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Project Soul - S.I.N. Offer [condensed layout] - Coggle Diagram
Project Soul - S.I.N. Offer [condensed layout]
Main Offer/Deliverables
Workout Videos [Deliverable]
Home workouts [Feature 1]
Video tutorials of someone who's of a relatable body type [Benefit 3]
3 Layers of Benefits
Functional
Knowing how YOU should perform the exercise
setting
reps
equipment type
body movements
What it doesn't do #1
It doesn't distract with exercies for ALL body types but really hones in on YOUR specific body type (curvy , etc)
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Quick 6 sec long tutorials to get you fired up and work out rather than 20 min long workout videos where you've lost the motivation before even finishing watching the video
Takeaway 1 (Pulling it away from the prospect)
if you're looking to be the next vitoria's secret topmodel then this is NOT for you...but if you want to feel more self-love, energized, and healthy then we got you covered
The Damaging Admission (specific to the product)
Unfortunately we don't have olympic body builders teaching the exercises
Dimensionalized
Dimensionalized Benefit 1
eg. From the moment you get access you will feel the urge to set up your home workout area
Dimensionalized Benefit 3
What it doesn't do #1
If our product does ONE thing really well and competition does 5 we hone in on the 1 benefit and painting competition as jack of all trades, master of none
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
eg. This Iphone has 4k resolution but we haven't figured out how to film underwater in 4k yet
Takeaway 1 (Pulling it away from the prospect)
e.g if you're looking for an old, 1980s looking flip phone we unfortunately won't be able to help you out but if you're looking for sleek, fast ... you're in the right place.
The Damaging Admission (specific to the product)
Emotional
Emotional Benefit 1
eg. and you'll feel proud of yourself for doing something healthy and positive for yourself. Which is something you deserve anyway, right?
and you'll feel in flow because you feel comfortable fully expressing yourself
What it doesn't do #1
What it doesn't do is discourage you from continuing because we show you exactly how it's done for your body type
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
You're going to experience ever increasing levels of self-love and self confidence but we haven't developed the magic pill for instant self-love yet
Takeaway 1 (Pulling it away from the prospect)
e.g if you're looking for a Richard Simmons workout with 15 people in the screen distracting you from focusing on whats truly important we won't be able to serve taht... but if you want quick, to the point, accurate instructions on how to perform the exercise you wanna stick around
The Damaging Admission (specific to the product)
unfortunately we don't have an emotional support therapist doc on call to hold your hand
Type of proof
MOnhtly challenges Testimonials
Demo showing it
No equiment needed (body weight) [Benefit 4]
3 Layers of Benefits
Functional
Functional Benefit 1
Functional Benefit 2
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Dimensionalized
Dimensionalized Benefit 1
Dimensionalized Benefit 3
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Emotional
Emotional Benefit 1
Emotional Benefit 2
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Type of proof
Testimonial
MOnhtly challenges Testimonials
images of workouts with PS tagged
Ajahzi's Demo showing it
No self-consciousness around their figure [Benefit 5]
Type of proof
Testimonial
Placement of proof
eg. In section 4.2
Case Study
her own experience
a client
Save time [ Benefit 1]
3 Layers of Benefits
Functional
Functional Benefit 1
Functional Benefit 2
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Dimensionalized
Dimensionalized Benefit 1
Dimensionalized Benefit 3
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Emotional
Emotional Benefit 1
Emotional Benefit 2
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Type of proof
Testimonial
graphic showing avg. travel time to gym and back and how it could be used "better"
saving money on gym costs [Benefit 2]
Type of proof
Study that was conducted by third party
Testimonial
Placement of proof
Location flexibility [Benefit 6]
Type of proof
Testimonial
Case Study
Demo showing it
Flexibility in workout times [Benefit 7]
Type of proof
Study that was conducted by third party
Placement of Proof
Testimonial
midnight shift
have a baby
Demo showing it
Gym workouts [Feature 2]
Video tutorials of someone who's of a relatable body type
3 Layers of Benefits
Functional
Knowing how YOU should perform the exercise
setting
reps
equipment type
body movements
What it doesn't do #1
It doesn't distract with exercies for ALL body types but really hones in on YOUR specific body type (curvy , etc)
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Quick 6 sec long tutorials to get you fired up and work out rather than 20 min long workout videos where you've lost the motivation before even finishing watching the video
Takeaway 1 (Pulling it away from the prospect)
if you're looking to be the next vitoria's secret topmodel then this is NOT for you...but if you want to feel more self-love, energized, and healthy then we got you covered
The Damaging Admission (specific to the product)
Unfortunately we don't have olympic body builders teaching the exercises
Dimensionalized
Dimensionalized Benefit 1
eg. From the moment you get access you will feel the urge to set up your home workout area
Dimensionalized Benefit 3
What it doesn't do #1
If our product does ONE thing really well and competition does 5 we hone in on the 1 benefit and painting competition as jack of all trades, master of none
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
eg. This Iphone has 4k resolution but we haven't figured out how to film underwater in 4k yet
Takeaway 1 (Pulling it away from the prospect)
e.g if you're looking for an old, 1980s looking flip phone we unfortunately won't be able to help you out but if you're looking for sleek, fast ... you're in the right place.
The Damaging Admission (specific to the product)
Emotional
Emotional Benefit 1
eg. and you'll feel proud of yourself for doing something healthy and positive for yourself. Which is something you deserve anyway, right?
and you'll feel in flow because you feel comfortable fully expressing yourself
What it doesn't do #1
What it doesn't do is discourage you from continuing because we show you exactly how it's done for your body type
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
You're going to experience ever increasing levels of self-love and self confidence but we haven't developed the magic pill for instant self-love yet
Takeaway 1 (Pulling it away from the prospect)
e.g if you're looking for a Richard Simmons workout with 15 people in the screen distracting you from focusing on whats truly important we won't be able to serve taht... but if you want quick, to the point, accurate instructions on how to perform the exercise you wanna stick around
The Damaging Admission (specific to the product)
unfortunately we don't have an emotional support therapist doc on call to hold your hand
Type of proof
MOnhtly challenges Testimonials
Demo showing it
No equiment needed (body weight)
3 Layers of Benefits
Functional
Functional Benefit 1
Functional Benefit 2
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Dimensionalized
Dimensionalized Benefit 1
Dimensionalized Benefit 3
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Emotional
Emotional Benefit 1
Emotional Benefit 2
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Type of proof
Study that was conducted by third party
Placement of Proof
Endorsemnt by credible source
Placement of Proof
Testimonial
Placement of proof
eg. In section 4.2
Case Study
Placement of Proof
Demo showing it
Placement of Proof
Save time
3 Layers of Benefits
Functional
Functional Benefit 1
Functional Benefit 2
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Dimensionalized
Dimensionalized Benefit 1
Dimensionalized Benefit 3
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Emotional
Emotional Benefit 1
Emotional Benefit 2
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Type of proof
Study that was conducted by third party
Placement of Proof
Endorsemnt by credible source
Placement of Proof
Testimonial
Placement of proof
eg. In section 4.2
Demo showing it
Placement of Proof
Case Study
Placement of Proof
saving money on gym costs
Type of proof
Study that was conducted by third party
Placement of Proof
Endorsemnt by credible source
Placement of Proof
Testimonial
Placement of proof
eg. In section 4.2
Case Study
Placement of Proof
Demo showing it
Placement of Proof
No self-consciousness around their figure
Type of proof
Study that was conducted by third party
Placement of Proof
Endorsemnt by credible source
Placement of Proof
Testimonial
Placement of proof
eg. In section 4.2
Case Study
Placement of Proof
Demo showing it
Placement of Proof
Flexibility in workout times
Type of proof
Study that was conducted by third party
Placement of Proof
Endorsemnt by credible source
Placement of Proof
Testimonial
Placement of proof
eg. In section 4.2
Case Study
Placement of Proof
Demo showing it
Placement of Proof
Location flexibility
Type of proof
Study that was conducted by third party
Placement of Proof
Endorsemnt by credible source
Placement of Proof
Testimonial
Placement of proof
eg. In section 4.2
Case Study
Placement of Proof
Demo showing it
Placement of Proof
Meal Plans [Deliverable]
Home workouts
Video tutorials of someone who's of a relatable body type
3 Layers of Benefits
Functional
Knowing how YOU should perform the exercise
setting
reps
equipment type
body movements
What it doesn't do #1
It doesn't distract with exercies for ALL body types but really hones in on YOUR specific body type (curvy , etc)
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Quick 6 sec long tutorials to get you fired up and work out rather than 20 min long workout videos where you've lost the motivation before even finishing watching the video
Takeaway 1 (Pulling it away from the prospect)
if you're looking to be the next vitoria's secret topmodel then this is NOT for you...but if you want to feel more self-love, energized, and healthy then we got you covered
The Damaging Admission (specific to the product)
Unfortunately we don't have olympic body builders teaching the exercises
Dimensionalized
Dimensionalized Benefit 1
eg. From the moment you get access you will feel the urge to set up your home workout area
Dimensionalized Benefit 3
What it doesn't do #1
If our product does ONE thing really well and competition does 5 we hone in on the 1 benefit and painting competition as jack of all trades, master of none
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
eg. This Iphone has 4k resolution but we haven't figured out how to film underwater in 4k yet
Takeaway 1 (Pulling it away from the prospect)
e.g if you're looking for an old, 1980s looking flip phone we unfortunately won't be able to help you out but if you're looking for sleek, fast ... you're in the right place.
The Damaging Admission (specific to the product)
Emotional
Emotional Benefit 1
eg. and you'll feel proud of yourself for doing something healthy and positive for yourself. Which is something you deserve anyway, right?
and you'll feel in flow because you feel comfortable fully expressing yourself
What it doesn't do #1
What it doesn't do is discourage you from continuing because we show you exactly how it's done for your body type
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
You're going to experience ever increasing levels of self-love and self confidence but we haven't developed the magic pill for instant self-love yet
Takeaway 1 (Pulling it away from the prospect)
e.g if you're looking for a Richard Simmons workout with 15 people in the screen distracting you from focusing on whats truly important we won't be able to serve taht... but if you want quick, to the point, accurate instructions on how to perform the exercise you wanna stick around
The Damaging Admission (specific to the product)
unfortunately we don't have an emotional support therapist doc on call to hold your hand
Type of proof
MOnhtly challenges Testimonials
Demo showing it
No equiment needed (body weight)
3 Layers of Benefits
Functional
Functional Benefit 1
Functional Benefit 2
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Dimensionalized
Dimensionalized Benefit 1
Dimensionalized Benefit 3
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Emotional
Emotional Benefit 1
Emotional Benefit 2
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Type of proof
Testimonial
MOnhtly challenges Testimonials
images of workouts with PS tagged
Ajahzi's Demo showing it
No self-consciousness around their figure
Type of proof
Testimonial
Placement of proof
eg. In section 4.2
Case Study
her own experience
a client
Save time
3 Layers of Benefits
Functional
Functional Benefit 1
Functional Benefit 2
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Dimensionalized
Dimensionalized Benefit 1
Dimensionalized Benefit 3
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Emotional
Emotional Benefit 1
Emotional Benefit 2
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Type of proof
Testimonial
graphic showing avg. travel timeto gym and back and how it could be used "better"
saving money on gym costs
Type of proof
Study that was conducted by third party
Testimonial
Placement of proof
Location flexibility
Type of proof
Testimonial
Case Study
Demo showing it
Flexibility in workout times
Type of proof
Study that was conducted by third party
Placement of Proof
Testimonial
midnight shift
have a baby
Demo showing it
Gym workouts
Video tutorials of someone who's of a relatable body type
3 Layers of Benefits
Functional
Knowing how YOU should perform the exercise
setting
reps
equipment type
body movements
What it doesn't do #1
It doesn't distract with exercies for ALL body types but really hones in on YOUR specific body type (curvy , etc)
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Quick 6 sec long tutorials to get you fired up and work out rather than 20 min long workout videos where you've lost the motivation before even finishing watching the video
Takeaway 1 (Pulling it away from the prospect)
if you're looking to be the next vitoria's secret topmodel then this is NOT for you...but if you want to feel more self-love, energized, and healthy then we got you covered
The Damaging Admission (specific to the product)
Unfortunately we don't have olympic body builders teaching the exercises
Dimensionalized
Dimensionalized Benefit 1
eg. From the moment you get access you will feel the urge to set up your home workout area
Dimensionalized Benefit 3
What it doesn't do #1
If our product does ONE thing really well and competition does 5 we hone in on the 1 benefit and painting competition as jack of all trades, master of none
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
eg. This Iphone has 4k resolution but we haven't figured out how to film underwater in 4k yet
Takeaway 1 (Pulling it away from the prospect)
e.g if you're looking for an old, 1980s looking flip phone we unfortunately won't be able to help you out but if you're looking for sleek, fast ... you're in the right place.
The Damaging Admission (specific to the product)
Emotional
Emotional Benefit 1
eg. and you'll feel proud of yourself for doing something healthy and positive for yourself. Which is something you deserve anyway, right?
and you'll feel in flow because you feel comfortable fully expressing yourself
What it doesn't do #1
What it doesn't do is discourage you from continuing because we show you exactly how it's done for your body type
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
You're going to experience ever increasing levels of self-love and self confidence but we haven't developed the magic pill for instant self-love yet
Takeaway 1 (Pulling it away from the prospect)
e.g if you're looking for a Richard Simmons workout with 15 people in the screen distracting you from focusing on whats truly important we won't be able to serve taht... but if you want quick, to the point, accurate instructions on how to perform the exercise you wanna stick around
The Damaging Admission (specific to the product)
unfortunately we don't have an emotional support therapist doc on call to hold your hand
Type of proof
MOnhtly challenges Testimonials
Demo showing it
No equiment needed (body weight)
3 Layers of Benefits
Functional
Functional Benefit 1
Functional Benefit 2
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Dimensionalized
Dimensionalized Benefit 1
Dimensionalized Benefit 3
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Emotional
Emotional Benefit 1
Emotional Benefit 2
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Type of proof
Study that was conducted by third party
Placement of Proof
Endorsemnt by credible source
Placement of Proof
Testimonial
Placement of proof
eg. In section 4.2
Case Study
Placement of Proof
Demo showing it
Placement of Proof
Save time
3 Layers of Benefits
Functional
Functional Benefit 1
Functional Benefit 2
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Dimensionalized
Dimensionalized Benefit 1
Dimensionalized Benefit 3
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Emotional
Emotional Benefit 1
Emotional Benefit 2
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Type of proof
Study that was conducted by third party
Placement of Proof
Endorsemnt by credible source
Placement of Proof
Testimonial
Placement of proof
eg. In section 4.2
Demo showing it
Placement of Proof
Case Study
Placement of Proof
saving money on gym costs
Type of proof
Study that was conducted by third party
Placement of Proof
Endorsemnt by credible source
Placement of Proof
Testimonial
Placement of proof
eg. In section 4.2
Case Study
Placement of Proof
Demo showing it
Placement of Proof
No self-consciousness around their figure
Type of proof
Study that was conducted by third party
Placement of Proof
Endorsemnt by credible source
Placement of Proof
Testimonial
Placement of proof
eg. In section 4.2
Case Study
Placement of Proof
Demo showing it
Placement of Proof
Flexibility in workout times
Type of proof
Study that was conducted by third party
Placement of Proof
Endorsemnt by credible source
Placement of Proof
Testimonial
Placement of proof
eg. In section 4.2
Case Study
Placement of Proof
Demo showing it
Placement of Proof
Location flexibility
Type of proof
Study that was conducted by third party
Placement of Proof
Endorsemnt by credible source
Placement of Proof
Testimonial
Placement of proof
eg. In section 4.2
Case Study
Placement of Proof
Demo showing it
Placement of Proof
Premiums/Bonuses
To be marketed and sold just as hard as the main product!
Premiums that are more valuable than entire offer combined
Premium 1
Premium 2
Premium 3
The False Close
Introducing a FINAL Premium, ANOTHER bonus!
General Notes
Multiple premiums better than 1 if backed properly
Give something that provides instant gratification - instant access to something
Include irrelevant/off the wall bonuses (coffee mug, cool t-shirt, fake picture of prospect on cover of magazine etc)
Approach your premiums and bonuses with same kind of intensity, same kind of mindset as main offer itself! Go the distance!
>>> This is what's gonna make the difference between a 1-3% vs a double digit conversion rate!!!
Premiums that fill product gaps and remove excuses for not buying
Workout Videos [Deliverable]
fills XYZ gap in product
Reason why we're including it
Home Workouts [Feature 1]
Video tutorials of someone who's of a relatable body type
3 Layers of Benefits
Functional
Knowing how YOU should perform the exercise
setting
reps
equipment type
body movements
What it doesn't do #1
It doesn't distract with exercies for ALL body types but really hones in on YOUR specific body type (curvy , etc)
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
1 more item...
Takeaway 1 (Pulling it away from the prospect)
if you're looking to be the next vitoria's secret topmodel then this is NOT for you...but if you want to feel more self-love, energized, and healthy then we got you covered
The Damaging Admission (specific to the product)
Unfortunately we don't have olympic body builders teaching the exercises
Dimensionalized
Dimensionalized Benefit 1
eg. From the moment you get access you will feel the urge to set up your home workout area
Dimensionalized Benefit 3
What it doesn't do #1
If our product does ONE thing really well and competition does 5 we hone in on the 1 benefit and painting competition as jack of all trades, master of none
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
1 more item...
Takeaway 1 (Pulling it away from the prospect)
e.g if you're looking for an old, 1980s looking flip phone we unfortunately won't be able to help you out but if you're looking for sleek, fast ... you're in the right place.
The Damaging Admission (specific to the product)
Emotional
Emotional Benefit 1
eg. and you'll feel proud of yourself for doing something healthy and positive for yourself. Which is something you deserve anyway, right?
and you'll feel in flow because you feel comfortable fully expressing yourself
What it doesn't do #1
What it doesn't do is discourage you from continuing because we show you exactly how it's done for your body type
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
1 more item...
Takeaway 1 (Pulling it away from the prospect)
e.g if you're looking for a Richard Simmons workout with 15 people in the screen distracting you from focusing on whats truly important we won't be able to serve taht... but if you want quick, to the point, accurate instructions on how to perform the exercise you wanna stick around
The Damaging Admission (specific to the product)
unfortunately we don't have an emotional support therapist doc on call to hold your hand
Type of proof
MOnhtly challenges Testimonials
Demo showing it
No equiment needed (body weight) [Benefit 1]
3 Layers of Benefits
Functional
Functional Benefit 1
Functional Benefit 2
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Dimensionalized
Dimensionalized Benefit 1
Dimensionalized Benefit 3
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Emotional
Emotional Benefit 1
Emotional Benefit 2
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Type of proof
Study that was conducted by third party
Placement of Proof
Endorsemnt by credible source
Placement of Proof
Testimonial
Placement of proof
eg. In section 4.2
Case Study
Placement of Proof
Demo showing it
Placement of Proof
Save time
3 Layers of Benefits
Functional
Functional Benefit 1
Functional Benefit 2
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Dimensionalized
Dimensionalized Benefit 1
Dimensionalized Benefit 3
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Emotional
Emotional Benefit 1
Emotional Benefit 2
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Type of proof
Study that was conducted by third party
Placement of Proof
Endorsemnt by credible source
Placement of Proof
Testimonial
Placement of proof
eg. In section 4.2
Demo showing it
Placement of Proof
Case Study
Placement of Proof
Flexibility in workout times
Type of proof
Study that was conducted by third party
Placement of Proof
Endorsemnt by credible source
Placement of Proof
Testimonial
Placement of proof
eg. In section 4.2
Case Study
Placement of Proof
Demo showing it
Placement of Proof
No self-consciousness around their figure
Type of proof
Study that was conducted by third party
Placement of Proof
Endorsemnt by credible source
Placement of Proof
Testimonial
Placement of proof
eg. In section 4.2
Case Study
Placement of Proof
Demo showing it
Placement of Proof
Location flexibility
Type of proof
Study that was conducted by third party
Placement of Proof
Endorsemnt by credible source
Placement of Proof
Testimonial
Placement of proof
eg. In section 4.2
Case Study
Placement of Proof
Demo showing it
Placement of Proof
saving money on gym costs
Type of proof
Study that was conducted by third party
Placement of Proof
Endorsemnt by credible source
Placement of Proof
Testimonial
Placement of proof
eg. In section 4.2
Case Study
Placement of Proof
Demo showing it
Placement of Proof
Journal Prompts
fills XYZ gap in product
Reason why we're including it
Home workouts [Feature 2]
Video tutorials of someone who's of a relatable body type
3 Layers of Benefits
Functional
Knowing how YOU should perform the exercise
setting
reps
equipment type
body movements
What it doesn't do #1
It doesn't distract with exercies for ALL body types but really hones in on YOUR specific body type (curvy , etc)
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
1 more item...
Takeaway 1 (Pulling it away from the prospect)
if you're looking to be the next vitoria's secret topmodel then this is NOT for you...but if you want to feel more self-love, energized, and healthy then we got you covered
The Damaging Admission (specific to the product)
Unfortunately we don't have olympic body builders teaching the exercises
Dimensionalized
Dimensionalized Benefit 1
eg. From the moment you get access you will feel the urge to set up your home workout area
Dimensionalized Benefit 3
What it doesn't do #1
If our product does ONE thing really well and competition does 5 we hone in on the 1 benefit and painting competition as jack of all trades, master of none
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
1 more item...
Takeaway 1 (Pulling it away from the prospect)
e.g if you're looking for an old, 1980s looking flip phone we unfortunately won't be able to help you out but if you're looking for sleek, fast ... you're in the right place.
The Damaging Admission (specific to the product)
Emotional
Emotional Benefit 1
eg. and you'll feel proud of yourself for doing something healthy and positive for yourself. Which is something you deserve anyway, right?
and you'll feel in flow because you feel comfortable fully expressing yourself
What it doesn't do #1
What it doesn't do is discourage you from continuing because we show you exactly how it's done for your body type
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
1 more item...
Takeaway 1 (Pulling it away from the prospect)
e.g if you're looking for a Richard Simmons workout with 15 people in the screen distracting you from focusing on whats truly important we won't be able to serve taht... but if you want quick, to the point, accurate instructions on how to perform the exercise you wanna stick around
The Damaging Admission (specific to the product)
unfortunately we don't have an emotional support therapist doc on call to hold your hand
Type of proof
MOnhtly challenges Testimonials
Demo showing it
No equiment needed (body weight)
3 Layers of Benefits
Functional
Functional Benefit 1
Functional Benefit 2
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Dimensionalized
Dimensionalized Benefit 1
Dimensionalized Benefit 3
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Emotional
Emotional Benefit 1
Emotional Benefit 2
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Type of proof
Study that was conducted by third party
Placement of Proof
Endorsemnt by credible source
Placement of Proof
Testimonial
Placement of proof
eg. In section 4.2
Case Study
Placement of Proof
Demo showing it
Placement of Proof
Save time
3 Layers of Benefits
Functional
Functional Benefit 1
Functional Benefit 2
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Dimensionalized
Dimensionalized Benefit 1
Dimensionalized Benefit 3
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Emotional
Emotional Benefit 1
Emotional Benefit 2
What it doesn't do #1
What it doesn't have #1
List 6 features what i can and can't do - what it can do clarly outweighing the what it can't do (inconsequential)
Takeaway 1 (Pulling it away from the prospect)
The Damaging Admission (specific to the product)
Type of proof
Study that was conducted by third party
Placement of Proof
Endorsemnt by credible source
Placement of Proof
Testimonial
Placement of proof
eg. In section 4.2
Demo showing it
Placement of Proof
Case Study
Placement of Proof
Flexibility in workout times
Type of proof
Study that was conducted by third party
Placement of Proof
Endorsemnt by credible source
Placement of Proof
Testimonial
Placement of proof
eg. In section 4.2
Case Study
Placement of Proof
Demo showing it
Placement of Proof
No self-consciousness around their figure
Type of proof
Study that was conducted by third party
Placement of Proof
Endorsemnt by credible source
Placement of Proof
Testimonial
Placement of proof
eg. In section 4.2
Case Study
Placement of Proof
Demo showing it
Placement of Proof
Location flexibility
Type of proof
Study that was conducted by third party
Placement of Proof
Endorsemnt by credible source
Placement of Proof
Testimonial
Placement of proof
eg. In section 4.2
Case Study
Placement of Proof
Demo showing it
Placement of Proof
saving money on gym costs
Type of proof
Study that was conducted by third party
Placement of Proof
Endorsemnt by credible source
Placement of Proof
Testimonial
Placement of proof
eg. In section 4.2
Case Study
Placement of Proof
Demo showing it
Placement of Proof
Project Soul - S.I.N. Offer
Client Brand
Client Name
Deliverables
Deliverable 1
What they get
Benefits
1
Types of Proof
1
Feature
Fact
1
Types of Proof
1
Benefits
1
The Why
Benefits
1
Types of Proof
1
Price & Terms
Do they have...
(Total) "Value" (of entire offer) Price
Yes/No
Retail Price
Yes/No
Rationale for discount
Yes/No
Offer Price
Yes/No
Savings Percentage
Yes/No
Savings Amount
Yes/No
Price Trivialization
Yes/No
Risks/Reversals
Inconvenience
Prospect Risk
1
Risk-Reversal
1
Unsatisafactory Results
Prospect Risk
1
Risk-Reversal
1
Disappointment & Frustration
Prospect Risk
1
Risk-Reversal
1
Loss of Time
Prospect Risk
1
Risk-Reversal
1
Financial Loss
Prospect Risk
1
Risk-Reversal
1
Loss of "Face"
Prospect Risk
1
Risk-Reversal
1
Hassle/Intimidation
Prospect Risk
1
Risk-Reversal
1
Close/Call to Action
Focus on the Transformation - The After Sale
1
Contrast Technique (re-introduce the pain)
1
2
3
2
Contrast Technique (re-introduce the pain)
2
3
Contrast Technique (re-introduce the pain)
3
Reason to Respond Now
Urgency
Deadline
1
Tied to something in their environment
1
Scarcity
Type of offer
1
Premiums
1
Bonuses
1
Premiums/Bonuses
Premiums that are MORE valuable than the product/offer combined
What do they get?
Benefits
1
Types of Proof
1
Features
Fact
1
Benefits
1
Types of Proof
1
The Why
Benefits
1
Types of Proof
1
Premiums that fill product gaps/remove excuses for not buying
What do they get?
Benefits
1
Types of Proof
1
Features
Fact
1
Benefits
1
Types of Proof
1
The Why
Benefits
1
Types of Proof
1
Gaps/Excuses
Fills XYZ Gap/Excuses
1
Final Product
Offer 1
Main Product
Workout Videos
Bonuses/Premiums
Journal prompts
Community
Meal plans
Guarantees and Refunds
30 day money back
Risk Reversal
Try it, see if it works, and with 30-day money back you having to lose and everything to gain.
Pricing Structure + Terms
Total Value of Offer: $297/monthly
Retail is $97/month
Saving $200/month
Savings %
Offer price: $11/monthly
Saving $286/month
Savings %
Reason to Respond
Get in before the next monthly challenge starts and compete for one of 4 prizes of $250
CTA
join the [month] challenge now
Offer 2
Main Product
Bonuses/Premiums
Guarantees and Refunds
Risk Reversal
Pricing Structure + Terms
Reason to Respond
CTA
Offer 3
Main Product
Bonuses/Premiums
Guarantees and Refunds
Risk Reversal
Pricing Structure + Terms
Reason to Respond
CTA
Reason To Respond Now
General Notes
Tying (real) scarcity + (real) urgency together = best of both worlds
"Delay is the death of the sale!"
YOU HAVE TO GIVE THEM A REASON TO RESPOND NOW!
Urgency
Deadline is key trigger to immediate actions
can be built throughout entire marketing campaign, not just offer
Scarcity is more powerful than urgency but needs to be real!
Does NOT have to be about yanking product off the market
"First 15 people to buy get XYZ"
Great for live promo, not evergreen promo
Ways to get response now
Urgency
Deadline
"Procrastinators" Offer
because you're going to convince yourself you're starting on monday, here is our 24 hour offer just for you. ends sunday eve 9pm PST.
getting in before monthly challenge ends/before next one starts
if you sign up within the next 72 hours you'll get access to [list the bonuses] + timer running down
Tied to something in their environment (eg. stock going on exchange and getting chance to buy before it hits the evening news)
new trend
get the effects of participating in that new trend NOW [fomo]
using seasons
in Spring: getting ready for beach body in summer
for your vacation in Fiji around Christmas
Insider/VIP sale > before it gets released to public
because you're on our list
eg. consultation call with Ajahzi herself if you sign up now
Scarcity
Tied to
Type of offer
Because it's our facebook only offer and you happened to come through here
Premiums [a prize or award]
You'll get to partake in our monthly challenges and win a prize of $250
Bonuses [something extra that is good]
Because we paid for you to click on this ad and we wanna see whether our ads are working
if we give this to everyboy we'd go out of business b/c there is so much value to it
Reward action takers
Could be about first 15 people to respond [great for live promotion, not evergreen promotion]
if we give this to everyboy we'd go out of business b/c there is so much value to it
Reward action takers
There is only 1 Ajahzi and there is only so much time she's got available
Close / Call to Action
General Notes
Don't assume your prospects know what to do > tell them exactly what to do
“Go ahead, click the green button below. You’ll be taken to our secure order form, enter your information, press submit and in just days your bundle will arrive. And get excited because you’re just 45 days away from a gorgeous green lawn”
Use future tense/future pacing
"When your Quick Start video arrives.."
Associate positive outcomes with taking action (Focus on the Transformation - The After State)
"Go ahead, take advantage of this offer so that [you can enjoy X benefit]
You can get in on the next...
monthly challenge
You become...
more self-confident
healthier
You can...
You experience...
more self love
happiness
You can enjoy...
more energy
feeling great in your own skin
Contrast Technique (re-introducing the pain)
telling the prospect what they will experience without your product (Consequence Amplification)
lack of energy
sluggish
lack of self-love
another 2 years of... [sluggishness, lack of energy, inability to enjoy summer vacations, discomfort in your own body, etc]
unable to enjoy your summer vacations
being very uncomfortable in your own body
Prospect Risks
[ranked in order of importance]
GOAL
Our job is to engineer an offer that relieves as many risks and fear of risks as possible → a real, risk-free value proposition
any gaps in competition/competitors risk-reversal management
Financial Loss
if i subscribe ane forget about it..
if i subscribe and don't get the results...
Reversal: Money back guarantee
Unsatisfactory results
not able to lose the weight/tone up/bulk up
Reversal: Eg. either they get the results within 5 days or somebody will be at their house and won’t leave until they do
Disappointment & Frustration
don't have proper equipment
not happening fast enough
can't perform the exercise
Loss of time
feed my cat
can't scroll through IG
have to use leisure time for exhausting workout
can't go shopping
can't chat with friends
Reversal: For instance you could add a bonus of someone coming to their house who installs it for them/sets it up for them
Inconvenience
find the time/interrup their day
staring a new habit
being exhausted
Hassle/Intimidation
no annoying notifications every 5 minutes blowing up your phone
You can work at your own pace, you won't have someone breathing down your neck
Reversal: Letting them know that they won’t receive any unsolicited mail, letters, knocks on doors, won’t be contacted by anyone ever again
Loss of "face"
Price & Terms
5 Point Price Presentation (MAIN PRODUCT)
(Total) "Value" (of entire offer incl bonuses) Price
$$$
Main Product Deliverables
Home Workouts
$$
Gym Workouts
$
Bonuses
(Total) "Value" (of ALL bonuses) Price
$$$
Soul Sister community
$$
Journal prompts
$
Meal plans from registered dietitian
$$
Retail Price [what you'd normally sell it at on market]
$$
Rationale
Rationale 1: paying fitness to come to your house several times a week costs you 1500 CAD/month
because we don't have to send one of our personal trainers
Savings percentage
Savings amount
Offer Price
$
Savings Percentage + Amount
Rationale for discount
b/c you're signing up under the thicc thigh july challenge
just rolled out program
you're the first 50 people to get exposed to this offer
Savings percentage
Savings amount
Price trivialization
"The price of 2 Starbucks Latte Macchiato Grandes a month"
Risk-Reversal
GOAL
putting together the biggest, boldest, most audacious guarantee
Best Risk Reversal Type combos unique to [THIS PARTICULAR] client
Combo 1
eg. Money Back Plus
eg. time based
eg. Keep your premiums
eg. Unique off the wall guarantee
Combo 2
eg. Money Back Plus
eg. time based
eg. Keep your premiums
eg. Unique off the wall guarantee
Name
benefit-oriented / exciting
“Gorgeous-green-lawn-in-30-days” Guarantee
“5-%-colesterol-drop” guarantee
Risk-Reversal Language
"Try it Before You Decide"
Even if it's a hard offer
Better Than Risk-Free
No Questions Asked
100% Money Back Guarantee
100% Satisfaction
No Hassles
"We'll Buy It Back!"
Using Positive Reinforced Language
We provide the finest widgets in the world. You're either fully satisfied...head over heels thrilled with your new widget, or just return your widget within 60 days for a full refund of your purchase price.
Prospect Risks
[ranked in order of importance]
GOAL
Our job is to engineer an offer that relieves as many risks and fear of risks as possible → a real, risk-free value proposition
any gaps in competition/competitors risk-reversal management
Financial Loss
if i subscribe ane forget about it..
if i subscribe and don't get the results...
Reversal - Time Based: Try it for 30/45/60 days for free and if you're not head over heels thrilled we'll refund you 100% of your money
Reversal - MOney back: Money back plus
Reversal - MOney back: Double Your money back
Unsatisfactory results
not able to lose the weight/tone up/bulk up
Reversal - Performance Based: Eg. either they get the results within 5 days or somebody will be at their house and won’t leave until they do
Reversal - Time Based: Try it for 30/45/60 days for free and if you're not head over heels thrilled we'll refund you 100% of your money
Disappointment & Frustration
don't have proper equipment
Reversal: For instance you could add a bonus of someone coming to their house who installs it for them/sets it up for them
not happening fast enough
Reversal - Time Based: Try it for 30/45/60 days for free and if you're not head over heels thrilled we'll refund you 100% of your money
Reversal - Performance Based: eg. you either lose 20lbs in the next 60 days or you get 100% of your money back
can't perform the exercise
Reversal: One of our personal trainers is going to show up at your door and will walk you personally through the exercises until you can perform them. he won't leave until you do
Loss of time
feed my cat
can't scroll through IG
have to use leisure time for exhausting workout
can't go shopping
can't chat with friends
Reversal: For instance you could add a bonus of someone coming to their house who installs it for them/sets it up for them
Reversal - Bonus Ebook - how just 15 min/day is all you need
Reversal - Competitor Challenge: with our product the maxium time you need to invest not daily but only 3x is 15min/day. that's it. you wont' find this anywhere else, not with XYZ noe ZYX. put us to the test!
Inconvenience
find the time/interrup their day
Reversal - Bonus Ebook - on the easiest way to incorporate the workout into your day even if you're a recent mom of triplets working 2 jobs
staring a new habit
Reversal - Bonus Ebook - the 5 easy, proven steps on making your workout routine stick
being exhausted
Reversal - Bonus - 20% off muscle massager gun at XYZ amazon seller
Hassle/Intimidation
no annoying notifications every 5 minutes blowing up your phone
You can work at your own pace, you won't have someone breathing down your neck
Reversal: Letting them know that they won’t receive any unsolicited mail, letters, knocks on doors, won’t be contacted by anyone ever again
Reversal: Bonus ebook - why self love means listening to your body and following what your body tells you it needs, at your own pace, on your own time
Loss of "face"
10 Types of Risk Reversal
Conditional
make sure if you have a conditional one it's always combined with AT LEAST 1 unconditional one
Unconditional
Money back plus
Money back and you keep access to program/product
Money back and you keep access to bonuses
Money back and you remain a member
Double Your Money Back
Performance-based
eg. you either lose 20lbs in the next 60 days or you get 100% of your money back
This supplement either decreases your cholesterol by 5 points or you get all your money back
Time-based
30 days
45 days
60 days
1 year
Lifetime
Competitor challenge
Can you pack more value into your product than the competition >>> eg. "This supplement either decreases your cholesterol by 5 points or you get your money back"
Put us to the test!
Unique/Off the wall guarantee
"If you don’t love it, send it back and we will plant a tree in your name in Israel"
"If you don’t love it, send it back and i’ll smash by cowboy hat with a sledgehammer and send you the video"
[Guarantee 3]
[Guarantee 4]
Keep Premiums