Sell Like Crazy

12. Stack the value
Use the value stack to do just that… stack up the total value and benefits of
everything in your offer. Tell them how much everything is worth then paint
a vivid picture with benefit explanations to raise your offer’s perceived
value.
13. Reveal your price

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Add prices together to calculate value, then reveal a price that’s much
cheaper. Explain why the price is what it is and why it’s such great value. If
your goal is lead generation and you’re pitching a free consult, it’s
important that you put a dollar value on what the consult is worth. This is
not to be confused with the price of your services; you can cover that on the
call.
14. Inject scarcity
Offers without scarcity don’t sell as well, but it needs to be genuine or
you’ll destroy your reputation. Think about it: If you don’t need to take
action now, when will you take it? Never.
Examples of scarcity include:
Putting an expiration date on your offer
Countdown clocks
‘Doors are closing’
‘Only X left at this price’
‘Buy before X to avoid a price hike’
Scarcity has been shown time and time again to skyrocket conversion rates.
The best marketers use it because it works.
15. Give a powerful guarantee
Remove, eliminate, reverse, and take out perceived risks. Longer guarantee
= less returns. A guarantee transfers the risk from the buyer to the seller.
And it shows the buyer that if the product doesn’t deliver, they won’t be at a
loss of time or money, thus eliminating the pain of buying. Whether it’s a
no-risk money-back guarantee or a promise to not share their information,
guarantees remove the risk associated with your offer.
16. Call to action (CTA)
The call to action is a command. Be specific and tell them exactly what to

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do. Keep it clear and direct – your audience shouldn’t have to play 21
Questions to figure out what you want them to do. Ask them to do just one
thing, because the more hoops you ask them to jump through, the more
likely they’ll be to say ‘screw this’ and leave.