The $100M Offer Recipe: Build Your Grand Slam Offer with AI

Full video transcript

Hey what’s up guys Darby here so I just finished filming in this video inside of our academy that’s where we work every single week with AI authors looking to get the most out of Jasper and writing books building offers and growing their business so this video is one of our members Terence has a program he’s developing on the back end of his book and we’re using the 100 million dollar offer recipe based on Alex Hermozy’s best-selling book and framework 100 million offers, inside of Jasper to help kind of brainstorm and develop this offer inside of this hour so this is really a solid first step.

Step for if you have like a book or like a front end like podcast anything that people are coming and finding you through and you’re looking for ways to monetize that on the back end, so kept this live showcase of going through this recipe developing an offer kind of on the fly in the beginning steps of it. After this our process over the next couple weeks we’ll be taking the offer and then building out landing pages via sells and the whole rest of the funnel that would be associated with this offer, so to make sure you stay up to that go ahead and subscribe to our YouTube channel and head on over to theaiauthor.com if you’re not a member of the cookbook already to make sure that you get access to not only the recipes but additional trainings around this as we release them and stay in the know.

So we’ll dive right in: have you seen the 100 million dollar recipe that we put out a couple weeks back? Yes I did. Ryan had brought that up, I was opening the floor for us to work through that today if you were open for it. Ryan, I know you have some stuff going on as well. I was curious on your front, Terence: for people that are buying your book, what’s your goal with this first book? Does it hit bestseller, or are you leading back to some coaching or consulting that you’re doing? The back end will develop — I don’t have a specific back end right now, so the objective is to just get me off the dime and get me some motion, learn the system. Yeah, so I don’t have a back end offer at the moment but it will be broad, including an advisory and probably a course, that sort of regular stuff.

Okay, cool. Well I think it’d be helpful anyways just to show you guys how to walk through this recipe when it does come time to start building out that offer and solving these problems. If you haven’t already, the 100 million dollar offers book is a very good book — if you haven’t read through that yet, let’s do it with Terence and Darby, let’s have him as the example and help you start generating and dialing in what would be the back end of your book. What we find is you’re not going to generate much revenue from book sales itself — it’s what comes behind the book, so that’s definitely what we’re going to want to start looking at as well. Terence, how far along did you get in the course work thus far with the keyword research? I am at avatar, but that’s for the previous book, “The One Percent a Day,” as opposed to where I think I need to be — the startup, new business, enterprise angle.

Okay, new business, enterprise, startup. This recipe is really meant to be used right alongside the book, and inside of this recipe I’ve included links back to Alex’s free trainings, so on each section if you want to dive deeper and hear him talk about the principles behind it — without that they’re still just what we’re trying to direct Jasper to do. A lot of this is going to be filling it in with your own stuff as well, but it all starts with the market that we’re in. So Terence, because we want to start with the content brief here as much as we can, give me the high-level overview: who are you serving, why does that matter, where is it at? Just talk me through where you’re going with this startup stuff and serving with your book.

Basically the idea is how to start a business when you can’t even get off the couch — a step-by-step guide to your own business in 90 days or something like that. “Get off the couch” — first step, stand up, shut the [bleep] up. Sit the [bleep] down at your computer, walk to the desk, sit down. The basic idea is converting entrepreneurs into entrepreneurs and giving them a way to get off the couch — it has some motivation in there. It’s kind of a three-step thing: getting your head right, then getting the customer right, and then getting the process right.

Cool, so just jotting down this information: how to start a business when you can’t get off the couch. It’s going to be a step-by-step guide — I might change the course, because this is what people are getting after the fact, but the book is basically the outline of the course either way. Getting your head right — what were the three things you said? It’s three areas: getting your head right, so that’s headspace, then customer space, and then the third step is about getting the business model correct — headspace, customer space, business model.

This applies to entrepreneurs who want to be real entrepreneurs — people who want to think about it, hope, dream, but never do anything. So you understand what we’re doing right now: we’re going through the 100 million dollar offer recipe based on Alex Hormozi’s book, and we’re taking it — okay, you wanted to sell a back end on your book, you want to sell a complementary program but you’re not quite sure what that is, so here’s how we brainstorm getting that offer off the ground.

So this is for entrepreneurs — why does this matter, in your own words, in a sentence or two, why does this matter right now? It’s trying to get people who live vicariously through other people to actually experience it themselves. It’s about living the dream as opposed to just dreaming the dream. Is there a constant concept of time involved — you said about 90 days? Yeah, but I can be flexible — I was thinking about this this morning, 90 days is a good time, but it might be too long, because if these people are generally lazy, taking them through 90 days they may fall off somewhere in the middle. I’m not exactly sure if 90 days is the right time frame if we want to get action, but we can play with that — we can say 90 days for today, easy to modify, like little variables here.

So we’ve got the skeleton of what we want to do in the content brief. I’m going to go over to the content description on the left-hand side for Jasper and voice-dictate this to speed up the process: this is an offer creation exercise on how to start a business when you can’t even get off the couch. This is a course for people who think, hope, and dream about being an entrepreneur. Why does this matter — I’m being really literal here because I want Jasper to get these high-level overview points and have enough of the concept on both ends to make them meet: stop living the dream, start meeting the dream. This is for entrepreneurs who want to be entrepreneurs. This is a step-by-step guide — starting your business in 90 days using a three-step guide: step one, starting your business; step two, customer; step three, business model.

Terence, from your perspective, do you have tons of internet content out there to reference yourself, or is there another influencer in this business world whose tone reflects how you want to present? I like Neil Patel’s tone. Okay cool, so we’ve got Neil Patel — any other descriptive words that would complement Neil’s tone, maybe one or two that come to mind? We wanted it to be motivational, provocative, and informative at the same time. Those are great — I like the provocative one, interesting to see how Jasper picks up on that.

I’m going to add these in over here so I can quickly reference the first original content brief, and the reason I do that is because you might find you want to edit and tweak it as we go down this path — and if you say “hey, that first one that got me so far down was really gold,” you don’t want to lose it, just copy and paste that up here, especially as you find stuff that’s winning for the title. We want to add: “how to start a business when you can’t get off the couch.”

Now that we’ve set the table on the content brief side, we want to talk about who our target audience is. Especially in this recipe you need to be really interactive with Jasper. Target audience: entrepreneurs who want to start a business, never do anything about it, hope and dream, they need a course to finally take action and start their business. Ultimately it’s people who see obstacles that are bigger than they actually are — I don’t have an idea, I don’t have enough money, I don’t have enough time, I don’t have enough education — all these things that stop people that we’re going to try to dispel in the book, that you don’t need those things.

Let me move on to the second section: basic identification of the pain — is this something that we have? Brainstorming it: experience this pain, not knowing how to start, not having enough money, not having the time. It pulled those without me reading anything from the stars above. Initially it’s like okay, I’ve got one, two, three things here — what command are you using? I’m just listing this out right here, but the problem is this is a little command hack — instead of “list out all their present pain points,” I say “list out 27 of their present pain points,” and the idea is you’d go back and pick the top five or whatever out of 27.

There we go — one little tweak right there and now it’s got all their pain points, already on number nine, lack of funds, not being able to build the business. The whole concept behind the hundred million dollar offer is find every single problem that someone could possibly have and answer it, and they’ll have no — it might be stupid to say no to you. We got 27 unique ones — not strategic, not analytical enough, don’t like change. Now Jasper started prompting itself “why does it matter” — we have more prompts down here we can dive into, but because we want to keep this like a minimum viable version of the book, get the content out there, get it done, then come back and edit and refine.

If I find Jasper’s on a roll with something like this I’m just going to run with it a little bit — why does this pain matter to them? It prevents them from taking action — you’re probably saying your lack of energy and motivation is preventing you from taking action, well that’s simply not the case. These are all different angles: they think they’re too young or too old, that prevents them from taking advantage; family and friends discouraging them; they’re not creative enough, prevents them from thinking outside the box. If I’m going even into offer creation, how could I solve that objection with something super simple and leverageable — here’s the ultimate brainstorming cheat sheet for X. I’m tucking those ideas away.

It’s going to repeat at 27 since we’ve already had 27 products, so now we’ve got a lot of their problems, what they’re experiencing right now — getting off the couch. Now that I know all these problems, I think I wrote a prompt where Jasper gave me a pretty good output. Okay so really quickly — we’re not even into it fully, you can spend two hours in this recipe and still keep digging — but immediately it’s like: what does my offer include? It knows the problem, it knows the context, it’s a step-by-step guide, the offer includes an outline of what to do each day, you get access to a private Facebook group, you always get my personal email address, there’s a 30-day money-back guarantee, lifetime access, bonus materials, templates, checklists, and resources.

This is like you could write your own reviews for the course based on what Jasper’s doing — but the point of the rest of this exercise is now, how do you name those, what’s included inside these templates that can help people. Now we’ve got that — could you really possibly fail if you got your ass off the couch and did this, here’s everything you need. Also brainstorming: what does success look like to customers of yours — they want to be successful and achieve their goals, they want to feel productive, what they accomplished at the end of the day, they want to be creative, they want to have purpose, they want a flexible schedule. Each of these could be their own blog post, Facebook ad, chapter of a book, or checklist template.

What does my prospect need — sometimes these needs just rephrase what’s above, but basically they need everything, they’re afraid of failing, so it prompted itself on fears — be as detailed as possible, they’re afraid of not being able to stick with it. Now we’ve got that whole section filled out for the target audience’s pain, which is really the biggest focus: how do we help them from that pain, that hell-island area, cross the water, navigate through the sharks and all their problems, and end up where they want to be.

This next one is purchasing power — you don’t want to target people who are broke or never going to have money to pay you. This is where Jasper’s answers tend to be a little shallow — yes, no, or otherwise — but really think about who these types of folks are that you’re targeting, do they actually have the money. If they do, awesome; if not, you might want to reconsider the price point of your thing — is this a $50,000 premium mega offer, or a $100-a-month course, or a $500 program, meeting people where they’re at.

Same with “is my prospect easy to target” — the course is online, that’s a little repetitive, but also: can they be reached through social media, email, and other platforms? Where does an entrepreneur hang around online — probably Facebook or Twitter, and in person, events, meetups, gatherings for entrepreneurship. How do I attract my ideal customer? Someone who’s interested but held back due to lack of motivation or knowledge can easily be reached — you can also offer incentives such as discounts or free trials to encourage them to try your product or service. Is the market growing? Yes, entrepreneurship has never been more popular. Number of ways to reach these entrepreneurs is growing too — you can use this for ad copy.

That’s the preliminary stuff to niching down, which is what Hormozi talks about — sub-niching two or three times to get really specific. Without giving it more context, an example of niching down in the wealth market for a startup entrepreneur: you can niche down in terms of marketing, segmenting your customer base, or niche down in terms of the actual deliverable. The example Jasper gives: wealth, real estate flipping, not wanting to go see a property all day, using DMs instead — there’s a niche market of real estate flippers who don’t want to visit every house, they just want to flip using DMs, which is a lot more specific than “people trying to make money in real estate.”

The question is whether we’re going after that niche or creating a program for that niche — those seem similar: you create a program specifically for the niche, then target that niche as the solution to their problem. What are all the problems someone experiences in real estate flipping who’s tired of going, or all the problems of a woman looking to lose weight after having kids — you develop a ketogenic program for them, find the women who just had kids, figure out what they’ve tried before, and offer your keto program as the solution.

Even going to entrepreneur events, or “financial freedom, making money online, starting a business” — you’ve always wanted to make money online, you’ve heard about e-commerce, thought about starting a Shopify business, but you won’t get off your ass and actually do it — here’s a program for how to start a Shopify business. That’s how you might create a niche program really specific to that offer, or yours might be a little more broad — you want to cater this to who you specifically want to serve and have your program deliver on that goal.

Especially for people just trying to start up a business, one of the overwhelms is there’s so many opportunities out there — even for your first 10 course sales, how can you help people using Jasper to write affiliate blogs that make you money without spending $5,000 on a tech startup app, or affiliate marketing could be one of the niches you’re teaching people. You could go any direction with it, so it’s part of keeping the focus on very specific problems.

What’s my product worth — Jasper’s going to go all over the place with something like this, it’s not really going to have the context, I don’t know where it gets $10 a unit from, but part of pricing your product is Hormozy’s principle: charge as much as you can for the product, then deliver it, and find the margin between the value you’re adding and the cost of delivering. I love this exercise because he says you can do it in two minutes, and I looked at the book and thought there’s no way I’m coming up with this many different use cases for a product on my own — luckily we can ask Jasper to list out 50 ways the offer could be valuable, and run this command: “I’ll teach you how to convert your excess body fat into usable energy” — different use cases you could position your product for, purely brainstorming.

Some of these are mundane — it can be used to generate income, help people stay fit and active, taking some stuff from the “couch” angle. If these aren’t quite ways the product can be used, you rerun the exercise. Qualify prospects, sell more products and services — if you’re telling someone how to do a step-by-step business, they might need to learn how to attract high-value clients, so that’s one way the product could be useful; it could also help people increase their online sales. Jasper’s listing these out — you’re not going to use all of these by any means, you need to chop a lot of the fluff out, edit, edit, edit — but now we’ve got a big pool to use from: make a difference in your industry, accelerate your career growth, add this skill set, make more income, start your own business.

Now that we’ve got a list of good ideas, this is on you to go back through and chop down the stuff that doesn’t make sense and keep the stuff that would actually be useful. This next section dials in the value equation Hormozy talks about — these benefits are going to be the pillars of how you pitch your product: “feeling like a fat lazy slob? This is going to increase your productivity by tenfold, get your ass off the couch and get everything in gear.” You want these benefits short and to the point, the same way you’d say “you want six-pack abs? Here’s how.” “Want to improve your health? Starting a business can actually be helpful for your health.” Depending on positioning: increase sales, customer loyalty, enhanced brand reputation — brainstorming a little more, you know the customers you’re serving better than Jasper does at this point.

Case studies — we already wrote a few up there, but the more you can gather these whenever you’re launching your course and getting results back, document them and store them away in a Google Drive or Evernote so when it’s time to build a sales page you have them ready. Then there’s writing a creative story about this, playing with Jasper for that aspect, and the time-delay aspect from the 100 million dollar offer — how short can the feedback loop be, stuff actually happening: get a text from me every single day updating me on your progress, or here’s the checklist you fill out week one of a four-week deal to keep you on track — something to keep someone from falling off.

Another question: how can you make it easier? People can’t even do this besides step by step — this would minimize the amount of effort and sacrifice, convenient for people who want to take the plunge into entrepreneurship. This could be instructional videos, templates, business plans, marketing material — things you add to make it easier, comfort of doing it from your own home. Then there’s a deeper section: how does the prospect want to be perceived — successful, having the lifestyle and status they want, dream outcomes like financial freedom. That’s a huge one — time and money freedom, “make it online,” selling the dream, but how does someone actually get a result. Internal and external desires — what does someone truly desire, how can you craft your marketing and message around wanting to be their own boss, financial freedom, how they want to be seen — things the course should help solve.

Up to this point we’ve covered the dream outcomes and the different ways the product can be used, but here we get down to the nitty-gritty of the top problems people are solving: problem one, can’t figure out how to start a business; procrastination; feeling alone; not feeling prepared; feeling stuck; perfectionism; too attached to outcomes — 20 problems, plenty to work with and trim down, or keep generating more if needed.

Now that you’ve got all the problems, the next step is generating all the solutions — copy and paste those problems back up and add them for the solutions. The question is whether the problems and solutions are the same things the book answers, and whether the course needs to supplement or take the book to a higher level without repeating everything. The book is the higher-level overview, the roadmap, do-it-yourself — here’s the process. If you want a more done-with-you approach, or done-for-you where I help you implement, that’s the turnkey solution on the higher end.

Once you have all the problems, the next command: list out all the problems above and position my offer as the solution to each problem, sometimes needing to run this command a few times to get a tangible answer — list the problem, then the solution, answer each in order, position your offer as the solution in two to three sentences. This offer includes a system to stay focused and motivated, to take action despite no money or resources — we provide creative solutions for people who don’t have money; the offer helps you face your fears; it builds community with entrepreneurs; troubleshooting, moving forward, a clear roadmap for perfectionism.

Once all of those are answered, copy and paste them down, and now it’s: what are creative names for products that solve these problems? Before jumping into this section, it helps to go through step four of the process to understand Hormozy’s perspective on delivery solutions. Delivery options: one-on-one, one-to-many, one-to-few — how involved do you want to be, how scalable, are you planning on only having three clients paying you three grand a month, or something more scalable? Brainstorming a delivery solution: probably a done-with-you, one-to-many start, with a more one-on-one offering as the next-level upsell.

The book is do-it-yourself, the course is done-with-you. Brainstorming: if I wanted to do a 90-day program, what could I offer? This would include providing a creative business plan, finding customers, and one-on-one coaching to stay on track. Then, creative product names: for the solve-this-problem-with-the-solution-provided-above prompt, bundling in language it took a few tries to land on. Testing it with more context — problems 1 through 20 above — Jasper generates names like “Startup 90,” “The Entrepreneur’s Roadmap,” “Turn Your Dreams Into Reality in 90 Days, Starting Your Own Business.” These could be full product names, or you can get more specific and focus on naming a single problem’s solution, like overcoming fear and confidence with a one-to-many delivery mechanism, producing something like “Business in a Box.”

This is honestly where it gets tricky — actually naming the product — you find one or two names that click, and end up with a handful of product bundles: “The Entrepreneur’s Cool Kit,” “The Procrastinator’s Guide to Starting a Business” (which could be a short ebook), each a micro info-product that stacks together into the full offer. Positioning each piece as its own named offer, going into detail, shows prospects you’ve thought through every problem they could possibly have and are answering it with a named product — it answers the problem, provides a solution, and has a name tied to what gets delivered.

Coming up on the hour now — you’ve got 20 of these, how do you get down to five or ten? Trim out the ones that don’t fit, like one-on-one coaching if you don’t want to offer it yet. Aim for high value, meaningful, fast, low cost to you, since your time is the premium resource — templates, worksheets, and other value-adds are highly leverageable because they don’t take more of your time; the more you make, the more your offer stands out. Then back it up with case studies and testimonials, and consider scarcity — are you only accepting a certain number per class — and urgency in how you position the offer, following the examples Alex provides.

Bonuses are a fun part to add: write a list of 20 bonuses you can offer to complement the product — additional training, and give each bonus a special name. Some of these read like headline copy — premium support, priority customer service — get creative with each name, tie it to your own brand rather than a generic label, like “AI Author Group Coaching” instead of “priority support,” since that customization makes it sound unique. Guarantees come at the bottom, the last aspect once most of the work up top is done — then it’s making headlines: write a series of creative headlines for the products, pairing what you’ve learned from Hormozy’s course with this recipe.

That’s really the foundation before you’d go build a sales page — running through this once means that whether you’re writing a VSL, a landing page, or anything else, you’ve already got all the benefits of your product, all the problems it solves, and everything else you can pull from this recipe or offer exercise and plug into any of the other recipes you want to build off of. One of the best learnings from this session was to play with what you give Jasper — little adjustments make a big difference, none of these prompts are set in stone, they’re a nice starting spot, so tweak and mess around to see what you can come up with.

Winning tone of voice — I think we’ve got good content out of this, and you’ve still got characters to spare for additional context in the content brief. As the offer becomes more refined, you won’t need this top section in as much detail — you might just say “here’s the top five benefits, benefit one equals this,” and add more context into the content brief, giving Jasper a lot more to work with. That content brief is good, because now I’m going to take that one and adjust it, using it as my initial content brief for the introduction chapter. I’m shooting this into a doc for you and I’ll link it here — inside of an hour, there we go. All right guys, we’ll see you next time.