How To Craft A $100M Offer on Shopify transcript

Today we are talking about offers. >> $169 and you're getting it for $25. 20% off discount right here. >> Up to 50% off everything. >> If you want your ads to perform better, you have to improve your offer process. This is the most important part of an ad. Nothing else matters if the offer doesn't convert. Now, here's the truth about offers. All of the biggest brands that you look up to, they all use the same offer [music] process that I'm going to expose in this video.

And they do it with something called a hero mechanism. And all of the biggest brands on the internet are doing this. And once you learn about this system, you will never be able to unsee it. This offer system is so powerful, it can transform even the most ordinary brand into an [music] industry giant. In this video, I'm going to be running you through my step-by-step process for creating one of them for your business so you can use their same secrets to 3x your sales and dominate your industry.

And if you don't know me, I'm Chase Chapel. I'm a ninefigure marketer, the brain behind some of your [music] favorite brands and creators, and my ads probably follow you everywhere around the internet. So, what is a hero mechanism? It's the unique thing inside your offer that explains why your product works when everything else hasn't. It explains why your customer will have success with your offer [music] and gives them a solution to something they were missing in the past.

So, before we can create one of these hero mechanisms for your brand, there are two key things that your brand needs to have to make this convert. If you want to build a brand that makes an [music] impact, you want to sell to a market that is begging for your product. And the health and wellness market is exactly [music] that. They're selling what everyone wants, which is to feel better, look more attractive, feel younger, and live longer.

But even if you are selling to a market that is begging for your product, if you mess up on this next point, it's all for nothing. Because a market that is begging is a highly intelligent market. This year, the health and wellness market globally will do over $6.8 trillion. So to craft an offer that is going to convert like crazy to a highly intelligent market, you first need to understand the underlying issues behind the problem your ideal customer is facing.

And by the time they come to you, they have already seen all the other competitors in the market. [music] They have already been served ad after ad after ad that claim to give them the solution they are looking for. And these other solutions, maybe they didn't work at all. Maybe they kind of worked or maybe they worked but then stopped. But once you understand these two steps, you're now ready to start crafting your own hero mechanism.

Apple Watch tracks your heart rate, steps, and calories burned. Fitbit counts your steps, but Whoop entered a saturated market that is highly intelligent. They coach your nervous system with a recovery score so you perform at your peak. They completely reframe the category. While other brands are selling features, Whoop is selling a mechanism. Now, when you craft your hero mechanism, you must start with three important questions.

Why does your ideal customer have this problem in the first place? What other problems has your ideal customer tried to solve? And you're going to list all of these out and get crystal clear on each of these. And why do the other products in the market not solve these issues? Now, let's look at this one from Road by Haley Bieber. Road is riddled with hero mechanisms, but one has taken the internet by storm. The glazing formula. >> The road glazing milk. >> Is the glazing milk. >> The glazing milk. >> Glazing milk.

Now, I don't know how much more clear of a hero mechanism you can have. What does glazing formula even mean? >> It's packed with ceramides, which are lipids, which help to boost skin's barrier function. It also contains betalucan, which are polysaccharides, which work to help seal moisture in. >> So, what other problems has your ideal customer tried to solve? These ideal customers have probably tried tons of different creams, serums, patches, supplements, diet changes, and even doctors, thinking that all of these were the solution to their problems.

Yet their skin care still isn't smooth, soft, shiny, relieved of acne, better hydrated or left completely dried out. Now, why do the other products in the market not solve these issues? What is lacking? According to Road, without the glazing formula, studies show your skin will be less smooth, hydrated, clarified, unbalanced, and without the proper barrier to protect your skin. And the existing products on the market have some, but not all of the components of the glazing formula that can only be found with Rogue.

And just like that, the hero mechanism appears. While other brands push features and benefits in a crowded market with the same messaging, Road is pushing their glazing formula to support healthier, shinier, and more hydrated skin and completely stand out in their marketplace through this hero mechanism. This might sound like a simple shift, but this will put you ahead of 99% of your competition. Most brands compete on price or features and even on who can spend the most on ads or who can push the biggest discounts. instead of looking at their product and their competitor's [music] product and asking themselves, "How can I be different?

How can I do the opposite in my market? How can I stand out?" Whether it's my product or even my messaging. All right. So, now that we have all of the tools in our toolbox, this is where the magic happens and how we craft your hero mechanism behind your solution. And we do that by answering the first question. How does my product solve my ideal customer's root cause to their problem in a unique way? that can be done with a unique ingredient or a specific formulation for how those ingredients are used.

You want to be as creative as possible. There's always an angle, so think outside the box. And the second question we have to answer is, how is our product superior to all the other products on the market? Well, these are products that our ideal customers have probably tried but haven't seen the results they were looking for. What makes you better? Is it that the ingredients are specially sourced from a remote village in Amazon that can only be accessed by an underwater submarine?

Are these ingredients activating? What is so special about the product? Once you answer these two questions, we can build the body of your hero mechanism by answering the third. How are we going to present our hero mechanism in a way that is different and unique to only us and sounds new? You want to use terms like newly discovered, for the first time ever, groundbreaking, proprietary formula, or anything to do with a patent.

We want something that makes this feel new, exciting, and they just discovered gold. >> I'm back to show you my new and improved road routine, which now includes our glazing milk. >> Now, here's the fun part. You have to name your hero mechanism. In all of these big brands, you'll notice they all have a special name. Road with the glazing formula. Whoop has the recovery score. Glossier Futur has the oil serum hybrid.

Gravity Blanket has deep pressure tissue. Oollex has bond building technology. None of these brands were the first to enter their market, but they all are the first to have their hero mechanism. You can call yours whatever you want, but call it something that sticks and grabs attention. And then we need our credible source, an authoritative figure who's behind this unique hero mechanism. You have two dermatologists here that are behind this.

They all have the ingredients listed here. Nobody is going to have a single clue what half of all this stuff is and what it does. But what Road is doing is they're showing off their authority and their market by backing up this with their hero mechanism with dermatologist to legitify it. It makes it real. It makes it believable. Now, I can already hear it. Yeah, Chase. I don't have a dermatologist or a huge influencer to give me that authority and I'm just getting started in business.

Well, that's okay. Then you need to go get what I call a common source. A busy mom, an executive working in the city, a personal trainer, a busy student, a relatable figure who has gotten the results and stumbled on this insane new discovery. Now, this could be a Dallas mother of three, a celebrity personal trainer, a 9-to-five busy professional, an acne cured teenager, and then you wrap all of that into your hero mechanism that now stands out in a crowded marketplace as something that is new and exciting and unique.

And that's how you can sell 20 times more than the competition by using a hero mechanism even in a crowded market. Now that you understand how to create a hero mechanism to stand out from the crowd, let's keep the ball rolling and build your brand into a cult-like brand on the internet that nobody can skip past. You can learn it all here in this next [music] video I picked out for you here. I'll see you in just a