What the Client Gets: You keep working for them free of charge until X is achieved.

Don't be emotional, just do the math. For a guarantee to not be worth it, the increase in sales would have to be 100 percent offset by people who refunded.

Jason Fladlien, who I referenced earlier, once stated that he had seen the conversion on an offer 2-4x simply by changing the quality of the guarantee.

The main point I want you to take away from this is that a single offer is less valuable than the same offer broken into its component parts and stacked as bonuses (see image).

Second Important Note: When using this tactic, you must also let everyone know that you sold out. That is part of what makes it work so well. This way, even people who were on the fence, when they see that it was sold out, it gives social proof that other people thought it was worth it.

The person who needs the exchange less always has the upper hand. I always try to remember that. It’s one of the negotiating and pricing principles that has best served me in my life.

demand. There is little that substitutes for incredible demand. You can try and fake it, but there is a special type of “0 fucks given” vibe that’s hard to replicate when you truly do not need a person’s money (or even want it).

Hormozi Law: The longer you delay the ask, the bigger the ask you can make. “The longer the runway, the bigger the plane that can take off.”

It follows, therefore, that we only want things we do not have. As soon as we have them, our desire for them disappears. Therefore, if we seek to increase the demand (or desire), we must decrease or delay satisfying the desires of our prospects.