On stage, I asked if anyone would buy my phone...

“In the next 10 minutes, someone will be willing to give me at least $100,000 for this phone.”

This story taught me a lot about value.

Specifically, the value that a customer could find in a product.

If you’ve never heard the story, I’m not gonna drop shit tons of lore right here…

I simply suggest, once you’ve read this email, to take a look at how Russel Brunson convinced a crowd to start bidding on his phone.

But I know you have a short attention span, so I’m going to explore what this actually taught me about products below:

You see…

I find that too many “copywriters” and “internet marketers” don’t actually understand the dynamic of product vs offer.

Let me lay it out real simple…

Product is basically the vehicle in which your customer gets to the offer - stuff like the features and capabilities of the product.

Offer on the other hand, is more like the benefits - the outcome, end results, the promised land.

If I were a dating coach with a an e-book on cold approaches, here’s what that would look like:

Product - “real life Rizz” ebook, contains 27 pick up lines, 3 mindset shifts, a journal to track progress, and a list of the best self-improvement books.

Offer - You’ll be able to land 3 dates in the same week, finally attract your dream partner, and go from fugly to handsome real fkn fast.

How did I wrap my head around this almost instantly? 

By reading about Russel’s phone auction story, of course.

The crowd was apparently in disbelief that the man was promising someone would want his phone for at least 100k.

He bought it for $600, so surely it would sell for less?

Not at all.

Russell went on to explain that his phone (product) contained essentially millions of dollars in value (offer).

Anyone who had it would have access to his $750k library of learning material, a contact list with some high level millionairs/billionaires, and much much more.

He was selling the phone and offering the riches inside.

It’s important to understand this difference as a copywriter.

If you have the cognitive ability to already see where this fits in, congrats.

If not:

Ever heard of the customer awareness levels?

Product and offer actually play an important role here.

Colder-warm leads will be more focused on the offer - they aren’t as sure on what they want, what they need, or what problems they are facing.

Hot leads will be more focused on the product - they know what they want, what problems they are facing, but just need to decide on the right product.

(and I do mean HOT leads - don’t go pull a fast one on your clients by writing about features to your warm email list)

More:

Sort of reminds me of the notes I’ve been dropping from my Black Book recently.

Of course, I ain’t no Russell Brunson - I may have shook the hand of a billionaire by pure chance at an event, but he is not in my contacts list.

Nor do I have millions worth of courses scribbled down.

(I do have a couple thousand worth tho)

What I do have?

Something I was just thinking about based on some troubles faced by the more serious WTF members…

A way to book calls as early as your prospect can take them…

As well as minimising the risk of being ghosted once you drop your schedule…

All WITHOUT Calendly.

Honestly, I’ve booked more calls without sending my Calendly than I have by sending it.

Something I learned pretty early on but still serves me to this day.

I know this book would save a lot of your questions and troubles, prevent a bunch of trial and error.

So I’m thinking about taking the time to write it up properly.

But do me a favor?

Fill this out so I know exactly what your struggling with and what I should focus on getting in there

A lot of my scribbles are barely understandable, so I have to translate them.

Save me some time would you?

Cheers mate,

Presley

P.S. Last one to fill it out is gay