The #1 Equation for Making Irresistible Products
The #1 Equation for Making Irresistible ProductsHow to make an offer so good that people feel stupid for saying noDear subscribers, Today, I want to share an equation for creating a product that people can’t resist.
It was created by Alex Hormozi, author of the book $100M Offers. Let’s dive in:
This post is brought to you by…Peerlist Peerlist is a new professional network that lets you highlight your skills and body of work instead of your paper credentials. I’ve set up my own Peerlist profile and love how it showcases all my best Substack posts. Peerlist supports employment verification and integration with Github, Dribbble, Gumroad, and more. Claim your Peerlist username for free below. What is the value equation?The value equation breaks down what makes a product valuable into 4 components:
The first two create value and the last two destroy value. Now here’s the secret: Most products focus on the top of the equation, but the bottom is where the magic is. If you can reduce your customer’s time delay and effort to zero, you’re golden:
Let’s walk through each component in more detail with examples. 1. Dream outcomeThis is what the customer is feeling and experiencing when their dreams come true.
People dream about better health, wealth, and relationships, but if you dig deeper:
A dedicated parent might dream about buying the best minivan instead of a sports car because the former will increase their status more amongst their parent friends. ExampleSuppose you have a product that promises the dream outcome of getting fit this summer. You can bring this dream to life through:
2. Perceived likelihood of achievementThis is the customer's perception of whether they'll achieve their dream.
For example, if you had to get surgery, how much more would you pay for a surgeon with 10,000 surgeries under their belt vs. 10? ExampleIf you’re promising six pack abs for the summer, you can increase the perceived likelihood of achievement through:
3. Time delayThis is the time between a customer buying your product and getting their outcome.
Reducing the time delay is one the most underrated ways to provide value. If you enter a competitive market with a product that’ll help customers achieve the same dream in half the time - you’ll win. For example, nobody will want to take an 8 hour masterclass if they believe they can get the same value from a 2 hour course. Most dreams take a long time to achieve, so it’s important to:
ExampleThe fitness program could include intermittent fasting or a strict no-carb diet in week 1. This’ll help clients see progress faster and give them more confidence. 4. Perceived effort and sacrificeThis is the perceived effort and cost needed to use the product.
Like it or not, most people are lazy. That's why liposuction costs 100x more than a gym membership. ExampleThe fitness program can decrease the perceived effort and sacrifice by providing:
The less effort required, the more valuable the product becomes. Putting it all togetherUse the value equation both when you’re defining a product and when you’re crafting messaging to promote it to customers. To wrap up our fitness example, a marketing page might include:
Remember:
Once you know the value equation, you’ll see it being applied everywhere. Let me know in the replies if you have more examples! Creator Economy by Peter Yang is free today. But if you enjoyed this post, you can tell Creator Economy by Peter Yang that their writing is valuable by pledging a future subscription. You won't be charged unless they enable payments. |
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