Summary of 2 день видео 1

00:00:00 - 00:20:00

The video titled "2 день видео 1" focuses on understanding why customers are not buying a product or service and using this insight to upgrade the offer, emphasizing the importance of identifying Dream customers and simplifying the offer to make it clear and compelling. The speaker discusses the concept of perceptional value and social proof, as well as the importance of focusing on important problems and understanding the benefits of a product or service in relation to its cost. They suggest focusing on emotions rather than facts to make the offer more compelling to customers.

• 00:00:00 In this section, the speaker starts off by thanking the viewers for their feedback and introduces the goal of the challenge, which is to understand why customers are not buying a product or service and use this understanding to upgrade the offer. The speaker emphasizes the importance of identifying Dream customers and explains that the value-added components are what makes an offer more irresistible. The viewers are asked to share their insights and questions from the previous day's content. The speaker offers a summary of the previous day's content and introduces the concept of "invisible simplicity" in analyzing why customers are not buying, emphasizing the importance of understanding the customer's no-buy decision.
• 00:05:00 In this section, the speaker discusses the feedback they received after implementing a lead-generation technology, which yielded a lot of interest but almost no yeses. Through phone calls with dream customers who showed interest but did not make a purchase, the speaker discovered that often the number one reason why customers don't buy is because they are confused about the offer. The speaker emphasizes the importance of simplifying the offer, making it clear and compelling for dream customers to understand its benefits. The speaker stresses that when promises are made for the solution of all problems, it creates the impression of being a slack oil salesman.
• 00:10:00 In this section, the speaker discusses what makes something compelling to customers and how to increase the perceived value of a product or service. They explain that the benefits must exceed the cost by an order of magnitude, and that extreme ratios are important because people weigh losses much greater than gains. The speaker also emphasizes the importance of addressing any sacrifices that the customer may feel are required and reversing the risks. They suggest focusing on emotions rather than facts, as emotion sells. The speaker concludes by discussing the value equation and the importance of assigning probabilities to benefits and costs when reasoning about perceived value.
• 00:15:00 In this section, the speaker discusses the concept of perceptional value and how social proof can be used to increase the probability of customers assigning value to a product or service. The speaker gives examples of how customers determine value, and how time delay and effort required play a role in customers' decisions. By reducing the time delay and effort required, value perception can be increased. The section ends with a brief pause for questions from the audience.
• 00:20:00 In this section, the speaker discusses the importance of not wasting attention and budget when attempting to target buyers. It is crucial to focus on important problems that can be solved and avoid targeting those with unimportant or not urgent problems. The speaker recalls an important insight he had while working with Jason Flatlin on the Top to Bottom Line initiative, where they were working with a company that charges an average price of $300,000 for their projects. Jason asked the company about the benefits of their projects, prompting the speaker to consider the importance of understanding the benefits of a product or service in relation to its cost.