Value Stacks

• People don’t pay for aggregate value in an offer, they often times only pay for a single high value price that they value a lot
• Don’t include price “values” in value stack, only tell them a dollar figure if it’s actually sold for that much for price anchor, if not, it looks like you’re a scammer or fishy because no one is realistically going to buy signals for “10k in value!!!”
• Limited time offers are practically creating a tangible digital product
  • price anchor by showing “commonly sold feature for x, but we’re only selling the entire bundle x” to make the offer a no brainer offer
• When creating the value stack and bonuses, ask yourself as a litmus test “If I were to remove everything but that one thing, would someone still go and buy?”
  • If they won’t then don’t add it to the value stack, if they would then add it, you want a good value stack. Quality > Quantity

What people most value (Skool Value Matrix)

Access

• Easiest way to increase value is to increase call frequency
• Have dedicated access points
  • dedicated coaches for x topic that do it better then the creator itself
• If you can answer questions on calls better then a specialist on your team, you need a better team; then slowly transition the team into taking on calls to automate everything on your end
• Script and train team on presentation skills for taking on coaching calls

Content

• Fast results are worth more money; that’s why you should advertise faster results
  • people don’t buy from aggregate value, they buy from one thing from the value stack, it could be fast results for some offers

Events

• Keep events scarce and exclusive so people don’t FOMO and think they aren’t getting the full value of the offer
  • i.e Hamza did a “everyone in the Skool can join this in-person event”, but realistically most people can’t, so they feel as if they’re missing out on an important value feature in the community, to prevent this, he was told by Hormozi to add some friction and only let people past x level or past y time frame to join the live events and attend. It makes it seem more special, valuable, and people don’t feel as if they’re missing out on an important piece of the community. Brady and Eddie do this with their “in-person mastermind” that you can only unlock past a certain level and that they would fly you out if you went past a certain level.