Imperium Offer Creation Worksheet

Imperium Offer Creation Worksheet
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Introduction
Welcome to Creating Your Imperium Offer. This resource will explain the step by step process for
building your Imperium offer.
It’s important to get this right - it will feed into all of the client acquisition systems you build. Make
a copy of this document by clicking here, then going to file > make a copy.
Step 1: Define Who 🎟🤝

We need to know who we are creating the offer for. Niches have segments. For example -
not every gym owner struggles with membership acquisition, and not every agency needs
help with sales.
Answer the following:
Which niche are you in?
Which specific problem do you solve for this niche?
What are the goals of the members of your niche facing this problem?
What are the consequences of facing this problem?
What have they tried to do to solve this problem in the past?
What is their current situation?
What is their desired situation?
What do they truly want, in their heart of hearts?
What do they believe?
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What do they think?
What do you know to be true about their lives that you can use in your messaging?
Conclusion:
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Step 2: Define Outcome 🎟🤝

The outcome you promise may be their desired situation, or fixing one or more problems that
contribute to it (e.g. I’ll get your show up rate to 95%, I’ll help you achieve 100 days of
healthy eating - these are components that contribute to the overall problem of making
money or weight loss). The outcome should align with what your niche wants, not what you
can do.
What is the big promise you intend on keeping? What’s the bold claim?
How can you make this promise tangible? (numbers based)
Where will someone be after you solve their problem?
How will they feel once they have this outcome?
What is the end state they will be in after working with you?
What will this mean to them? What doors does it open for them?
Why is this outcome important to them?
What unconscious drives does this outcome accomplish?
How does this outcome move them closer to their desired situation?
What will their next desired state be once the first one is achieved?
Conclusion:
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Step 3: Define Time-frame 🎟🤝

Your time frame can be monthly, or over a set amount of time or days. I personally like
making offers that elapse over a certain amount of time instead of doing it monthly. E.g. 100
appointments in 90 days sounds sexier than 30 appointments every month.
What is a realistic timeframe for you to achieve the outcome by?
Why does it take this long?
How could you make the time frame shorter?
Conclusion:
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Step 4: Establish Methodology 🎟🤝
What steps / instructions need to be followed for the outcome to be achieved? If running a
DFY service, this is where you explain the steps you take. If running a DWY/Coaching
solution, list the steps they will take.
What are the core components of your product?
How do these core components help achieve the outcome?
List what needs to be done in full detail, in order to achieve the outcome…
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What are the most important items on this list?
What are the least important items on this list?
Can the least important items be removed, while still achieving the outcome?
Now re-do your list but make each step simple, no more than 6-9 words…
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Can these steps be understood by a 10 year old? (if not, make them more simple)
Step 5: Create Factors of Value 🎟🤝

Factors of value explain why your methodology works & why you should be the person to
execute or help them execute on it. Anyone could compete with Imperium by presenting the
same methodology, but it’s HOW we do it that matters.
Next, you need to list every obstacle, objection or problem associated with each item on your
methodology the prospect might have.
Anyone can present a methodology to a prospect. What’s important is for the prospect to
believe the methodology works, and they’ll only believe it works if they don’t associate any
major obstacles with it.
For example in Imperium’s methodology we could add the item ‘make 200 cold calls per day’
You need to predict what problems, obstacles or objections will be associated with the items
in your methodology, and then create value by explaining how you solve these problems,
overcome these obstacles, or render these objections obsolete.
Example:
make 200 cold calls per day
Immediate problems that spring to mind in the prospects mind:
- I don’t want to make the calls

- I’m going to have to pay for dials not appointments
- I don’t know where to find people to call
- I don’t know what to say on the call
- How will I know who to talk to
To create factors of value, you simply invert these problems into solutions:
- We’ll help source qualified pay-per-call cold callers

- We’ll help source qualified lists & owner names
- Providing proprietary scripts & templates that convert
Another example:
“Step 3: build a system that converts leads into appointments”
Immediate problems that spring to the prospects mind:
- Appointments might not show up

- Appointments might not be qualified
- Won’t know what to say
- It’ll take a ton of work
To create factors of value, you simply invert these problems into solutions:
- We’ll provide a show-up system to guarantee 80% of appointments show

- Leads will be vetted prior to appointments, so you’re not wasting time
- PDF with our 7-step templated booking process, foolproof
- Automated with software and assistants we provide
This is how value is created. The outcome and methodology are important, but the factors
of value make it feel real and possible.
Now it's your turn…
List the items (in simple form) in your methodology below

(the important ones, less is more)…
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Next, list every problem, obstacle, concern or objection that might arise from each item…
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Next, engineer solutions to these problems, obstacles, concerns or objections…
(if you don’t have solutions, just imagine what they’d look like if you did)
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Next, explain the solutions in terms so simple a 10 year old could understand them…
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This is literally how we built EasyGrow and turned it into a value-powerhouse.
If there are problems or obstacles you feel you can’t overcome, but you know exist, it’s time
to get learning and adapt your product.
Note: stay in your lane and don’t take it too far. If you’re a marketing agency selling
appointments, you don’t necessarily need to source sales talent to close them (however if
you did, your offer would be 10x better). Remember that this is all in balance.
Example: EasyGrow makes client acquisition easy, but doesn’t help with service delivery.
Things seem and feel more valuable when they solve more mini-obstacles and problems
that prevent us solving a macro-obstacle of a problem (after all, a big problem is just a
collection of little ones).
Next, ask yourself what you can trim away to maximise profit, and value, while minimising
operational costs & drag (think 80/20 - where is 80% of the value coming from? Keep that)
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Step 6: Reverse risk (safety net) 🎟🤝
Next, we must reverse the risk. The less risky someone sees your offer, the more confidence
it will inspire. Offers that have extreme risk reduction are seen as favourable by the market.
People want to know that, if they work with you, they won’t be worse off than they were at
the start. Risk reversal allows us to do this - we must create a safety net.
Do you guarantee that if someone follows your methodology, they will achieve the outcome?
If no, why not? There are probably further factors of value you need to create.
If yes, build out your guarantee:
- Will you offer a refund?

- Are you willing to go ‘in the red’ if it doesn’t work?
- Will you work for free if it doesn't work?
- What could you give them as an apology if it doesn’t work?
- Are you willing to work on a performance basis?
- How are you aligning the incentives?
- What incentive do you have to ACTUALLY make sure it works?
The stronger the guarantee, the more likely the customer is to adhere to the methodology.
Bold guarantees make customers way more likely to do what you tell them to.
If you’re worried about offering risk reversal, just realise it’s a maths thing: maybe you end up
having to refund 2/10 of your customers, but if having the guarantee meant you were able to
sign them in the first place, it’s worthwhile.
Position your risk reversal…
(phrases like ‘pay on results’ or ‘pay on performance’ or ‘we only profit when you do’ or
‘legally bound guarantee’ or ‘no win, no fee’)
What is your guarantee? State it below (the bolder the better)
Name your guarantee (above on the next page)
E.g: ‘profuse apology guarantee’, ‘we’re out of our mind guarantee’, ‘almost too good to be
true guarantee’, ‘kinder than santa guarantee’, ‘belt and suspenders guarantee’
Step 7: Polarise 🎟🤝
Now we want to exclude certain members of your niche who you can’t help. Excluding or
disqualifying people makes people who are included and qualified feel even more so.
Who can’t you help?
Who is the outcome not for?
What mindset would someone need in order for you to NOT work with them?
Step 8: Ultimatum 🎟🤝
Next, list out the best & worst case scenario for someone taking you up on the offer. We
want to set a contrast between upside and downside, recognising that there is infinite
upside, and very little downside. This creates more value.
Best case:
Worst case:
Example (this is an example, may not be our actual offer for EasyGrow):
You can either…
Implement the Imperium infrastructure in EasyGrow and add $20k/mo in new monthly
revenue minimum in 6 months….
Or, you can…
Implement it and not make any money, receive a full refund, get a complimentary $5,000
(wired to your bank), and $5,800 of complimentary coaching for 6 months, free of charge.
You’d net $5,000 and retain your access to all of our proven systems for free.
Step 9: Packaging (positioning assumptions) 🎟🤝
Now it’s time to re-position your product against the assumptions of the market.
Think: people don’t buy chocolate bars, they buy a gateway to temporary bliss.
Some examples:
Imperium EasyGrow: we are selling a video course
Packaged: we are selling a proven initiative to build a predictable high ticket client
acquisition infrastructure
Health coaching: I’m selling a diet & workout plan
Packaged (untested): I’m selling a new, easily followed lifestyle that will guarantee you lose
30lbs in 6 months
You can use metaphors to create packaging…
Lead gen DFY ads: we are selling facebook ads and funnels
Packaged (untested): we are selling an ocean of infinite appointments & a fleet of fishing
trawlers to fish it 24/7 for your business
Ecom DFY email marketing: we are selling klaviyo automations and templates
Packaged (untested): we are selling an endless conveyor belt of qualified traffic to your store
If you brought it back to bare bones, what are you actually selling?
(answer as you would have before this training (e.g. facebook ads, a course, etc)
The above answer likely positions you in the same way as everyone else.
How do you make this sound sexy & in alignment with what they want?
(in as few words as possible)
Step 10: Pricing 🎟🤝
Let’s decide on a price for your offer.
What is your competition charging for a similar outcome?
What is the outcome you’re promising worth to someone?
What are they going to be willing to pay for it?
At which point does price exceed value? (bad)
What do you think the outcome is worth in monetary terms ($)?
What are you going to charge?
If you 2x’d your price, what value would you need to add to justify it?
** if you’re unsure as to whether or not your newfound methodology & factors of value will
actually achieve the outcome, make sure your pricing/guarantee isn’t structured so you’d
enter the red zone, or consider a pay per performance model with a small upfront fee.
Offer Asset Creation
Now we need to create the marketing, appointment booking & sales assets that actually
deliver your offer to the market.
Step 11: Short-form Message 🎟🤝

Create your short-form message variations (use Offer Asset Creation )
Step 12: Long-form Message 🎟🤝

Create your long-form message variations (use Offer Asset Creation )
Step 13: Strategy 🎟🤝

Create your strategy (use Offer Asset Creation )
Step 14: Pitch 🎟🤝

Create your pitch (use Offer Asset Creation )

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Imperium Offer Creation Worksheet

Step 1: Define Who 🎟🤝

Answer the following:

Which niche are you in?

Which specific problem do you solve for this niche?

What are the consequences of facing this problem?

What have they tried to do to solve this problem in the past?

What is their current situation?

What is their desired situation?

What do they truly want, in their heart of hearts?

What do they believe?

Step 2: Define Outcome 🎟🤝

Answer the following:

How can you make this promise tangible? (numbers based)

Where will someone be after you solve their problem?

How will they feel once they have this outcome?

Why is this outcome important to them?

What unconscious drives does this outcome accomplish?

Step 3: Define Time-frame 🎟🤝

Answer the following:

What is a realistic timeframe for you to achieve the outcome by?

Why does it take this long?

How could you make the time frame shorter?

Answer the following:

What are the core components of your product?

How do these core components help achieve the outcome?

What are the most important items on this list?

What are the least important items on this list?

Step 5: Create Factors of Value 🎟🤝

make 200 cold calls per day

Immediate problems that spring to mind in the prospects mind:

- I don’t want to make the calls

- We’ll help source qualified pay-per-call cold callers

“Step 3: build a system that converts leads into appointments”

Immediate problems that spring to the prospects mind:

- Appointments might not show up

- We’ll provide a show-up system to guarantee 80% of appointments show

Now it's your turn…

List the items (in simple form) in your methodology below

This is literally how we built EasyGrow and turned it into a value-powerhouse.

Answer the following:

If yes, build out your guarantee:

- Will you offer a refund?

Position your risk reversal…

What is your guarantee? State it below (the bolder the better)

Name your guarantee (above on the next page)

Answer the following:

Who can’t you help?

Who is the outcome not for?

You can either…

Or, you can…

Imperium EasyGrow: we are selling a video course

Health coaching: I’m selling a diet & workout plan

You can use metaphors to create packaging…

Answer the following:

Answer the following:

Answer the following:

What is your competition charging for a similar outcome?

What is the outcome you’re promising worth to someone?

What are they going to be willing to pay for it?