SFR 85: 3 Ways To Boost Perceived Value

Routinely, these are the most common ways we'll increase the perceived value of our offers...

What's going on everyone? This is Steve Larsen and you're listening to Sales Funnel Radio.

Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business, using today's best internet sales funnels. And now, here's your host, Steve Larsen.

How you guys doing? Hey, just right off the bat, I want you to know if I'm talking fast or a little bit jittery, it's because I am a little bit jittery. Okay, so a few weeks ago, about three weeks ago I was like, "Crap!" When I first met my wife, I was six per cent body fat. I was running ... I was doing sprint triathlons like crazy, I was ... I'm not gonna lie, you know twisted steel and sex appeal. I mean, I was like ... I was looking really good.

I had veins all over me, it was awesome. And then this thing called like work and college came along, and married life and responsibility and that kind of stuff and I was like, "Man, I'm not gonna lie, I feel a little bit big."

So I went online and I went to YouTube and I found this guy that was just like shredded, right? I went on YouTube with the explicit purpose of finding some person who just looked totally jacked and huge and swole and looked like he could kill me in a single flex. And I found someone. And I got on there and I was like, "Hey man, do you do like, you know, do like customized meal plans?" I got no problem with the actual workout part, but I want like help with the meal plan part. So anyway, he's been ... I've been on this super, super strict like ... I mean it's literally like chicken and veggies and some healthy fats, like that's it.

That's what I've been eating for the last two weeks and I feel so much better. It's amazing! How restricting actually makes me feel more enabled, think about how many lessons that applies to.

But anyway, it's been interesting and right now, I was about to go do a workout and I've just been pounding some caffeine before I go and do my workout. And it's starting to hit me right now. So, if I sound kind of jumbled and all over the place, that is exactly why. And anyway, I'm excited. In fact, a few days ago, I was talking to Russell, I was like, "Dude, I feel so good, like oh my gosh, I've had no caffeine. I've had like ... I'm eating super clean." And he's like, "Really? Like that's awesome man. Like oh that's so cool."

And I went back home and I was started looking at what it was he was having me take, and I've been taking 275 milligrams of caffeine in the morning. And I was like, "No wonder I feel like I'm on freaking cloud nine, my head is like buzzing, I'm going like crazy." And anyway, he's laughing, he's like, "Dude, that's like the equivalent of 12 Ignites, that's like so much caffeine." Anyway, so it's just been kind of funny.

Hey, so we just barely finished a Funnel Hackathon event. Now, if you never heard of that, what happens is people come in for three days and day one, we go through their sales message. Now, well that's really day two. Day one what we do is a lot of foundational work, okay. What's your new opportunity?

Who you selling to? You know, have you actually created a new niche? What's your message? You know, describe more of the target? It's more stuff like that. What are the false beliefs of the individuals? What stories do you have in your life that we can start crafting around it? And we do a lot of like, it kinda feels like you bouncing around a lot, but in day two, a lot of stuff starts to come back together.

Okay, so the first day is like a normal nine to five kinda day, the second day though is ... We start at about eight thirty in the morning and we go til about midnight. And the entire three day event, it's not like we take breaks, there's no official breaks, there's no ... I mean, it's intense, it's very intense as a participant.

It is extremely intense as the person running it, you know what I mean? It's kinda fun 'cause day one Russell and I, we're on stage, sometimes separate, sometimes together, sometimes we're kinda ping ponging back and forth, teaching this and it was just a ton of fun.

I know a lot of you guys listen to this podcast, shout out to you guys, I know that. We've had hundreds and hundreds of you guys come through it now, it's been great. Day two though, it's just ... It's mostly just me and we go from sun up to way past sundown.

And we build out the entire webinar slide presentation. All of it. From top to bottom. Then Russell comes in, the very last thing of the day, usually like nine or 10 in the evening and he does this actual stack presentation and just breaks it down and shows what he's actually doing and why it works. It's really cool.

And then the third day, we jump through a whole bunch of funnels and one of the things I like to do, and I promise this is going somewhere, one of the things I like to do is on day three, I like to stand up at the front on the stage and just ask ... Okay, we've gone through the actual message, we've gone through how to deliver it, we're gonna go through some funnels here in a little bit.

And I open up ClickFunnels with them. And we start to go through ClickFunnels itself and it's a lot of fun and I help them get the webinar ready to rock. But I always like to ask, "What ..." You gotta understand it, like Russell Brunson and ClickFunnels and Expert Secrets and DotCom Secrets and all this ... I mean, I have a marketing degree, I have no idea what it really did for me, besides create an environment for me to learn all this other stuff. I don't ...

There's nothing content wise in college, except like two or three lessons from a single semester that I really even use, you know, from college.

And so, what's funny is that, this is the best material, right? It's the best stuff, it's the best tools, it's the best everything and they're in the room. Each one of them paid like 15 grand a seat, just to be there, right? There was like over 60 people in this room, it's a ton of fun. I mean, I absolutely loved it.

Everyone else always does love it. It's .... There's no other place on the planet where I know you can get that kind of stuff. And so, I always like to make the point, "Look, you've got the best stuff, you're in the best scenario, you're in the best environment, you're in a room with people that frankly you probably will not find in many other places, right? You're all A players, you're all here to run, you're all here to go."

But it is incredibly baffling to me to sit and realize that like 20 per cent of them aren't gonna do anything. What? Are you kidding? You know what I mean? I never had an event like that, I never had any kind of ... I had DotCom Secrets, that was it. Expert Secrets wasn't even out, right? ClickFunnels was kind of just barely getting started, there were still a lot of things they were fixing, a lot of bugs.

Like why on earth would you not just go take action? So what if no one sees your Facebook Lives when you're just starting? No one knows who you are anyway. Like there's nothing to lose. And so, I always like to, on that third day, sit back and write. Okay, what are the real barriers? What is the thing that is actually gonna keep you from going? What is it? I wanna know what those things are.

And one of things I always like to bring up is a ... It's a section ... So everyone's using the Stack slide, we're creating brand new offers, we're all creating brand new opportunities in brand new niches 'cause they're creating the niche, not choosing a niche, if you choose the niche, you lose.

You create the niche, okay? If you choose the niche, it means you're in a proven based offer already, out of the gate. Don't be that, right? I know I'm saying a lot of technobabble right now, but it was kinda interesting because I had the thought hit to me, like, there are some things that we constantly do to help increase the perceived value of the offers that we sell, right? The perceived idea ... I mean this is huge, massive gold mines going on here, okay?

Or goldnugget, whatever you wanna call them. Okay.

And so, what I said is like, "Let me show you guys some of the things that we do and the things that we use to increase the perceived value of the offers that we sell." Let's think about this real quick, okay? If you are selling just a straight info product, what is it cost you to fulfill on that? Like nothing, right? You're gonna send an email with an email link in there and they're gonna go jump into the members area or they're gonna go download your stuff or something like that, right?

The amount of work that it takes to fulfill on an info product, very small.

Now that's awesome for the business owner, right? But as a consumer, there usually needs to be more sales copy, you gotta convince me that it's actually worth it, right? That the information itself is actually worth it, okay? Now let's think about this. How much sales copy is on an Amazon E-commerce page? Not that much, right? There's not that much sales copy that actually goes onto, I don't know ... Whatever ...

Let's say you buying a CD player, whatever, an MP3 player, something like that. Let's say you're buying whatever it is off of Amazon, how much sales copy actually goes on that? Like not much. We're talking bullet points, right? Another additional paragraph talking about the features. A little section that might be frequently asked questions from people that have already bought it, right? Some reviews. That's it.

Now those are all things we would include in an info product, but why do we not have to include that on a physical product? It's because we can anticipate, right, the tangible aspect of that product. I can sense that I'm gonna be feeling and holding and touching this thing. This thing is gonna be real. It's gonna show up in my mailbox. I'm gonna take it out and it's real.

I can touch it, right? I can hold it.

I just got this sweet hoody from a rap artist I really like. I'm usually not that much into rap, but I found this guy I really like and he's amazing and I've been just all about his music for the last like month and ... Or however long. And it's been awesome and I totally bought his hoody, it's freaking cool. And it was expensive. But the perceived value is through the roof. Now if someone ... It was $60 for this hoody, okay? So it's relatively expensive, right? Actually honestly not that bad, now that I think about it, but when I think about like, okay, how much would you have to sell me for me to spend $60 on an info product, right?

It's gonna be quite a bit more, you know what I mean? It's gonna be quite a bit more money. Now you think about it ... Okay, so the first thing I'm trying to tell you is that if you are selling an info product, if you can figure out a way to actually send something physical, anytime someone buys an info product, you're perceived value of that offer is gonna go way up.

Let's think about this for a second, right? On a free plus shipping offer, free plus shipping, you're getting something physical in the mail, so free plus shipping, seven dollars, for something physical in the mail, that's really cheap, especially if it's a book, right? The perceived value of that is way higher than seven dollars, that's why it's so stupid, simple and easy, for people to go and get that thing. If you bundle an info product with a physical product, the perceived value goes through the roof, most of the time.

If you do it right, if it's not crap, right? But most of time, the perceived value goes through the roof.

And so, that's something I was trying to tell them, is that when you're actually selling on these webinars or these mid-tier products, right? Let's say it's around $1000, $2000, something like that. If you can bundle some kind of welcome package, something that they get in the mail, something that the perceived value is gonna go through the roof. "Hey, guess what guys? You're not only gonna get this sweet info product that's gonna teach you X - Y and Z, guess what?

You're also gonna get my welcome package. It's something that I'm gonna ship to you in the mail, so make sure you put in your shipping address because I've got some cool box that's coming. We've got a T-shirt for you, we've got this cool notepad that's customized and a sweet pen with our logo on it." Or whatever. You know what I mean?

If you've got those kinds of things in there, it's gonna be a lot easier for you ... Perceived value is gonna be a lot higher. I hope I've made my point with that. Start thinking through what those things are. And if you don't have an idea, I guarantee that if you were to go to Amazon and you started checking out key words that relate to whatever you're selling, I bet you can find stuff, right? Even if it is another info product, you could seriously just serve it up in a physical way, right?

"Hey guess what? It's a whole bunch of recordings. Oh, guess what? I also transcribed the recordings and I put them in a little notebook and I'm gonna be shipping it out to you." Does that make sense?

A lot of times, the additional money you're able to spend or sorry, a lot of times the additional money you have to spend to ship out something like that is gonna be far worth the additional money you get to charge for that thing. You can sell a lot more stuff typically, when you bundle an info product with a physical product. Okay, that's number one. Physical product, one of the easiest to increase perceived value of whatever it is you're currently offering, okay?

And there's I think, through a lot of things that we've sold, you know, either personally, I've seen a lot of my early funnels, that's actually how I did it, was a free plus shipping thing, but then it went onto info products afterwards. And that's one of the models, where we have the most ROI, usually.

Personally, as well, I've been that way, because we lead them in with a physical product and then when we sell info products on the upsells, it's pure profit. It takes nothing to fulfill on that. And it's free plus shipping, they've already paid for the shipping, they've paid for the product, right? And now we're just selling additional product, more info products than we were going to 'cause more people are seeing the upsells. You guys following me?

I hope you guys are seeing how this gonna makes sense for your business, because if you think ... Especially on front end funnels, front low tier funnels, and even mid-tier, heck, even high-end products. I mean, I've seen Gary White, those black books that he sells like for $1000 or $10 000, however much it is, it's a lot of money. You're getting something physical in the mail and a lot of times, that's one of the easiest ways to boost the perceived value.

So, anyway, without beating a dead horse, I hope you understand that. Start seeing the way you can apply that in your business right now. Number one, have an info product. Number two though, you toss something in, even if it's simple, you toss something physical in there. The perceived value, typically can go through the roof, as long as you not sending them pure crap or something like that, you know what I mean? It does have to be good, obviously. Alright, does that make sense?

Alright that's number one. Physical product bundled with info product. Number two. Number two way to increase the perceived value. Now, this is not a definitive list, but these are three things that I always teach, that's kinda always off the top of my head. But we were two ...

Sorry, getting stumbly, it's that caffeine starting to hit. I routinely see these things as the things where the perceived value goes up through the roof a little bit higher.

Okay, so number two: software. Now when you think software, I don't want you to think ClickFunnels, right? You're not gonna go out and you're not gonna freelance this software ClickFunnels in like a day. Okay, that's just ... It's amazing, right? That's software's incredible. What's cool about software is that it does take usually an extra coder or programmer, it does usually take some extra people, it does ... It does definitely increase the perceived value. Now, I wanna give you a few resources you guys can use to go create your own software.

I, right now, am creating my own app. I have this problem that I continue to run into, over and over and over and over ... And it's not a huge problem, but I see a really easy, obvious way for me to create this cool app that's gonna solve a ton of my own problems and I know if I'm having the issue, a lot of others are also.

And I'm not gonna tell you what it is yet, I'll tell you guys as soon as it's out and stuff. It will probably take two months, honestly.

But guess what? I'm not a coder or programmer, I have no idea how to do that stuff. The most I know how to code, I can read a little html, I kinda know what Java Script is doing and I read it, I definitely cannot write it. I can definitely read and write CSS a little bit, at least enough to be dangerous, that's how I do a lot of, you know ... That's it though. And that should be a source of comfort for a lot of people. That I don't know how to do that stuff, because it means that you don't have to either. If you don't know how to do that stuff.

So I wanna give you two resources real quick. Alright, if you start thinking through software, software, software, software ... Software is some cool stuff you can toss into your current offer, to easily boost the perceived value. When you think of Brandon and Kaelin Poulin, right? Those two, they're doing like a million dollars a month or something like that. I mean, something ridiculous. They're selling an app, okay? They're selling access to an app. You think about how powerful that is, okay? It's huge, that's amazing. And I guarantee it, it could not have been a million dollars to create that app, but because ... I mean, the perceived value of apps are so big. Apps aren't that crazy hard to create anymore.

If you go to Flippa.com, Flippa.com. That's with two P's, F-L-I-P-P-A.com. What's cool about Flippa.com is they ... It's a place for entrepreneurs to post pre-made apps, pre-made E-com stores, pre-made ... And all of it with an existing revenue. And you can go buy existing software and apps and E-com stores and all this ... In fact, pretty soon, one of the people I wanna interview, what he does is he goes on Flippa, he finds a cool E-com site that's already killing it, buys it, puts a funnel in front of it, if he can tell it's in a cool niche and blows it up.

They've already proven the product concept the hard way, now he just puts a funnel there and blows it up. Like Flippa is amazing, well in Flippa, you can buy pre-made apps, they're already on the Apple app store. You're buying the whole thing, you're not buying source code, you're not white labeling it. Although there's plenty of other places, you could also white label apps or something like that.

But what's cool about Flippa is that you can go and you can actually, you know, you can grab a whole bunch of stuff that's already existing and anyway, so super cool. Flippa.com, that's awesome. The other place that I go is Freelancer.com, I love Freelancer. I know there's others, there's Upwork, there's a whole bunch of other places you can go get, even Fiver, although I've wasted more money software wise on Fiver, than anywhere else.

Although, Fiver still has its place. But anyway, Freelancer and Flippa, those are two places I like the most 'cause I can post projects and I can post contests and find out and sift out who's actually good. Does that make sense?

So anyway, software does not need to be expensive. And what's cool is that you can go and you can get, you can go get existing software that's already proven, you can bundle it for free, you can put it into your existing stuff, you can do ... And it's way, way, not as nearly as expensive as you might think it is. I saw some app on Flippa the other day, I get little notifications 'cause it's exciting for me. I'd rather go on Flippa than Facebook, Facebook stresses me out now. And so sometimes I'll just kinda dink around in there and I'll watch what's going on. Some app, it was pretty cool, sold for like 70 bucks.

I mean, when I say it doesn't have to be expensive, I really mean it, you know? Some of the most expensive ones I've seen on there, like three grand, even up to 10 grand, but it does not need to be that much.

Anyway, there's a really good book that's called ... And this is why software is so cheap. And I'm sorry I'm going kinda deep, I know this is kind of a bit of a longer podcast, but I just wanted to drop this all to you guys, so that you know some easy ways to make more money. That's what I'm really ... This is me trying to help you make more money. So hopefully you don't mind that this podcast is a little bit longer this episode today ...

So, there's a really good book, it's one of my favorite books actually. I read it in college and it was one of the books that actually had a stark impact on me. It's called, 'A Whole New Mind', it's by Daniel Pink and the subtitle is: Why right-brained thinkers will rule the future. You need to think about this. Now in America, and honestly most places, you know, first world places, especially obviously like ... Are you farming right now? Do you have a farm?

Most of us, no. And even if you are farming, you probably chose that profession, you know what I mean? Like it's not like I have to go be farming. I'm not ... we're not making our own clothes, I'm not trying to like pump anything to try and get electricity, like the basics of life are pretty taken care of. You know what I mean? In a lot of first world places. Especially if you live in America.

And so, like back in the day, when you know, during the Industrial Age and back when we were manufacturing like crazy or electricity is brand new or you know what I mean? Like those were the hot things to go sell, that was the hot markets. But that stuff's kinda taken care of. It's either monopolized or de-commoditized, right? So who really rules the future?

It's the creative ones, right? It's the ones who are ...

It's the reason why you can go hire out programmers super cheap, they're a dime a dozen. You can go get programmers ... And it's not ... I'm not saying don't go be a programmer, there's certainly a great place for it. But you just gotta understand where value gets really creative inside the market place, it's not typically someone who's doing some maintenance style job, right?

It's what's new and exciting? It's the creative stuff, it's the stuff that's out there. So if you can be the creator, that doesn't mean you have to be the programmer, but if you can go create a piece of software, if you can go create ... It's not that expensive to go create those things anymore.

And so, that's all I'm trying to say. Anyway, start thinking through like simple apps, little tiny simple things that you see ... I mean, I'll go back to the Brandon and Kaelin example, Brandon and Kaelin's app is a list of recipes and some exercise videos that describe to you what you should be doing on your daily routine and stuff.

It's not like, it's not like it's doing crazy stuff, it's basically a content app. Does that make sense?

That's the whole point I'm trying to make. It doesn't need to be crazy. So, if you've never thought about creating some kind of software piece before, I urge you to start thinking through that, okay?

Anyway, so number one, think about how you can do a physical product bundled with your info product, right? Or vice versa, as the upsell. It definitely ... It boosts your perceived value. And number two, some piece of software that you can bundle with an info product or with your physical product or ... Does that make sense? Okay.

And then number three, here's the other thing, now I wanna explain this one just a little bit. Let me just say it first, okay, number three, live Q and A. Okay, that's number three. Live Q and A. Now when I say live Q and A, I mean live group Q and A, alright? I mean live group calls. In my opinion, in my opinion, you should never include your own time as part of the fulfillment of whatever your current offer is.

Let's say you're selling a $100 thing, don't you dare be offering your time as part of the offer, when they buy that info product. Does that make sense?

Even on a $1000 webinar funnel product, a $1000 product, I still tell people, I always tell people this, at the FAD event, to Two Comma Coaching, anywhere, I tell people, "Do not put your own time in to fulfilling each order."

Okay. When we do the Two Comma Coaching programs, like when I built Secrets Master Class and we built that program, when we were putting all those things together, I am not doing one on one calls. And the reason why is because there's no way I could handle that, I'm trying to sell a lot of right? Of Two Comma Coaching programs and they're totally worth it. And it's awesome to have all those people in there.

But I do group coaching calls and I record them and I make those recordings available to all the people who are currently buying and buying in the future. And I index them. So I say, hey, in this one we talked about this and they can go listen to the recordings, and it starts to replicate me. And this is when we talked about this and that replicates me. And this one we talked about that. And I index all of them and now they're all inside the Secrets Master Class and Two Comma Coaching programs.

And now anyone who comes in the future, they can keep watching those things and reading those things. And I still continue to do the live Q and A, group Q and A, every single week. One on one coaching time, that's higher up on the value ladder for me. I don't want myself to be a part of that fulfillment, right? I don't want that. I want an info product, it's only a $1000, like my time is not worth that, you know what I mean? It's worth more than that.

And so, I wanna ... Anyway, those are some of the easiest things ... Because when you offer a live Q and A, as part of your stack, as part of your offer, whatever it is you're selling, right? Stack slides and things like that, that's not just for webinars, that's for every step of the value ladder. No matter what you're selling. I don't care if it's a free plus shipping seven dollar offer, put a freaking stack slide side by side with it, alright? Where does the free plus shipping book sit on the stack slide, probably the tool, right? Or that top one. Cool. Let's fill in the gaps.

Alright, let's figure out what a bonus one is, bonus two, bonus three, that's how we make offers, that's how we ... On any, in any level of the value ladder, okay?

Anyways, I'm sorry, I know I'm going really technobabbly with this one, I just wanted to toss in three of these things that we routinely do, that I routinely do also, to boost the perceived value, to give more and actually help you guys charge what your things are really worth.

So, anyways, number one, just to recap again, find some kind of physical product. If you don't have any ideas, Amazon probably does for you, right? Number two, software. Doesn't need to be expensive, Flippa.com, Freelancer.com. Honestly, what's cool too is you can go to the app stores and see what things are already selling. You can probably go to some coder and say, "Hey, I wanna make me a version of that." And all they gotta do is ... What do you call it? App hack. Right?

Software hack. And actually create that. Number three, live Q and A's. That gives warm, fuzzies, that I'm gonna be taken care of, that helps me know that there's plans after this. That lets me know that I'm not left on my own. That makes sense? That lets me know that other people are involved with it. So anyway, those are three things.

I'm sure there are a lot of other things as well, but those are the three go-to things that I continually go through and that ClickFunnels and Russell continue to go to as well, to help boost the perceived value of what it is you're selling.

I'm not saying it's not worth whatever you're selling it, but sometimes customers have a hard time like believing it, you know?

Especially if they're Debbie downers, especially if they're doom and gloom style people or they just don't ... Whatever it is, like whoever you selling to, people want that extra thing, they want to feel like they're taking advantage of you, which is sad and stupid. But if you can play to it, by boosting perceived value and show 'em like, "Yeah, you're right. You are taking advantage of me. Here's all this extra stuff." You know what I mean? Like then it can help you sell even more and those are little things that take hardly anytime on your fulfillment, you know what I mean?

Which is awesome...

So, anyway, guys hopefully that was helpful. It's one of my favorite sessions to do, we dive a little bit deeper into that, even at the FAD event and through Secrets Master Class, but I thought I'd just kinda dive into it a little bit more, so you guys can see a little bit some easy ways to do this. So, again, does not need to be expensive, does not need to be very time consuming even. And honestly, you don't need to be the one doing it, right?

If it's physical, a fulfillment house can do it for you. There's a ton of places, right? I don't send out ... I have a free plus shipping CD thing that I've been sending out for years, I don't send any of those, some other person does 'em. I think in Indiana. I don't even know. That's the whole point with this whole thing.

So, anyway, physical product, some kind of software and some kind of live Q and A, group Q and A that you can record and continue to use in other assets, in other places and keep perceive value high.

So anyways, hopefully this is helpful guys. I know it's a little bit of a longer episode, but this is honestly one of the coolest things on the planet for me, to share that kind of stuff with you.

Please ... You know what would be really cool though, honestly? This podcast is gonna hit 80 0000 download here, very shortly, which I can't believe. I mean, it's so exciting. Thanks for being listeners, thank you for jumping into this content with me and sticking with me in all this.

Number one, I would love if you guys wouldn't mind to go to iTunes, I am asking, and just leave some reviews. It was fun for me to go back the other day and see all of people who have left reviews, it's exciting. It's really cool actually. Got me pumped.

But number two, more importantly, honestly, if one of these three things, I would love to know if you guys actually implemented 'em and I would love to know how much money you guys actually made back from it 'cause that would be so cool. Very, very exciting.

So anyway, you guys are all awesome. I really appreciate just you listening. You know what's really cool for me too? Is just to know you guys are all out there, that you all listen to this, that it actually is helping you with your life. I love reading your comments. I love reading the things you guys are doing as well.

And you've been successful with all this stuff, so scratch and back both ways, just so you know. I love hearing your comments and making these, probably just as much as little pieces of gold I'm trying to drop in each one of these.

So, anyway, you guys are all awesome. Talk to you later, bye.

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