Expert-Secrets full book

you could increase it in the future. Your brain is always asking, “Will it be
temporary and, if so, will the future gain in status eventually be higher?”
When people first find you and your offers, it’s probably not the first time
they’ve tried to solve their problems. They’ve tried to lose weight. They’ve tried
to make money. They’ve tried to do whatever your thing is. That’s the big fear. I
know if I invest $1,000 or $10,000 or $100,000 with this expert and it doesn’t
work, I’m going to look stupid. My wife or my kids or my friends are going to
see that, and they’re going to think I’m an idiot.
When someone invests in my $25,000 Inner Circle program, that money is
leaving them, which causes an immediate decrease in status. But my members
know that by taking that temporary decrease in status, the end result of being in
the Inner Circle will be an increased status from what they learn and accomplish.
People are going to weigh the likelihood of success and elevated status
against the risk of failure and the cost of that failure. Your job as the expert is to
load up the elevated status side of the scale and decrease the risk of failure. You
can do that by creating an amazing product and minimizing risk with things like
money-back guarantees, risk reversals, and done-for-you options. The key to
making a sale is 100% tied to this concept of status.
When people look at your new opportunity, that is the only real question
they are trying to figure out. I like to think through what their perceived status is,
and then try to make sure I add as many things possible that would make them
increase their status, and then take away as many things from my offer that
would decrease status. And so you can probably see why that is the BIGGEST
reason why we don’t sell improvement offers. For someone to say yes to that,
they have to admit to poor past decisions and create a huge decrease in status.
Then you are forced to fight an uphill battle that few people ever win.