Dear entrepreneur and expert,
we’ve been drinking too much of the kool-aid.
You probably sense it as well but…
You're NOT "one funnel away."
You are really One OFFER Away.
Coming to you as a fellow entrepreneur, let me tell you that I admire you.
It takes a special “breed” of optimist people to start and want to grow a business.
I’m rooting for you and I want you to scale, “10x,” “crush it,” all that good stuff… but I also want to spare you from some frustration and headaches along the way.
Look, less than ≈1 in 500 Clickfunnels users reach the “2-Comma Club.“
Which kinda confirms that the money is not in the funnel?
The truth is that:
A perfect funnel for a so-so offer doesn't hold a candle!... to a so-so funnel for an irresistible offer.
So, if you’ve built your super funnel already… but those Stripe and Paypal notifications are not coming in as often or as easy as you’d like them to, then you’re in the right place to turn that around.
And, if you have not built a super funnel yet, even better! You might need a simpler funnel than you think 😉
To see what I mean, think of marketing and sales like this 👇
Marketing is on the same “seesaw” as sales, and they are both balanced on a fulcrum.
That fulcrum is the OFFER.
When the “offer fulcrum” is on the wrong spot…
… marketing feels hard, and it takes a “marketing powerlifter” to lift some sales.
Funnel hacking, webinars, Facebook™ lives, lots of cold DMs, 60-min sales calls, objection-judo scripts, ninja copywriting — all of these need to work really hard to put some dollars in your pocket.
But to make it easy?
You use The F.U.L.C.R.U.M. Method to fine-tune your offer, which moves the “offer fulcrum” to the right spot…
And it gets like this 👇
(stop scrolling! this is a GIF…)
With a good offer, a baby can push the lever down…
— short conversations, fewer objections, simple copy —
…and lift more sales than the “powerlifter.”
Now, maybe you think you’ve seen this before.
But what other trainings do is show you how to “say” your offer; how to write it in an email, or ad, etc.
And, don’t get me wrong, how you say it does matter—and you’ll get that in here as well…
But your offer is so much more than the words you use.
It’s also a business process.
Let’s make this crystal clear with a true story…
— lean in and pay attention. I promise you’ll get an “a-ha!” —
Educational break:
There was a dry cleaning business owner that wanted to get a competitive edge.
So, he bought an expensive machine that cleaned tall curtains.
He became the only business in his area with that kind of machine, and was located in a residential area full of houses — all of which had tall curtains.
Almost shooting fish in a barrel right?
The product was there. The market was there…
So the offer was supposed to be simple:
“We’ll clean your tall curtains in 24 hr for $”
And he got?
Crickets…
After digging a bit more, they found out that people did want to clean their curtains but:
✘ Home owners in the area were in their 50s and 60s
✘ Curtains are high up, so you need a ladder to get there
✘ And they are heavy, so you need to be fit to get them down
✘ And people don’t want to be left without a major decoration piece on their living room
✘ And then they had to put them back up!
In short…
It was easier to say “no!” than “yes!” to this offer
So they hired a guy, rented a van, and changed their offer to this:
“We’ll clean your tall curtains in 72 hr for $$$. We’ll come to your house, take your curtain down, put a complementary one up. Clean yours, then come back, and put it up for you.”
And, can you guess what happened?
People ate it up. Phones rang off the hook.
It was WAY easier to say “YES!!” than “no” to this new offer.
As a result, this business owner went from struggling to get by, to driving a Porsche paid in cash.
Sure, the business owner changed the words and what he said in the ads…
But it was all directed by a change in the OFFER.
And, yes, I chose a “boring, offline, low-ticket” business for this example on purpose because…
A better offer can unlock
the full economic power of ANY business!
…offline, online, high-ticket, low-ticket, boring, or exciting. And it can do the same for yours.
So, what even IS an offer?
It’s much more than the product or service.
And it’s also much more than “the pitch.”
An offer encapsulates everything about what you’re selling. The results you’re promising, the problem being solved, the price, the guarantee, the bonuses, and all the things people get when they buy.
And…
After working on offers for clients, buying offers as a consumer, studying offers, seeing what works for others, thinking about offers in the shower…
I’ve identified nine critical offer areas that move the conversion needle the most, and make people happily part with their money to get your goods.
And I’ve codified them into The F.U.L.C.R.U.M. Method.
Most of what you will find online about offers — whether it’s free or paid from our favorite gurus — will only cover a couple of those nine areas. (Yes. I’ve checked.)
And then, you’re left to your own means to make sense of it, distill the principles behind the tactics, and apply it to your own offers.
That’s is why I’ve included a practical worksheet, and dozens of examples from various niches, in short and concise method that makes your offers easier to sell 👇
The F.U.L.C.R.U.M. Method
A framework that makes it fast and easy to know what to “fix” in any offer.
It shows you exactly how, why and where to tweak offers so that they become easier to sell.
You'll learn:
➜ The reason why a “step-by-step proven system” means jack poop, and exactly how to talk about “your plan” to make it easier to sell.
➜ The three areas that your message cannot miss if you want people “get it” and want to buy from you, and not from others.
➜ Why most marketing messages are like a “judge” (that people naturally hate…), and how to be more like a “doctor” (that people naturally trust!)
➜ A tiny-but-mighty change in your core promise that disables people’s BS filter, and conveys your experience and authority.
➜ Five dimensions of the cost of your product—way beyond just the money—that get people to act now.
➜ “You must have a bonus stack!” right?… Wrong! Why adding stuff to an offer won’t make it easier to sell, and the right way to overdeliver.
➜ Why “money back” guarantees don’t work, and a much more powerful way of lowering the risk.
➜ How to turn a “big offer” that is hard to sell, into several offers that are easier to sell. (and this is the key to making “ascension models” work.)
➜ Ways to create legitimate urgency for an offer, and a reframe to never shy away from pushing deadlines.
➜ Two targeting questions that will give you more confidence in sales, because you’ll only be talking to people who you know you can help.
➜ And a lot more…
You'll get:
✔ The FULCRUM Method training. Nine short, to-the-point, powerful modules breaking down each of the offer areas. (‘Mind blown’ galore guaranteed.)
✔ The 🔥 FULCRUM Worksheet 🔥 to guide you on applying the method on your own offer(s) from now on.
✔ Two training videos to walk you through the worksheet, and through dozens of examples.
✔ “Demand Alchemy.” A complementary guide to help you craft better marketing messages that turn people’s problems and desires into demand for the offers you’ll be working on.
My Results Guarantee
I’m so confident that this process will make your offers easier to sell, that I’ll offer you this:
➜ Fill The FULCRUM Worksheet for one of your offers.
➜ Then, write a marketing piece for it—email, post, ad, etc—following what’s on your worksheet.
➜ Then, put it out in the market—send it, post it, turn on the ad.
If you don’t get more conversions than your previous attempt…
Send me an email or a DM with proof (it must be an “apples to apples” comparison, with numbers) and I’ll give you a FREE 1-hr offer & copy consultation ($497 value) where we will fine-tune your offer worksheet and draft a new marketing message for you.
But... nothing is perfect.
I’m not going hide the fact that no offer will work for the wrong audience.
There’s no amount of fine-tuning, re-packaging, re-positioning, or wordsmithing that can get an offer to sell if it’s presented to people who DON’T want it.
With that said, if you already have your targeting on point, or have a “captive audience” — email list, Facebook group, podcast, etc…
And want to turn their attention into revenue…
Then you are literally “Just One Offer Away” 🙂
“Wait… what?…” *squints suspiciously*
“Only $197 for something that can literally turn a business around!?”
“Where’s the catch?”
There’s no catch.
This is the same process I use to confidently want to work with businesses on a pure revenue share.
I make SURE that their offers are easier to sell…
Then my work is easier, and we all bank more.
So, my not-so-hidden motive to help you craft better offers is to increase the chances that we eventually get to work together on my Sales Alchemy partnerships.
But if we don’t, and if you end up making millions with these $197 insights, more power to you!
so…
Are you ready for the shift ?
✘ FROM thinking you need a wordsmith copywriter to summon Cialdini and Billy Mays to write your sales copy…
✔ TO having simple sales copy that almost writes itself and converts more.
✘ FROM tweaking ads and funnels hoping to increase conversion rates by 1% here, 1% there…
✔ TO creating conversion leaps… 2x here, 3.5x there.
✘ FROM trying to master objection-judo on 90-min strategy sessions…
✔ TO simpler conversations that naturally flow towards the sale.
Better, irresistible, “easy YES!” offers are the answer.
“But wait… I have a couple more questions…”
Sure, no problem. Hit me…
Q: “Who are you? And why should I trust you?”
A: I’m Nicolas Anguiano, nice to mee you 👋, and “trust me I’m an engineer.“
It’s true though, I’m a mechanical engineer (I know ¯\_(ツ)_/¯). I’m also a marketer, and copywriter. I’ve worked with big, cool brands, and produced close to 7 figures so far. If you want to go deeper, here’s more about me.
Q: “Will this work for MY offer?”
A: The Fulcrum Method is based on principles. Therefore, yes, it can work for ANY offer.
In the training modules, and in one of the videos, you’ll see it in action being used to evaluate or tweak dozens of offers in different niches.
Q: “How much time and work will this require?”
A: The whole training can be “consumed” in around 45 min.
Then, properly completing the The Fulcrum Worksheet should take a couple hours more.
Then… it depends. If you need to add something to your fulfilment, it can be weeks?
But, if you only need a change in your message, by the third hour you could be posting, emailing, or setting up an ad with your new “easy yes!” offer.
Q: “Cool. I’m good to go. Could you put the button down here again? (I don’t want to scroll up…)“
A: Sure thing. Here it is 👇
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