Primoz Bozic

Today, I’ll share with you one of the biggest “secrets” that helped us build a $1.4m online business from scratch…

It’s the offer type that was responsible for over 50% of our revenue (and profit)…

And best of all, it’s something you can steal, model, and apply to your own business…

Whether you’re selling to an existing e-mail list of raving fans…

Or growing your business through Facebook Advertising…

Or if you’re working as a freelancer with other online businesses.

This is a skill you WANT to have in your arsenal because an opportunity like this only comes around once every few years.

You see, between 2020 and 2021, we were able to generate our first $779k in revenue by only selling online courses, which was great…

But in January 2022, we discovered a brand new offer type that changed everything for us…

Because within a SINGLE launch, we were able to generate over $100k in revenue (and $80k+ of that was pure profit).

At that point, that was 4x more than any other launch we did (to the very same e-mail list /market).

We’ve since used this single offer type to generate an additional $500k+ in revenue within a single year…

Both through e-mail marketing and Facebook Advertising…

In the Slovenian AND English-speaking markets.

I’m shocked by how few businesses are taking this opportunity up, as it’s right there up for grabs…

And to explain why it works so well, let’s revisit the Growth Hierarchy Framework I shared with you recently.

I told you that finding a great (virgin) market is the #1 thing you can do to scale a business FAST…

But let’s face it, most entrepreneurs don’t have businesses in Virgin Markets.

If your market already has a handful of (or plenty of) competitors…

Then the second most important part of the Growth Hierarchy Framework is the offer.

When you bring a brand-new, exciting offer to an established market, your business can grow faster than you ever thought it could.

Just like I was shocked when our launch of this offer outperformed our past launches by over 400%…

You too might be surprised by how much of an impact this can make on your business.

Now, the problem is that nowadays, it’s hard to come up with a brand new offer that disrupts the industry…

Because online courses, live courses, workshops, masterminds, high-ticket programs, coaching programs, checklists, and templates have been sold over and over again for decades…

So they’re not really new.

But, in the vast majority of the markets I’ve seen, this offer type is far from common.

The offer type I’m talking about is Paid Challenge Funnels.

NOTE: You shouldn’t mistake this funnel with FREE Challenge Funnels that have also been around for decades…

As these were primarily used for lead generation, and while there were some GREAT Challenge Funnels back in the day, like The Green Smoothie Challenge…

There are plenty of funnels like this out there in the world, but don’t perform nearly as well as Paid Challenge Funnels anymore.

The gist of the challenge is that you send an e-mail to your audience every day for 7-28 days – that’s the content of the challenge.

The first ever challenge funnel we launched was The 28-Day No-Yelling Challenge for parents…

But since then, we’ve successfully launched many additional funnels, like The 21 Double Your Child’s Grades Challenge, The 28-Day Stress-Free Parenting Challenge, and The 7-Day Get Your Kids to Listen Challenge.

We’ve experimented with a variety of different challenge formats and price points, and have found that the majority of them work well.

The guidelines we’re following right now are:

• These are typically low-priced products that sell for up to $28 (but don’t let the low price point fool you, our $100k launch was sent to an e-mail list of 46,000 e-mail subscribers)
• The shorter the challenge, the lower the price point (a 7-day challenge might be priced at $5-$9, while a 21 to 28-day challenge might be priced at $28)
• Long AND short challenges can work equally well on ads, but long challenges with higher price points tend to work better for e-mail marketing
• The challenges that work best are ones that solve a big, burning problem of our audience (i.e. parents HATE yelling at their kids) or promise a very desirable outcome (i.e. double your child’s grades)
• Because these ARE low-ticket offers, you’ll want to have at least a handful of product extensions on the backend that can 2-3x your AOV (average order value) and launch revenue
• Every challenge should be extremely valuable and designed to get your audience quick, tangible, and lasting results (more on that in a sec)

There are a couple of reasons why these challenges are great, beyond what I already shared with you.

First, we’ve found that they have much higher follow-through rates than online courses…

This means more happy customers, raving fans, good reviews, testimonials, and word of mouth…

That’s because unlike online courses that people forget about (and collect dust on their digital shelves)…

Your customers will get quick and valuable daily e-mails that are, if written correctly, extremely easy to implement…

And many of our customers told us that they really appreciate the daily e-mail reminders so they can get a little bit closer to their desired outcome every single day.

Now, with challenges, I’ve found that one key thing is getting your customers “hooked” early on in the process… 

Get them a handful of quick wins… 

Which makes it much more likely that they’ll complete the challenge and get the best possible results with it.

So it helps tremendously to follow the Result Amplifiers Framework that I discuss at the end of this blog post.

The second reason why I love Paid Challenge Funnels is that we developed a formula for Product Extensions that works every time…

Simply give your customers the following options during the checkout process:

• Extend the challenge with an advanced challenge
• Get access to a checklist based on the challenge 
• Purchase an audiobook version of the challenge

Has consistently increased our AOV by 30-50%.

That’s because these types of product extensions follow the Value Equation very closely by decreasing the time and effort required to achieve the desired outcome.

There’s a lot more I could share about Paid Challenge Funnels, but for now, just do two things:

1. See if you can find a PAID challenge in your niche (simply google something like “28-day guitar challenge”)…
2. And if you can’t find anything (or the competition isn’t really strong / doing any solid marketing)… Go try this funnel out.
3. And EVEN IF you can find 1-2 similar funnels, you should still give it a shot (because you’re not competing with hundreds of online courses, and after all, these challenges are great for creating thousands of raving fans that buy from you over and over again because they’re so valuable)

Now, just like with every funnel type out there, I expect this opportunity to go away within a couple of years (or months), when more people find out about how well it works…

And just like with every business opportunity, the early adopters that come into the market FIRST will take the majority of the market share.

So don’t put this off to do it “someday”. It will never be a better time to do it than now (and I very rarely say that).

Try it out, and as you do, please do let me know how it goes by leaving a comment below.

Hustle hard,

-Primoz

Jay Abraham has a formula that sums up scaling a business brilliantly.

In essence, all you have to do is:

1. Get more clients
2. Increase the average order value
3. Get them to buy more frequently

Now, today, I’ll share with you one of the biggest drivers for increasing AOV (step #2) that I discovered over the past year.

When most entrepreneurs try to increase their AOV, they try to create these looong upsell pages that take a long time to write…

And while that’s a perfectly solid way to increase your AOV, I’ve found that there’s a much quicker and easier way to do it.

So if I were to increase the AOV of an offer that I’m bringing to market, what I’m about to share with you is the FIRST thing I would do.

This strategy consistently increases AOV by up to 50% (depending on the price of the original product), and I’ve tested it both myself and with my clients, across many different industries.

I call this strategy product extensions.

Now, to be frank, this strategy isn’t new, and you’ve likely seen it in action before…

BUT I put a different spin on it that makes it work extremely reliably…

AND I’m shocked by how many entrepreneurs don’t use it yet – which is why I’m sharing it with you today.

The technology you’ll use to sell your product extensions is called bump orders, and it looks something like this:

You simply add a bump order (or, if your technology permits, two bump orders) to your checkout page (you can usually use a plugin or an existing feature within your billing software to do it)…

But as you do that, here’s “the trick”.

Your bump orders should be extensions of your original product.

I’ve found that two types of product extensions outperform other options:

• More of the same: This is the simplest extension you can make, and the most obvious one – simply sell X additional workouts / copywriting tips / yoga videos / workout bands / guitar drills
• Done-for-you: A tangible offer like a checklist, template or a cheat sheet based on your original product, that’s easy and quick to use and helps your clients get faster results

The more closely your product extensions follow the value equation, the better.

So really, what you’re doing here is that you’re taking your original product…

And extending it with an additional offer that’s a no-brainer to add to your order that helps your clients get better / faster results.

Now, we’ve done a lot of testing with different copy and formatting for product extensions, and found that even majory copy differences don’t really make a big difference in conversion in this case… 

Which makes sense, if you read my blog post about Growth Hierarchy.

What makes a much bigger difference is the actual offer you sell, so that’s what you should focus on.

As long as your copy clearly describes the product you’re selling…

As long as you connect it to a dream outcome that people want…

As long as you don’t try to be too smart or too fancy…

Your offer will work.

So don’t overthink this step.

If you aren’t using product extensions in your funnels yet, go ahead and create them for your next launch…

Get the necessary tech required to set them up…

And see for yourself the kind of impact they can have on your business.

You’ll be surprised to discover that these “quick and easy” upsells can actually perform better than long-winded upsells you might have tried in the past…

And open a brand new way to help you increase profits of your launches (or profitably scale up your offer to reach more customers).

Go ahead, give it a shot, and I’ll speak with you soon.

Hustle hard,

-Primoz

If you want to build a business in 2023, you need to overdeliver.

You need to create products or services that are more valuable than ones of your competitors…

Far more valuable than the price tag on them…

And so valuable that they absolutely blow your customers away, turn them into raving fans, and make them feel like working with you is the best investment they ever made.

Now, it doesn’t matter if you’re selling a $5 e-book…

A $997 online course…

Or a $25,000 mastermind.

The principle of overdelivering is the thing that can make or break the conversion rates of your offer…

That can cause your customers to work with you for YEARS (or never work with you again)…

And help you charge premium prices (because your customers know they’re well worth every penny they spend with you).

But how do you do that?

How can you craft an offer that’s truly irresistible and delivers tons of value to your customers?

“Value” can seem like such a vague word, and just creating 17 bonuses with a (fake) “value of $3493” doesn’t do the trick.

And creating a gigantic offer that takes 50+ hours to go through doesn’t work either in most markets* (because the follow-through rates of such offers are typically 1% or lower).

*I say most markets because this CAN work when you’re selling “professional training” that’s delivered live – like a 200-hour Yoga Teacher Training.

The answer lies in a framework I discovered recently, called The Value Equation.

Alex Hormozi does a great job of illustrating this framework in his book $100m Offers:

As you can see, the equation has 4 key elements:

Dream outcome: 

This is the biggest believable outcome you can promise your customers (i.e. lose 20 lbs). 

Now, this isn’t actually a part of the equation I would optimize, because:

• Anyone can make a big claim nowadays
• There’s a thin line between an irresistible claim and a “too good to be true” claim
• You’re not really getting a competitive advantage by creating a “bigger and bolder claim”

So pick an outcome that’s exciting, and believable and you have the proof to back it up… And move on.

It’s perfectly ok if this part of the equation is the same as your competition’s (i.e. get a six-pack, never feel back pain again, learn guitar in 7 days…).

Perceived likelihood of achievement: 

This part is all about how likely your customers THINK they can achieve the promised outcome after reading your copy.

To optimize this part of the equation, you can do 3 main things:

1. SHOW your prospects in the copy why your approach actually works (and how it’s better than what they’ve been doing so far)
2. PROVE to your prospects that your product works (by providing your own results and/or the results of your clients) – the bigger the claim, the more proof you’ll need
3. DEMONSTRATE why you are the go-to person to solve this problem for them – the more credibility markers you have, the better (media placements, books you’ve written, conferences you’ve spoken at, value you’ve provided in your free content)

Now, you might be surprised to hear that this is still the second least important part of this equation.

Because today, everyone is a “bestselling author”, “was seen in X Y Z media”, and “has these amazing testimonials” (and, unfortunately, nowadays far too many people just make these up or pay for them)…

This means that even if you do all of these things right, there’s still a large possibility that you aren’t standing out in a crowded market.

This brings us to the bottom part of the equation – the part where you can really make a difference in your business.

Time delay:

This is where many of the world’s biggest companies focus their attention, and you should too.

Just think about it…

• If you bought a MacBook or iPhone a few years ago, the experience would be so much more seamless and effortless than buying a PC or an android phone (no need to spend hours installing Windows/apps, it just works out of the box)
• When you buy a Kindle e-book on Amazon, you can buy it in a single click and get it delivered in seconds (no need to wait 3 weeks to get it delivered by snail mail)
• You can watch thousands of movies and TV shows on Netflix instantly (no need to rent DVDs, go to the movies, or record them on VHS tapes)

Now, of course, making things “instant” takes a lot more time and effort than just changing a headline from “lose 10lbs” to “lose 20lbs”, but it’s also where the magic of your competitive advantage happens.

If you can find a reliable way to get your clients results faster (in hours/days/weeks instead of months/years), you’ll increase your follow-through rates, get more testimonials and raving fans, and gain a huge advantage over your competition.

So, when you’re developing your offer, always try to find new, better ways to get your clients results faster – then use that to your advantage in your marketing.

Focus on getting your clients incredible results within 1-7 days, and you’re well on your way to an irresistible offer.

Effort & Sacrifice:

Finally, let’s think about why liposuction costs thousands of dollars, yet you can get a gym pass for as little as $20 a month…

Because getting liposuction requires practically no effort on the client’s side, and going to the gym, sticking to a diet, and losing 50lbs is a whole lot more difficult. 

In between, there’s hiring a personal trainer/nutritionist/chef, that does most of the work for you, which is why the above services are also far more expensive than a simple gym pass and a few months’ supply of rice, broccoli, and chicken.

So when you’re designing your own offer, especially if you want to charge premium prices, the majority of your attention should go towards minimizing the effort & sacrifice your clients need to put in… 

Or, in a single word, making things effortless.

You can do that by identifying parts of your products or services where your clients “get stuck” or that take them far too much time/effort (I call these Sticking Points), and minimizing the required time and effort.

You can do that by:

• Doing the work FOR them (i.e. creating a meal plan, or, even better, delivering food to them that’s in line with their meal plan)
• Creating templates, checklists, cheat sheets, spreadsheets, or automated services/apps
• Finding new, creative ways to help them solve their problems without the hassle

Now, in the marketing world, a lot of people make fun of “magic pills”… But there’s a reason why the supplement industry is worth more than $150 billion – people are happy to pay for quick, effortless solutions.

So, if you focus your attention on actually developing a solution that works as close to a magic pill as possible, you can again gain a competitive advantage that will be tough to beat, and easy to scale.

That’s it for today – think about today’s framework and how you can apply it to your own products or services… 

And watch the magic happen.

Hustle hard,

-Primoz

There’s one critical metric that nobody talks about…

That is one of the biggest revenue drivers for your online business…

That allows you to scale your business much, much faster…

That will help you attract and serve new audiences…

Solve more of their problems…

Add more value to them…

Create and nourish more raving fans…

Increase your average order value and lifetime customer value…

Avoid list burnout…

As well as offer decay (your launches generating progressively less revenue)…

It’s such a critical metric, and yet, I haven’t seen a single person in the marketing space talk about it.

It’s one of the key things that helped us build a $1.4m online business (from scratch), in 2.5 years…

It’s one of our key competitive advantages (that I never shared with anyone before)…

And if you start using it in your own online business…

You can use it to at least 2-3x your revenue (AND profits) this year.

So today, I’m spilling the beans.

This overlooked metric is called TTL (Time To Launch).

You see, the faster you can develop new products…

And the faster you can bring them to market…

The faster your business will grow…

The faster you’ll become the #1 authority in your niche…

And the more you’ll help your prospects.

At the same time, you’ll benefit from everything I wrote above – you’ll increase your AOV and LTV, avoid list burnout, and ultimately scale your business.

And this is where most online entrepreneurs mess up.

They spend months (or even years) developing and selling their products…

And if they do well, it’s great – they see a big spike in revenue when they launch them…

But then, if their audience isn’t growing exponentially, they quickly experience Offer Decay, where each of the subsequent launches generates a fraction of the revenue of the previous one…

And this way, even a $100k launch can turn into a $10k launch (or less) over the course of 3-4 launches.

In the worst case scenario (when they miss the mark on the market/offer), their initial launch already flops…

Which means that they’ve spent all their time, effort and money creating an offer that turned out to be a waste of time…

And you can imagine that’s something you want to avoid.

On the flip side, in our online parenting business, we developed 35 (!) new products over the last 2.5 years… 

We developed 17 of those in 2022 alone…

Which means our TTL was less than 3 weeks.

It took us less than that to go from an idea to bringing a product to market…

Which helped us generate $711k revenue last year…

Or, in other words, $41k average revenue per new product developed.

You’ll be hard-pressed to find a better activity to spend a few weeks of your time on ;).

By the way, it would be fair to think we had a team of 50 people developing our products…

But we did all of that with just 6 employees…

And only 2 of them were focused on product development and sales.

So, how did we do it?

Here are the 3 key principles that helped us get there:

#1 – Debottlenecking

First, we identified all the bottlenecks in our businesses…

We asked mercilessly asked ourselves questions like:

• “Why is this taking so long? Where EXACTLY is the bottleneck?”
• “How can we make this simpler and better (without sacrificing product quality)?”
• “WHO is the bottleneck in our business? How can we help them?”

And then strategically removed our bottlenecks until…

They ran like clockwork, which brings me to principle #2.

#2 – Clockwork Processes

One of the key decisions that helped us shorten our TTL was to stop reinventing the wheel every time we developed or launch a new product.

We created a bulletproof product development and launch process that we repeated over and over again…

We created templates for parts of the process that could be templated (like our sales e-mails, parts of our sales pages, even product structures)…

And we automated everything that could possibly automate (especially things that took WAY too much manual labor, like creating a reporting spreadsheet with Facebook and Google analytics).

With these three activities, we developed processes that ran like clockwork, trained our employees how to use them, and put the pedal to the metal.

#3 – Result Amplifiers

Finally, we asked ourself one critical question every time we developed a new product…

Which is: “Which part of this product will be responsible for the biggest results?”.

So, instead of trying to answer all the questions our customers had…

Instead of giving them all the knowledge we had…

Instead of trying to make the most complete or comprehensive product on the internet (which most people wouldn’t follow through with anyway)…

We focused on 3 types of results:

• First Day Results (we wanted to make sure our clients get a quick win the very first day they get access to the product, within the first few minutes of using it)
• 7-Day Results (we created our products in a way that would transform the lives of our customers within 7 days)
• Lasting Results (finally, we created frameworks that would help our customers keep their results over an extended period of time, which helped us turn them into raving fans and future buyers).

At the end of the day, those are the 3 most important indicators of a successful product…

And a product that’s leaner, easier and quicker to consume can be much more effective and valuable than a gargantuan product that takes months to get through.

Besides, it’s much more compelling to say “with our product, you’ll experience this result in 7 days”… than it is to say “you’ll experience these results after investing 50 hours of your time”.

Now that you have access to the TTL framework…

Think about how you can apply it to YOUR business.

How can YOU debottleneck your business?

How can YOU create more Clockwork Processes?

How can YOU include more Result Amplifiers in your products (and less of unnecessary fluff)?

Think about it…

ACT on it…

And, as always, hustle hard.

-Primoz

At the beginning of every year, I take a 3-month workcation in Thailand.

Because there’s just something about watching sunsets like this from our villa…

With a group of 10 other extremely driven entrepreneurs…

Going to the gym, sauna and ice bath every day…

And really taking the time to reflect, strategize and create…

That feels much better than the dark, cold winters in Slovenia.

So today, on an unusually rainy day, I wanted to share a new framework I’ve been developing for the past year, that can make or break your online business.

The framework is called Growth Hierarchy.

As you might know, back in 2020, I took a risk and started a digital marketing agency…

I called up a friend in Slovenia, he said he had this business opportunity…

To partner with experts and create an online business in Slovenia…

And little did I know at the time how much that single decision to say HELL YES would change my life…

One of the clients we partnered with was a parenting expert, and our business absolutely exploded over the past few years.

The timing was perfect – it was the beginning of covid, parents were stuck with their kids for 24 hours a day, and the parenting problems they experienced were amplified…

And, for the first time ever in Slovenia, people got used to using credit cards, zoom calls, etc…, so it was never a better time to start an online business.

The market was perfect as well – there was practically no competition…

Well, to be fair, there were “competitors”, but nobody ran any serious marketing… Perhaps they spent a few dollars on ads every day, or sent out a few e-mails a year if they had an e-mail list at all…

It was what I call a Virgin Market…

The best possible market you can enter with your business.

Even though the market was “small” (there are only 2 million people in Slovenia)…

Even though many Slovenian entrepreneurs told us “we can’t make money there”, and that we shouldn’t waste our time…

We ignored their advice, trusted our gut and were able to generate 1.4m in revenue over the past 2.5 years:

• 212k revenue in June-Dec 2020
• 567k revenue in 2021
• 711k revenue in 2022

While our profits year by year kept growing exponentially.

What was interesting about this business was that EVERYTHING we did worked…

The simple marketing strategies that worked well in the US market back in 2007 worked like crazy in 2020 in Slovenia:

• Our first launch to a 2k email list generated $15k…
• We created a free e-book, that got us 5k+ new e-mail subscribers ORGANICALLY through a single Facebook post and e-mail…
• We were able to get tens of thousands more e-mail subscribers through ads at a cost of $0.10 – $0.20 per lead, which is unheard of (typically, leads cost you $3-$5 per lead – or more)
• We saw ROAS of 10+ for the first few months when we started running Facebook ads – and were able to quickly build an e-mail list from 8k to 60k+ e-mail subscribers (and made a whole lot of money doing it)
• E-mail open rates remained at 40-50% even when our e-mail list was 50k+, even when we were launching multiple products every month…

That’s the power of a Virgin Market…

It’s one of the most important things you should be looking for if you want to grow your online business fast (and one of the reasons why many online businesses struggle and fail).

I call this principle the Growth Hierarchy:

Market > Offer > Copy >>> Other stuff (design, etc.)

Finding a great, starved market is everything…

Finding a problem that nobody is solving…

Finding something that “should exist”, but nobody took the time to create (or sell)…

It’s more important than the offer, and more important than the copy.

Because entering a great market (Vigrin Market), with bad offer, bad copy, still works incredibly well…

But of course, if you can find a great offer, and write great copy, you’ll be able to increase your profit margins by 5-10x and scale your business to the sky.

On the flip side, if you enter a horrible market, with a bad offer, it doesn’t matter how good your copy is…

You can do EVERYTHING right…

And you’ll still be losing money.

If you enter a bad / ultra-saturated market, you’ll need a great offer and great copy to make things work…

It will definitely feel harder than entering a Virgin Market… But with enough hard work and effort, you can still build a 7-8 figure online business.

Now, as you’re reading this, you might say “but I can’t enter a market like Slovenia” – which might (or might not) be true…

But don’t let that stop you from finding your own Virgin Market.

It’s true that there are way fewer Virgin Markets out there than back in 2007-2012, during the “boom of the online business”…

But there are still millions of Virgin Markets out there if you look closely…

For example, most European countries are Virgin Markets…

Where advertising is 5-10x cheaper than in US…

And conversion rates can be way higher…

Japan is a Virgin Market for many e-commerce sellers…

And you don’t have to stop there.

Parenting is still a relatively new and unexplored market, even in the US (which is why we’ve entered that market with our agency recently, and are well on track to have a multi-7-figure year this year).

But you can go even more specific than that.

Right now, there’s a brand new market of AI (copywriting, image generation, content writing, interior design, etc…) just waiting to be explored…

And there are many more ultra-niche markets (like copywriting for dog trainers) that you can enter with virtually zero competition…

And even though some of those markets might be small…

Remember, we were able to generate $1.4m in a market that’s less than 412k (the number of Slovenian parents – realistically, our target audience is somewhere between 100-200k, because grandparents aren’t our perfect audience)…

And you can do the same.

Keep this principle in mind every time you want to reposition your business…

Or grow it by expanding to a new market…

When you look for new clients as a freelancer…

Or when you develop a new product.

It will save you a lot of wasted time, money and frustration down the way.

Hustle hard, and I’ll speak with you soon…

-Primoz