Hey, Jamie here. This is the 10+4 System, or “how to make an irresistible offer

So, what’s the power of a good offer?

In 1973, George Lucas proposed the idea of Star Wars to 20th Century Fox. They loved it. They said yes, and that they would pay him $500,000.

He made a counteroffer:

“actually, just pay me $150,000, but I’ll get the right to Star Wars, any sequels or prequels, any merchandise.”

They agreed to it. It seemed like a good deal to them.

George Lucas made $50 billion from the franchise.

That’s the power of a great offer.

With any advertising, a great offer is the most important thing, and will often be the difference between success and failure.

So how do we come up with great offers?

First we need a definition, what actually is an offer?

By offer, I’m not talking about discounts or promos,
I’m talking about how you present what you’re selling.

An offer is an invitation to take an action.

When we are running ads, that could be:

  • an invitation to buy something,
  • an offer of something to download
  • or an offer to show their interest in something by taking an action, and therefore inviting us to communicate further with them.

What isn’t an offer?

Your offer isn’t what you do.

For example – say you’re a personal trainer.
Your offer isn’t personal training.
Its not ‘the best qualified, most dedicated results driven personal training in the whole of the UK

That’s part of your brand, but it’s not your offer.


Your offer is a specific THING. A combination of features and benefits using risk reversal and scarcity, laser focussed for your target customer.

A thing SO perfectly matched to their pains, problems, wants, needs, dream transformation that it’s practically IMPOSSIBLE for them to resist.

Most people just say “Hey, here’s my stuff, want to buy it?” and wonder why no-one bought anything.

A well-crafted offer will make people excited about what they’re getting, and will make them want to take action right now.

But again, your offer isn’t just a brief description of the product or service you’re selling – it’s everything they get, how they get it, 

but most importantly, its the way you present it to them.

The way you present it is what makes all the difference.

So what’s the process of putting this all together?

The 10 + 4 System.

10 steps, then 4 questions.


  1. Define your customer.

    • What is it they want?
    • What keeps ’em up at night?
    • What turns them on?
    • What turns them off?
    • What’s the real thing they want?
    • What’s the transformation?
    • What are their dreams?
    • What are their desires?
      (PLUS their demographics, but it’s the emotional stuff we’re really after)
  2. Define the THING that you’re selling (a pair of shoes, a 6 week training program, a live seminar).

  3. Give it a catchy name (use some ‘power words’ if you want to be fancy).

  4. What specific results will it deliver (3-5 things, all of which relate to the ‘pains, problems, wants, needs, dream transformation’ that you defined earlier).

  5. What are the components of the thing (i.e. 6-week fitness program, 1 weights session a week, 1 HIIT session a week, a meal planner, a calorie counter, online support group), and how are they delivered?

  6. Describe how do each of those components help towards achieving the overall goal? (“you get this thing, which means that you…”)

  7. List any bonuses.

  8. Whats the price (include terms and payment options)?

  9. Add in some urgency

    • Available for a limited time?

    • Only a certain number available?

    • Limits on the bonuses?

    • Something relevant to the person (i.e., if you’re pregnant and selling baby things)?

    • Something outside their control – (i.e. taxes need to be submitted by…)

  10. What guarantee are you giving them (if the guarantee doesn’t make you – the business owner – a bit uncomfortable, you’re probably playing it too safe)?

Put that all together, and you’ve got yourself an offer.

Now, ask yourself these 4 questions:


1. Is the offer clear?

If its not SUPER easy to understand, you’re finished. Confused people don’t buy. Dumb it WAY down – could a legit idiot understand it?

2. Is it obviously good value?

Are you showing that it really is a good deal – for example, a 20% off coupon with no reference isn’t proof.Could someone get suspicious that you’re tricking them somehow? Can you make reference to the usual cost.

3. Does it include either a discount or an upgrade?

If you are worried about degrading your brand, then stick with either FREE, or a free upgrade.

4. Is there a logical reason for the offer?

This goes back to the obvious good value.
A sale without an explanation feels shady. Would a skeptic give it the OK? Almost any reason is fine, but it needs to through peoples logic and bullshit filter. 

And that is how you create an irresistible offer.

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