hey, you sold me something that I I'm didn't read within the offer.

What is this?" So you get the point, right? Now, let's go back to the sheet. I want to go and continue the sheet itself. So I'm going to go quickly through this part because I just showed you on the page.

But this essentially is how am I going to create the video? And because we're starting out with this product right now, the video will be show not telling, meaning that we're going to show exactly how the video works. And the frame I want you to have over here without proof, it is only an opinion. A claim without with evidence under it is something a stranger can act on.

The same claim without it is an opinion about yourself. Me going to someone and telling them I'm going to answer every lead you get within 60 seconds to a stranger. Yeah, right. You're going to do that.

I I maybe I mean a complete stranger. We we we can't believe the complete stranger. But if you show them how it's working. So the main objective or frame I want you to take other than this is that show don't tell meaning that if you can shut your mouth and just show something and the other person says yes I want that added within my business you have succeeded and show not tell and that's how the sale should be at the very beginning so which claims have to be shown you need to show the speed which is a promise you need to show that thing that's that's built you need to show that it's less work for them meaning that it's done for you they they need to do nothing.

I need you need to show some amount of money if possible and related to a claim that you can you can you can you can show that okay this is make me five 50,000 because some for example let me give you an example there are certain trading bots that and this is a nice way of showing of selling is that there are certain trading bots that trade the stock markets. If the person says nothing and just love runs a live stream of that trading bot trading for two hours and it makes $50 let's say out of 100 from $100. There's no sale that needs to be hap to happen over here. It's very clear what happened.

It's just a matter of do you want it or not. So that's that's that's what I'm trying to say over here. And that's the the way I'm taking the video as well where I'm going to show the actual thing, the real thing. I'm going to show the speed of the thing.

Maybe I put a clock at the top so they see how fast it happens. I'm going to show the thing that's built on screen. I'm going to show that it's not there's nothing for them to do as work. And I'm going to show them the amount of money or amount of leads can answer the scalability factor something specific to a number over there based on the app itself.

And this is just a demo meaning that this is going to support the claim it has because we laid all the elements out and found out that this is a proof that's needed to be added in order for them to believe what we have or the offer we have. Now coming back to this page that video will come in this portion over here which will support the claim that we have and which finally I present to you the offer itself. Everything we did from choosing the market to looking at the pain points to talking to them to understanding them to doing everything else is to get to this point where we can present them this offer. But the job is not done just yet.

What we're going to do next is we're going to actually put this offer in front of a bunch of our target audience, let's say, and see now, not as a mystery buyer, but a mystery, not mystery, as a seller, let's say, and see how do they react to this offer. Because up to now, we made educated decisions to get to this point. Now, we want to validate whether the educated decisions were right. And there's a high probability that it would be right if we followed the approach correctly.

And let's just look at the page completely. You can see the claim is over here. This is supporting the claim itself. Then the proof of how does it work?

Handling objections they may have. Then the pricing for at the very beginning this would change most probably. But at the very beginning you most probably make optimize for momentum. But the pricing is over here. the guarantees over here.

This is listing out and splintering out everything the app does and then what a calculator for them to see if they're going to get the ROI or not. Meaning that there's by default there's certain numbers that I put just so they get they see the number that it relates to them. And then some notes in terms of this not work for them. It's just for them connecting.

I'm going to make it oneclick connect. maybe show a GIF or a demo or animation over here of how that works and then some information in terms of how you're doing it right now and how you're going to do it when this is with us or when you apply it with us. And this is just built for one price and then just a bunch of information, bunch of images and then essentially book a call. Every single action over here is book a call, book a call, book a call with a book a call over here. This is the offer itself.

And now the next step would be as I said the video and actually showing this offer to people. And by now it should be super super clear to you the step-by-step process on how to create an offer for any