If you have an engaged audience (even if it’s small) and you’re not making at least 6-figures from your personal brand or business, one of two things is true:
- You don’t have an offer
- Your offer is shit
In the next 11 minutes, I’ll give you the proven framework to solve both.
I’ve spent weeks analyzing countless offers, sales pages, frameworks, and equations for building offers so outrageously dialed-in and valuable that you’d have to be short on brain cells to refuse.
This reverse-engineered framework is exactly how…
- An obscure mattress company went from $0 to $600 million in 4 years
- A dust-collecting book turned into a bestseller just by changing the title
- I built a 6-figure personal brand in 15 months (as a college drop out)
- A fitness coach generated $116,732.45 profit in two months
- You can create a “blue ocean” in a crowded marketplace.
- You’ll unlock a new level of success in your business.
This is the Godfather Offer Framework.
And it works in any industry, any market conditions, and for any product or service.
The Godfather Offer Framework breaks down the 9 core elements needed to craft what Sabri Suby refers to as a “Godfather Offer.”
A Godfather Offer is an offer so absurdly valuable and so meticulously crafted that your ideal client would have to be missing brain cells to say no to.
The overwhelming majority of businesses have offers that are either complete garbage or so average that they fade into oblivion.
After studying the structure of irresistible offers as explained by great minds like Alex Hormozi (The Value Equation), Sabri Suby (The Godfather Strategy), and my own experiences, I’ve developed a replicable model of an irresistible offer that is far more comprehensive and actionable than any other offer-crafting strategy.
🟢 Turning your “good enough” offer into a Godfather Offer means
- You see your income jump
- 80% of objections just melt away
- Customer lifetime value increases
- Customer acquisition costs decrease
- Both you and your customers are clear winners
- You unlock free word of mouth marketing as customers tell their friends
- Your conversion rates will skyrocket as your customers line up to pay you
Here’s exactly how you can craft your Godfather Offer today.
The Godfather Offer Framework
The 9 Elements that make up a true Godfather Offer are (in order of importance):
- Risk Reversal
To make sure the application of this framework is crystal clear, I’m going to be explaining each element in detail while crafting a Godfather Offer in real-time as I write.
Here’s the general service idea that we’ll develop into a Godfather Offer:
a coaching program to help people start a successful podcast.
Fortunately, Alex Hormozi has already done the heavy lifting by giving us his Value Equation:
The problem with Hormozi’s Value Equation is that it doesn't lead us to crafting an actual offer.
It helps us craft a valuable product or service, but that is NOT an offer.
An offer consists of the 9 elements in The Godfather Offer Framework.
And the Value element is the most important of them all.
Ultimately, we want to deliver a valuable result to our clients.
According to Hormozi, the way we maximize that value is by:
📈 Increasing the Dream Outcome (more health, wealth, freedom, etc)
📈 Increasing the Perceived Likelihood of Achievement
📉 Decreasing the Time Delay to realize the Dream Outcome or first result
📉Decreasing the Effort & Sacrifice required to achieve Dream Outcome
What is it that your ideal customer is truly after?
Dig deep here.
Do they want a successful podcast or do they want meaning, financial freedom, and location freedom?
Probably all of the above, but one desire is surface level while the others lie deeper.
Get crystal clear on what they’re after and why.
Whether it’s a product or service you’ll include in your offer, you’ll first need to determine what you can deliver on.
Whatever it is, you’ll need to articulate the transformation you provide to customers.
What is their current state and what is their ultimate desired state?
On one hand, remind them of the perils of their current state and how it’ll just get worse if they don’t do anything about it.
And on the other hand, frame your unique approach as the best (or only) way for them to get to their dream outcome.
In the case of our podcast coaching service, we might consider the dream outcome to be:
A top-rated podcast with 100k downloads per episode, generating 6-figures in revenue, and enabling an autonomous lifestyle.
Perceived Likelihood of Achievement
Your customers will have a degree of skepticism about your offer.
This is their perceived likelihood of achievement – do they believe it will work for them?
How do you increase perceived likelihood of achievement?
By framing your solution as something they’ve never tried before and proving that people just like them have achieved the dream outcome.
- Case studies
- Proof / Receipts
The more of these you can stack, the higher the perceived likelihood of achievement.
Later, you’ll notice that some of the other elements in my framework will directly impact this part of the Value Equation.
Time Delay is how long it takes from the moment they pay you to the moment they achieve the dream outcome or see the first measurable success.
Alex believes that the easiest way to make your offer more valuable than competitors is to offer the same solution in less time.
“Imagine clicking the purchase button on a weight loss product and instantly seeing your stomach turn into a six-pack. Or imagine hiring a marketing firm, and as soon as you sign your document, your phone begins ringing with new highly qualified prospects. How valuable would these products/services be? Infinitely valuable. And that’s the point.”
- Alex Hormozi
For our theoretical podcast coaching program, one of the ways we can reduce the time delay is by getting their first episode recorded within two weeks of starting the program.
This gets them a quick win early on and helps prevent buyer’s remorse.
We’ll also set two more timelines:
Length of the coaching program = 12 weeks
Expected dream outcome attainment = 12 months
This means I’ll work with them to build the foundations for 12 weeks and then they’ll need to carry the torch from there by continuing to follow the plan we built together.
A good exercise to get this right for your offer is to grab a piece of paper and write “Current State” on the left side and “Dream State” on the right side.
Then, draw a straight line from one state to the other.
Your task is to create a timeline of all the key milestones your customer has to achieve to finally get to their dream outcome.
From there, devise a way to get them to that first milestone faster than anyone else offering a similar product or service.
Effort & Sacrifice
The second easiest way to make your offer more valuable (assuming all else equal) is to decrease the amount of effort and sacrifice customers are required to give to achieve their dream outcome.
Effort & Sacrifice consists of all the steps and responsibilities your customer is obligated to in order to realize the dream outcome.
You want to reduce this friction as much as possible.
“[Your offer] only becomes valuable once the prospect perceives the increase in likelihood of achievement, perceives the decrease in time delay, and perceives the decrease in effort and sacrifice.”
- Alex Hormozi
Implementing this part of the Value element can look wildly different depending on your product or service, but the objective remains: make it easy.
- What does my customer have to give up in order to use my product/service?
- How can I integrate my product/service into their daily routine?
- How can I make my product/service easier to use?
- How can I remove as much friction as possible?
The nature of a podcast coaching program makes this a bit more difficult since it’s a done-with-you service.
It does require the effort and sacrifice of clients, but there are plenty of ways to make it easier.
I could do that by providing
- AI voice cloners that can record podcasts without my client's time
- AI prompts & tools to speed up the execution process
- Providing the ideas for the first month of episodes
- My frameworks and systems for growth
Now that we’ve broken down the inner workings of the Value element in the Godfather Offer Framework, let’s move on to the next element: Specificity.
Another vital element of a Godfather Offer is Specificity.
Your offer should be tailored specifically to an ideal customer that you can call out to in your marketing and sales page.
You want to make your leads feel as though you are speaking directly to them and not to whoever happens to see your marketing.
When you do this right, your ideal customer feels as if your offer is specially designed for THEM instead of being a generic solution.
Which subsequently increases their perceived likelihood of achievement.
Achieving Specificity in your offer is about more than just selecting a niche.
It means determining your ideal customer’s current state & understanding:
- How they speak
- What they believe
- How they feel right now
- Why they haven’t already solved their problem
- What keeps them up at night (related to their problem)
And then transferring that understanding into your copywriting and offer formation.
Here’s what that specificity could look like for my podcast coaching program:
Everyone interested in podcasting → founders interested in podcasting → founders with at least 1 business exit interested in podcasting
Being that specific allows me to better relate to potential customers when I’m crafting my Godfather Offer, emails, marketing, and sales copy.
You can take this a step further by agitating the pain points they’re already dealing with.
I wouldn’t stop developing the Specificity element at “founders with at least 1 business exit interested in podcasting.”
I can double down and agitate their pain points by viscerally depicting the problems I know they’re facing on a regular basis:
- Boredom after their exit
- Not having enough authority
- A gaping hole of meaning in their life
- Not attracting new business opportunities
Part of your ideal customer’s skepticism stems from the fact that they’ve already tried other solutions and it didn’t work for them.
Why should they believe that YOUR solution will be the exception?
The answer is novelty.
It’s important that you frame your product or service as being an entirely new and unique way to achieve their Dream Outcome.
Remember that the Dream Outcome for my ideal customer is building a top-rated podcast with 100k downloads per episode that generates 6-figures in revenue, and enables an autonomous lifestyle.
The novelty in my coaching program could be the use of artificial intelligence and my Autonomous Podcaster Framework (I just made this up) as the “unique vehicle” to getting there.
There’s plenty of programs that teach people how to build a successful podcast.
But there’s never been one that uses AI + plug-and-play frameworks (decreases Effort & Sacrifice) with a name like the Autonomous Podcaster Framework.
This leads a customer to the conclusion, “Oh, I’ve never tried that approach before.”
Which is true.
Because they haven’t tried this particular approach to achieving their dream outcome before, the perceived likelihood of achievement increases as novelty does.
Risk Reversals, AKA Guarantees, should be designed so that your customers have nothing to lose.
This can be a bit controversial as many will argue that you don’t need Risk Reversals to have an irresistible offer.
And sometimes, that’s true.
However, I’m a big advocate for a well-structured guarantee and, statistically, they do increase your conversion rates because they reverse the perceived risk associated with buying.
Most people’s objections to offering guarantees is that customers will take advantage of them and the business ends up losing because of all the refunds.
What you’ll find is that while sometimes that will happen, it’s rare.
On top of that, if your conversion rates increase more than refunds or returns, you’re still making more money.
When Traffic Systems implemented a guarantee they increased their conversion rate by 21% and with only 12% of customers asking for a refund.
The end result was a 6.4% increase in revenue.
Now, before you start thinking of the boiler-plate 30-day money back guarantee, throw that out the window.
30-Day Money Back Guarantees hardly even register in the minds of consumers these days because nearly everyone offers that.
There’s nothing attention-grabbing about that.
Now if a 30 day guarantee is the best you can do (it’s probably not), then fine.
At the very least you’ll need to make the guarantee more attractive by giving it some over-the-top name like “Our Iron-Clad, Buns-of-Steel Promise” or something dramatic.
Better yet, offer a superior guarantee.
Most entrepreneurs are terrified of providing a truly outstanding guarantee with their offer.
Here’s how you protect your business while offering a stand-out guarantee: make it conditional.
There’s a very popular book publishing course that, at the time of this writing, costs $6000 USD to enroll in.
They offer a 365-Day Guarantee for their info product!
That’s a guarantee that ought to make you sweat a bit.
But they protect themselves and encourage customer success by making the guarantee conditional.
In order to be eligible for a refund, you have to actually execute what’s taught in the course.
There are two conditions:
- Client must complete, produce, and publish a book at least 25,000 words in length; and
- The request to utilize this warranty must be within 365 days from the date of Client’s purchase.
Very straightforward and protects the business + the customers.
Ask yourself and your customers how you can reduce the perceived level of risk associated with buying your product or service.
If your product/service requires a degree of Effort & Sacrifice, make sure your guarantee is contingent on your customer making that effort and sacrifice in order to be eligible.
Once you’ve outlined the basics of your Risk Reversal/Guarantee, brainstorm a list of 10-20 unique, captivating, or funny names for it.
Use ChatGPT or Claude 2 for help in generating ideas.
The guarantee conditions and timeline will vary widely on your product or service, but here’s what I’d use for my fake podcast coaching program:
My 365 Day Podcast Prosperity Promise - If you follow the program and upload 52 full-length podcast episodes and you don’t hit 100k downloads at least 5 times, I’ll refund you in full.
This example of Risk Reversal is conditional and completely eliminates the risk for those who follow instructions.
Bonus - The Anti-Guarantee
You could also take the complete opposite approach and implement an “anti-guarantee” where you explicitly tell your prospects that you don’t offer a guarantee and then clearly explain why.
This often makes more sense with info products or perishables that can’t effectively be returned.
If Risk Reversal is designed to make your customer feel warm and cozy, Scarcity should make them feel like clicking the “Buy Now” button is a game-winning-full-court-buzzer-beater during overtime.
Adding scarcity to your offer makes your ideal customer feel a sense of urgency to take action (buy).
Unfortunately, most of the people who DO implement scarcity do so dishonestly:
- Fake seats/tickets available
- Fake countdown timers
- Fake limited-time offers
- Fake stock shortages
While this still works to a degree, customers are more savvy than ever and can pretty easily see through the B.S.
When you do this dishonestly, it eats away at the trust your customers have with you.
When implementing scarcity, do so honestly if you want to create loyal customers that are eager to buy from you again.
- Limited Stock
- Limited edition
- Limited time offers
- Enrollment deadlines
- Limited booking times
- Limited number of clients
If you place a limit, you’d better stick to it unless you have a really good reason to make an adjustment (i.e. you hired more staff, had stock returned, high demand for an extension, clients backed out, etc).
For my coaching program for example, I could only take on so many clients at one time.
If 100 people signed up in the same month, I simply wouldn’t be able to deliver results to them all.
I literally HAVE to place a limit on the number of new clients I can take in a month.
That’s real scarcity.
Your offer might be so damn good, that people turn it down just because they don’t believe it’s true.
There’s this viral video of a guy standing in the streets of New York handing out real pieces of gold to anyone willing to take it.
No strings attached. Just free gold.
Almost no one took the offer.
Because it seemed too good to be true, people thought it was either a scam or just too suspicious.
If you’ve got a true Godfather Offer, this skepticism should develop in the minds of your ideal customer.
The way you overcome that is by providing the Rationale behind your offer.
Tell them exactly why you’ve crafted such a no-brainer offer.
Are you giving away copies of your book for free? Tell them why!
- You have stock that you just want to get rid of.
- Your spouse is tired of them being in the house.
- You want them to read it and become one of your clients.
You get the idea.
If you can’t come up with a good reason for your offer as a whole (other than earning more money), then narrow down your Rationale to your Risk Reversal.
Since you should already have a blockbuster guarantee, provide your rationale behind offering such a great one.
I could explain my rationale behind my 365 Day Podcast Prosperity Promise as such:
- I want your podcast to be wildly successful so you’ll invite me on it at some point
- I believe you shouldn’t pay for a product or service that simply doesn’t work
Nailing of all the other elements of a Godfather Offer doesn’t mean much if your offer is so convoluted that it can’t be understood clearly.
Without clarity of your offer and the path they’ll take to get to their Dream Outcome, Perceived Likelihood of Achievement will plummet.
Avoid unnecessary complexities in your offer.
Clear offers can usually be summarized in one or two sentences.
This is called your “offer statement” and is essentially a headline version of your full offer.
For the sake of simplicity, offer statements don’t include every tiny detail of your entire offer.
That’s what your sales page and terms & conditions are for.
If my podcasting coaching program was real, here’s how I’d articulate the offer statement:
If you’re a successful founder, I’ll work with you over the next 12 weeks to build the foundation of a world-class 6-figure podcast that gives you freedom, meaning and unlimited opportunities using The Autonomous Podcaster Framework
(Without taking up more than 4 hours per week, building/renting a studio, or knowing anything about professional audio recording)
This offer statement addresses:
- Value - “I’ll work with you over the next 12 weeks to build the foundation of a world-class 6-figure podcast that gives you freedom, meaning and unlimited opportunities” + “(Without taking up more than 4 hours per week, building/renting a studio, or knowing anything about professional audio recording)”
- Novelty - “using The Autonomous Podcaster Framework”
- Specificity - “If you’re a successful founder”
For more guidance on your offer statement, check out Hormozi’s MAGIC Naming Formula.
Pricing is what you’re charging, how you’re charging it, and any up/downsells.
- Flat fee
- Payment plan
Choose a model that makes sense for you and, if it makes sense, start with a lower-ticket irresistible offer that upsells to a higher ticket one later.
For my coaching offer, let’s say we’ll charge $20k for the 12 week program.
That’s a price point that most founders with a successful exit would be able to afford and it’s more than fair if we build them a 6-figure podcast within a year.
The cherry on top that just might close the deal: Bonuses
Bonuses are the extra goodies you throw in to
- Reward the action takers
- Reduce effort & sacrifice
- Build scarcity + urgency
Bonuses look different in every situation, but they might take the form of:
- AI Prompts
- PDFs / Guides
- Exclusive media
- An extra free product
In the case of my podcasting coaching, I think a great bonus would be a pre-made podcasting starter kit care package that comes with the basic equipment my clients will need to record their first few episodes.
🟢Putting it all together
You made it through.
We took our offer from a generic, uninteresting service to a one-of-a-kind coaching program.
I offer a podcast coaching program to help you launch a successful podcast.
If you’re a successful founder, I’ll work with you over the next 12 weeks to build the foundation of a world-class 6-figure podcast that gives you freedom, meaning and unlimited opportunities using The Autonomous Podcaster Framework.
(Without taking up hours of your time everyday, building or renting a studio, or knowing anything about professional audio recording)
Now that you understand the anatomy of a true Godfather Offer, you’ll need to write out how you will address each and every element for your product or service.
After that, you’ll need to edit (or create) your sales pages, emails, and funnels to reflect the life-altering upgrades to your offer.
If you want to be taken through this entire process by video, unlock access to fill-in-the-blank worksheets, and steal my AI prompts to speed up this whole process, join The Godfather Offer Academy here.
👏 The End
Articles like this take me days to research, outline, write, and edit.
Not to mention the time it took to formulate and articulate the framework itself.
But it only takes 2 minutes to share this framework with the world.
Send this article to the 1 or 2 people in your life who would find this valuable!
P.S. Just want to make clear again that the podcast coaching program was just an example to guide you through the process. I don’t actually offer that.