Nov 17, 2022

Puerto Escondido, Mexico – “Didn’t you say you wanted a Corona? It’s what’s written down!”

Can’t read the full email – click here for the online version.

There’s a cute little breakfast/lunch place just below where I’ve been spending many hours working on this upcoming weekend’s “flash” sale. (to be revealed Friday)

It’s basically an open space on the ground floor, protected from the sun by the overhang of the two floors above. It can seat 10-12 people comfortably, when you include the 3 tables on the “patio” portion. The espresso is good and the meals are simple, but filling.

A diminutive lady, with a ready smile runs the place, with one staff member handling most of the short-order cooking duties.

The owner, I’m guessing, is a tall, frail, thin man, who hangs out in the corner at the “bar”. He’s from Liechtenstein, been in the area for who knows how long. Speaks good English and Spanish from what I hear; plus, naturally his country’s version of German.

When it’s slow or the ladies are busy, he’ll come around and take your order. 

The other morning, we arrived soon after they opened. Since there were no other customers and the others were busy getting things ready, he came round to our table. 

A nice glass of “naranja”, along with a “cappuccino doble”; I asked. My wife put in her order and off he went to tell the women.

Imagine my surprise, when he then opened up a freezer, pulled out a bottle beer, opened it and handed it to me. It wasn’t even 8:30 in the morning.

“A little early for a beer, I believe!” I told him. “I wanted an orange juice!”

Then he shows me the slip of paper upon which he had written up our order. The second item was “corona”! 

We had a good laugh over that one. He couldn’t fathom how he had heard “corona” instead of “naranja” but since I’d seen him sipping a cold brew as early as 9:30 – he must have had “beer on his mind”.

Shows how important it is to be clear in your communication, even more so when it’s not your first language. 

Thinking of this “order mishap”, however, got me thinking about offers.

In fact, one of my colleagues spent a solid 90 minutes going over how to craft offers that sell. And he wasn’t talking about your “lead magnet” or “trust trigger” offer. 

Those are to be used to get one to “raise a hand”; show you that they are interested in what you really have to offer.

In other words – how much care and attention have you put into being completely clear with what your client or patient is “gonna git” when they sign up?

This is particularly important for all of you who sell “high ticket” items. Really, anything over a thousand bucks. More so if you plan on working with your new client for months at a time.

He laid out a cool and simple way to do this.

Create a spreadsheet and in the first column write down a list of your ideal client’s problems and challenges – things they want to solve.

Next to each of these, in the second column, write down the solution they want to these problems, which they don’t know how to achieve – but you do.

Now in the 3^rd column, jot down who in your company will be providing the solution. If you’re a sole practitioner – that’d be you.

In the 4^th column, give your solution to the client’s problem a cool name – like the “$2 Million Ad Copy Swipe Library”.

In the fifth and last column – write down a “$ Value” to that solution. This can often be arrived at by asking what it would cost your prospect to get that solution if he/she had to do so from scratch. Or, how much savings, benefit does it give them?

When you add up the “values” in column 5, you should arrive at a high number, one that if the client paid, would still give them a significant benefit.  

Then divide that number by 10 and voilà, you have arrived with a great offer to which your prospect would be a fool not to accept and you still make a good profit on.

Until next week,

Stay healthy and focus on profit! 

- Hugh 
The “Profit Accelerator” Expert

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