The goal of an offer in its most simple form is to: Increase the perceived value of what is being sold. Make the thing being sold unique to you and only available within this special offer.

Dan Kennedy said it best: “Ultimately, the business that can spend the most to acquire a customer wins. A business beats its competition by making the same prospect worth more to his business than to that of his competition.”

each step of the value ladder and help you answer the following questions: What is the goal for that step in the value ladder? Which funnels are the best to use to achieve that goal? What offers do you have (or will you need to create) that plug in to that funnel? What sales or “funnel scripts” should you use for each page in the funnel?

Dan Kennedy once said, “There is no strategic advantage of being the second lowest price leader in town, but there is a huge strategic advantage of being the most expensive,”

defining the result (or Oz) that your dream customers will be coming to you to achieve. I call this your “value ladder mission statement,” or VLMS, and I break it down like this: We help (insert who) to (insert result they want to achieve) through (insert your new opportunity).

The second metric is average cart value, or ACV. This is how much money you make on average inside of the funnel for each customer you acquire. If I get 10 people to buy my book, and I make $1,000 in total sales throughout that entire funnel, then my ACV is $100.

Whenever I am going to create a new funnel, I first figure out what type of funnel I’m going to create (and I’ll show you the 10 most common funnels in Section Two). Then I try to find as many examples of these types of funnels in my market and in other markets so I can see the framework. Finally, I create my

I want you to now start thinking about congregations as they relate back to your dream customer. What are the congregations that they are already participating in? Start asking yourself these questions: What are the top websites that my dream customers already go to? What forums or message boards do they participate in? What are the Facebook groups

here are three great areas to focus on when it comes to headlines—no matter what the traffic temperature—if you want to amp up the emotional punch behind them. A clear desire they want to satisfy A pressing problem they really want to solve A nagging or intense pain they want to avoid or eliminate