How do you create an irresistible offer?
It involves many things.
A great product, social proof, strong guarantees, urgency, and many more factors.
One of the most important is how you frame your offer.
If the customer thinks the value of your product is much higher than the cost, they will buy.
And there are plenty of ways to increase the perceived value without having to change the actual product or service.
Enter value stacking.
Value stacking is
Breaking your offer into separate components (When I say components or parts I mean the products, services, and tools that make up your offer).
Assigning a value to each product/service/tool
Comparing the total value the customer receives to your price.
Here’s what it looks like:
Source: Russell Brunson
The customer receives a masterclass, tools, products, and bonuses. These add up to a total value of $11,885, but they get all of it for only $1,995. This makes your offer seem like a great deal for the customer.
Ok, let’s get into how to use the value stack.
1/ Break your offer into parts that are valuable by themselves
Being valuable by itself is the key part.
Don’t break your offer into components that aren’t valuable. This makes your core offer seem weaker.
If you are selling a gym membership/coaching, your components may be:
1-on-1 coaching ($200 value)
Gym membership ($39 value)
Supplements ($89 value)
Personalized nutrition plan ($169 value)
Don’t talk about these parts:
Access to the gym’s pool (already included in gym membership)
Good customer service (every gym has this)
A good rule of thumb is that every component should be valuable enough that someone would pay for the item by itself.
These parts can be tools, guides, coaching, communities, books, or anything else as long as it is valuable by itself.
(You can spice up your offer even more if you add urgency. Click here to check out an article on how to use urgency to get more sales).
2/ Put a realistic price on each of the components
For each part, assign a realistic price.
This price should be based on what your customers perceive the value to be. NOT what you think it is worth.
I’ve seen so many businesses say their 60-minute coaching call is worth thousands and their community is “invaluable.”
Your customers will think you either have a huge ego or are making false claims.
So, skip the exaggeration and pick a realistic price for each component of your offer.
3/ Go through each component individually first
Instead of showing all the parts at once, you should introduce them one at a time, starting with your core offer.
Core offer (coaching)
Component two (membership)
Component three (supplements)
And so on.
After each component, you are basically saying, “but wait… there’s more” and offering even more value than your customer is expecting.
4/ Make a final comparison of every component to the price
Show the combined price of every part compared to what you are charging.
Deconstructed: Product Launch
The graphic of the computer and courses makes the separate parts of the offer seem more tangible.
There are some flaws, though.
The prices are not realistic, and the components are too specific.
It would be better to combine the similar parts into three or four main components and value them at $20–100, which is a much more realistic price than $2,000.
Here’s another example of a clean and well-executed value stack.
Deconstructed: Carol Oranger Offer Academy
Throughout the website, there were descriptions of each part of the offer, and this image showed the final comparison.
- Warren
PS: Before you go, help me help you: what are you struggling with most right now?